6 things every sponsorship pitch needs
- March 22, 2022
- SponsorPulse Staff
Think of your pitch deck like your LinkedIn profile. It’s the one stop shop where you show your potential partners the value your property or event can bring. Not much different than your professional profile, where you show off your experience and skills to future employers and recruiters, right?
But like your CV, your proposal needs to include all the right details without overwhelming your reader. Brevity can be no easy feat, especially in a pitch when your window of opportunity is short. The key is connecting with brands and making an unshakable case for the value you can provide as a partner.
To help you out, we’ve put together an easy-to-use sponsorship proposal template to help you tell your story and close the deal with the perfect pitch.
Let’s get started!
The Elements of a Sponsorship Pitch Deck:
Every sponsorship proposal should contain the same core sections including a property or event overview, audience insights, benefits of partnership, cost to partners, and some social proof in the form of case studies.
But if every pitch follows the same format, how can you set yourself apart?
The details are in the data.
1. Event/Property Overview
This is where you make your first impression and share your story. Make sure to include key details about your property or event including a brief history.
This is a chance to really set yourself apart, so be sure to highlight your company or events mission and vision – the why that drives you – as well as what makes you or your event unique. Share what exciting initiatives are on the horizon that will get your prospects excited to jump onboard.
Naturally, this should lead to a few highlights of past partnerships and their successes.
2. Audience Insights
Next up is audience insights. Knowing your audience not only helps you drive better results, it’s also key when connecting with the right partners.
Include basic demographic statistics. What’s their age range? Where do they live? What brands to they interact with? What services do they use?
With a broad understanding, you can start to highlight a mix of broadcast, digital, social metrics to demonstrate your reach and ability to impact new audiences.
Now it’s time to show how your audience interacts with your property or event. Include hard figures to demonstrate how many people have interacted with your brand or attended your event in the past. Don’t shy away from owning your strengths but also your weaknesses, which allows you to reinforce your plan to continue to grow your property.
3. Sponsorship Benefits
With the background details out of the way, now you can really start to demonstrate the value that your property or event can deliver to prospective sponsors.
This section should include as much tangible data as you can. Some questions or thought starters include:
- What is your property or event’s total reach?
- What room is there for growth?
- How do you stack up against competitors as a partner?
- How does your audience engage with your property/event? Are they excited, passionate?
- What value can you drive for the sponsor? Can sponsorship of your property lead to increase purchase consideration or brand favourability?
Hitting on both the behavioural and emotional helps paint a fulsome picture of your audience, their motivations and what tangible benefits exist for potential partners.
4. The Partnership
Generally, this section will include a creative idea or statement that describes the fit between your property or event and the brand sponsor you’re pitching.
It’s an opportunity to show how the sponsorship will come to life through activation across media, content, onsite, or hospitality channels.
You’ll want to make these examples are relevant to the brand sponsor your pitching so that they feel like a part of that vision too.
Here you should include a breakdown of the assets offered relative to the investment you’re asking for.
You’ll want to include mix of broadcast, digital, social metrics that cover off your property or event’s reach to help bring the valuation to life.
Need help with valuation? Book a demo and find out how our opportunity value score can help you determine the right investment ratio.
We always recommend using a case study that features a current or past partner to highlight the gains made through the sponsorship.
Don’t go light on the numbers, but make sure they speak to impact. Include tangible ROI figures and facts to drive it home.
Putting it together
There you have it. Everything you need to create a winning pitch deck, filled to the brim with proof points to close the deal.