How to Get Corporate Sponsorship for a Small Business Event: Tips and Examples

Are your business events missing out on crucial corporate sponsorships? Securing the right partners can boost your event’s financial support, increase visibility, and build credibility.

Corporate sponsorship is when a company supports an event in exchange for promotion. For event organizers, it’s a powerful way to fund events while attracting larger audiences. In fact, 60% of event marketers consider sponsorships as a top strategy for increasing brand awareness.

In this post, we’ll explore how to secure corporate sponsorships, from finding potential partners to creating winning proposals that help you maximize your event's success.

Understanding Corporate Sponsorship for Business Events

Corporate sponsorship is a strategic collaboration where companies provide financial or in-kind support in exchange for event promotion and brand visibility. This mutually beneficial arrangement helps businesses gain direct exposure to their target audience while supporting the event's success.

For small business events, corporate sponsorship plays a crucial role in covering costs, boosting credibility, and expanding outreach. It enables even smaller-scale events to attract a broader audience, enhancing their overall impact and providing value to both organizers and sponsors alike.

Benefits of Corporate Sponsorship

Corporate sponsorship offers substantial benefits for both event organizers and sponsors, driving event success and boosting brand engagement.

Benefits for Event Organizers

• Financial Support: Offsets event costs, making it easier to plan large-scale events.
• Enhanced Credibility: Aligning with recognized brands boosts trust and reputation.
• Increased Visibility: Leverages sponsor networks to reach wider audiences.
• Access to Resources: Gain access to sponsor-provided tools, services, or products.
• Improved Event Experience: Sponsors can provide added value like giveaways or entertainment.

Benefits for Sponsors

• Brand Awareness: Connect directly with your target audience at the event.
• Positive Brand Recognition: Align with impactful causes or industries to improve public perception.
• Networking Opportunities: Engage with attendees, vendors, and other sponsors.
• Increased Sales Potential: Showcase products or services, leading to potential conversions.
• Data Collection: Gather valuable insights through event surveys or sponsor-driven interactions.

Types of Corporate Sponsorships

Corporate sponsorships come in several forms, each offering distinct opportunities for both sponsors and event organizers. Understanding these options allows you to tailor your event’s sponsorship approach to meet specific needs and goals. Here are the different types of corporate sponsorships:

Monetary Sponsorship

Monetary sponsorship is the most straightforward form of support, where a company provides cash contributions in exchange for event promotion and visibility. This type of sponsorship can significantly offset event costs while providing high-value promotional opportunities for the sponsor.

Examples:

• Direct funding for the event’s overall budget.
• Contributions for specific elements such as catering or venue costs.
• Budget for promotional materials (e.g., banners, ads).

In-Kind Sponsorship

In-kind sponsorship involves donating products or services instead of direct financial contributions. This allows sponsors to showcase their offerings while contributing to the event's success.

Examples:

• Food and beverage donations from catering companies.
• Audio-visual equipment is provided by tech suppliers.
• Companies provide branded products for event gift bags (e.g., notebooks, pens, or water bottles).

Media Sponsorship

Media sponsorship provides advertising and media coverage for your event, increasing exposure through various media channels. This type of sponsorship helps drive awareness and attendance.

Examples:

• Local or national TV and radio ads.
• Featured posts in online publications or event-focused blogs.
• Pre-event interviews or spotlights on social media.

Promotional Partner Sponsorship

Promotional partner sponsorship is when influencers or organizations promote your event through their channels, helping you reach a wider audience and boost engagement.

Examples:

• Social media shoutouts by industry influencers or keynote speakers.
• Email newsletters promoting the event to a sponsor’s mailing list.
• Partnering with bloggers for event-related content marketing.

Product Sponsorship

Product sponsorships allow brands to showcase their products during the event. This type of sponsorship often includes product demonstrations, samples, or branded giveaways to attendees.

