How to Build an Effective Sponsorship Plan for Your Next Event

At the present time in Quebec, the majority of the events uses a sponsorship plan at various levels to operate. These are made up of three to five levels, and frequently include the terms: diamond or platinum, gold, silver, and bronze. In most cases, the content offered by these plans deals almost exclusively with visibility. They propose to partners to display their logo at various contact points of an event or to receive a time lined up at the microphone during some key moments. Finally, to find sponsors, promoters tend to send the same document to all potential partners.

Yet the ways in event sponsorships enormously evolved in internationally renowned events. Event sponsorship is more than a logo strategy plastered here and there. As event planners, we are witnessing an important change. Requests for sponsorship are more than ever adapted to their mission, they want a return on investment and the offer of events of all sizes must comply.

In fact, the Canadian Sponsorship Forum did recently state that every dollar invested in event sponsorship reported on average only 60 cents. This performance is far from enough and shows the importance of optimizing and challenging the status quo in creating events.


How to get there? It’s rather simple. Here are the three golden rules of our event planners:


Thinking of your event ideas and your audience type and seeking partners in adherence with all.

  • Approach your business partners by thinking about what you can do for them. Describe your demographic audience and explain in concrete terms how your event can offer them the visibility they wish to benefit.
  • Ask questions, learn to know what key messages they wish to spend.
  • Take notes and, without promising anything, let them know that you want to look your way how you could enhance your offering to better accommodate them.


Working to build a sponsorship plan in line with the specific needs of your partners. 

  • Create customized activations linked with the business objectives of your partners. Some want to increase their sales revenue while others prefer to play the notoriety card.
  • Study the entire sequence of your event and determine the key contact points that could be the windows by excellence for your partners.
  • For example, a grocery store would have everything to gain sponsoring a snack break during which she can give a taste of its home products.
  • A car dealership, for its part, could offer a shuttle transport service to people with reduced mobility. Of course, this service could be publicized.
  • For a bank, a discount on the purchase of tickets could be offered to guests using a credit card issued by the latter.
  • In short, the possibilities are endless. By including these types of activation in your proposals or in your conversations, you will be able to offer more tailored to the real needs of your sponsors. These customized and targeted offers will be more promising and more effective for the latter. At that time, if you work with an event agency to help you with our event management, ask them for some advice. They will guide you on how to optimize the visibility of your partners so as to be more in harmony with the content of your event.


Building on a long-term relationship with the sponsors.

  • At last, it is important to focus on the long-term with your sponsors. These people shouldn’t be important to you only once a year, thus when you need money.
  • Make sure that everything goes well on location for them during your event and organize a post-event follow-up. During this follow-up, ask them what went well and less and be proactive finding solutions for a next edition! Thus, everybody would win.


In conclusion, working in sponsors research in the event field results in the art of giving to better receive in return.