How to get sponsors for an event successfully in 2025

When planning an event, the sky is the limit until the budget comes up. While a fully immersive, hybrid event with major speakers, break-out sessions, and fun giveaways would be effective, it’s outside the realm of possibility for many companies to pull off on their own. Luckily, you don’t have to do it alone.

If the scope of your event has grown past what you can support, sponsorships are the perfect solution. This year alone, brands invested over $60 Billion in event sponsorships. By offering a tailor-made marketing opportunity to influential companies in your area or niche, you can bring in the funds you need to create the event of your dreams.

However, approaching potential sponsors is a delicate art. If you’ve never secured a sponsorship before, it’s difficult to know where to start. That’s why we’ve compiled this step-by-step guide, complete with tips and tricks to find the perfect partner for your next event.

How event sponsorship works

A surefire way to raise capital and add to the prestige of your event is by bringing on sponsors. An event sponsorship is a symbiotic relationship between companies and an event. Ideally, they are mutually beneficial and can lead to long-standing partnerships.

The idea behind a sponsorship is simple. A company will give you money to put on your event, and in return, they will receive branding opportunities within the event and reach your audience. You can bring on multiple sponsors to gain more funding, and sponsors can receive anything from a place at your event to a shout-out on social media.

Why do companies sponsor events?

Modern sponsors are not interested in simply writing a check and having their logo displayed at the event. They want to see a tangible return on their investment. There are a variety of reasons why a company might sponsor your event, including:

• Brand visibility – Your event will bring in a targeted, engaged audience that otherwise might not engage with a sponsor company
• Audience engagement – Events provide a unique opportunity for direct interaction with potential customers. Sponsors can engage with attendees in a more personal and memorable way, fostering stronger connections and relationships
• Lead generation – Every attendee at your event is invested enough in your niche to dedicate their time and energy to it. This means that leads garnered through event sponsorship are far more likely to convert
• Content creation – Any footage from your event can be repurposed into content for your sponsors. This could take the form of speaking engagements, product demonstrations, vlogs, and social media mentions
• Networking – Sponsors can use events as a way to connect with other businesses and influencers in their industry (such as your own company)
• CSR (Corporate Social Responsibility) – Sponsoring an event shows a company’s commitment to social responsibility and community involvement, improving its public image and reputation

You must understand these motivations, as meeting your sponsors’ expectations is key to maintaining relationships.

How to successfully get sponsors for an event

By following these steps, you can take your sponsorship proposal from conception to completion.

Step one: define your event’s value proposition

You already know what your event has to offer for you and your attendees, but to attract the perfect sponsors you need a unique value proposition just for them. Before you approach anyone, make sure you:

• Identify your audience – Know your demographic and have a psychographic profile for your expected attendees, so sponsors can see how you overlap with their target audience
• Outline your event goals – Every company you reach out to has its own unique brand image to uphold. By explaining the goals of your event you can highlight how you’ll bolster that image
• Highlight benefits – Figure out how your event can cultivate brand exposure, lead generation, and social media visibility

Once you’ve defined these points, you will be prepared to answer any questions a potential sponsor might throw at you.

Step two: create a sponsorship package

Come up with clear deliverables and offerings, such as logo placement, speaking opportunities, and social media shoutouts. Organizations want to know exactly what they’re getting in return for their investment. Decide with your team what each of these tangible offerings should be worth.

By breaking down your offerings into tiered sponsorship packages, you can attract a wide range of sponsors. Small businesses might be interested in a smaller dollar amount for fewer perks, while major corporations will require more benefits for their time.

Even with these packages in place, it’s important to allow for some flexibility and customization. The goal is to fit your event into any sponsorship and content strategy, making it as simple as possible for companies to get on board.

Step three: Find potential sponsors

Based on the offerings you’ve devised, find potential sponsors who have the most to gain by supporting you. Maybe you have an existing relationship with a company and can connect with them on a personal level.

Alternatively, several online hubs are designed to connect companies with events, including:

• SponsorMyEvent
• SponsorPark
• OpenSponsorship
• SponsorPitch

However you find potential sponsors, they should:

• Align with the event’s theme
• Share a core demographic
• Have a brand identity that can be supported by your event
• Have a track record of sponsoring similar events

You should target several companies of all different sizes to fill out each of your sponsorship tiers. Sometimes the company that is most excited about the opportunity will surprise you, so be willing to think outside the box.

