Creators often recruit potential sponsors to help offset the budget required to pull off a successful event. Sponsors can provide funds or donations, such as merchandise, food, or beverages in return for brand promotion. The right sponsorship letter template will help you craft a message that grabs the potential sponsor’s attention and makes the reader interested in what partnering with your event has to offer. We’ve created eight templates to help you write a compelling sponsorship letter for your particular event.

Table of Contents

What is an event sponsorship letter?

Why is sponsorship important for events?

How should you send a sponsorship letter?

What your event can offer sponsors

How to find corporate sponsorship for an event

How to write a successful sponsorship proposal

Win over sponsors with this sponsorship proposal example

How do you write a sponsorship letter?

8 free event sponsorship letter templates to build connections

Become a pro at securing event sponsorships

What is an event sponsorship letter?

An event sponsorship letter is typically an email sent to a brand or company inviting them to sponsor an event, either by providing funds or goods in exchange for marketing opportunities. As an event creator, you may find yourself writing sponsorships letters to recruit beverage vendors to stock the bar at your event. You might reach out to brands with similar values to your company’s ones and offer them publicity — their name being visible on marketing materials and on-site signage as a sponsor of your event.

Why is sponsorship important for events?

Sponsorship can make an event possible and extend its reach. A sponsor can often provide the help you need to realize a fantastic event, including:

  • Providing tangible resources: A sponsor could supply your attendees with food or beverages.
  • Offsetting event costs: In exchange for a prime promotion spot, a sponsor might cover the cost of your AV needs or the table and chairs rental.
  • Reaching more people: Customers of a sponsor could soon become loyal attendees of your event. Your event and your brand would reach an extended number of potential attendees.

Overall, sponsorship helps you build your brand recognition. This pays off because associating your events with the names of popular, impactful companies can garner more attention and more ticket sales.

How should you send a sponsorship letter?

In a perfect world, you’d have enough contacts at the companies of potential sponsors so you can reach out to them directly, potentially via a phone call. Unfortunately, you might not always know who the exact person you need to speak to about sponsorships is at any given company. That’s why many sponsorship seekers turn to the internet’s oldest and most trusted tool: email.

What your event can offer sponsors

Event sponsorship is a partnership, so your sponsors will be expecting something in return for the help they provide. You can offer partners incentives, such as:

  • On-site benefits: Consider reserving day-of event bonuses like prime booth location, VIP tickets for staff and employees, and prominent signage for your sponsors.
  • Co-branding on promotion materials: If you have a single sponsor or a main partner providing a large amount of funding for the event, you can offer to include their logo on event graphics and digital advertising, co-brand your marketing emails, and tag them in social media promotions.
  • Post-event follow-up: For sponsors most interested in lead-generation benefits, you can share an attendee list with contact information for them to use in future marketing efforts.

Depending on how many sponsors you’re looking for, you can let potential partners know if these benefits will be exclusive to them or if there are a number of opportunities available at each sponsorship level you’re providing. Various sponsorship levels, with different benefits, will allow you to seek out multiple types of sponsors with varying budgets.

How to find corporate sponsorship for an event

  • Make a wish list: Think about what your dream sponsors would be, and make a list. Then begin to narrow down the list by thinking about which brands align with your company’s mission and values, and if the sponsorship they’d be able to provide will help you achieve your event goals.
  • Reach out to sponsors from related events: If you’re unsure where to start with sponsors, research events similar to yours and consider contacting the sponsors from those events. Include information, such as your attendance at events this company has formerly sponsored, to begin the sponsorship letter and form a connection.
  • Find companies that align with your values: The companies that sponsor your event must make sense for the event optics and your brand’s reputation. If you’re organizing an event about sustainability and environmental issues, you won’t want companies known for wasteful or environmentally harmful practices to sponsor your event.
  • Use your network: As a creator, you likely have several contacts in the events space, but you may not be the only person in your organization with potential sponsor connections. Speak to your colleagues or search LinkedIn to see if anyone you know has connections at the organizations you’re looking to contact. A personal introduction is a great way to get your foot in the door.

How to write a successful sponsorship proposal

Once you have a list of your ideal sponsors and a plan for what to offer them, it’s time to reach out. We’ve pulled together some tips for making your first communication with potential partners memorable.

How do you approach sponsors?

The only way to successfully get new sponsors committed to an event (whether it’s a new concept or a long-running success) is to have a conversation with them. Using a combination of Google and LinkedIn, you should be able to quickly find and contact the correct person at your target company to have an initial conversation with.

How to use your sponsorship pitch deck

The second part of a successful sponsorship pitch is to support your conversations with an excellent event sponsorship proposal. While no sponsorship proposal or pitch deck can take the place of a good old-fashioned conversation, having a proper introduction or follow-up, in the form of a .pdf or .ppt sponsorship deck, will play a pivotal role in your success.

