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Event Sponsorship Proposal

Event sponsorship proposals approach entities with the opportunity to sponsor an event while discussing the accompanying benefits and obligations. It is important to address the sponsor’s concerns while presenting key selling points; thus, such proposals focus on recipient needs.

Types Of Event Sponsorship Proposals (13)

  1. Charity or Fundraising Sponsorship – A proposal specifically seeking sponsor donations events (i.e., auction) with a mission.
  2. Exhibition/Vendor Sponsorship – Proposals offering display spaces to sponsors as well as promotional opportunities in exchange for support.
  3. In-Kind Sponsorship – Proposals offering brand visibility at an event in exchange for goods and services (i.e., signage).
  4. Local Business/Community Sponsorship – Proposals offering sponsors an increased local presence since the event targets their geographic location.
  5. Media or Marketing Sponsorship – Proposals seeking media coverage, such as a radio spot or marketing support (i.e., advertising).
  6. Networking Event Sponsorship – Proposals featuring business development opportunities when sponsoring meet-and-greet events (i.e., job fairs).
  7. Platinum/Gold/Silver Sponsorship – Proposals offering one of the top three sponsorship levels in a tier system (i.e., Platinum receives full benefits).
  8. Product/Service Sponsorship – A proposal exchanging event sponsorship recognition and rights chiefly for the recipient’s services/products.
  9. Speaker or Workshop Sponsorship – This proposal promises special mentions during event sessions, thus improving the sponsor’s presence.
  10. Sustainability or Environmental Sponsorship – A proposal specifically detailing how a sponsor can contribute and benefit from environmental events.
  11. Technology/Innovation Sponsorship – Proposals showing a sponsor’s branding potential for displaying or demonstrating its technology during an event.
  12. Title Sponsorship – This proposal promises full sponsorship credit as the exclusive event sponsor therefore increasing their recognition.
  13. Youth/ Student Sponsorship – Proposals promoting youth-centered events to sponsors targeting younger audiences, therefore discussing goal alignment.

What Should Be Included (17 Items)

  1. Event Sponsorship Proposal Cover Page
  2. Proposal Title Page
  3. Proposal Table Of Contents
  4. Executive Summary
  5. Introduction To Proposal
  6. Event Summary
  7. Sponsorship Opportunities
  8. Audience Profile
  9. Benefits To Sponsor
  10. Testimonials, Past Successes, And References
  11. Sponsored Event Promotion
  12. Funding Needs And Event Budget
  13. Timeline And Event Flow
  14. Customization And Collaboration
  15. Contact Information
  16. Conclusion And Call To Action
  17. Appendices


1. Event Sponsorship Proposal Cover Page

Display the event’s name and branding elements on the first page for the purpose of identifying the proposal’s topic. Also, document the event’s basic information (i.e., date).

  • Event Title, Logo, Graphic Design
  • Date, Location, Organizer Contact
  • Sponsorship Tiers/Levels, Taglines

  • Visual Design, Call To Action
  • Legal Information, Copyrights

2. Proposal Title Page

Reproduce the event’s name and information but include the sender’s (organization) name and information. Keep this page simple, especially so the sender’s contact information remains easily referenced.

  • Proposal Title, Proposal Author, Submission Date
  • Organizer Information

  • Event Details, Logo, Legal Disclaimers
  • Images, Graphics, Copyright
  • Event Theme, Sponsorship Levels

3. Proposal Table Of Contents

Present the proposal’s layout for the potential sponsor by listing each page’s content as well as the corresponding page number. While this is optional, it is considered a valuable convenience to the reviewer.

  • Proposal Title, Event Overview
  • Sponsorship Benefits, Audience
  • Promotion, Marketing, Sponsorship Applications
  • Sponsorship Terms/Conditions
  • Testimonials, References, Dates, Logistics

4. Executive Summary

Grab the recipient’s attention by discussing the overall proposal, particularly sponsorship benefits. In addition, make an effort to align the event’s goals with those of the potential sponsor.

  • Introduction, Objectives
  • Sponsorship Opportunities
  • Target Audience, Past Successes
  • Promotion, Exposure, Reason To Sponsor
  • Contact Information, Call To Action

5. Introduction To Proposal

Introduce the proposing organization seeking sponsorship as well as the event,  its goals, significance, and impact. It is important that the potential sponsor begins to relate to both the event and its organizer through this section.

  • Opening Statement, Event Specifics
  • Event Significance, Objectives, Purpose
  • Target Audience, Sponsorship Opportunities
  • CTA (Call To Action), Contact, Selling Points
  • Previous Success Stories, Encouragement

6. Event Summary

Describe the event extensively by documenting items such as its title, location, date, and time. Furthermore, discuss the target audience and attendees to establish the sponsor’s interest in improving their market presence.

  • Event Name, Logo
  • Date, Venue, Location, Type
  • Format, Promotions, Objective, Mission
  • Marketing, History Of Sponsorship Event
  • Theme, Program, Content, Opportunities

7. Sponsorship Opportunities

Continue defining the benefits of event sponsorship by explicitly comparing the rights and privileges of each level. For example, mention the additional exposure opportunities that a gold-level sponsorship offers in contrast to a silver-level sponsorship.

