Why Companies Will Sponsor You (2024)

Real sponsorship (versus charitable giving presented as sponsorship) is a marketing partnership. Most companies and organizations fund sponsorship from marketing budgets and must evaluate sponsorship against other promotional opportunities. There are six reasons that companies will choose to support your organization with these type of partnership. If you understand their potential motivations, you can be more successful with your proposals.

1. Relationship Building

Perhaps the most important reason companies and other organizations have for sponsoring a property is relationship building. Sponsors can seek to develop new relationships with access to your stakeholders. This relationship building can be at your location or theirs. For example, retailers can be interested in promotions that get your stakeholders to visit their stores. Sponsors may also wish to further their relationships with their existing customers and other stakeholders using tools such as corporate entertaining. So, you want to look at how you can drive traffic to your sponsors; how you can provide them with opportunities to personally meet your audience; and how you can help them involve their customers and employees in your organization.

2. Positive Association

Another top reason that prospects choose sponsorships is to benefit from the positive association of supporting your organization and projects. With sponsorships, this is meant as more than goodwill. Many sponsors will want you to promote their participation. Often your communication efforts will be augmented by their own marketing. So, for these sponsors, you want to find ways topubliclyexpress your appreciation, to showcase the impact of their support and for them to share your story with their audience.

3. Reaching a Target Audience

Some sponsors pursue partnerships because they provide an opportunity to reach a specific target market. For example, opera and and monster truck rallies attract highly specific and vastly different audiences. So, you want to provide potential sponsors with detailed information about the audience they can reach by partnering with you. Numbers that you want to provide include the size of your audience, the amount of your interaction with them and the demographic breakdown.

4. Direct Sales

Some sponsors seek direct opportunities to sell their products or services through marketing partnerships via means such as official supplier status. Others actually desire agreements that would be more accurately described as an operating partnership despite a sponsorship framework. However, not all sales opportunities need to be about establishing major new business channels. For example, a car dealer could seek to have a special one-day promotional sales event in the parking lot of an arts centre as part of a production sponsorship. So, you want to be open to possibilities while developing a clear understanding of the types of arrangements that are not possible. For example, agreeing to exclusively sell a particular brand of coffee might be possible because people expect you to only carry a single brand while selling only one brand of carbonated beverages might not be possible because of people expecting you to carry their favourite.

5. Doing Good

Despite the fact that good sponsorship is about marketing, many sponsors truly do have a desire to support worthy projects. This social good concept can even apply to sponsorship of commercial endeavours if they are seen as good for the community or having some other benefit. Indeed many sponsorships and donations contain a blend of philanthropic and marketing elements regardless of how they are presented. So, you want to be aware that a potential sponsor can be driven by both objectives, and play to both motivations while clearly delineating what is sponsorship and what is philanthropy in your organization.

6. Having Fun

Sponsors have become increasingly disciplined in pursuing opportunities consistent with their missions. However, sponsorship benefits such as meeting a celebrity or attending a highly-exclusive event can sway decision making. So, in addition to presenting the organizational benefits of sponsorship participation, you want to highlight any personal opportunities you will provide.

Determining Prospect Interests

When you know the potential areas of interest to a sponsor, you can identify relevant opportunities in your organization. The next step is to ask your sponsorship prospects which of these six motivations are important to them. (Although, you might not want to focus on the having fun element — just offer it.) When you develop strong dialogues with your prospects about there relevant interests, you are well on your way to sponsorship success.

The Pitcher Group specializes in building sponsorship opportunities designed to appeal to all six of these sponsor motivations. In particular, we are skilled at building unique elements into sponsorship properties that increase the size of your contributions. So, put the Pitcher Group to work for you.

Why Companies Will Sponsor You (2024)

FAQs

Why would a company sponsor me? ›

Relationship Building. Perhaps the most important reason companies and other organizations have for sponsoring a property is relationship building. Sponsors can seek to develop new relationships with access to your stakeholders. This relationship building can be at your location or theirs.

How do you convince your company to sponsor you? ›

To obtain a corporate sponsorship, make sure you do the following:
  1. Choose companies with values more aligned to yours.
  2. Give something back to them.
  3. Have a strong, clear, engaging proposal.
  4. Don't wait until right before your event to ask for a sponsorship.
  5. If you know how much money you need, ask for it outright.

