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How to Write a Sponsorship Proposal


This page provides a basic outline for the sections that should be provided in most sponsorship proposals. It is intended as a guide only. If you want more details on how to write a sponsorship proposal, please order our booklet “How to Write a Sponsorship Proposal”.


You may also be interested in the following books by Mr. Villegas:

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How to Create a First-Rate Sponsorship Proposal


I'm sure you realize how important a good sponsorship proposal is to your future. You must put a lot of thought into it and you must take some time to learn about your prospective sponsor’s needs and, more importantly, their sponsorship proposal guidelines.


Here are a few important guidelines.


 1. Always have an editor.  Every good writer needs an editor to catch those minor little errors that creep into every document.


 2. Always seek the potential sponsor’s input.  What do they want to see, what are their marketing goals?  What can you tell them that will make them realize your value? What do they want to gain from sponsoring any team or athlete?


3. Write and rewrite. You have to get every letter right, every word right and every paragraph right. You must labor over the details. Be thorough but also write to the point. Don't get off on unrelated topics.


4. Create your proposal in sections so that you can easily change one part without affecting too much of the other sections. This allows you the opportunity to tailor each proposal to a different sponsor.


5. It must look good - don't even think about sending a proposal that has poor spelling or is not attractively formatted.


6. Use the grammar and spell checker in MS Word to ensure you don't embarrass yourself and lose the deal.


7. Be creative, put your own personality into the proposal. If you have a sense of humor, put a little (not too much) in your proposal. If you love your family and worship your kids, get that into your profile. Show them you are both a businessperson and human being.


8. Be realistic about your money needs. Sponsors compare proposals. If you charge more than others, make sure you are giving more value. Look at your budget, what do you need? Then make sure you add something so you can eat and pay rent on your shop, salaries, etc.



10. Remember, you are competing against other great drivers or teams for sponsorship dollars. You have to impress if you are going to get the dollars.


Professional Sponsorship Proposals Should Include


Executive Summary:


This summarized information presents the sponsor with reasons why they should support your project. Also describe your organization/event and highlight your past successes. Execute a concise and well formatted section (not to exceed one page).


Project Information:


 Present the project/sponsorship opportunity in detail. Write this section with the sponsor in mind and explain why your opportunity will benefit the sponsor's objectives.


Market Information:


The detailed information about the market and target demographic. Provide the sponsor with important information including income levels of the audience, their age, educational information, etc.


Sponsorship Levels:


 Highlight the many benefits to the sponsor along with the different pricing. Offer customization upon request to accommodate prospective sponsors needs.


Plan for Marketing:


Provide different measures to promote the project in this part of the document. Include confirmed media partners and specify publicity and/or marketing plans.




 In the last part of the proposal include past history, media clippings, past sponsors, contact details and a call to action etc.

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