How To Write an Event Sponsorship Request Letter (with Template)

Planning an event and looking for sponsors to help bring your vision to life? 

Getting the right sponsors on board is a big deal, giving you both the funds and brand power necessary to make your next event a hit. But how do you reach out to potential event sponsors and actually get them excited to say yes to your sponsorship request? 

In an increasingly crowded events market, the trick for securing sponsorships is being able to write a letter that gets responses. As the global event market continues to grow — it brought in $994.7 billion in 2022 and is expected to reach $2.05 trillion by 2032 — more and more event teams are competing for sponsorship dollars. While 44% of corporate marketers increased sponsorship spending from 2022 to 2023 in the wake of the pandemic, securing sponsorship is still a top challenge for event professionals now.

If you’re looking to learn how to write an event sponsorship letter that impresses and engages readers, you’re in the right place. 

In this article, we’ll walk you through how to approach potential event sponsors and even share a handy sponsorship email template to get you started. Keep reading to learn more about how to write an event sponsorship email that grabs attention, sparks interest, and ultimately gets you the sponsorship support you need — in times of boom and bust.

Before you start drafting your sponsorship email, it’s essential to have a clear strategy in mind. Here are some key steps to follow when asking for sponsorship for an event:

• Identify potential sponsors. Conduct thorough research to identify companies or organizations that align with your event’s theme, purpose, or target audience. Consider local businesses and larger corporations with a history of sponsoring events.

• Understand the benefits of sponsoring an event. Put yourself in the shoes of potential sponsors and think about what they would gain by supporting your event. Consider the exposure, brand visibility, networking opportunities, and positive public image associated with sponsoring your event.
• Add sponsorship package information to your event website. Create a page on your website that outlines the sponsorship packages available to potential sponsors. You can also produce a PDF that outlines each of the opportunities available to sponsors. For a great example of an event site with an outstanding and thorough sponsorship page, check out AWS re:Invent. This page features sponsor testimonials, a video, package information, and more.
• Determine the appropriate contact person. Find out who handles sponsorship at the company you’re targeting. Look for contact information on their website or call to inquire about the correct person to address your sponsorship request letter. This will help personalize your email and increase the chances you receive a response.
• Tailor your email to the recipient. Craft a personalized email communicating why you contacted the specific company and how their sponsorship would align with their goals. Highlight the benefits they would receive from sponsoring your events — like increased brand visibility, access to a targeted audience, and networking opportunities.
• Follow-up. If you’re still waiting for a response after a reasonable time, send a follow-up email. Sometimes, your initial email may get overlooked because of busy schedules. A polite and professional follow-up can remind the recipient of your request and show your dedication to making the sponsorship opportunity successful.

Now that you have a clear idea of how to approach potential sponsors, let’s explore the step-by-step process of writing a sponsorship letter that converts.

Photo by Christina Morillo

Writing an effective sponsorship letter is crucial to conveying your message, outlining the benefits of sponsoring your event, and generating interest from potential sponsors. With that in mind, here’s a step-by-step guide you can follow to craft a compelling sponsorship letter:

1. Start with a professional but approachable greeting

Address the recipient by their name or job title, such as “Dear [Sponsorship Manager]” or “Dear [Company Name] Sponsorship Team.” Be sure you don’t sound robotic, but don’t greet them like you’re drinking buddies. 

2. Introduce yourself and your event

Introduce yourself, your organization, and the event you’re planning. Clearly state the purpose and goals of the event, emphasizing its relevance to the potential sponsor.

3. Highlight the benefits

Explain the benefits the sponsor would gain by supporting your event. Focus on how sponsoring your event can enhance their brand visibility, connect them with their target audience, and contribute to their corporate social responsibility initiatives.

Design different sponsorship packages and tiers that cater to various budgets and objectives. Clearly outline each sponsorship level’s specific benefits and exposure, including logo placement, speaking opportunities, or exclusive access to event attendees.

5. Include testimonials or success stories

If you’ve hosted similar events or have testimonials from previous sponsors, include them in your letter to build credibility and demonstrate the positive impact of sponsoring your events.

6. Call to action

Clearly state the next steps you want the potential sponsor to take. Whether scheduling a meeting, requesting additional information, or submitting a sponsorship commitment form, make it easy for them to respond and engage with you.

7. Express gratitude and follow-up

Close your letter by expressing gratitude for their consideration and emphasizing your willingness to answer any questions or provide further details. Include your contact information and invite them to get in touch with any inquiries or to discuss sponsorship opportunities.