  • Sponsorship Levels, Tier Privileges
  • Exposure, Advertising, Exposure
  • Audience Reach, Pricing, Investment
  • Customization Opportunities, Investment
  • Successes, Contact Material, CTA, Expiration Date

8. Audience Profile

Layout the demographics (i.e., statistics) describing the target audience the event will reach. In addition, reiterate how well the potential sponsorship’s market objectives align with the event’s audience.

  • Demographics (Income, Location, Gender, Age)
  • Professional Interests, Networking, Purchasing Power
  • Attendee Goals, Event Reach, Engagement Levels
  • Technology Adoption, Post-Event Engagements
  • Audience Value, Key Selling Points, CTA

9. Benefits To Sponsors

Explain in detail how sponsorship will aid the potential sponsor in satisfying their objectives. For example, an event with a show may mention the sponsor during the feature performance.

  • Visibility, Brand Exposure, Media Exposure
  • Digital Promotions, Social Media Strategies, CTA
  • Email Campaigns, Speaker/Presenter Opportunities
  • Audience Interaction, Content Marketing, Audience Reach
  • Customization, Post-Event Engagements, Success History

10. Testimonials, Past Successes, And References

Present the recommendations and testimonials given by previous event sponsors since this shows the value behind this proposal’s opportunity. In essence, show the event’s positive impact on prior sponsors, especially with any success stories available.

  • Testimonial Quotes, Attribution
  • Diversity, Realized Benefits
  • Long-Term Relationships, Visuals
  • References, Quotes, Success Stories
  • Active Recommendations, CTA, Privacy Statement

11. Sponsored Event Promotion

Discuss the event’s marketing materials, their delivery, placement, and, especially, the exposure rights awarded to the sponsor. Also, include a descriptive section defining the event’s online presence and the sponsor’s placement in its social media campaigns.

  • Marketing Strategy, Success Metric, Audience Engagement
  • Digital Marketing (Social Media, Email), Gamification
  • Content Marketing, Blog Posts, Whitepapers, Podcasts
  • Webinars, Paid Advertising, Partnerships, Promotions,
  • Brochures, Hashtags, Media Coverage, Press Releases

12. Funding Needs And Event Budget

Satisfy the potential client’s concerns regarding the use of their funds through a particularly detailed report on the event budget. Report every event cost while indicating where the sponsor’s funds are allocated in this section.

  • Event Budget, Funding, Income Sources
  • Transparent Use, Estimated Totals, Sponsorship Levels
  • Sponsorship Allocation, Return On Investment (ROI)
  • Itemized Lines, Funding Gaps, CTA, Sponsorship Benefits
  • Payment Terms, Contact Information

13. Timeline And Event Flow

Dispense a calendar for the event, including when the sponsor may expect critical deliverables such as mentions and advertising. For example, give the schedule for the email campaign where the content mentions or thanks the sponsor for their contributions.

  • Proposal Submission Deadline, Event Timeline/Calendar
  • Customization, Event Preparation, Pre-Event Promotion
  • Payment Deadlines, Media Submissions (Art, Branding)
  • Marketing/Promotional Implementation, Collaborations
  • Post Event Engagements, CTA, Onsite Participation

14. Customization And Collaboration

Discuss sponsorship flexibility, especially since some potential sponsors have unique conditions to meet before volunteering their support. For instance, the potential sponsor may have a specific calendar objective that aligns with the event’s promotions.

  • Options, Tailored Benefits, Co-Branded Initiatives
  • Collaborative Planning, Additional Opportunities

  • Exclusive Experiences, Examples, Creative Partnerships
  • Collaborative Planning, ROI, Creative Support
  • CTA, Contact Information

15. Contact Information

Provide all the contact options available to the sponsor since this will improve the chances of a follow-up to this proposal. Identify everyone the client may directly contact regarding this proposal as well as the event’s website.

  • Organizer/Event, Event Planner, Primary Contact
  • Mailing Address, Contact Phone Number, Email
  • CTA, Availability, Office Hours, Response Times
  • Website, Social Media Profiles, Preferred Methods
  • Preferred Languages, Translation Services

16. Conclusion And Call To Action

Use a summary of sponsorship benefits and words of encouragement to close this proposal. Also, ensure the recipient is comfortable discussing any obstacle preventing them from taking the next step.

  • Summarize Key Points, Express Gratitude
  • Encourage CTA, FAQ, Partnership Benefits
  • Deadline Reminder, Commitment Reiteration
  • Gratitude, Contact Information, Signatures
  • Invitation To Inquiries, Response Encouragement

17. Appendices

In the final section, combine all oversized documentation, such as brochures, references, and calendars. This section should also present any sample forms or contracts the recipient should be familiar with to continue.

  • Past Event Media, Sponsorship Package Information
  • Brochures, Programs, Agenda, Logo/Branding Guidelines
  • Audience Demographics, Testimonials, Legal Information
  • Success Stories, Sample Agreements, Speaker Profiles
  • Event Schematics/Floor Plans, Media Kits, Press Coverage