Why do companies ask if you will need sponsorship? ›

This is to assess your eligibility for the role and if the company will need to sponsor you. This is not to trip up an applicant, but rather some companies, depending on their policies require Recruiters to ask this question to candidates. So how do you make this question work for you?

How do you answer if you need sponsorship? ›

You must tell the company that you have work authorization that you can use for any employer, making you eligible to work in the US without sponsorship. That's all they need to know to hire you, and you will provide your proof of eligibility when you start. You do not have to answer any other questions.

What do companies want in sponsorship? ›

The list of what companies actually want in return for their sponsorship dollars is usually fairly simple:
  • Companies want exposure. They want people to see their generosity in action.
  • Companies want relevant recognition. ...
  • Companies need data to support their investment. ...
  • Companies want good communication.
Feb 2, 2023

What do you say when applying for a sponsorship? ›

The letter should include information about the benefits of sponsorship, such as how it helps the sponsor increase visibility and build their brand. It should also provide details about how much money the prospective sponsor will receive for their support and how long the sponsorship will run for.

How do you make sponsors feel special? ›

For instance, you might mention them in your company newsletter or tag them in your social media posts. These types of activities make your sponsors feel like they're more than just customers. It makes them feel like you want to be their partner, which can go a long way in convincing them to sponsor your next event.

What do companies want in return for sponsorship? ›

By sponsoring events, companies enjoy a set of perks that typically include the following: Increased brand exposure through the event itself, event advertising, and media coverage. In-event speaking opportunities that help boost their brand equity.

How do I convince my employer to sponsor my visa? ›

If you fail to make it easy to understand, your potential employer might be confused and scared to move forward.
  1. Show loyalty. One important thing that companies are concerned about is whether you will leave them soon after they sponsored you the visa. ...
  2. Present Your Uniqueness.

How do you humbly ask for sponsorship? ›

  1. Determine your needs. The first step to asking for sponsorship is determining what you actually need. ...
  2. Outline what you have to offer. ...
  3. Create a one-pager. ...
  4. Create a list of prospects. ...
  5. Try to get in touch with an individual, if at all possible. ...
  6. Keep it short and sweet! ...
  7. Follow Up. ...
  8. If at first you don't succeed, try again.
Feb 26, 2020

How do you answer visa sponsorship questions? ›

Answering "Will you now or in the future require sponsorship for employment visa status (e.g., H-1B visa status)?" If you'll require the company to commence ("sponsor") an immigration or work permit case in order to employ you, either now or at some point in the future, then you should select Yes. Otherwise, select No.

What are 3 benefits associated with sponsorship? ›

Businesses receive the following benefits from a sponsorship:
  • It increases visibility for the company and its brand.
  • It allows businesses to aim for a specific demographic of sales.
  • It improves a company's reputation for success and refinement.
  • It generates sales leads.

What makes a good sponsorship proposal? ›

A strong proposal needs a clear call to action or actionable next steps. Without it, your sponsors won't know what to do next. The last thing you want to do is to build excitement just for a prospective sponsor to lose interest. Clearly lay out the next steps.

What are 3 ways that you can maximize the value of your sponsorship? ›

4 Keys to Maximizing Your Sponsorship Strategy
  • Keep sponsorship a focus. The biggest reason organizations fall short in obtaining their sponsorship goals is having a lack of focus. ...
  • Create easy-to-sell packages. ...
  • Don't overthink it. ...
  • Leverage your partners.

What qualities are you looking for in a sponsor? ›

7 Things to Look for when Choosing a Sponsor
  • They have more time than you… a lot more time. ...
  • They have completed the 12 steps… a few times. ...
  • They have what you want… and you're willing to work to get it. ...
  • They have a sponsor… and they still talk to them. ...
  • They attend meetings… and encourage you to go.

What is value in-kind sponsorship? ›

In-kind sponsorship (or gift-in-kind) is a type of sponsorship where a business agrees to sponsor an event or initiative by providing goods and/or services (value-in-kind) instead of cash as part of a sponsorship agreement.