Now that you have a framework for crafting your sponsorship letter, here’s a sponsorship email template to get you started. Pro tip: Don’t hesitate to use AI-powered writing tools like ChatGPT to help you craft the perfect sponsorship request letter! 

The great thing about a solid sponsorship request letter template is that it will work for any kind of sponsorship letter — whether that’s a corporate sponsorship letter, nonprofit sponsorship letter, business sponsorship letter, or any variation thereof.

Subject: Opportunity for Partnership: Sponsorship for [Event Name]

Whether you use ChatGPT or the many alternatives to ChatGPT, here are some prompts to get you inspired as you improve you sharpen your skills on how to ask for sponsorship for an event:

• Our startup is organizing a virtual summit on sustainability in tech. Can you draft an email to Patagonia, asking them to sponsor our event? Mention that our “Eco Innovator” package would be a great fit for their brand with benefits like logo placement and a virtual booth.

• We’re planning a health and wellness expo in Austin, Texas for fitness enthusiasts. Can you help write a sponsorship request letter to Lululemon highlighting why their brand aligns perfectly with our “Yoga Warrior” package, which includes social media shout-outs and exclusive access to VIP attendees? Please use an approachable tone.

• We’re hosting a cybersecurity conference in New York City on June 12, 2025, focused on the latest industry trends. Could you create a compelling sponsorship email to IBM explaining how our “Tech Leader” sponsorship tier would give them significant exposure to industry professionals and decision makers? 

• Our nonprofit is organizing a fundraising gala to support arts education in schools. Please write an email to local art supply companies asking them to sponsor the event. Emphasize how their contribution would help inspire creativity in students and offer brand recognition among community leaders.

Curious what ChatGPT output looks like for one of those prompts? Here’s ChatGPT’s response to the first prompt.

Subject: Partner with Us for Our Virtual Summit on Sustainability in Tech

Of course, you probably shouldn’t cut and paste from ChatGPT. You’re likely best off taking the outputs and customizing them a bit to showcase your personality.

Although sponsorship letters can be an effective way to reach potential sponsors, there are certain situations where sending a sponsorship email might not be advisable. Here are a few scenarios where it might be a bad idea to send a sponsorship letter:

• Lack of research. If you haven’t done thorough research on the potential sponsor — including their values, target audience, and previous sponsorship activities — it may not be the right time to send a sponsorship letter. Without this information, your letter may not resonate with the sponsor and could come across as generic or irrelevant.
• Poor timing. Timing is crucial when sending a sponsorship letter. If the potential sponsor faces financial challenges, restructuring, or other business issues, there may be a better time to approach them for sponsorship. Sending a sponsorship letter during such times may be perceived as insensitive or inconsiderate.
• Incomplete event planning. If your event plans are still in the early stages — and you don’t have a clear vision, objectives, or specific benefits to offer sponsors — it may be premature to send a sponsorship letter. Sponsors want to see a well-defined event concept and a compelling value proposition before committing resources.
• Lack of alignment. If there’s a significant mismatch between your event and the potential sponsor’s industry, values, or target audience, it may not be smart to send an event sponsorship letter. Sponsors are more likely to engage when there is a strong alignment between their brand and the event’s purpose.
• Previous negative experiences. If you have had negative interactions or experiences with the potential sponsor, it’s probably best to reconsider sending a sponsorship letter. Maintaining a positive and professional relationship with potential sponsors is essential, and sending a letter when there are unresolved issues might not result in the outcome you’re hoping for.
• Overly generic approach. If your sponsorship letter feels impersonal or needs more customization, it may not be well-received. Potential sponsors want to see that you have taken the time to understand their organization and how they can benefit from sponsoring your event. Sending a generic sponsorship letter without tailoring it to the specific recipient can diminish your chances of receiving a positive response.

Before sending a sponsorship letter, it’s essential to consider research, timing, event planning, alignment, previous experiences, and personalization. Covering these bases will increase the likelihood of a favorable response and pave the way for a successful sponsorship partnership.

By following these guidelines and using the templates provided in this post, you can create persuasive sponsorship emails that increase your chances of securing support for your event. Remember to personalize each email, clearly communicate the benefits to potential sponsors, and follow up as necessary. You’ve got this!

Good luck with your sponsorship requests, and may your event be an unforgettable experience!