Examples:

• Free samples of beverages, snacks, or wellness products.
• Branded merchandise such as T-shirts, reusable bags, or tech gadgets.
• Pop-up product booths for direct engagement with attendees.

Service Sponsorship

Service sponsorship involves sponsors providing services that enhance the event experience. This can range from logistical support to event management tools that improve operational efficiency.

Examples:

• Event check-in and registration services.
• Transportation or shuttle services for attendees.
• Event apps to streamline communication and engagement during the event.

Steps to Getting a Corporate Sponsorship

Securing corporate sponsorship for your event involves a strategic process that ensures mutual benefits for both parties. In the following section, we will break down the essential steps—from identifying potential sponsors to creating personalized proposals—that can help you attract and secure the right sponsors for your business event.

Step 1: Identifying Potential Sponsors

Identifying the right sponsors is the crucial first step in securing successful corporate sponsorships. The key lies in aligning your event’s values with potential sponsors' values to create mutually beneficial partnerships. Here’s how you can do that:

Understanding the Purpose of Your Event

Understanding the core strengths and purpose of your event allows you to target the right sponsors. This ensures that the sponsorship aligns with both your event and their brand goals. Follow the steps below to understand the strengths and purpose of your event:

• Clarify Your Event's Mission: Define your event's main objective (e.g., networking, product launch, awareness).
• Identify Key Benefits: Highlight what makes your event attractive (audience reach, engagement opportunities, brand exposure).
• Assess Audience Demographics: Understand your attendees' interests and how they align with sponsor goals.

Targeting Local Businesses

Targeting local businesses for sponsorship is a smart strategy, especially for smaller or community-focused events. These businesses often seek visibility within their local market and are more likely to invest in events that engage their immediate audience. Here’s how to target local businesses:

• Research Local Brands: Look for businesses aligned with your event’s goals and values.
• Leverage Networking Events: Attend local business meetups to find potential sponsors for your events.

For example, If your business event focuses on sustainability, target local eco-friendly stores, organic restaurants, or green energy companies for sponsorship. They’ll be eager to align with an event that shares their values and audience.

Partnering with Like-Minded Corporations

Partnering with corporations that share the same values and goals as your event ensures a more authentic and impactful sponsorship. Corporations are more likely to invest in events that align with their corporate mission or CSR initiatives. Research businesses that actively support similar causes or target the same audience to find these sponsors.

Utilizing Existing Connections

Utilizing your existing connections—such as supporters, board members, and volunteers—can be an excellent starting point when seeking corporate sponsorship. These individuals already believe in your event’s mission and may have valuable networks or relationships with potential sponsors. Leveraging these connections allows you to tap into warm leads who can be more receptive to sponsorship discussions. 

Leveraging Online Tools

Online tools are an essential resource for discovering and connecting with potential sponsors. These platforms can streamline your search, providing access to a larger pool of businesses that might align with your event. Here are some of the tools you can use:

• SponsorMyEvent: A marketplace where event organizers can list events, and sponsors can search for opportunities that match their brand.
• SponsorPitch: A platform that connects event organizers with brands actively seeking sponsorship opportunities.
• SponsorHub: Offers insights into which companies are spending on sponsorships and what types of events they typically support.
• Sponsors: Allows organizers to create sponsorship decks and easily shareable proposals with potential sponsors.
• LinkedIn: A professional networking platform to connect with decision-makers and pitch sponsorships directly.

Step 2: Crafting a Detailed Sponsorship Proposal

Crafting a detailed sponsorship proposal is the second most important step in securing sponsorship. A well-prepared proposal communicates your event's value, aligns with the sponsor's goals, and demonstrates how a partnership will be beneficial. Here’s how you can do that:

Highlighting the Event and Organizational Mission

It’s crucial to showcase your event's purpose and how it aligns with your organization’s broader mission. This helps sponsors understand the importance of your event and how their support will make a difference. Here’s what you need to mention:

• Event Overview: Include the event type, theme, and purpose.
• Organization's Mission: Explain how your event fits within the larger mission of your organization.
• Audience Demographics: Highlight your target audience, including size, industry, and influence.
• Event Impact: Outline the expected outcomes, such as engagement, brand visibility, or community involvement.
• Previous Event Success: Provide statistics from similar past events, like attendance figures or media coverage.

