Many events take place in the corporate world on a regular basis, and event organizers invite companies and influential individuals to sponsor the event. If you also want to sponsor an event, you must do so in writing.
This event sponsorship agreement letter is written with the intention of offering sponsorship as well as other important terms and conditions in relation to the same.
Therefore, before sending your letter, you must first understand sponsorship as an industry discipline. You may not be able to obtain a sponsorship because of common errors in your letter.
This article will provide you with an understanding of the structure and process that will allow your sponsorship letter to yield results.
What is an Agreement Letter for Event Sponsorship?
A sponsorship agreement letter is a business contract that specifies the terms and conditions between a company and any brand, event, or individual who promotes the company.
It establishes a legal relationship between a company/brand and an individual or another company. It ensures fair and equitable transactions, which means that the collaboration benefits both parties equally.
Fair and balanced sponsorships, in most cases, ensure that any events or individuals promoting the company do so in exchange for monetary compensation. Their return transaction is publicity via their medium, which increases awareness and business for the company that pays them.
Elements That Should be Included
Before you write a sponsorship letter, you should become familiar with its basic components. The following are some essential components of a sponsorship request letter:
- An indication of when you intend to follow up
Make it clear to your prospects that you will follow up on their request and provide a deadline. You can contact them and update them on a specific date and time that you are likely to visit their working station. This will demonstrate to them how serious you are about your event.
- The activation opportunities
Do not concentrate on the amount of money you need from the sponsor. Instead, use your sponsorship letter to demonstrate to potential customers that you are familiar with and understand how sponsorship works.
- Details about your target audience
Sponsorship is about sales and marketing, and it requires target audiences to function. Audience detail describes who your target audiences are, why they are interested in your organization, and what type of purchase they intend to make. A sponsor cannot waste time on a letter if the audience is unknown.
- Reasons for needing their sponsorship
You must have reasons for selecting their organization. Mention whether or not you were connected. You can also mention the mutual contact’s name and the reason they connected the two of you here. You can also find out if they have previously sponsored an event similar to yours. Make certain you provided them with accurate information.
- Introduce yourself and the opportunity
You must describe yourself in two or even one sentence. Avoid including a lot of unnecessary history in this section with multiple paragraphs. Make sure your introduction is clear and concise.
How to Write an Agreement Letter for Event Sponsorship
Before you begin writing your sponsorship agreement letter, make sure you understand how to do so. Here’s a high-level overview of a step-by-step guide to help you write your event sponsorship agreement letter:
Prepare to request an event sponsorship agreement letter
- Determine your objectives
When you determine your objectives, you will understand why you require sponsorship. Keep in mind that sponsorship letters should be focused and specific. Assume it comes out hazy. It indicates that you are unaware of what you want, including your goals. As a result, your letter is rendered ineffective.
- Make a list of businesses
Make a list of businesses; you never know who might want to help you for personal reasons. This means conducting extensive research and compiling a list of companies. Include people in business with whom you have a close and personal relationship without underestimating the importance of such connections.
- Decide what you want
Sponsorship typically comes in a variety of forms. As a result, before writing a sponsorship request letter, you must first decide what you want. The sponsor may decide to provide you with in-kind donations or cash.
- Determine what you are guaranteeing
Make sure your letter includes sponsorship levels and clearly outlines the various benefits provided by each level of sponsorship. The more you give, the more you will receive.
One of the benefits your sponsors may receive is the inclusion of their company in promotional materials, websites, or programs. It may also include an advertising banner as well as a public address about the sponsorship or company.
- Determine the names of specific individuals in order to get the letter
Avoid using generic salutations, such as ‘whom it may concern’, in your cover letter. This may appear impersonal. Address your letter to the correct person in charge of an organization or business, such as the CEO.
Furthermore, contact the company or look on its website to find out who is in charge of sponsorships. It becomes effective when you address this letter to the correct person. Make certain that their title and names are spelled correctly.
Understanding and getting familiarized with the format
- Letters of request for study sponsorship
There are numerous sponsorship request letter templates available online, some for a fee and others for free. Make sure to read through these letters to become familiar with the content and format. Also, do not copy the letter. Once you’ve mastered the format, you can write your own and address it to the appropriate person.
- Use a proper tone
The tone you will most likely use is determined by the audience. Therefore, you must learn to be professional in your sponsorship letter and avoid being informal. Put the letter on your formal letterhead, which should include your organization’s name and logo.
Organizations and businesses require you to be more formal, but if you are addressing a friend or family member, you can be less formal. Remember that informal letters do not produce the same results as formal letters.
