How to Get Sponsors for an Event: 10 Steps That Work

event management tools • event planner • event sponsorship

Posted on May 24, 2025

Table of Contents

You’ve put together your event idea. You can see it all coming together: the venue, the people, the content, the energy. But there’s one thing standing in the way: money.

More specifically, how to get sponsors for an event when you’re not a big-name organiser, when your deck isn’t flashy, or when you’re still figuring things out. The truth? You don’t need a massive budget or a shiny brand name to get a “yes.” You need clarity, creativity, and the ability to show potential sponsors that your event is worth their time (and budget).

This blog will walk you through every step you need to take to find, pitch, and win event sponsors, whether you’re hosting a 50-person networking meetup or a full-on industry summit. And yes, we’ll include a real-life story and even a ready-to-use pitch template.

Let’s get into it.

What Is Event Sponsorship?

Let’s get one thing straight: event sponsorship isn’t just putting a logo on a banner and calling it a day.

At its core, sponsorship is a two-way deal. A brand gives something valuable, usually money, products, or services, and in return, they get to connect with your audience. That might mean more visibility, more leads, or just being part of something their customers care about.

There are different types of event sponsorship, and you don’t have to stick to one. Here are the common ones:

Financial Sponsorship: The classic one. A company gives you funding, and you give them exposure, logos, shoutouts, speaking time, or lead access.
In-Kind Sponsorship: Instead of money, they offer products or services. This could be anything from free snacks and drinks to venue space or branded swag. This kind of support can be just as useful.
Media Sponsorship: A media outlet or publication helps spread the word. Think promo articles, podcast mentions, or social posts.
Tech Sponsorship is great for hybrid or virtual events. In exchange for brand visibility, a sponsor might offer the platform you use to run your event, analytics tools, or live streaming gear.

Sponsorship works best when it feels like a good match, they reach the right people, and you get to run a stronger event.

Quick Note on Sponsors vs. Partners:

A sponsor gives you resources and gets something in return. A partner is more involved; they might co-host sessions, help with planning, or be more hands-on throughout the event. Not every sponsor wants to partner, and that’s okay. Just be clear upfront.

What Do Sponsors Get Out of It? (And What Do You Get Too?)

Let’s be honest: most people start thinking about sponsors because they need money. And that’s fair. Events cost money. But sponsorship can bring more than just budget relief.

Here’s what you can get from a good sponsor:

Funds to help run your event
Exposure to their audience (they might promote it too)
Added credibility (big names make your event look serious)
Extra value for attendees (giveaways, better experiences)

Now flip the script. Why would a sponsor say yes?

They get to reach a specific group of people they care about
Their logo or message gets seen in a new way
They might get a chance to speak, run a booth, or share tools
They collect leads or data from engaged attendees
They align with something meaningful to their brand

So really, sponsorship is marketing. You’re not just asking for money, you’re offering a way for a brand to connect with real people who might care about what they do.

Think of it like this:

You get: Funding → Credibility → A better event for attendees
They get: Exposure → Leads → Brand recognition

So before you write a single word in your pitch, ask yourself:

What do I really offer a sponsor?
How can I make it easy for them to see the value?

That’s the mindset shift that turns “just asking for money” into “building something together.”

1. Define Your Event Goals and Audience

Before you contact anyone, clarify why you’re hosting this event and who it’s for. Sponsors want to know exactly what they’re putting their name behind.

Ask yourself:

What is the purpose of this event? (lead generation, education, community building, product launch?)
Who’s attending? (job titles, industries, interests, spending power?)
Why will they care about this event?

You’ll use these answers in your sponsorship pitch, so write them down. Sponsors don’t just care about the number of attendees; they care about whether those attendees are a good fit for them.

Tip: If you’re using a platform like InEvent, you can segment attendees and track interests, making it easier to match sponsor goals with audience types.

2. Build a Compelling Sponsorship Package

Now that you know your audience, create a menu of benefits for potential sponsors.

This isn’t about slapping a logo on a banner. Think of what a sponsor would actually value.

Here are ideas to include:

Sponsored speaking slots or fireside chats
Branded breakout rooms or networking sessions
Logo placement on event pages, email invites, or swag
Sponsored polls, games, or giveaways
Access to attendee data (with consent, of course)

Offer packages in tiers (Gold, Silver, Bronze), but be open to building custom options. If you’re using a tool like InEvent, you can even show off virtual booths, branded rooms, or in-app sponsor placements as part of the deal.

Here’s a sample structure:

Package	Investment	Visibility	Engagement	Perks
Gold	$15,000	Mainstage logo & mention	Keynote slot, full lead access	Custom giveaway, post-event email
Silver	$10,000	Logo in app & emails	Breakout session, booth	Social promo, lead list
Bronze	$5,000	Logo on website	Shared booth	Event recap mention

Need help creating your proposal?

If you’ve never written one, here’s a step-by-step guide to writing a standout event proposal. You can combine both: standard tiers with a “let’s customise something just for you” option.

3a. Identify the Right Sponsors

It’s tempting to email every big brand you can think of. But here’s a better question: Who would want to be in the room with your audience?

Look for companies that:

Have sponsored similar events before
Serve the exact audience you’re targeting
Are launching something new or growing into your market
Want to be seen as industry supporters or thought leaders

Here are some industry examples:

Tech: Salesforce, Google, AWS, Adobe
Finance: Amex, Deloitte, Bank of America
Lifestyle: Nike, Airbnb, Lululemon, Red Bull
B2B Tools: HubSpot, Notion, Mailchimp

Use tools like LinkedIn to find the right people on their team, usually someone in partnerships, marketing, or business development.

And always check their press page or event calendar to see who they’ve supported in the past.