Providing Different Sponsorship Tiers

Offering well-structured sponsorship tiers ensures that sponsors of all sizes can contribute while receiving value proportional to their investment. Tailoring these tiers helps sponsors choose the level that best aligns with their marketing goals, budget, and desired exposure.

Example Sponsorship Tiers:

Gold Tier – $10,000+

• Logo on event website and homepage
• Keynote speaking opportunity
• VIP seating and access to exclusive networking sessions
• Branded content on event emails and social posts
• Featured in post-event press releases
• Prominent signage at the event
• Inclusion in real-time event analytics

Silver Tier – $5,000–$9,999

• Logo featured on promotional materials
• Mention in social media marketing
• Speaking opportunity during a breakout session
• Sponsor table at the venue
• Inclusion in event program and website
• Branded giveaways during the event

Bronze Tier – $1,000–$4,999

• Name listed in the event program
• Logo displayed on the event webpage
• Mention in post-event email to attendees
• Opportunity to distribute promotional materials
• Access to general networking sessions
• Personalize Each Proposal

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Include Data to Support the Pitch

Including relevant data in your sponsorship proposal adds credibility and helps potential sponsors understand the value they’ll receive. Data-driven insights provide clarity on audience reach, engagement, and ROI, making your pitch more compelling. Here’s the crucial data to include:

• Audience Demographics: Age, gender, location, industry, and interests of attendees.
• Attendance Figures: Estimated number of participants or historical attendance from similar events.
• Engagement Metrics: Social media followers, email open rates, website traffic.
• Company Data: Years in business, mission, and past successful events.
• Media Coverage: Past media partnerships or PR reach.
• ROI Projections: Expected brand visibility, potential leads, or sales opportunities.

Step 3: Approaching Potential Sponsors

Approaching potential sponsors is the third and most crucial step in securing sponsorship. Once you've identified your prospects, the key to success lies in how you approach the potential sponsors. Here’s how you can do that:

Finding the Decision Maker

Engaging the wrong person can slow down the process or result in missed opportunities. Reaching the decision maker ensures that your proposal is considered by someone with the power to approve it. Here are some tips to find the decision-makers:

• LinkedIn Research: Use LinkedIn to identify key individuals in marketing or partnership roles.
• Check Company Websites: Many companies list decision-makers under the "About Us" or "Leadership" sections.
• Leverage Existing Contacts: Request mutual connections or previous sponsors to introduce you to the right person.
• Use Industry Publications or Press Releases: These often highlight executives or departments responsible for event sponsorship.

Note: In addition, find the best time to approach potential sponsors, as this maximizes the chances of your proposal being considered when they are allocating resources.

Building Relationships

Building relationships with potential sponsors is essential for fostering trust and ensuring long-term partnerships. Inviting them to meet in person or engaging in face-to-face meetings shows commitment and allows sponsors to better understand your event's value. Here’s the list of communication channels you can leverage to build relationships:

• Email Invitations: Use for formal event invitations or meeting requests.
• Phone Calls: Ideal for follow-ups and real-time conversations to strengthen rapport.
• Video Meetings: Perfect for detailed discussions or when face-to-face meetings aren't possible.
• In-Person Meetings: These meetings are most effective for creating a personal connection and discussing high-level sponsorships.

Presenting Clear Sponsorship Benefits

Sponsors want to see a direct return on their investment, so it's essential to present specific benefits they will gain. This could include brand visibility, media exposure, or access to your audience. Providing clear ROI metrics allows sponsors to measure the success of their involvement and justifies their financial support. Offering a detailed outline of these benefits reinforces your event's value proposition, helping sponsors visualize their gain from the partnership.

