Why Sponsors Want Events
Local businesses want to reach engaged local audiences. Your event provides that audience. Sponsorship is a trade: you offer visibility and association with your event, they provide funding or in-kind support.
Building Your Pitch
- Audience data — use Tickts analytics to show attendance numbers and demographics
- Visibility options — banner placement, programme ads, social media mentions, event page branding
- Tiered packages — offer bronze, silver, and gold sponsorship levels
- Proof of concept — share photos and data from previous events
Where to Find Sponsors
Start with businesses near your venue: pubs, restaurants, gyms, car dealers, estate agents. They benefit most from local visibility. Approach them in person with a one-page sponsorship proposal. Offer a trial at a lower level — once they see the return, they will often upgrade.
Why Businesses Sponsor Events
Understanding why businesses sponsor helps you pitch more effectively. Sponsors want visibility among your audience, positive brand association with community events, networking opportunities, and content for their own marketing. The best sponsorship pitches clearly explain what the sponsor gets in return for their investment.
Types of Sponsorship
- Cash sponsorship: Direct financial contribution in exchange for branding and promotion. The most straightforward but hardest to secure, especially from smaller businesses.
- In-kind sponsorship: Products or services provided instead of money. A brewery providing drinks, a printer producing programmes, or a local business donating raffle prizes. Often easier to secure than cash.
- Media sponsorship: Local newspapers, radio stations, or social media influencers promoting your event in exchange for branding and tickets.
- Venue sponsorship: The venue provides the space at reduced or zero cost in exchange for naming rights or branding.
Creating a Sponsorship Package
Professional sponsorship packages with tiered options show potential sponsors exactly what they get:
- Title sponsor (£500+): Name on the event title, logo on all materials, social media posts, banner at the venue, complimentary tickets
- Gold sponsor (£200-500): Logo on materials, social media mention, banner at venue, complimentary tickets
- Match/event sponsor (£50-200): Mention on event page, social media post, complimentary tickets
- Programme/kit sponsor (in-kind): Logo on programme or kit in exchange for providing the items
Approaching Potential Sponsors
- Start local: Local businesses understand the value of community visibility. Start with businesses your attendees actually use — local pubs, restaurants, gyms, car dealerships, estate agents.
- Personalise your approach: Generic emails get ignored. Research each business and explain specifically why sponsoring your event benefits them. "Your restaurant is 5 minutes from our venue — your branding reaches 200 hungry fans every matchday."
- Show the numbers: How many attendees per event? How many social media followers? How many email subscribers? Sponsors want to know the reach of their investment.
- Make it easy: Provide a one-page sponsorship summary with clear pricing and benefits. Do not make sponsors work to understand what they are buying.
Frequently Asked Questions
When should I approach sponsors?
At least 8-12 weeks before the event, ideally before your season starts. Businesses need time to approve budgets and create branding materials. Last-minute approaches rarely succeed.
How do I prove the value of sponsorship?
After the event, send sponsors a report: attendance numbers, social media reach, photos of their branding at the event, and any direct feedback from attendees. This builds the case for continued sponsorship.
What if no one wants to sponsor?
Start small. Ask for in-kind sponsorship first — it is a lower commitment for businesses. Once you can demonstrate the value with one successful partnership, others become easier to secure.