Your sponsorship pitch deck will generally be used in three ways:

1. As the first contact with you and your event

This scenario isn’t ideal — you don’t want to cold email potential sponsors your pitch deck, as they’re unlikely to read it. However, sometimes you have no choice. It can work as an icebreaker and a way to summarize the value of your event.

2. As a follow-up and reminder of the key points discussed in your conversation

This is the best possible use of your deck because it doesn’t introduce any new information, but helps remind your potential sponsor of the main reasons why they should be your event sponsors.

3. By your contact to pitch the sponsorship internally to their colleagues

It might be the first time everyone else has seen the critical information about your event. A pitch deck provides an excellent structure and talking points for your advocate within the sponsor company. It’s better to pitch it to them all in person, but if that’s not an option, this is a good fallback.

In all three use cases, it is crucial to include all of the key and value-highlighting facts about your event in the sponsorship proposal — but nothing else. This is not the place to include everything you can possibly share about your event. These things may come up in conversation, or someone can look at them on your website, but the event sponsorship deck isn’t the right place for them. The event sponsorship proposal (in the form of a pitch deck or .pdf) should be short, direct, and supportive of your overall sales pitch — nothing more, nothing less.

Win over sponsors with this sponsorship proposal example

Not sure how to begin putting together a deck? Our example outlines the type of structure and snappy copy you should use when creating your proposal.

[Slideshow of images/pages from the event sponsorship proposal/pitch deck]

How do you write a sponsorship letter?

Sitting down to write your sponsorship proposal letter may seem daunting, so we’ve pulled together some top tips to help you craft a winning pitch. Having a clear idea of the purpose of your event, what you need, and what you can offer a sponsor will help you lay out the important information in a concise message.

Determine your goals

If you’re not sure what the end goals of your event are, you won’t be able to communicate them to a potential sponsor. Understand what your company is looking to achieve by organizing this event, and what your plans are for the funds, leads, or whatever else you want to get out of the proceedings.

Assess your needs

What do you want from the contact or their organization? Is your event needing money, time, a partnership, or merchandise? Consider offering potential sponsors different partnership levels that provide both you and the sponsor with varying types of benefits.

Give sponsors a reason to open

As you approach potential sponsors, remember that your goal is not to sell sponsorship. “The average person receives over 120 emails a day,” says Taylor Price, Creative Strategy Manager at Grammarly. “If your subject line asks too much or comes off as needy, it’s likely to end up in the trash.” Instead, write a subject line that gives the sponsor context for why you’re reaching out to them.

Personalize your letter

“Imagine you made contact with someone that works for a prospective sponsor at a recent networking event,” Price says. “If you’re convinced they’d remember you favorably, it’s always helpful to bring it up.” A subject line that says “Met you at [Event]. Let’s connect!” sets the context for your message and extends an invitation to continue the relationship. The same strategy works when emailing a referral, too. All you have to do is say, “[Referrer Name] recommended I get in touch.”

Start off hot

Convincing a prospective sponsor to open your email is just the beginning. Your next challenge is keeping their attention. Come off too pushy, and the potential sponsor will quickly wonder why they opened it in the first place. Same for if you aren’t clear about your ask. Striking a balance takes practice.

Avoid “hope you’re doing well”

“It’s a stock opening that we’re all too familiar with,” Price says. “For in-person conversations, it’s socially mandated. But on email, you risk sounding insincere.” Instead, take the time to do a little research and personalize your letter. Include a sentence or two at the opening of your email to show you’re familiar with the recipient’s work or organization. Let’s say your prospect was recently recognized as an industry leader by a well-respected publication. A brief note congratulating them on their accomplishments will demonstrate that you’re interested in their goals.

Mention how you’re connected

“Again, mentioning a mutual connection is a huge plus,” says Price. “People are much more receptive if you’ve been referred by someone they know and respect.” But while it’s important to give context to your relationship with the sponsor, don’t write a novel. Once you’ve briefly mentioned your mutual connection, transition into the purpose of your email. Here’s an example: “I recently had lunch with [Referrer Name], who shared some of your ideas. I was blown away! I think your approach would be perfect for a project I’m working on.”

Seek their expert opinion

Remember — sponsorship is supposed to be a win-win. Asking a prospective sponsor for help taps into ego. “We like to be thought of as experts,” says Price. “We like to know that our opinions matter.”

The key to success, according to Price, is making your request seem effortless. “Keep in mind that you’re not the only person asking for their time,” he says. “If you let them know how long your request will take, they’ll be more likely to respond — and commit.”

You can demonstrate how much you respect their time by keeping your request concise. “Spare 15 minutes to give your expert feedback?” is only eight words long and articulates the request perfectly.

