When it comes to events, the elephant in the room is always money. It’s not fun to talk about, but it's necessary. While your goal is to create memorable experiences, event budgets dictate the need to form strategic partnerships. This is where sponsorships come in. Right now, the sponsorship segment in the B2B events industry is growing fast and is expected to rise at a rate of 12.1% by 2028.
You've likely written a few sponsorship request letters during your career. Some may have worked, others not. One thing is certain: writing these letters can feel like a big task. You want to draw attention, show value, and convince potential sponsors your event is the right one for them. But where do you start, and what should you include?
This guide will take you step-by-step, through the process of writing sponsorship request letters that get results. You'll learn what makes a strong request, see real examples that work, and discover how to use event AI tools to speed up your writing process.
What is a sponsorship request?
A sponsorship request is your pitch to potential partners who can fund or support your event. Think of it as a business proposal where you present the value of working together. Most sponsorship requests start with an initial letter or email. This first contact sets the tone for your future partnership. Your request needs to exhibit to sponsors what they'll gain by supporting your event.
The best sponsorship requests are more than simple requests for money. They educate sponsors about your event's reach, your audience, and how teaming up with you can significantly boost their brand.
Your request should be in tune with what your potential sponsors really care about. If a company focuses on reaching young professionals, tell them about your event's Millennial and Gen Z audiences. If they value community impact, explain how your event positively impacts the local area. Remember, sponsors get many requests, and your job is to make your event a “must-have” and a “can’t miss.” Keep it clear, focused, and centered on what matters to them most and how you can deliver.
Types of sponsorship requests
There are several types of sponsorship requests, and each has different purposes:
- Initial Email Request: This is a brief, targeted email that opens the conversation by introducing your event and suggesting a call or meeting. It works best for first contact because it's quick to read and easy to respond to.
- Formal Proposal Letter: A detailed document used as a follow-up after initial interest. It includes comprehensive event details, audience demographics, past success metrics, and full sponsorship packages.
- Digital Sponsorship Deck: A visual presentation showcasing your event through slides that include photos from past events, testimonials graphs showing attendance figures, and other eye-catching statistics. This format works well for virtual meetings or when you need to share information with multiple decision-makers.
- Video Proposal: This is a new format that's gaining popularity. Short videos (2-3 minutes) to showcase your event's energy and impact. They can include video on-the-ground testimonials from past sponsors and b-roll highlighting the excitement surrounding your events. This format helps sponsors visualize their involvement.
6 tips for writing successful sponsorship letters
Structuring your sponsorship letter successfully can be key for hearing back. Follow these steps to grab the attention of potential sponsors.
1. Craft attention-grabbing subject lines
Your email subject line is your first chance to catch a sponsor's attention. Instead of using "Sponsorship Request," try something like "Partner with us at TechFest 2025 - 5,000 Tech Leaders Attending" or "Exclusive Branding Opportunity at Miami's Largest Food Festival." Make it specific and highlight a key benefit or unique aspect of your event. You can even measure the potential effectiveness of your subject line through free AI tools.
2. Make a strong first impression
Use the first paragraph to introduce yourself and communicate what your event is about. Get to the point fast. Let them know when and where your event happens and why it matters to them. Make it personal; show you know their business and why you picked them as a potential sponsor.
3. Focus on value for sponsors
Let’s be honest: you may have the coolest event ever, but sponsors want to know what they'll really get from financially supporting your event. Will their logo appear on all event materials, digital signage, etc.? Can they speak at your event? Will they meet potential customers? List these benefits clearly and directly.
4. Back claims with data
Numbers only make your case stronger. Let sponsors know how many people came to your past events. Share your social media reach. Provide them with real data about your audience. These details help sponsors see the real value they'll receive.
5. Include sponsorship options
Not every sponsor wants the same level of involvement. Some might want to start small, while others are ready to invest more. List all the available options. Create packages that range from basic logo placement to premium deals with speaking slots and VIP access.
