How to source sponsors for an event

When it comes to hosting an event, sponsorship can be an integral part of making it a success. Sponsors provide financial support and help with marketing, publicity, and networking opportunities. However, finding sponsors for your event can be challenging, especially if you are new to event planning or lack experience sourcing sponsors. This article will discuss some effective strategies for sourcing sponsors for an event.

1. Define Your Event

Before you start looking for sponsors, it’s important to clearly understand your event. Define the type of event, the audience you are targeting, the theme, the goals, and the benefits sponsors can expect from partnering with you. Having a clear understanding of your event will make it easier for you to approach potential sponsors and pitch your event in a way that resonates with them.

2. Identify Potential Sponsors

Once you have defined your event, the next step is identifying potential sponsors. Look for companies or organizations with a similar target audience or are interested in the theme of your event. You can also consider companies in a related industry or have a shared interest in the cause your event is supporting.

To identify potential sponsors, you can conduct research online, attend networking events, and ask for referrals from your existing network. Make a list of potential sponsors and prioritize them based on their relevance to your event and their potential to provide significant support.

3. Create a Sponsorship Proposal

A sponsorship proposal is a document that outlines the details of your event and the benefits of sponsorship. It should include information about the target audience, event goals, marketing and publicity opportunities, and the value sponsors can expect to receive from partnering with you.

Your sponsorship proposal should also include a sponsorship package with different sponsorship levels and corresponding benefits. For example, a platinum sponsor may receive more prominent branding opportunities and exclusive networking opportunities than a gold sponsor.

4. Approach Potential Sponsors

Once you have created a sponsorship proposal, it’s time to approach potential sponsors. The best way to approach sponsors is to establish a personal connection first. Research the company or organization and find out who the decision-makers are. Reach out to them via email, social media, or phone and introduce yourself and your event.

Explain the benefits of sponsoring your event and provide them with your sponsorship proposal. If you can, arrange a meeting to discuss the opportunity further. During the meeting, be prepared to answer any questions they may have and be flexible in your approach. Remember that every sponsor is unique and may have different needs and priorities.

5. Follow Up

After you have approached potential sponsors, following up with them is essential. Send a thank-you email after the meeting and provide any additional information they may need. Follow up regularly to keep them informed about your event’s progress and any new sponsorship opportunities.

If they express interest in sponsoring your event but haven’t committed yet, offer them a deadline to make a decision. Don’t be too pushy, but be assertive in your communication to show that you value their interest and are serious about the partnership.

6. Leverage Your Network

Leveraging your network can be an effective way to source sponsors for your event. Contact friends, family, and colleagues and ask for referrals or introductions to potential sponsors. You can also ask your existing sponsors for referrals to other companies or organizations that may be interested in your event.

7. Utilize Social Media

Social media can be a powerful tool for sourcing sponsors for your event. Use platforms like LinkedIn, Twitter, and Facebook to connect with potential sponsors, share information about your event, and build relationships. You can also use social media to showcase your existing sponsors and highlight the value of partnering with you.

8. Attend Networking Events

Networking events can provide excellent opportunities for meeting potential sponsors face-to-face. Attend industry conferences, trade shows, and other events where your target sponsors will likely be present. Be prepared to introduce yourself and your event and have your sponsorship proposal ready to share.


In conclusion, sourcing sponsors for an event can be challenging, but it can also be a rewarding experience with the right strategies and approach. Define your event, identify potential sponsors, create a sponsorship proposal, approach sponsors, follow up, leverage your network, utilize social media, and attend networking events. By following these steps, you can increase your chances of finding the right sponsors for your event and making it successful.