How to Get Sponsors for an Event: Our Step-by-Step Guide to Securing Partnerships

Securing the right sponsors can make or break your event. Great sponsors do more than just provide financial support. They can build credibility, expand your reach, and enhance the attendee experience. 

If you’re looking to attract the best partners for your next event, this EventsAir guide is for you. Read on as we walk you through simple steps to secure reliable, supportive sponsors for any event type.

Why you should get the right sponsors for your event

• Funding support: Sponsors can provide essential financial backing to cover event costs.
• Credibility boost: The right sponsors lend credibility, attracting more attendees and media attention.
• Networking opportunities: Sponsors bring valuable connections, creating opportunities for attendees and other partners.
• Increased visibility: Their marketing channels help promote your event to a broader audience.
• Audience alignment: Sponsors that align with your event’s goals enhance attendee engagement and satisfaction.

Already have a couple of sponsorship opportunities? Check our guide on Maximising event sponsorship opportunities to see how you can get the most out of them.

How to get sponsors for an event in 6 steps

Step 1: Identify your target sponsors

The first step in securing event sponsorship is to pick out your potential sponsors. To do this, align your event’s goals with sponsors who share similar values. This ensures they will benefit from exposure to your audience. 

When screening target sponsors, look at the following:

• Event goals and audience: Does the sponsor’s audience match yours?
• Industry fit: Is the sponsor’s industry aligned with your event’s theme?
• Budget and history: Does the sponsor have the resources to support your event, and have they sponsored similar events before?
• Sponsor segment: Are they a PCO, association, government agency, or corporate entity? Tailor your approach accordingly.

In some cases, locations might limit the sponsors you target. This shouldn’t be a problem if you use EventsAir as your event management platform. 

Our centralized platform helps planners coordinate international sponsors more efficiently while ensuring everyone has access to the information they need.

Step 2: Leverage your existing networks

When it comes to securing sponsors, warm paths are far more effective than cold outreach. One of the easiest ways to find potential sponsors is by tapping into your existing network. You can do that in a few ways, including: 

• Seeking internal connections: Ask colleagues, board members, or speakers to connect you with potential sponsors in their networks.
• Asking for introductions: Be clear and respectful when asking for introductions. Explain how the sponsor could benefit from your event and why it’s a good match.
• Referrals: Past sponsors, vendors, and attendees can be your best advocates. Turn these relationships into referrals to build trust and credibility with new sponsors.

With EventsAir as your event management system, you can take advantage of our seamless integration with CRMs like HubSpot, Salesforce, Zoho, and Monday to synchronize and access your event data. This reduces friction, making it easier to bring people on board.

Step 3: Create sponsorship packages

Once you’ve identified your potential target sponsors, the next step is to create sponsorship packages that offer clear value.

A sponsorship package is a document that outlines the benefits and opportunities available for sponsors, helping them understand what they’ll gain in return for their support.

The ideal sponsorship package should:

• Outline clear benefits: Will the sponsor receive exposure through branding, speaking opportunities, or access to attendee data?
• Offer multiple tiers: Create different levels of sponsorship (e.g., platinum, gold, silver) to cater to various budgets and involvement preferences.
• Allow customization: Some sponsors may want exclusive access to certain event areas, while others might prioritize digital promotion.
• Include in-kind options: Not all sponsors can offer cash. Be open to in-kind contributions such as services, products, or venue support.

Sponsors care about visibility, and event technology plays a key role in delivering it. With EventsAir, planners can integrate sponsor branding across multiple digital touchpoints — including the event website, attendee mobile app, event communications, and digital signage.

For hybrid and virtual events, sponsor branding can also be incorporated within the virtual event environment, ensuring sponsors maintain a strong presence whether attendees are joining in person or online.

Step 4: Develop a strong pitch

With your sponsorship packages in place, it’s time to craft a compelling pitch that reflects these packages while grabbing the attention of potential sponsors. 

A pitch is a tailored event proposal that highlights the unique benefits and opportunities a sponsor will gain by partnering with your event. They’re not one-size-fits-all. For best results, personalize each pitch based on the sponsor’s goals. 