6. End with clear next steps
Lay out specifically what you want your potential sponsors to do next. Should they set up a call with you? Include all contact information and any further materials they may require or could aid your efforts to secure the sponsorship. Make it easy for them to move forward.
Pro Tip: Common Mistakes to Avoid
Many event planners write too much about their own needs and too little about sponsor benefits. They use complex language when simple words work better. They forget to follow up after sending the initial communication. Your letter of sponsorship should feel like the start of a conversation, not a plea for help. Write it like you're having a face-to-face conversation with someone about an opportunity that could help you both grow.
Using AI to write sponsorship letters
AI tools can speed up your sponsorship letter writing process without losing the distinctive touch. You don't need to stare at a blank page, wondering how to start. AI can help you create a strong first draft that you can then customize for each sponsor.
Getting started with AI prompts
Being specific is key to success and will save you even more time. Whichever AI app you use, start by describing your event in detail and the sponsor you're targeting. For example, you might write: "Create a sponsorship letter for a three-day tech conference with 500 attendees, targeting a software company that focuses on cybersecurity." The more details you give, the better your letter will be. Include your audience, your past success, and what makes your event special.
You can use AI to write all or just specific parts of your letter. AI can create a strong opening, explain sponsor benefits, and even a section about the benefits sponsors will get from supporting your event.
Here are some prompts that work well:
- For Subject Lines: "Write 5 subject lines for a music festival sponsorship email, targeting local businesses, emphasizing community impact, and reaching young professionals."
- For Opening Paragraphs: "Create an opening paragraph for a tech conference sponsorship letter. The conference has 2,000 attendees, 80% of whom are CTOs and IT Directors, and the sponsor is a cybersecurity company."
- For Benefit Descriptions: "Write a paragraph about sponsorship benefits for a wellness expo. Include specific metrics like '5,000 health-conscious attendees' and '70% female audience aged 25-40'."
Remember, AI content should never be considered a “final draft.” Edit the copy and review it thoroughly before sending it to any potential sponsor. AI-generated content AI gives you a starting point, but you need to make the content your own. Add specific details about your event. Include real numbers and results from past events. Mention things you know about the sponsor's goals and values.
Cvent's AI Writing Assistant for event planners
If you use Cvent for your events, its built-in AI writing assistant can make your sponsorship outreach even easier. This tool helps you create polished content that matches your event's tone and style.
The AI Assistant can help you write engaging event descriptions that you can share with potential sponsors. You can adjust the length and tone of your content with a few clicks. Need your sponsorship letter to sound more professional? Want to make it more enthusiastic? The tool lets you change the tone to match each sponsor.
What makes Cvent's tool special is that it's built specifically for events. You can use it across different stages of your event planning:
- Help write clear event descriptions that show sponsors what they're supporting.
- Create consistent messaging when talking to different sponsors.
- Draft professional RFPs when collaborating with suppliers.
- Pollish existing content for your event website or landing page.
Sponsorship letter examples
Sponsorship letters aren't rinse and repeat. They should be tailored to the specific event that you're hosting and personalized for the sponsor. Check out three examples of different types of sponsorship request letters.
Sponsorship email sample 1: Local Food Festival Sponsorship Request
Subject: Partner with FoodFest 2025 - Connect with 15,000 Food Lovers
Dear Mr. Rodriguez,
The commitment to support local businesses at Wholesome Market stands out in our community. FoodFest 2025 brings together over 15,000 food enthusiasts who value quality and local ingredients - matching perfectly with Wholesome Market's mission.
Past sponsors have seen remarkable results, averaging 200+ loyalty program sign-ups through direct customer interactions. The Gold Sponsorship package offers similar opportunities for meaningful customer connections.