3b. How to Tell if a Sponsor is a Good Fit

Here’s a quick checklist to qualify potential sponsors:

Do they serve or want to reach your audience?
Are their goals aligned with your event’s purpose?
Have they sponsored events before?
Can you deliver measurable ROI (leads, exposure, engagement)?
Is there potential for co-creation or deeper collaboration?

Want to see what works?

Check out these five practical tips for getting sponsors to say yes to your event to see what’s worked for other planners.

4. Craft a Personalised Sponsorship Pitch

This is where most people mess up. They send the same generic PDF to everyone and hope for the best.

But sponsors receive dozens of these every week. What stands out is the clear, human, and personal message about their goals.

Here’s a Sponsorship Pitch Template You Can Use:

Tip: If you don’t hear back, follow up 5–7 days later. People get busy, and a polite reminder often does the trick.

If you’re using a platform like InEvent, this is a great time to highlight features like:

Sponsor booth analytics (see who engaged, for how long)
In-event branding (logos, sponsor intros, app placement)
Lead gen tools (forms, QR scans, badge taps, gated downloads)

5. Showcase Your Event’s Value

If you’ve done events before, pull together numbers that show real results:

Attendee satisfaction
Social media impressions
Leads generated
Press mentions

If it’s your first event, don’t panic. You can:

Highlight confirmed speakers or partners
Share mockups or design previews
Show early registrations or interest lists
Use industry data to show why your audience matters

This builds trust. Sponsors don’t need perfection; they must see that you’re serious and prepared.

Pro Tip: If you’re using InEvent, you can pull these metrics directly from your dashboard. That includes attendee behavior, sponsor booth visits, and even badge scans.

6. Creative Exposure Ideas for How to Get Sponsors for an Event

Sponsorship isn’t just about visibility. It’s about connection.

Here are creative ways to offer that:

A sponsor-led game or competition
Branded photo booths or selfie stations
Push notifications via your event app
Sponsored polls or trivia during sessions
A “Coffee Break brought to you by…” moment

Let sponsors show up in ways that make your audience remember them.

Explore these 10 conference marketing ideas for more ideas on boosting visibility and engagement.

7. Leverage Warm Introductions

A cold pitch is fine. But a warm intro? That’s gold.

Think about:

Speakers you’ve invited who’ve worked with sponsors
Past sponsors who can refer you to new ones
Industry peers who can introduce you to their partners

If someone says no, ask: “Is there anyone else you think this event might be a fit for?” You’ll be surprised how often the door opens.

Want your sponsor exposure to actually get seen?

Ensure your event gets attention, too — here’s a guide on how to promote an event before, during, and after the big day.

8. Negotiate with Clarity

Sponsors will have questions. Some will ask for more; others will want to cut costs.

That’s normal.

Be clear about:

What’s included in each package
Deadlines for confirmation
What you can and can’t customise

Put everything in writing. Clarity now saves awkward conversations later.

9. Deliver an Incredible Sponsor Experience

Don’t disappear after the invoice is paid.

Help sponsors feel seen and supported:

Assign one person to manage each sponsor
Check in regularly pre-event
Run tech checks if they’re speaking or demoing
Hype them on social before the event
Mention them during sessions when it fits

When you make them look good, they remember.

Pro Tip: Branded name badges are a small but powerful way to elevate sponsor visibility at check-in. If you need help choosing the right one, check out this guide on how to choose a name badge printer for events.

10. Report, Measure, and Follow Up

After the event, send a sponsor wrap-up report that includes:

Number of leads collected
How many people visited their booth/page
Session or activity engagement (if sponsored)
Any media or social coverage

Don’t stop there. Ask:

What worked well?
What could we do better next time?
Are you open to sponsoring future events?

If you’ve done it right, this won’t be your last event together.

Want to make your sponsor follow-up easier?

InEvent’s sponsor delivery features:

Custom sponsor areas with logos, CTAs, and downloadable content
Tracked booth traffic and dwell time analytics
Session engagement stats (who clicked, chatted, asked questions)
Lead capture with QR scans, gated downloads, and instant exports
Post-event reports that break down exposure and performance

Real Story: How a Chance Conversation at IMEX Led to a Sponsorship Deal

At one of the past IMEX America events, event strategist Tasha Dean walked the show floor with zero sponsors for her upcoming sustainability-themed B2B summit. She had prepared the event name, website, and pitch deck, but had no confirmed backers.

She wasn’t trying to chase the biggest brands; she focused on connections.

During a networking session, she spoke casually with a representative from a mid-sized eco-packaging company. Instead of diving into a hard pitch, she asked them what their biggest challenge is when sponsoring events. The rep mentioned they were tired of being “just another logo” and wanted deeper engagement.

That’s when Tasha shared an idea she hadn’t even put in her deck yet: a live demo zone where sponsors could showcase sustainable solutions in action. One idea, one conversation, and it clicked.

By the next week, she had her first signed sponsor.

That conversation taught her (and now you) a powerful truth: the best sponsorship deals often start as real conversations, not sales pitches. You don’t have to be pushy. You just have to listen, offer value, and show how your event helps them do something meaningful.

So, whether you’re walking the floor at IMEX or sending out emails from your kitchen table, your approach matters more than your logo count.

Planning ticketed access?

Setting up a smart system can streamline registration and gather helpful attendee insights. Here’s a helpful guide on how to create an online ticketing system.

You Don’t Need to Be Big—You Just Need to Be Clear

You might be a first-time organiser, or you may not have a long list of past sponsors or a massive attendee base.

That’s okay.

Sponsors aren’t only looking for the biggest events. They’re looking for the right fit. If you can show them why your audience matters, how your event helps their brand connect with real people, and that you’ve thought through the details, you’re already ahead of most pitches they receive.