How to Write an Event Sponsorship Proposal That Gets a 'Yes' (With a Template & Examples)

Securing sponsors sounds great - until you have to write the actual sponsorship proposal. You know your event is amazing, and you’re confident sponsors would love to be part of it - but how do you convince them of that?

Sponsors don’t just hand out money. They want to know what’s in it for them. Your proposal needs to prove that sponsoring your event is a smart business decision.

That’s exactly what we’re going to help you with.

In this guide, you’ll get a step-by-step breakdown of how to write an effective event sponsorship proposal, plus a free template and real examples to make the process a lot easier.

What Is a Sponsorship Proposal?

An event sponsorship proposal is your pitch to potential sponsors. It's a document that outlines your event, what you’re offering, and why it’s a great opportunity for them. Think of it as a mix between a business case and a sales pitch - except instead of selling a product, you’re selling visibility, engagement, and brand exposure at your event.

But here’s the catch: sponsors get tons of proposals, and most of them go straight to the reject pile. If yours looks like every other generic request for money, it won’t stand out.

A well-structured, personalized proposal that speaks to a sponsor’s goals has a much better chance of getting a “yes.”

What Do Sponsors Look for in a Proposal?

A proposal is your chance to show prospective sponsors that you get them - their goals, their target audience, and how your event can benefit them.

But to do that, you need to know what makes them tick.

1. Audience fit (a.k.a. “are these our people?”)

Event sponsors want to reach the right crowd, not just a big one. A tech company won’t care about a fashion event, and a luxury brand won’t sponsor a student-run conference.

Show them that your audience aligns with their ideal customers. Bonus points if you include data on attendee demographics.

2. Brand visibility that actually matters

Slapping a sponsor’s logo on a banner isn’t enough. They want meaningful exposure like speaking opportunities, featured social media content, exclusive email promotions, or interactive brand activations at your event.

If you’re offering prime real estate (on stage, in emails, on a live stream), highlight that.

3. Clear ROI (a.k.a. “how does this help us sell?”)

Businesses don’t sponsor events just to be nice. They want a return on investment. Show them what they get in exchange for their money:

• More brand awareness? Great - how many eyes will see their logo?

• New leads? Awesome - how will they collect them?

• Sales? Even better - how does your event drive conversions?

4. Proof that you can deliver

Sponsors want to know they’re betting on a winner. Have you hosted this event before? Share key numbers like past attendance, social media engagement, or ticket sales. If it’s your first time, talk about your marketing plan and why you’re confident it’ll be a success.

5. Customization options

Not all sponsors want the same thing. A startup might want speaking time, while a big corporation might prefer VIP branding. Offer flexible sponsorship packages so they can choose what works best for their goals.

6. A partnership, not just a transaction

The best sponsorships are mutually beneficial. Instead of just asking for money, show how you can promote the sponsor’s brand before, during, and after the event. 

Maybe you feature them in a podcast, include them in an exclusive VIP networking session, or highlight their team in event content.

7. Simplicity & clarity

If your proposal is 10 pages of fluff, sponsors won’t read it. Make it clear, structured, and straight to the point. A confused sponsor is a “no” sponsor.

Types of Event Sponsorship Proposals

Not all sponsorships are just about money. Brands can support your event in different ways, and the type of sponsorship you pitch should match both your needs and what the potential sponsor is looking for.

Here are the main types of event sponsorship proposals you might send out:

Financial sponsorship (a.k.a. the classic “we need money” proposal)

This is the most common type. You're asking a company to fund all or part of your event in exchange for brand exposure and perks (logo placement, speaking opportunities, VIP access, etc.).

To make it work, you need to prove the ROI: how will their investment translate into brand awareness, leads, or sales?

In-kind sponsorship (a.k.a. “we’ll take free stuff, too”)

Not every prospective sponsor needs to cut a check. Some brands prefer to donate products, services, or resources instead of cash. Think:

• A catering company providing free food.

• A tech company lending equipment.

• A media company offering free advertising.

This works great when you need event essentials but don’t have the budget to pay for them.

Media sponsorship (a.k.a. “we’ll hype you up”)

Media sponsorships involve a company promoting your event through their channels; social media, newsletters, radio, podcasts, or even TV.

In return, you might give them an exclusive media partnership or branding rights.

Promotional sponsorship (a.k.a. “let’s cross-promote”)

This is where a brand helps spread the word in exchange for event exposure. Maybe they promote your event to their email list or post about it on social media.

In return, you give them branding opportunities or feature them in your content. It’s a win-win for visibility - they get exposure, and you get free marketing.

Prize or award sponsorship (a.k.a. “you give the prize, we give the hype”)

This is perfect for events with competitions, giveaways, or raffles. Brands donate a prize (cash, products, gift cards) and, in return, get featured as a key event sponsor.

They're great for companies looking for a low-commitment way to get brand exposure.

Venue sponsorship (a.k.a. “give us a space, and we’ll give you shoutouts”)

If a business owns a conference hall, co-working space, or hotel, they might sponsor your event by offering the venue for free or at a discount. In exchange, they get branding perks like naming rights (“Event Presented by XYZ Venue”) or featured promotions.