Step four: reaching out

Draft a compelling sponsorship proposal highlighting your value proposition and the benefits of sponsoring your event. Personalize each proposal to the specific sponsor, addressing their goals, audience, and brand image. Be sure to include details on the sponsorship packages you have created, as well as any other unique opportunities you can offer.

To stand out, consider including some video content from previous events, or testimonials from happy attendees and previous partners and sponsors.

Follow up with a phone call or email to gauge their interest and answer any questions they may have. The key is finding a balance. Keep them engaged without becoming overbearing or pushy.

Step five: negotiate and finalize the agreement

Once a sponsor has shown interest, it’s important to negotiate the terms of the sponsorship agreement to ensure that both parties are satisfied. Be prepared to provide data and statistics on the expected attendance, demographics, and social media reach of your event to demonstrate its potential value as a marketing opportunity.

Be open to different sponsorship options and try to find a mutually beneficial arrangement for both parties. Once an agreement is reached, make sure to have a signed contract outlining all of the details to ensure a successful partnership.

5 helpful tips for approaching a potential event sponsor

Ultimately, your pitch could mean the difference between a lasting sponsorship and a burned bridge. Let’s zero in on some of the most effective tips and best practices for turning potential sponsors into trusted partners.

Tip one: do your research

Large companies receive countless proposals for event sponsorships. To stand out and secure funding, you need to understand the companies you’re contacting.

For example, one company might spend most of its sponsorships on sporting events or charitable causes. If you reach out to them about a tech-focused event, you’re likely to get a no. Find out which organizations could benefit from supporting your event and personalize your pitch to each of them.

Tip two: craft a compelling proposal

Never approach a potential sponsor empty-handed. Prepare a detailed sponsorship proposal that includes:

• Event objectives
• Audience demographics
• Clearly defined benefits for the sponsor
• Different sponsorship levels and packages

You can spice up your pitch with video testimonials, case studies, and statistics from previous events. These will showcase a proven ROI and show off the potential impact of their sponsorship. Even if you don’t have previous success to work with by highlighting the unique audience or theme of your event.

Tip three: focus on the benefits

Show off your professionalism and skill by presenting the benefits to sponsors in an engaging way. Consider creating a short, polished video with eye-catching visuals and success stories from previous sponsors.

This strategy doesn’t only communicate the plethora of benefits to working with you, but it also presents you as a reliable partner. You can show that you care about their success as much as your own and have the resources to pull off an impactful event.

Tip four: offer unique opportunities

Many companies receive sponsorship requests for the same types of events. To stand out from the competition, offer unique opportunities for sponsors to get involved. This could include exclusive branding opportunities, networking events with other sponsors, or VIP experiences.

Additionally, consider offering customized sponsorship packages tailored to the specific needs and goals of individual companies. This not only shows that you’ve done your research, but it also allows sponsors to feel like they’re getting a personalized and valuable experience.

Tip five: follow up

If you don’t hear back from a potential sponsor, don’t assume they’re uninterested. Remember, even with the potential benefits, they don’t need to sponsor an event as much as you need a sponsor.

Follow up with them after a few days to remind them of your proposal and to see if they have any questions or concerns. This shows that you are serious and committed to securing their sponsorship. It also gives them a chance to look over your proposal without it getting lost in the shuffle.

Meet Kaltura Events – the #1 virtual events platform

No virtual event is complete without the perfect event platform. Find out why companies all around the globe trust Kaltura to host their video content and events.

Kaltura Events boasts several features that will be invaluable to both you and your event sponsors. Drive real value for your sponsors with dedicated virtual sponsor booths with 101 chat functionality, video content for repurposing on social media and in future pitches, easily add sponsors’ logos to the streaming portal, and track audience engagement and other valuable statistics on the go.

While looking for event partnerships, don’t neglect the most important one, your event platform. To create impactful virtual events that help both you and your sponsors reach their goals, check out Kaltura today.