This document provides information on approaching sponsors and preparing effective sponsorship proposals for sports events. It discusses: 1) Why sponsorship is important for funding events and the mutual benefits for both parties. Sponsorship can come in financial or in-kind forms. 2) Key strategies for making an event attractive to sponsors like having a large profile, celebrity involvement, or helping with major planning components. 3) The process of identifying potential sponsors, understanding their interests, and tailoring package levels to benefit the sponsor. 4) Elements to include in an effective sponsorship proposal like past event examples, marketing strategies, and building relationships.

1. APPROACHING THE
SPONSORS

2. SPONSORSHIP IN SPORT
 Sponsorship is the financial support for a Sport
(whether this is an Event, Organisation or Performer) by
an Outside Body (be it a Person or Organisation) for the
mutual benefit of both parties.
 Sponsorship occurs at all levels of Sport.
 Sponsorship can be financial or in-kind.
 Sponsorship means Both parties derive benefits from
the Agreement.

3. WHY YOU NEED SPONSORS
 When you plan to Host an event, you also face a big
question: How are you going to fund it ?
 Established Organisations / Academies might be able to
dip into a generous marketing budget - but smaller
Academies/Club likely need some help. A great financing
option? Need Sponsors!!
 Finding a sponsor, though, can be like trying to get hired
for a job. Some of your proposals will be rejected or get no
response at all. There are a few strategies you can use to
make your event a more attractive sponsorship
opportunity.

4. SPONSORSHIP IS THE KEY FOR
THE SUCCESS OF THE EVENT
For many events, sponsorship is the key to powerful
success. In addition to raising funds, having one or more
event sponsors can open up opportunities for:-
 Building Chess brand awareness
 Increasing of organising events
 All in all, there is a lot to be gained from this type of strategic
partnership. But not every event needs a sponsorship to be
successful. You don’t even need it to achieve the benefits as
below mentioned.
 Your event is very large and/or high profile, with celebrity
speakers or guests. Media sponsorship assures that your
event will get ample coverage.

5. SPONSORSHIP IS THE KEY FOR
THE SUCCESS OF THE EVENT
 You need to bulk up your Sports base. Influencers like
industry bloggers, local celebs, or top executives have
audiences whose interests may overlap with
Chess/Sports events. Bringing them on as your
sponsors essentially transfers and helps solidify your
image in the eyes of this fresh sports promotion.
 You need help figuring out a major planning component
like a venue, transportation, or catering. Hotels and
even local restaurants can contribute their goods and
services to events that either can’t afford it or haven’t
been able to an alternative that works for them.
 Obviously, there are lots of reasons why events big and
small need sponsors. And, contrary to popular belief,
finding one doesn’t have to be really hard or difficult.

6. Different Types of
Sponsorship in Sports
 Title sponsor
 Main sponsor
 Official sponsor
 Official partner
 Technical partner.

7. HOW TO CHOOSE A SPONSOR
FOR YOUR EVENT
 The choices can be overwhelming when you’re just starting
out. But the reputation of potential sponsors and their
perspective on events will determine what kind of partnership
you’ll ultimately have with them and even how successful
your event will be overall.
 Sponsors who understand the value of this type of sports
activities. Whether they’ve sponsored an event before or not,
it’s still up to you to convince them that the investment will
pay off no matter what.
 Sponsors should match yours in both promotion and game
interests. It’s impossible to completely align with any one
brand, but you can definitely pick out key areas worth
highlighting during the event and stick to sponsors who share
them.

8. EFFECTIVE STEPS TO GET
SPONSORSHIP FOR YOUR EVENTS
1) Identify your assets to a sponsor
2) Timing is important
3) Be data-heavy in your proposal
4) Propose different package levels
5) Make it for the interest of the sponsor

9. HOW TO ATTRACT SPONSORS TO
YOUR PROGRAM
 Once you’ve decided on the vision for your event, you
must attract sponsors to the event who share this vision.
 Create a List of Potential Event Sponsors
 Building Chess and Sports awareness related matters
 Increasing coverage and publicity oriented matters
 Try to focus on Improving brand image of sponsors
 Put Yourself in Your Sponsors’ views
 Be sure to cover this in detail in your event proposal
 Event Marketing Strategy

10. HOW TO ATTRACT SPONSORS TO
YOUR PROGRAM
Give sponsors the information they need to
make an informed decision.
Use previous event examples and
experiences working with sponsors.
Make sure you have a strong social
presence.
Use visual resources to help drive narrative
Build Relationships
Follow-Up After a Proposal

11. HOW TO PREPARE SPONSORSHIP
PROPOSAL FOR AN EVENT
Step 1: Open your letter with a professional
header.
Step 2: Describe yourself or your
Academy/organisation.
Step 3: Explain how a sponsor’s support would
be beneficial to them.
Step 4: Write a brief details about your proposed
event.
Step 5: Include a sponsorship proposal and a
sponsorship fact sheet.

12. DISADVANTAGES FOR SPORT
Sponsorship can be limited or easily
withdrawn – no security.
A performer can become reliant on a
particular sponsor, which could then pull
out.
Some sponsorship (for example, alcohol)
gives a bad image to sport.
Generous sponsorship is only available to
the elite few.
Performers, teams and events can be
manipulated or exploited to suit the
sponsor.

13. MISTAKES TO AVOID
While making up a program sponsorship
proposal for event sponsorship, you should also
be wary of the following possible mistakes.
a) Inadequate income share
b) Disparities in skills and roles
c) Improper proposal with inadequate details
d) Commitment/responsibility levels

14. THANK YOU..!!