Event Sponsorship Letter

Several companies see sponsorships as a preferred form of advertising where both parties seemingly benefit. And asking for sponsorship will involve writing the event sponsorship letter to the sponsors.

What's Inside a Sponsorship Letter

The way an event sponsorship deal works is that, on one hand there is an enterprising gentleman who wants to host a show, a party, an exhibition or any such event and on the other hand, we have the companies who see a sound business proposal in place should they choose to pump a bit of money into the event held. This way, the event manager gets the money for the event he has in mind and for the money the sponsor puts in, he gets a lucrative platform to advertise his products/services to a market which his products target anyway. So, when a company decides to sponsor an event, they need to keep in mind the audience which will attend the event and ensure that they are part of the market that the products of the sponsoring company is targeting. For instance, it doesn't make much sense for cola companies to sponsor an event for the aged or the diabetic. This is also a writing tip which the sponsor-hunters need to keep in mind. When you send an event sponsorship letter to a prospective partner, you need to see if the company's products will interest the target audience.

So, at the end of this small marketing tip, let's move on to the crux of this article; the sponsorship letter. They are decidedly formal letters written by the event manager to the prospective sponsor. In the letter, the event manager is supposed to elucidate to this prospective sponsor, in numerical detail, what the sponsor stands to gain (and part with, in the monetary sense). The point of the letter is to gently coax the prospective sponsor to sweetly part with the money which you need to put up your event. You need to tell the sponsor that the market his company targets for his products are expected to turn up at your event and hence he will have a crowd of people, who will not be able to switch channels and avoid your commercial activity alongside the main event.

But then this really doesn't help much with actually writing the letter. So here's a sample which ought to give you a rough guideline on how to go about writing this form of business communication.

Sponsorship Letter Sample

For the sake of this example, let us assume that an event manager for a celebrity soccer match is writing a letter to a cola company for sponsoring the event.

To, The Relationships Officer, Cola Company, State, Country. Respected Sir/Madam, We are proud to offer you a wonderful opportunity to sponsor our charity celebrity soccer game to be held on (date). Some of the world's biggest names from the world of sports and entertainment such as (names) have been confirmed for this event. And since the event is due to be held in Los Angeles, let me assure you that we have received inquiries for the passes to this game already. The 20,000 seat stadium is expected to be a sell-out, because we fancy that not too many people would dare miss such an event! Now what's in it for you? Well, we expect several on-site advertisements, including billboards, the pitch boundaries, free samples marketing and giant posters across the pitch and of course a large audience to view these advertisements which is undoubtedly a core part of your target market. And what's in it for us? The charges which you will pay us for putting up your advertisements. The cost of billboards is (amount), giant posters is (amount) and the free samples distribution is free of charge! The detailed event plan is attached. So join us by sponsoring this mega-event. We will look forward to your reply by the (date). Thanking You, Charles Thomas, MD, ABC Events and Media, Pvt. Ltd.

As you can see, such letters are fairly simple to write. So use this example to your advantage!