How to Find and Target the Right Sponsors

Not every company is a good sponsor for your event. You don’t want to waste time pitching to brands that have zero interest in your audience or won’t see value in partnering with you.

Here's how you can find the right event sponsors:

1. Start with who’s sponsored similar events

Why reinvent the wheel? If a company has sponsored a similar event before, chances are they’re open to doing it again. Look at:

• Past events in your industry - who were the sponsors?

• Your competitors - who is backing their events?

• Conferences or trade shows that attract the same audience as yours.

A quick Google search or scrolling through event websites can give you a solid list of potential sponsors in minutes.

2. Think about brands that want your audience

Sponsors aren’t just throwing money at events for fun. They want to reach potential customers. Ask yourself:

• Who is your audience? (Age, interests, job roles, industries, etc.)

• What brands want to sell to them?

• Which companies would benefit from getting in front of this crowd?

3. Leverage your network

You (or your team) probably already have some connections that can help. Think about:

• Past partners or clients - maybe a company you’ve worked with before would be open to sponsoring.

• Your attendees’ employers - if people from a company are coming to your event, their employer might want to sponsor.

• Friends and colleagues - ask around! A simple LinkedIn post can lead to great introductions.

4. Look for brands investing in sponsorships right now

Some companies are already actively looking for sponsorship opportunities. Keep an eye on:

• Brands running big ad campaigns (if they’re spending on ads, they might be open to event sponsorships, too).

• Companies launching new products (they need exposure, and your event could be the perfect place).

• Businesses expanding into new markets (they might want to connect with your audience).

5. Check sponsorship marketplaces

Yes, these exist! There are online platforms where brands and event organizers connect, like:

• SponsorMyEvent

• Sponsorpitch

• OpenSponsorship (for sports & fitness events)

These can help you discover companies that are actively looking for sponsorship opportunities.

How to Write a Sponsorship Proposal in 6 Steps

Most sponsorship proposals fail not because the event isn’t good but because the pitch doesn’t make the value clear or feels too generic.

Let’s make sure yours stands out. Here’s how to do it:

Step 1: Start with a strong hook (make it personal)

First impressions matter, so your intro should grab their attention and make them want to keep reading. 

If it reads like a template, it’s going straight to the rejection pile. Instead, start with something personal, engaging, and relevant to the sponsor.

✅ Do this:
"We noticed your recent campaign promoting sustainable business practices. Our event brings together 2,000+ eco-conscious entrepreneurs, making this a perfect opportunity to showcase your brand to an engaged, like-minded audience."

❌ Not this:
"We are organizing an event and seeking sponsors. Please see our sponsorship packages attached."

See the difference? Make it about them, not just your event.

Pro tip: Use their name and reference something specific about their brand to show you’ve done your homework.

Step 2: Clearly outline what your event is about

Sponsors want to know what they’re getting into, but they don’t need an essay. Keep it tight, clear, and results-focused.

Key details to include:

• Event name & purpose: Why does it exist? Who is it for?

• Date & location: Virtual or in-person?

• Audience details: How many attendees? Who are they (demographics, interests, job roles)?

• Track record (if any): How many attended last time? What was the impact?

Example:
"The Growth Summit is a two-day virtual event bringing together 5,000+ startup founders, investors, and business leaders. Last year’s event had 92% attendee engagement and 1.2M social media impressions. This year, we’re expanding with interactive brand activations and networking opportunities."

Short, punchy, and numbers-driven.

Step 3: Show them what’s in it for them (the value section)

Most proposals fall flat because they talk about why they need a sponsor instead of why the sponsor needs them.

Sponsors don’t just want to “support” your event. They want ROI. So, highlight the benefits in hard numbers and real value.

✅ Do this:
"By sponsoring The Growth Summit, your brand will be seen by 5,000+ founders, with an estimated 1M+ social impressions. We’ll feature your company in three email campaigns sent to 50,000+ engaged professionals."

❌ Not this:
"Your support will help us make this event a success."

Step 4: Present different sponsorship opportunities (make it flexible)

Not every sponsor wants the same thing. Offer different sponsorship levels so they can choose the option that makes sense for them.

You can include:

• Tiered sponsorship packages (e.g., Gold, Silver, Bronze) with clear benefits.

• Customizable sponsorship options (because one size doesn’t fit all).

• Unique opportunities like speaking slots, branded activations, or VIP experiences.

Example:
"Not seeing what you’re looking for? Let’s customize a sponsorship package that fits your goals."

Pro tip: Offer something unexpected, like a sponsored “networking lounge” or a branded photo booth. Make it fun and memorable.

Step 5: Prove your event’s credibility (show them it’s worth it)

Sponsors want to know they’re putting money into something legit. Help them feel confident by sharing:
✔️ Past event data (attendance, engagement, social reach).
✔️ Testimonials from past sponsors or attendees.
✔️ Press mentions or partnerships that add credibility.