Example: “By sponsoring our event, your brand will receive exposure across multiple touchpoints, including kiosks, event badges, digital ads, and social media platforms, positioning your company directly in front of decision-makers. This sponsorship guarantees at least 50,000 impressions through our marketing channels.”

Telling a Compelling Story

Sponsors are more likely to connect with your event if they see the human element behind it. Highlighting your mission, vision, and the story behind the event creates an emotional connection, making it more than just a business deal. Sponsors want to feel like they’re supporting something impactful that aligns with their values, which can elevate their brand's standing in the community and resonate with their target audience.

Example: “Our event began five years ago as a platform to uplift small businesses. We've helped hundreds of entrepreneurs forge valuable partnerships and grow their networks each year. By sponsoring this initiative, your brand will play a pivotal role in empowering local business owners and fostering a vibrant entrepreneurial community.”

Leveraging Data to Support the Pitch

Data lends credibility to your proposal and showcases the scale and relevance of your event. Metrics such as attendee demographics, past event performance, or social media reach can help sponsors make data-driven decisions. By highlighting these key numbers, you offer proof of the exposure and impact your event will provide, helping to build trust and confidence in your sponsorship proposal.

Example: “Our past events have drawn over 3,000 attendees, with 70% being C-suite executives and decision-makers in industries such as technology, finance, and retail. This, combined with a social media reach of over 600,000, ensures maximum exposure for your brand.”

Mentioning Connections

Building a rapport by referencing mutual connections or familiar partnerships can add legitimacy and trust to your pitch. Sponsors may feel more comfortable investing if they know that other reputable organizations are involved or have benefited from similar events. Using these connections strategically helps bridge the gap between your event and potential sponsors by showcasing proven success and reliability.

Example: “Last year, we partnered with [Notable Company], and they reported increased brand recognition and client engagement post-event. We believe your company could see similar success by sponsoring this year’s event.”

Asking for a Follow-Up Meeting or Referral

Ending your pitch with a clear call to action keeps the conversation going. Securing a follow-up meeting or asking for a referral ensures momentum and shows you’re committed to pursuing the partnership. Sponsors often require time and multiple conversations to decide, so leaving the door open for continued discussion or a referral to the right person demonstrates professionalism and persistence.

Example: “We’d love the chance to explore this further with you. Could we schedule a follow-up meeting next week to dive into more specifics? If this isn’t your area of responsibility, I’d appreciate a referral to the appropriate team member.”

Step 4: Securing Sponsorship Deals

Securing sponsorship deals is where all your efforts come together. This is the final step in gaining a partner’s trust, outlining their benefits, and negotiating a deal that works for both parties. It’s crucial to approach these negotiations with confidence, flexibility, and a solid plan. Here are the tips to secure your sponsorship:

Hearing Their Opinion

Listening to the sponsor’s feedback during negotiations is essential. They may have specific concerns or suggestions that could enhance the deal. Actively listening not only helps you address their needs but also shows that you value their input, creating a more collaborative environment.

Offering Different Sponsorship Tiers

Offering flexible sponsorship tiers is critical to accommodating different budgets and goals. Break down your sponsorship options into packages—such as gold, silver, and bronze—detailing the benefits each sponsor will receive. From logo placement to speaking opportunities, clearly outline what each level offers. This structure gives sponsors options that align with their business objectives.

Staying Confident During Negotiations

Confidence is critical in closing deals. Be sure to explain why your event is a valuable investment, referencing the benefits and potential returns. While it’s important to be flexible, stand firm on points that add value to your event. Confidence reassures sponsors that you are a reliable partner who will deliver on your promises.

Proposing a Plan and Agreement

Once both parties are aligned, propose a clear sponsorship agreement. This should outline the deliverables, timelines, and expectations on both sides. Include any negotiated terms, such as brand visibility or content co-creation, and ensure the agreement provides measurable outcomes for the sponsor. Clear communication at this stage reduces future misunderstandings.

