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February 5, 2019

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5 Perfect Sample Sponsorship Letters for Events

January 5, 2018




You can see the finish line. You’ve spent all this time developing the perfect collection of sponsorship assets, pricing your activation packages, creating a value proposition, drafting your sponsorship proposal, and finding qualified leads. All that’s left? Sealing the deal and securing sponsorships for your event with the perfect sponsorship letter.


It should be easy, right? Draft the perfect sponsorship proposal letter, email (or snail mail) it out to all your leads, and watch the sponsors roll in. Unfortunately, like most things in life, it’s not that simple. Marketers and brand managers have more analytic tools than ever before, and as such their initiatives undergo heavy evaluation and scrutiny before getting the green light.


So what does this mean for you and your ability to solicit event sponsors?  It means you’re going to have to work a little bit smarter. How do you do that? By understanding that sponsorship letters do NOT sell sponsorships. The only thing that successfully sells sponsorships is you!


(Speaking of working smarter, be sure to check out our free 1 hour webinar training “6 Steps for Landing $100,000 Sponsorships” here)


That’s right, the days of sending a single sponsorship letter and getting the easy “yes, sign us up” responses are long gone. Nowadays, sponsorship letters are just the first step in soliciting sponsorships, not the only one. The purpose of a well-written sponsorship letter is to showcase your knowledge of the brand you’re soliciting, briefly convey the value you’re providing, and get your lead interested in conversing more.


In other words, the one and only goal with your sponsorship letters is simple: land a phone call or in-person meeting. That’s it!


Over our years of helping students of SilverCrate's Six-Figure Sponsorships Bootcamp build profitable sponsorship programs, we have developed countless sponsorship letter templates for a nearly endless selection of events, blogs, websites, small businesses, and more. Below you will find 5 perfect sample sponsorship letters for events, ones that we have used to land countless meetings for our students. Meetings which have gone on to collectively earn these individuals thousands in sponsorship revenue.


Each template was used for a specific purpose, however they can easily be adapted to serve your specific event needs. Sections in yellow should be filled with information relevant to your brand and your sponsor prospect before sending. We have included some notes for each so that you understand the methodology.




Event Sponsorship Proposal Letter (Our 3-Email Sequence)


This 3-part email sequence is the backbone of all our cold sponsorship solicitations. Instead of one long email that is likely to get trashed or marked as spam, we encourage our students to split up their sponsorship letters into 3 smaller “asks”. Ones which the sponsor lead will be more inclined to read and say yes to.


As you’ll see in the first email below, we researched the lead and learned that they were running a new advertising campaign in our event market. We leveraged this knowledge to quickly create interest and showcase our knowledge, and provide the recipient with that first easy ask. The second email provides more details regarding the benefits we can offer. And finally the third email gets to the details of scheduling a call/meeting. By this point the prospect has developed interest in our opportunity, and is much more likely to carve out time for an in-depth discussion regarding our sponsorship proposal.




Event Sponsorship Proposal Letter #1


Subject: Your Ads in {City}


Dear {Potential Sponsor},


I've noticed {Brand}’s push to reach female professionals through your recent public transit campaign here in {City}.


In October, my company will have a captive audience of over 5,000 female professionals ages 35 - 50, as we produce the 3rd Annual {Event}.


Would you have interest in learning about opportunities to leverage this audience as a way to amplify {Brand}’s advertising efforts?







Event Sponsorship Proposal Letter #2


Subject: Re: Your Ads in {City}


Dear {Potential Sponsor},


Thank you for the response. As a daily commuter in {City}, I’ve watched the entire roll out of the recent {Brand} public transit campaign. With the creative tagline and clever innuendos, these pieces stand out boldly among the standard advertising noise I usually see on the train.


Seeing as this campaign is geared towards urban female professionals, I imagine one of {Brand}'s objectives for this year is to increase your presence in the {City} market ahead of your company's pending IPO. As mentioned, we are producing a weekend seminar series specifically focused on professional development for females in the city. Now in its 3rd year, the {Event} will host over 5,000 full-time professionals ages 35 - 50, providing them with a curated slate of sessions focused on building their skills and confidence in the workplace.


Would you be interested in a 20-minute phone call to further discuss how we can leverage our seminar to ensure you achieve your customer growth goals here in {City}?







Event Sponsorship Proposal Letter #3


Subject: Your Ads in {City}


Dear {Potential Sponsor},


I am happy to hear you are interested in having a discussion about leveraging the {Event} to increase your visibility and market penetration.



Please let me know if you are available between 11:00am and 2:00pm CT on Monday for a 20-minute chat. If Monday does not work for you, I am also available during these times on Tuesday and Thursday.