Keep it short

Your initial email should be concise, with short paragraphs that are easy to read and understand quickly. The longer it takes someone to read your email, the more likely they will abandon it to finish later and never return to it.

Mention the benefits

Don’t forget to tell potential sponsors what they receive if and when they partner with your organization or sponsor your event. Sponsorships are transactional, so you want to ensure you’re selling what’s in it for the brands helping you.

Ask for the referral or meeting

By now, the potential sponsor should know who you are and what you want from them. The last piece of the puzzle is telling them what you want them to do. Be explicit, and include a clear call to action.

8 free event sponsorship letter templates to build connections

Our templates provide examples for several different communication scenarios if you need some help starting your sponsorship letters or emails.

1. The cold introduction

[Image of the letter/email (examples here) alongside the text template]

Use this template when: You’re introducing yourself and your event to potential sponsors you’ve never met before.

Hey there,

I saw on LinkedIn that you are involved in {{related product/project}}. I would love to connect and ask your thoughts about an exciting event I’m working on.

Are you free tomorrow at 3pm?


{{Your Name}}

Craft an introduction email they can’t ignore

Of course, you won’t always have a warm connection with potential sponsors. In these cases, you’ll need to “go in cold” and write a sponsorship letter for an event to someone you’ve never met before. Following an event sponsorship letter template with these tips can take the guesswork out of crafting this introduction email.

Don’t panic. Take the time to gather information and learn who’s who at the company. With a bit of research on the company’s website and LinkedIn, you can find an employee in a relevant role. When you’re ready to email your potential sponsor, keep this in mind:

  • Be clear and concise: Your goal is to start a conversation that will ultimately lead to a meeting to discuss the sponsorship opportunity. The email should focus on the value of your event and what objectives and audience you share. Remember that you’re seeking a long-term partnership rather than a one-off event sponsor. Your message should be brief with just a few sentences.
  • Keep your reader’s attention.
  • Avoid generic greetings and try to personalize your letter.

Pro tip: Working your way from a cold intro to the decision-maker can be frustrating. But there’s value in the process. Ask each person you speak with about their business, and by the time you reach the right person, you’ll know what matters most to them.

2. The follow-up email

[Image of the letter/email]

Use this sponsorship letter template when: You’ve met a sponsor representative in person at a networking event and want to follow up with them to find out who the decision-maker is on their side.

Hey {{Contact’s Name}},

It was great to meet you last week at {{Event Name}}. Any chance you can suggest the best contact for those in the {{Related Product/Project}} side at your company?


{{Your Name}}

Nail the follow-up sponsorship email

Perhaps your outreach efforts begin at a business event, where you share a promising chat with a representative of your target company. Once you’ve found a potential contact, what comes next?

The person you met at Company X is your in. They don’t have to be a decision-maker — they just have to point you in the right direction. Before too much time passes, a friendly, concise email is in order.

Pro tip: Don’t ask for their sponsorship just yet — get to know them first. If you don’t, they might find it too easy to cast your pitch aside. You want a chance to properly woo this person to find out who the decision-maker is and then ask for a face-to-face meeting through your connection.

3. The meeting request

[Image of the letter/email]

Use this event sponsorship letter sample when: You begin to establish connections at your target sponsor company and want to win a meeting with the decision-maker.

Hi {{Prospect’s Name}},

Your colleague, {{Colleague’s Name}}, mentioned you were the manager for {{Related Product/Project}}.

I would love to set up a quick call to discuss some of your areas of focus and see if there is common ground between your priorities and our event plans for {{Year}}.

How does your schedule look on Wednesday? Does 3pm work for a phone call?


{{Your Name}}

How to write a successful meeting request email to a sponsor

As you establish connections at your target sponsor company, you’ll eventually get the name of a decision-maker. Now, it’s time to win a meeting. Be explicit, and include a clear call to action. “Would you be able to put me in touch with [Referrer Name]?” or “Does 3pm work for a phone call?” are questions that ask them to commit.

Whatever you close with, avoid signing off with “thanks in advance.” Closing with an expression of gratitude is shown to increase response rates, so while you should avoid thanking your prospects in advance, a simple “thanks” can go a long way.

Pro tip: Don’t just ask the decision-maker if they want to meet. All that does is invite them to say “no.” Instead, give them a few meeting time options and offer enough information to spark their interest.

4. The sponsorship request letter

[Image of the letter/email]

Use this sponsorship letter sample when: You’ve had a meeting with the decision-maker and are ready to send a sponsorship request (complete with a proposal and a list of activations tailored to the company).