Benefits include:
- Logo placement on all event materials
- Premium booth space in high-traffic area
- Speaking slot at the "Future of Food" panel
- VIP meet-and-greet with top local chefs
- Social media features reaching 50,000+ followers
Sponsorship email sample 2: Tech Conference Sponsorship Request
Subject: Reach 5,000 Tech Decision Makers at DevCon 2025
Dear Ms. Chen,
CloudTech's recent innovations in AI security solutions align perfectly with DevCon 2025's focus. The conference attracts 5,000 developers and tech leaders who make purchasing decisions for their organizations.
Previous sponsors reported an average of 150 qualified leads, with platinum sponsors achieving ROI within three months through new contracts.
The platinum package offers:
- 30-minute keynote slot
- Private meeting room for client meetings
- Logo placement on the main stage and event app
- Access to the attendee contact list
- Dedicated social media campaign
Sponsorship email sample 3: Charity Run Sponsorship Request
Subject: Support Local Youth - 2,000 Runners at City Marathon 2025
Dear Dr. Smith,
Metro Hospital's dedication to youth health programs makes it an ideal partner for the annual City Marathon. Last year's event raised $100,000 for youth sports programs, providing sponsors with significant community recognition.
This partnership opportunity connects Metro Hospital with health-conscious community members while supporting local youth programs. The Silver package includes:
- Logo placement on all runner shirts
- Banner placement at start/finish lines
- Social media mentions reaching 30,000 locals
- Speaking opportunity at the awards ceremony
- Booth at pre-race health expo
Build new partnerships with strong sponsorship request letters
A great event sponsorship proposal letter opens doors. When done right, it creates opportunities that benefit both event planners and sponsors. But beyond the sponsorship email templates and techniques shared here, success comes from understanding one simple truth: sponsors aren't just looking for events to fund - they're looking for partners who can help them grow.
Your next sponsorship letter could be the start of a long-term relationship. So, consider how you can help sponsors reach their goals, connect with their target audience, and build their brand. Show them you've thought about their pain points.
Ready to write your next sponsorship letter? The tools, templates, and techniques are here. Now, it's time to put them into action.
Frequently asked questions
Still wondering how to get started? Check out some frequently asked questions and answers about reaching out for sponsorship.
How do I ask for sponsorship?
Asking for sponsorship requires a strategic approach that puts the sponsor's needs first. Start by researching potential sponsors to understand their business goals, target audience, and past partnerships. Look for companies whose values match your event's goals.
When reaching out, personalize each request. Open with a subject line that highlights a specific benefit for the sponsor. Your request should include these key elements:
- A clear description of your event and its purpose
- Specific numbers about your audience and reach
- Details about what sponsors will receive
- Different sponsorship levels or packages
- A clear call to action
The most effective way to ask for sponsorship is to frame it as a worthwhile business opportunity. Instead of focusing on what you need, emphasize what sponsors will gain. For example, tell them how many potential customers they'll meet, what press coverage they'll receive, or how their brand will benefit. Timing matters, too. Send your request at least 6-8 months before your event. This gives sponsors enough time to consider your proposal and include it in their event budget planning.
After sending your request, follow up within a week. A brief, polite email checking if they received your proposal shows professionalism and keeps the conversation going.
What is an example of a successful sponsorship?
The AWS re:Invent conference shows how powerful sponsorship can be when done right. This annual tech event attracts over 50,000 attendees and features major tech companies as sponsors. Sponsors get dedicated expo space, speaking slots, and direct access to decision-makers in the tech industry. Sports events also demonstrate effective sponsorship. Take the Bank of America Chicago Marathon's partnership with Nike. Beyond just putting its logo on race materials, Nike creates special edition running gear for participants, hosts training events before the race, and builds lasting connections with runners.
What do sponsors get in return?
Sponsors receive tangible benefits that go far beyond just putting their logo on event materials. Direct access to their target audience tops the list of benefits. Other benefits include unique brand opportunities, access to event data, and networking opportunities. The real value comes from reaching the right people in the right context. When a sponsor connects with an audience that cares about their products or services, the partnership delivers results for everyone involved.
Next, learn how to choose the right space for your next event by reading our event venue checklist.