- Make use of a standard business letter format
A primary sponsorship letter follows a standard format found in many business letters. If you use the proper structure, your letter will look completely professional. Begin with the date, then the sponsor’s name, followed by the address space and salutation separated by a comma. After that, write your letter, keeping it brief (at least one page). Send a snail email with clear and concise language.
- End your letter with gratitude
Your gratitude should be included at the end of your sponsorship request letter. Thank them for their consideration, and leave some space between paragraphs to allow for your signature.
End your letter with a respectful professional salutation, such as respectfully, followed by your name, title, and signature. Include additional materials, such as a printed flyer, to provide potential sponsors with information about your company or event. You can also support your letter with previous actions.
Finalizing Your Content
- Create an impressive introduction
In the first paragraph of your letter, introduce your company or yourself and get right to the point. Avoid assuming that everyone knows who you are or what your company does. Make sure you explain these points clearly, particularly those pertaining to your company or yourself. Indicate how you intend to use the funds, make a sponsorship request, and provide compelling reasons why you require it.
- Outline the benefits
You can only get sponsorship if these people are certain they will benefit from your event. If so, include these benefits in the middle paragraph of your letter. You can give them the option of selecting whatever fits their budget or needs.
- Utilize supporting evidence to persuade the sponsors
Ask for information about how the sponsors would like to be acknowledged. You can also explain how you will recognize their sponsorship.
- Discuss the event’s background
Make certain that you provide concrete information to support your event or organization. Show rather than tell. Words are not as powerful as action. Try explaining the history of your event and how it came to be where it is now.
- Make a personal follow up
Sending a letter is insufficient to establish a connection and gain sponsorship. After you’ve sent it, make a personal follow-up. Within ten days, you can contact or visit their offices to confirm. Make appointments to ensure the success of your follow-up. Appreciate all feedback and send a thank you note to those who offer you sponsorship.
Proofread your letter to avoid jeopardizing your chances of getting sponsored. A letter with grammar errors is quite unprofessional, and many sponsors would not want their companies associated with unprofessional events.
Sample and Template
Below is an example and template of an agreement letter for event sponsorship that you can use to draft your own. Such letters should be concise and well-written.
Event Sponsorship Agreement Letter
11, Park Avenue
New York, 8923
July 04, 2020
42 Richmond Street
New York, 5673
Dear Sir Jacob,
We’d like to inform you that our company has decided to sponsor the upcoming awards hosted by you. We agree that by entering into this sponsorship agreement with you, we will be responsible for timely delivery of payments for the awards to be distributed, as well as the venue for the event.
We are overjoyed to learn that your company is planning such exclusive awards to honor our country’s rich culture by recognizing and rewarding talent. We are extremely honored to be a part of such a spectacular event.
As sponsors, we understand from the agreement that we will receive details about the event plan, awardees, and award receipts so that we can allocate funds in a timely manner. We’d also like to point out that you can easily contact us if you have any payment-related questions or problems.
We have reviewed the sponsorship terms and conditions and would like to offer a sponsorship of $10,000 for the venue and $15,000 for the awards. We will send the checks by the middle of July, as the event is scheduled for the end of September.
If you have any concerns, please contact us. We are delighted and honored to be a part of this occasion. The agreement is attached to this letter.
Event Sponsorship Agreement Letter Template
[City, ZIP Code]
[City, ZIP Code]
Dear Ma’am/Sir [Recipient’s name],
I am [name] and I work as a [mention job title] for [mention company name] and I would like to connect with you for a long-term and successful relationship. This year, as in previous years, we are organizing the annual [details about the event]. We’ve been organizing this event and inviting [mention the audience] for the past [number of years].
We were shortlisting sponsors who could help make this year’s event a success as we started the planning process for this year’s event. As a result, we believe your company is a good fit to be the event’s main sponsor this year. The event will not only provide a platform for corporations, but also for the general public. So you can shine brightly at the event this year.
The detailed description of the event is attached to this letter; please review it and make your decision. We are hoping for a positive response from your end. Please contact us at any time if you have any questions or need clarification.
- An Event Sponsorship Agreement Letter establishes a contractual relationship between a company/brand and an individual or another company.
- Fair and balanced sponsorships ensure that any events or individuals promoting the company do so for financial compensation.
- You must have a reason for choosing their company. Mention whether you were connected or not.
- A letter with grammar errors is unprofessional, and many sponsors would prefer not to have their companies associated with such events.