As you can see, this 3-email sponsorship letter sequence, albeit brief, provides our sponsor lead with a lot of valuable information. We’ve shown them that we’re knowledgeable of their audience, their recent marketing initiatives, and their company goals ahead of their pending IPO. All of this was knowledge we easily learned through quick Google searches. From there, we connected the dots between their efforts and target market to our event and target market, allowing them to begin visualizing the benefits of partnering with us. Finally, once the interest was piqued, we gave them clear windows in which we could connect via phone to discuss more.


In a series of 3 short emails, this lead went from uninformed and likely uninterested, to very interested and willing to devote additional time to conversations regarding our event sponsorship opportunities.






Sponsorship Letter for Charity Event


Now more than ever, companies are looking for opportunities to showcase their community and social responsibility (CSR). In fact, in a major survey of sponsorship decision makers conducted by IEG, community and social responsibility was listed as the #3 most important sponsorship objective, trailing only brand awareness and visibility. With that in mind, anyone managing a charity event should be very optimistic about their ability to land sponsorship dollars.


However there is no such thing as easy money, and if you are a charity event producer, you need to be prepared to solicit smartly. Below is a sample letter we’ve used with charity clients to break the ice with potential sponsors.




Subject: Let’s Feed 100,000 More…


Hello {Lead Name},


On {Event Date}, {Charity} is producing a two-day outdoor food and music festival focused on raising money and awareness for our mission to feed over 100,000 hungry Chicagoans this year.


Why should this matter to {Sponsor Brand}? As a leader in the local business community, your company has repeatedly shown its dedication to the city of Chicago and helping its residents in need. I can think of no better example than your efforts last year to {previous charity efforts}. No doubt your customers, prospects, and employees alike appreciate {Sponsor Brand}’s involvement in these initiatives. With your continued community outreach and charitable involvement, it is no surprise that your brand is viewed as the pinnacle of integrity.


I’d love to find ways we could leverage our event and audience to further enhance these efforts of yours, and showcase your continued community and social responsibility. As one of the largest charitable events in the city this year, your involvement as strategic sponsor of {Event} would speak volumes to your audience, and go a long way in ensuring we are able to reach our goal of feeding 100,000 more individuals in need this year.



Please let me know if you have 15 minutes to discuss in more detail on Monday {Date} between 11:15am and 1:45pm. I am available during these times on Wednesday as well if that works better. If you do not have the time to connect right now, I totally understand.








As you can see, this email template leverages what we already know about our sponsor lead’s previous sponsorship activities to get them thinking about ways to continue their success in this area. The strength of this strategy cannot be overemphasized. Use Google and other resources to see what type of sponsorships your lead has participated in previously. Based on what you learn, you can likely identify both their sponsorship objectives, as well as the market they are trying to reach. Use this information to generate interest in your own sponsorship proposal, highlighting how they can enhance their ability to achieve their key objectives.





Sponsorship Letter for Sports Event



This short template below was used for a sporting event in the Southwest. Through strong lead research, our student had found several brands that 1.shared their target market and 2.were making a marketing push in their geographic market. These types of companies make for very strong leads, and we leveraged what we already knew about these brands in an effort to land a telephone conversation to discuss our sponsorship proposal in more detail.




Subject: Your push in the Southwest


Hello {Sponsor},


I am reaching out after reading about you in {Sponsor Brand}’s blog post regarding your role in driving the company’s push into the Southwest territory.


No doubt one of the biggest challenges you’re facing with this expansion is establishing credibility and awareness with your 35-54 male audience in the area. How do I know this? Because for the last 4 years I’ve operated a regional golf tournament series in the Southwest that targets this same market. With the traditional advertising channels in the market saturated, and a focus on an audience that is incredibly challenging to reach online, I know first hand the difficulty involved in having a real conversation with these consumers.


Thankfully we have prevailed, and our event this year will reach over 1,000 of these targeted individuals. Would you be interested in discussing ways to leverage our audience to aid in your efforts to establish yourself in this market?







Again, the key to the perfect sponsorship letter is research. Here we highlight what we know to be true: the brand we’re soliciting is actively trying to reach our same audience in our same market. Connect these dots for your lead, and make them realize that signing on as a sponsor of your event would be a great way to help them achieve their goals.




There you have it, a look at some examples of perfect sample sponsorship letters for events. Remember that your main goal with a sponsorship solicitation letter is to land a phone call or in-person meeting. As such, keep your letters interesting, personalized, and succinct, making it easy for your sponsor leads to say yes to this next step.



Interested in learning more about crafting the perfect sponsorship letter? Be sure to check out our FREE 1 hour training webinar “6 Steps for Landing $100,000 Sponsorships” here.




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