Hi {{Prospect’s Name}},

Thank you for meeting with me on {{Date}}. I enjoyed learning more about what {{Company Name}} is looking for in an event partner, and how {{Event Name}} can help. As promised, here is a sponsorship proposal tailored to {{Company Name}}. Inside, you’ll find a list of activations I have personalized for your business goals, which will provide the most impact for your investment. Look it over and let me know if you have any questions. I’d love to schedule a call in the next week to go over the details — how about Tuesday at 10am?

Thank you,

{{Your Name}}

Pro tip: When crafting your sponsorship proposal, make sure to include essential information, such as your elevator pitch, demographic data, ticket/registration sales figures, and social media actions.

5. The negotiation email

[Image of the letter/email]

Use this example of a sponsorship letter when: You find yourself emailing back and forth with an interested sponsor about pricing for different activations. This is a critical stage for getting the most money possible.

Hi {{Contact’s Name}},

Thanks for getting back to me about the pricing for {{Activation}}. I hear what you’re saying, and I’d like to take a moment to explain how I landed on that number.

Your goal is to {{Reach # of people or impressions on brand visibility/RFID bracelets scanned/email addresses collected, etc.}} and I know {{Activation}} will deliver.

The majority of my attendees are in your target market, {{List of demographic details and/or attributes that prove this point}}. By sponsoring our {{Activation}}, you’ll gain critical face-to-face exposure with this particular group and help them make incredible memories that they’ll associate with your brand.

I’d be happy to jump on a call real quick to discuss. Let me know when is a good time to schedule 15 minutes today or tomorrow!


{{Your Name}}

Pro tip: Focus on the business value your event will offer your sponsor when they push back on pricing. Tie your event into sponsors’ real goals, as you heard them in your exploratory meetings with the decision-maker, to show the value.

6. The coordination/logistics plan

[Image of the letter/email]

Use this sponsorship letter sample when: You have signed the contract and are collaborating with your sponsor’s team to ensure they have what they need in the months leading up to your event.

Hi {{Contact’s Name}},

Hard to believe, but {{Event Name}} is just a few months away! This means it’s time to kick off planning and ensure you have everything you need to succeed on the big day.

A few essential details to keep in mind:

{{Here is where you’ll list out any relevant information for your sponsor that directly impacts them, including date, time, venue, location, any equipment needs, etc.}}

Attached, you’ll find our first pass at the logistics plan. Take a look and let me know of any edits. And, as always, please reach out with any questions.

We’re so grateful for your help making this year’s {{Event Name}} the best one yet!


{{Your Name}}

Pro tip: Constant communication is key to maintaining a solid relationship with your sponsors. If something changes, let them know. Earlier is always better, so they can adjust their expectations.

7. The email promoting your sponsors to attendees

[Image of the letter/email]

Use this example of a sponsorship letter when: You’re ready to share the good news with attendees about which sponsors you secured for your event. This might also be an activation sold to a sponsor.

Hi {{Attendee’s Name}},

Every year, the {{Event Name}} team collaborates with the best brands to bring you unique experiences. And we’re super excited to share this year’s sponsor lineup with you!

Here are just a few of the things you can expect to see at {{Event Name + Year}}:

{{Sponsored experience #1, brought to you by Sponsor Name}}

{{Sponsored experience #2, brought to you by Sponsor Name}}

{{Sponsored experience #3, brought to you by Sponsor Name}}

We’re counting down the days till {{Event Name}} and know you are too. Visit our website to check out the full lineup of sponsors for this year’s event.


{{Event Name}} Team

Pro tip: Eventbrite makes it easy to send event emails and organize your marketing activity. You can even integrate Eventbrite with Mailchimp if that’s your preferred email send platform, making this a breeze.


Have an Eventbrite account? Discover how to add Mailchimp.

8. The report-out and renewal ask

[Image of the letter/email]

Use this sponsorship letter template when: Your event is over and it’s time to follow up with your sponsors to share important performance metrics and ask for their support next year.

Hi {{Contact’s Name}},

A big thank you from the whole team at {{Event Name}} for being a sponsor this year! Thanks to you, it was a fantastic event, and attendees had a blast.

Attached is our fulfillment report for {{Company Name}}. Inside, you’ll find:

Attendance stats on demographics and engagement

On-site stats, including in-person activations

Off-site stats, including social media

We look forward to meeting with you soon to go over the fulfillment report and get your feedback on the results. What does your schedule look like next week?


{{Your Name}}

Pro tip: Tweak your messaging to fit the sponsor you’re reaching out to and the type of event you held. For a non-profit or community event, you may want to include statistics like fundraising numbers.


For more tips on how to put together your fulfillment report, take a look at our Best Practices to Renew and Upgrade Event Sponsors.

Become a pro at securing event sponsorships

With a list of dream sponsors and our helpful sponsorship letter templates, you’ll be ready to pitch and procure the support you need for your next event. For help managing all aspects of your upcoming event, consider Eventbrite’s all-in-one event managing software.