One of the Hardest Things to Do in Events is Selling Sponsorships

Selling SponsorshipsWhen you mention events in Nigeria, one thing we’ve noticed that is somewhat common is that many people immediately start thinking of weddings, anniversaries, funerals, etc.

Our concept of events needs to be revised. In reality, events have a broader scope. So what is an event?

We here at Fontt Enterprises see an event as anything involving a group of people gathered together for a common purpose.

So once people gather around a shared experience that creates a powerful sense of community, you have an event. It can be a birthday celebration, wedding, anniversary, funeral, etc.

It can also be a talent show, music concert, Q&A forum, fashion show, sports competition, awards ceremony, a gathering of rock climbers, or an online event such as a live video stream, etc. An event can also be a simple place to hang out.

This year on the Fontt Blog, we want to see the bigger picture regarding events. But we will emphasise events that, by definition, can be termed as wholesome and family oriented.

If you’ve tried to get sponsors for your event, you’ll know by now that one of the hardest things to do is sell sponsorships!

Finding sponsors to buy into your event, especially if you’re starting and have no track record, will be one of the most significant challenges you face.

But if you’re fortunate to have had one or two editions of your event, then, at least, you have a track record to fall back on and highlight to potential sponsors.

But whether you are or not, selling sponsorship to a never-before-seen event or an event that’s relatively well established, you’re still going to go through a similarly complicated process of finding and convincing people or corporate organisations to sponsor your event.

Not to worry, we have highlighted five tips to help you out.

5 Tips for Selling Sponsorships

5 Tips for Selling Sponsorships

  1. Charity Begins At Home

    Start with close family and friends who believe in you and are ready to support you. Once you can win them over to your vision for the event, they will be happy to help you.

  2. Select Who To Approach

    Do your homework well when selecting potential sponsors. Know what the person or organisation is passionate about and if it aligns with your event.

  3. It’s All in the Packaging

    In line with the above point, your brand, proposal, and total package must be able to discuss the WIIFM (What’s In It For Me). That is, let your sponsors know how your event will help them. So make your entire packaging spell out what the sponsors will get in exchange for sponsoring your event.

  4. Do The Legwork

    Be ready to do all the cold calls, phone calls, emails, visiting potential sponsors, giving presentations, attending meetings with potential sponsors, pitching to potential sponsors, etc. These days due to the global economic crunch, potential sponsors don’t take parting with their money quickly, so you have to be ready to convince 110% that your event is worthy of their support.

  5. Keep to Your Words

    At the end of your event, be ready to deliver on your side of the bargain, showing them raw data, facts and figures about the outcome of your event. If you don’t live up to your end of the deal, remember that these days news travels fast. If word gets out that you didn’t live up to your terms, don’t expect to get future sponsorship for your event.

Closing Thoughts

As you can see from the above, one of the hardest things to do in events is selling sponsorships. So don’t take it lightly. Carry out all the tips mentioned above, and by the grace of God, you’ll find sponsors for your event.

Are you in need of sponsors for your event? How are you going to find sponsors? Share your thoughts in the comment section below.

Related Article(s)


Wholesome Fun for the Family. Indoor and Outdoor games available for rent.