For example, if you’re using EventsAir for sponsors and exhibitors management, you can offer:

• Dedicated portals: A self-service portal where sponsors and exhibitors can manage all deliverables effortlessly.
• Lead capture tools: Directly capture and manage leads from the EventsAir Attendee App, with customizable qualification questions, automated follow-ups, and easy data export.
• Sponsor engagement tools: Enable sponsors to connect directly with attendees through the event app, networking tools, gamification, and interactive sessions – creating meaningful engagement opportunities beyond traditional booth interactions.

Be clear on what sponsors will receive. Specify deliverables like logo placements, speaking opportunities, and brand integration. Emphasize the potential ROI and other measurable outcomes, backed by data from past events.

Lastly, keep your pitch concise; don’t overwhelm potential sponsors with excessive details. Focus on the key benefits, making it easy for them to see the value in supporting your event.

Step 5: Pitch to decision-makers

You have pitches, and it’s now time to present them to the decision-makers. The key to successful pitching is reaching the right person and presenting your offer in a way that resonates with their goals.

The three most important factors that determine the success of your pitching are: 

• Knowing the right people: Identify the decision-makers within the company, usually marketing or sponsorship leads. Make sure you’re reaching out to the person who has the authority to approve the sponsorship.
• Timing: Ensure that you’re reaching out at the right time in the company’s budgeting cycle. Start your outreach well in advance, especially for larger sponsors who plan their budgets months ahead.
• Communication: You should also tailor each presentation to the sponsor’s unique goals and needs. Demonstrate how your event aligns with their business objectives and how the partnership can benefit them directly.

Having a strong pitch isn’t always enough. You need to get them in the faces of the right people and do it the right way. 

Step 6: Follow up and close

It doesn’t end with making your pitch. You also need to follow up and close the deal. Sponsors are busy, so it’s important to stay on their radar without being pushy. 

Here’s how to follow up and close effectively:

• Respectful persistence: If you don’t hear back after your initial pitch, follow up within a week or two. Be polite and reiterate the key benefits for the sponsor, emphasizing how partnering with your event aligns with their goals.
• Address concerns: Be prepared to answer any questions or concerns. Sponsors might need more details or adjustments to the package. Be flexible and open to discussions.
• Be clear about the next steps: Once the sponsor shows interest, outline what to do next. Confirm the deliverables, timeline, and payment details to ensure both sides are aligned.
• Make it easy to say yes: Streamline the process by providing a straightforward agreement and making the decision-making process as easy as possible.

Remember, a well-timed follow-up can help push the conversation toward a commitment.

Best practices for securing event sponsors

Securing sponsors requires more than just following the steps; it’s also about building strong, lasting relationships and delivering on your promises. 

Here are some best practices to help you succeed:

• Build long-term relationships: Treat sponsors as long-term partners, not one-time contributors. Maintaining strong communication before, during, and after your event helps build trust and encourages sponsors to return year after year.
• Offer exclusivity: Offering exclusive sponsorships in certain categories can make your packages more attractive. Sponsors appreciate the visibility that comes with being the only brand in their category.
• Deliver measurable results: After the event, provide sponsors with clear reports showing how their investment paid off. Include metrics like audience engagement, media coverage, and ROI. This proves the value of their sponsorship and sets the stage for future partnerships.
• Tailor packages to individual needs: Customize your sponsorship packages to suit each sponsor’s goals. Some may want prominent branding, while others might be more interested in lead generation or networking opportunities.
• Start early and follow up: Don’t wait until the last minute to reach out to potential sponsors. Start early to give sponsors time to consider your proposal. Be persistent, but not pushy, when following up.
• Ensure clear communication: Be transparent and clear about what sponsors will get in return. Avoid any surprises by setting realistic expectations and delivering on your promises.

Elevate your sponsorship strategy with EventsAir

Securing the right sponsors for your event involves identifying the right partners, creating valuable packages, and delivering a strong pitch. 

Beyond following the steps outlined, you can build lasting sponsorships that elevate your event and ensure its success with EventsAir. Our powerful event management platform includes tools for managing all aspects of sponsorship and exhibitor engagement across in-person, hybrid, and virtual events. 

Ready to deliver exceptional value and positive ROI for all sponsors and exhibitors? Request a free EventsAir demo today.