How to Create Winning Event Sponsorship Packages
Sponsorships are an important way to secure funding and resources for your event. Typically, an event sponsor is anyone who helps fund an event in exchange for some sort of benefit, such as brand exposure. With this extra support, you’ll likely see more attendee engagement and a higher return on your investment.
If you’re looking for a way to secure sponsorships for your next event, start by creating a winning sponsorship package. A sponsorship package is essentially the promise of what you’ll provide in exchange for their support. But what should you include in your package to win over more sponsors?
In this article, we cover what you should include in your sponsorship packages and how to price them. Let’s get started!
What’s in an event sponsorship package?
Event sponsors really want to be convinced of their return on investment. The more you can convince a sponsor of the value you’re giving them, the more likely they’ll get on board.
In your sponsorship package, be specific in how you’ll promote your sponsor at your event. You can offer a variety of incentives to entice prospective sponsors. For example, in your sponsorship package, you can offer:
- Logo placements on signage and event materials
- A listing on the event website
- A booth to interact with attendees
- Social media shoutouts or dedicated posts
- Mentions in press releases, blog posts, and other marketing materials
- Speaking opportunities at the event
Make sure that your options are tailored to your audience. The more you can tailor your package to an aligned audience, the more appealing your package will be.
Additionally, your sponsor will want to know all about you and your goals for the event. Is the event going to be worth their effort? When building your sponsorship package, make sure you mention:
- Information about your organization
- Event details, such as location and expected attendance
- Testimonials or previous results from past events
- Audience demographics such as industries, regions, and anticipated attendees
- Sponsorship pricing (explained below)
How to price event sponsorship packages
When setting up your package, you’ll want to include all the detailed information as described above, as well as your pricing structure. Before setting prices, do some research to see what similar folks have used and to compete with market prices.
Your pricing structure will either be a tiered model or a la carte. Pricing (for either model) should consider the size of the event, market rates, and the value you’re providing. Let’s learn more about each of the pricing models.
Tiered model
Tiered models are the most common approach for sponsorship packages. Your pricing will consist of different levels that sponsors can choose from.
To offer a tiered approach, create several tiers, separate their value, and assign pricing accordingly. Depending on your event, you can match a variety of benefits to your tier levels: think booths, swag, banners, speaking opportunities, and more. Higher levels will cost more but also offer more benefits and value.
For example, a gold sponsorship might cost a few grand and come with perks like the sponsor’s logo on your event decor. A bronze sponsorship then might only cost a few hundred dollars and come with a mention in your event program.
Also consider that tiered sponsor benefits can be cumulative. For instance, a gold-level sponsor should receive all of the bronze and silver benefits, as well as the unique gold tier extras.
A la carte model
An a la care model is a more custom pricing approach. Sponsors can choose their specific benefits based on their needs and budget and without the restriction of tiers.
This approach allows more flexibility for the sponsor to decide what would benefit them the most based on their specific outreach goals. An a la carte option works well when working with smaller, individual sponsors.
If you’re not sure which pricing model to choose, you can always offer both. Start off with what you consider a good value in your tiered approach, and use an a la carte model to supplement tiers through add-ons and customizations. Allowing sponsors to customize the benefits will be an attractive add-on to your sponsorship package.
Get more sponsors with event sponsorship packages
While sponsors can be difficult to obtain, it’s made simpler by preparing an enticing sponsorship package. After you create your event sponsorship package, make sure to put your sponsorship package information on your website and in a deck that’s easily shareable.
To help you further plan and promote your events, check out The Events Calendar. It’s a complete suite of powerful event management tools. You can organize sponsors with Event Schedule Manager, increase event attendance with Promoter, sell tickets on your WordPress site with Event Tickets, and so much more! Take our free demo for a spin to try some of these tools!