Example:
"Last year, brands like HubSpot, Shopify, and Notion partnered with us, gaining over 1.5M impressions across social and email campaigns. Here’s what one of our sponsors had to say:"

“The Growth Summit put us in front of exactly the right audience, and we saw a direct increase in demo sign-ups during the event.” – Jane Doe, Head of Marketing, XYZ Company

Even if it’s your first event, you can highlight other credibility markers like the speakers, partners, or engaged community you’ve built.

Step 6: End with a clear call to action (make it easy to say yes)

If your proposal ends with “Let us know if you’re interested,” you’re making sponsors do extra work. Instead, guide them to the next step.

Make sure to include:

• A deadline for responding (creates urgency).

• Your contact info (make it easy for them to reach out).

• A friendly nudge to schedule a call or meeting.

✅ Do this:
"We’d love to discuss how we can tailor a sponsorship package to fit your goals. Let’s set up a quick call next week—how does Tuesday at 2 PM EST work for you?"

❌ Not this:
"Please review the proposal and let us know if you’d like to proceed."

Tips to Make Your Proposal Stand Out

By now, you’ve got the structure down. But with so many proposals landing in their inbox, how do you make yours impossible to ignore?

Here are some helpful tips to optimize your proposal:

Skip the corporate jargon

Sponsors aren’t impressed by fancy buzzwords; they want clarity. Ditch phrases like “synergistic opportunities for brand amplification” and just say what you really mean.

❌ Instead of this: “Our event provides omnichannel exposure through diverse engagement touchpoints.”
✅ Say this: “Your brand will be featured in front of 5,000+ decision-makers through email, social media, and event promotions.”

Make it visually appealing

No one wants to read a Word doc full of plain text. Add:

• Branding & colors to match your event.

• Logos of past sponsors or partners for credibility.

• Graphs or infographics to highlight key stats.

• Mockups of where sponsor branding will appear (event banners, social posts, emails).

Tools like Canva, Google Slides, or Notion make this easy.

Show what’s possible, not just what’s available

Instead of listing generic sponsorship benefits, help sponsors visualize their impact.

• Instead of: “Logo placement on website” → “Your brand will be the first thing attendees see on our homepage, which gets 50K+ monthly visits.”

• Instead of: “Social media mentions” → “We’ll feature your brand in 3 dedicated posts to our 100K+ followers, plus an Instagram Story takeover.”

Make it real. Numbers, images, and clear descriptions sell the opportunity better than a bullet-point list.

Ditch the one-size-fits-all approach

Sponsors can tell when they’re getting a copy-paste proposal.

Personalize it! Mention their brand, reference past sponsorships, or connect your event to their goals.

Example:
"We noticed your recent campaign on [topic]. Since our audience is made up of [ideal customers], this event is a great chance to showcase your brand to an engaged, relevant crowd."

Even small tweaks like this make a huge difference.

Add a human touch

Sponsors are people, not ATMs. Show them there’s a real human behind the proposal who’s excited to work with them.

• Use a friendly, conversational tone (like you’re talking to a colleague).

• Share your passion for the event and why you think they’d be a perfect fit.

• End with a personal note, like, “I’d love to chat more about how we can make this partnership amazing. Let’s grab a coffee or hop on a call!”

Follow up (without being annoying)

Even the best proposal can get lost in a busy inbox. A friendly follow-up can make all the difference.

Here's how you can do this:

• Wait a week, then send a short email checking in.

• Reference something specific from your proposal to jog their memory.

• Offer to answer any questions or schedule a call.

Pro tip: If they say no, ask for feedback. It could help you improve your pitch for next time.

Real-life Sponsorship Proposal Examples

Looking for inspiration? Here’s how successful events secured sponsorships:

TechCrunch Disrupt (virtual event)

TechCrunch took advantage of its high-profile audience (tech founders & investors) to attract sponsors like AWS and Google Cloud. Their proposal emphasized lead generation, branding, and thought leadership through sponsored sessions, digital ads, and networking access.

Dreamforce (corporate event)

Salesforce’s Dreamforce attracted big sponsors (Accenture, Deloitte) by offering prime visibility, speaking opportunities, and direct access to decision-makers. Their corporate sponsorship tiers ranged from $70K to $700K+, which made it flexible for different budgets.

Relay For Life (charity event)

The American Cancer Society focused on community impact to secure local business and corporate sponsors. Their proposal highlighted brand goodwill, local engagement, and PR opportunities, making it appealing for companies wanting to align with a meaningful cause.

Downloadble Event Sponsorship Proposal Template

[Click here to download the free template]

Not sure where to start? This fill-in-the-blanks template includes:
✅ A structured outline with all key sections.
✅ Space for customization based on your event and sponsor.
✅ A polished, professional layout to make your proposal look great.

Use this template as your foundation and tweak it to match your event.

You’ve Got the Sponsors - Now What?

Securing sponsorships is a huge win - but now comes the real challenge: bringing your event to life. 

Managing registrations, coordinating speakers, keeping attendees engaged...there’s a lot to handle.

Instead of juggling it all manually, why not streamline the process with an event management platform? HeySummit helps automate all those key tasks (and more!), making it easier to run hybrid and virtual events. This way, you can truly focus on delivering value to your audience and sponsors.

You’ve secured the funding. Now, let’s make your event a success. Get started with HeySummit for free today!