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Event Sponsorship: How to Attract and Secure Sponsors for Your Event

Event sponsorships are a powerful tool for promoting and financing your event. However, many event creators struggle with finding and securing sponsors. So how can you effectively develop relationships with sponsors? In this guide, we'll...

Event sponsorships are a powerful tool for promoting and financing your event. However, many event creators struggle with finding and securing sponsors. So how can you effectively develop relationships with sponsors? In this guide, we'll walk you through the steps to attract and secure great event sponsorship for any event.

What is Event Sponsorship?

Event sponsors pay to support an event in exchange for exposure and branding opportunities. They seek to align their brand with the event's audience and objectives. Sponsors can contribute to a variety of events, including trade shows, conferences, festivals, and sporting events. In return, event organizers work to promote the sponsor's brand before, during, and after the event.

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Step 1: Understand the Benefits of Event Sponsorship

Sponsorship offers several benefits for brands, including access to specific audiences, brand awareness, brand credibility, shared publicity, and recruitment opportunities. By understanding these benefits, you can align your event goals with the goals of potential sponsors.

Step 2: Choose the Right Sponsors for Your Event

To find sponsors that fit your audience, learn about your attendees' interests, behaviors, and spending habits. Utilize data from your event ticketing platform, tracking technology, and social media to identify your target audience. Then, create a list of potential sponsors that align with your fans' interests.

Step 3: Use Online Tools to Find Potential Sponsors

Online platforms like Sponseasy, SponsorMyEvent, SponsorPark, SponsorPitch, and OpenSponsorship can help you identify potential sponsors and streamline the sponsorship process. These platforms serve as marketplaces for event planners and brands looking to become sponsors.

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Step 4: Create an Event Sponsorship Proposal Letter

A strong proposal is essential for securing sponsors. Your submission should be short, snappy, and supportive of your broader sales pitch. Consider using a PDF or PowerPoint presentation as a sponsorship pitch deck to showcase the value of sponsoring your event.

Step 5: Approach Key Decision-Makers

Approaching sponsors can be challenging, but there are effective strategies to kick off the relationship. Leverage mutual connections, whether through in-person meetings, LinkedIn, social media, or email. Craft compelling event sponsorship emails that give sponsors a reason to open and engage with your message.

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Step 6: Convince Companies to Sponsor Your Event

To secure event sponsorships, you need to prove the value of sponsoring your event and demonstrate that your team is capable of executing a successful event. Provide key data such as attendee demographics, non-attendee demographics, ticket/registration sales, results from previous sponsors, and event mentions to showcase the potential for brand exposure and return on investment.

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Step 7: Offer Different Sponsorship Packages

Create sponsorship packages to give partners a clear idea of how much to offer and what they can expect in return. Gold, Silver, and Bronze tiers are popular options, but you can adapt them based on your event's attendance numbers and sponsor requirements. Consider including additional sponsorship opportunities such as specific sessions, breakout rooms, or virtual event branding.

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Step 8: Thank Your Sponsors

Make sure to express gratitude and show appreciation towards your sponsors. Thank them during the event, send personalized thank-you notes, write social media shoutouts, re-share their content, and create case studies highlighting the success of their sponsorship. Building lasting relationships with sponsors is key to future partnerships and positive word-of-mouth for your event.

Welcome to a New Era of Event Sponsorship Activations

By following these steps and utilizing trusted tools like Eventbrite, you can attract and secure event sponsors who will contribute to the success of your event. Create valuable relationships with brands that align with your audience and goals. Start leveraging event sponsorships to take your events to new heights.

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