Step 5: Post-Sponsorship Steps

The relationship with your sponsor doesn’t end when the event is over. Post-sponsorship steps are crucial for maintaining strong partnerships and showcasing the value they gained from supporting your event. It's about keeping the connection alive, appreciating their contributions, and setting the stage for future collaborations.

Thanking Your Sponsors

Expressing gratitude to your sponsors is essential for building long-term relationships. Here are some tips you can use to thank your sponsors:

• Thank Them During the Event: Mention them in speeches or slides to highlight their support.
• Send a Thank You Note: A personal, handwritten, or digital note post-event leaves a lasting impression.
• Write a Social Media Shoutout: Public recognition on your social media platforms extends their visibility.
• Re-share Sponsor Content: Amplify their brand messaging by sharing their posts related to the event.

Tracking Metrics and Showcasing Impact

After the event, tracking and presenting the results to your sponsors is essential. This includes data on attendance, social media impressions, and engagement metrics. Highlight the value their sponsorship provided, showing a clear return on investment. Use tools like surveys or analytic reports to provide detailed insights.

Developing a Sponsorship Renewal Plan

Create a tailored renewal plan to build a relationship for the future. Show how next year's event can offer even more value through deeper engagement, improved branding opportunities, or expanded audiences.

Seeking Sponsor Feedback

Always ask for your sponsor’s feedback. This helps you understand their experience and refine your approach for future events. Conduct post-event meetings or surveys to gather constructive suggestions, making sponsors feel heard and valued for future collaborations.

Examples and Case Studies

Nike and the Olympic Games

Nike's enduring sponsorship of the Olympic Games since 1976 highlights the power of corporate partnerships in boosting brand visibility and engagement. Beyond financial backing, Nike contributes cutting-edge product innovations and marketing strategies that resonate with the Olympic spirit. This collaboration helps Nike connect with a worldwide audience, reinforcing its leadership in the sports industry and enriching the experience for both athletes and spectators.

Coca-Cola and the 2024 U.S.-Africa Business Summit

Coca-Cola’s sponsorship of the 2024 U.S.-Africa Business Summit, organized by the U.S. Chamber of Commerce, allows the company to promote its brand while connecting with influential business leaders and policymakers. Through this partnership, Coca-Cola gains visibility in key discussions on trade, investment, and sustainable growth between the U.S. and African nations, highlighting its commitment to corporate social responsibility and community engagement.

The Next Step: Partnering with fielddrive

fielddrive’s onsite solutions, such as check-in kiosks, live badge printing, and advanced real-time analytics, elevate corporate events by providing seamless operations and offering sponsors premium branding opportunities.

Key Features:

• Kiosk Branding: fielddrive’s check-in kiosks are prime spots for sponsor logos, ensuring high visibility during attendee registration and offering unmatched brand exposure.
• Badge Branding: Sponsors can print their logos on badges worn by attendees, providing continuous and lasting visibility throughout the event.
• Real-Time Analytics: fielddrive’s real-time analytics track attendee engagement, allowing sponsors to measure their ROI through detailed data on impressions and interactions.

Conclusion

Securing corporate sponsorship requires a well-thought-out approach, from identifying the right sponsors to presenting compelling proposals. By offering tailored benefits and maintaining long-term relationships, both event organizers and sponsors can reap the rewards of a successful partnership. Sponsors gain brand visibility and engagement, while businesses benefit from financial support and credibility.

fielddrive’s cutting-edge technology solutions bring efficiency and innovation to your corporate events. Sponsors can benefit from prime branding opportunities on kiosks and badges, ensuring high visibility throughout the event. In addition, fielddrive’s real-time analytics allow sponsors to track attendee engagement, offering measurable insights into their investment’s impact.

Partner with fielddrive to deliver an unforgettable, tech-driven event experience that enhances your event and your sponsors’ ROI. Contact us for a free demo today!