How to Find Sponsors for an Event: 3 Key Pieces of Advice

December 9, 2022 Erica Maurer

According to, most corporate events fall into one of eleven categories. These categories are generally aimed at improving company culture or increasing profits.

There's an old adage that it takes money to make money, and these events are no exception. You could have excellent business with the greatest team in the world, but it won't help you if you don't have the resources or expertise to set up your event.

One aspect of event planning that many people struggle with is how to find sponsors for an event. We'll offer some advice on how to attract sponsors in this article.

1. Do Your Research

Sun Tzu once wrote: 'If you know the enemy and know yourself, you need not fear the result of a hundred battles." While war and business are very different, much of the same advice applies.

Think about what your business does and what you plan to do in the future. Then, research potential sponsors, and pay special attention to their industry. Are they in a similar industry as yours, and could they benefit from a partnership?

For example, a company that makes first-aid supplies could benefit from teaming up with one that makes medical scrubs.

2. Communicate

The best way to sway a potential sponsor is to communicate with them; by communication, we don't mean a polite email. While there's nothing wrong with emails in most situations, the type of sponsors you're trying to attract are probably flooded with emails, and don't have time to read most of them. 

You'll need to do something unique to catch their attention without immediately chasing them off. You can do this in several ways, such as by mentioning employees you've met or other mutual connections. You can also contact them in a unique way, like by writing a letter or delivering it in person if it's convenient.

Regardless of how you get a potential sponsor's attention, you'll need to hold onto it. Working out a partnership that both of you benefit from will require a lot of communication. You'll probably need to get to know the other company so that you can find a way to help them.

3. Seek Their Advice

Human connection is based primarily on trust, and showing somebody that we respect their opinion can go a long way toward earning that trust. For instance, if the event is multi-company, such as the 10th anniversary of the Event Planner Expo this year, ask how to get your tickets.

You could also ask them for advice on how to stand out from the crowd. With multiple companies present, the advice of a larger, more experienced company is a major asset.

How to Find Sponsors for an Event

If you're wondering how to find sponsors for an event, you've come to the right place. We've offered a few tips in this article. However, there's more to event planning than just finding sponsors, and you can read more about them in our blog.

For instance, we can tell you about some great corporate holiday party ideas to level up your company Christmas party.

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