How do you write a convincing sponsorship letter? ›

10 Best Practices for Writing Sponsorship Letters
  1. Use the sponsor's name. ...
  2. Get the personalization details right. ...
  3. Tailor your sponsor letter. ...
  4. Keep it short. ...
  5. Put Yourself in your sponsor's shoes. ...
  6. Write the letter from leadership. ...
  7. Get someone your sponsor knows to write the letter. ...
  8. Give sponsors choice.
Apr 17, 2023

How do you provide value to sponsors? ›

  1. Provide direct sales opportunities. Sponsors love programs that provide new ways to sell directly to their audience. ...
  2. Measure success and outcomes. ...
  3. Use media partnerships to promote sponsors. ...
  4. Hold a sponsor summit. ...
  5. Build a custom offering for your sponsor's needs. ...
  6. Provide audience data.

What to expect from a sponsor at work? ›

But a sponsor's role is entirely different. A sponsor will actively advocate for you, put your name forward for high-stakes assignments that win notice and promotion, and spend their political capital at work in your name. These roles are hugely important and can build your career in different ways.

What companies are more likely to sponsor? ›

The following industries are all good ones to focus your sponsorship efforts on:
  • Banks.
  • Hotels.
  • Grocery chains.
  • Insurance companies.
  • Food brands.
  • Beer brands.
  • Major retailers.
  • Airlines.

Can an employer refuse to sponsor a visa? ›

What is the Company Policy on Sponsorship? U.S. employers are not required to sponsor employees for immigration. You can freely specify “no sponsorship” in a job ad and refuse to consider people who are not already authorized to work in the US.

Is it hard for a company to sponsor a work visa? ›

Sponsoring a visa for a foreign worker can be difficult with many visa applications requiring dozens of pages of documentation upon submittal. If you are looking to sponsor a foreign worker, it is essential you follow the correct procedures to ensure your worker is eligible to enter the country.

Why do companies not want to sponsor visa? ›

Because the process of sponsoring a visa is a pain in the neck, employers generally don't want to take it on unless you're really worth it and have credentials they cannot easily get otherwise. Plus, employers typically assume liability for the actions of you and your dependents once in the country.

What does it mean when someone wants to sponsor you? ›

A sponsor is a person who has helped an immigrant become a lawful permanent resident (a person with a green card) by signing an “affidavit of support.”

What does a sponsor do for an employee? ›

An employee sponsor is an organization that helps an employee from another country acquire a visa by paying fees and supporting them in the application process. Employee sponsorships are available to both foreign employees seeking temporary rights to work and those seeking permanent citizenship.

What does it mean to be a sponsor at work? ›

A sponsor will actively advocate for you, put your name forward for high-stakes assignments that win notice and promotion, and spend their political capital at work in your name. These roles are hugely important and can build your career in different ways.

What does it mean to sponsor someone at work? ›

A sponsor is someone senior to you in the workplace that sees your work ethic, believes in you and helps you climb the ranks. While a mentor can give employees guidance and coaching, a sponsor will advocate for you behind closed doors.

What are the benefits of sponsorship? ›

Businesses receive the following benefits from a sponsorship:
  • It increases visibility for the company and its brand.
  • It allows businesses to aim for a specific demographic of sales.
  • It improves a company's reputation for success and refinement.
  • It generates sales leads.

What do you say to your sponsor? ›

Dear [sponsor's name], Thank you so much for your recent sponsorship of our organization! We were thrilled to work with you for the recent [event]. As a sponsor, your contribution is vital to continue our important work. We cannot succeed without the generosity of supporters like you.

How can I be a good sponsor at work? ›

  1. Identify high-potential diverse talent. ...
  2. Determine the best stretch role. ...
  3. Position the role. ...
  4. Provide opportunities for development and support. ...
  5. Pave the way. ...
  6. Ensure the protégé receives candid, performance-based feedback. ...
  7. Help protégés persist. ...
  8. Champion promotions and recognition.
Sep 16, 2019

What are the three most important or critical roles of a sponsor? ›

There are 3 key roles that participants of Prosci's Best Practices Research have identified for sponsors. They are: active and visible sponsorship, communicating directly and building a coalition.

Why would a company sponsor a team? ›

Sponsoring a team or event is a great way to increase brand awareness, target a new market and enhance your company's reputation. It's a great way to boost your business and give back to the community at the same time.

What does it mean when you sponsor? ›

Word forms: sponsors, sponsoring, sponsored. transitive verb. If an organization or an individual sponsors something such as an event or someone's training, they pay some or all of the expenses connected with it, often in order to get publicity for themselves.

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