Getting sponsors for your event can be the difference between scraping by and pulling off an experience that gets people talking. Whether it is a concert, a record-breaking event, a party, a campus festival, or a professional conference, sponsorship is more than funding. It is visibility, credibility, and partnerships that can last beyond a single event.
But here is the truth: event sponsorship in Nigeria is not just about sending letters or emails. It is also about doing the legwork, visiting offices, making follow-up calls, building relationships, and showing professionalism at every step.
The mistake many event organisers make is that they treat sponsorship like charity. Sponsors are not donors. They are partners. And like every partnership, they expect something in return:
- Return on investment (ROI)
- Access to the right audience
- Alignment with their brand values
- Proof that you can deliver
Companies that spend heavily on sponsorships (FunZ, for example, has invested millions in partnerships) consistently look out for these factors. If your proposal does not answer “what is in it for them,” it will not move past the reception desk.
RELATED ARTICLE: How to Plan Events People Love (and Sell Out Every Time)
Pre-Steps to Secure Sponsors in Nigeria
1. Understand That Sponsorship Goes Beyond Letters
A well-written proposal is great, but in Nigeria, letters alone won’t cut it. You can’t just send an email and relax. Sponsorships here often require a mix of approaches:
- Visiting the office: Sometimes, your proposal won’t even be read until you’ve shown your face. Walking into that office shows seriousness.
- Follow-up calls: A polite call a few days after submission keeps you on their radar.
- Networking: Sometimes, it’s about who introduces you or vouches for you.
- Persistence (without being a pest): Many sponsorship teams receive hundreds of proposals weekly. A gentle but consistent push can be the difference.
The summarised point here is, if you want real sponsorships, prepare to do more than sit behind your laptop.
2. Know the Sponsors You’re Reaching Out To
Not all sponsors are for you. One big mistake event organisers make is sending the same generic proposal to every company they can think of. That’s wasted energy.
Here’s what you should do instead:
- Research alignment: If your event is a tech conference, why are you chasing a record label? If it’s a music concert, would an insurance company really fit?
- CSR & brand goals: Many companies have clear Corporate Social Responsibility (CSR) focus areas — education, youth empowerment, health, environment. If your event doesn’t match, they won’t budge.
- Past sponsorship history: Look at the events they’ve supported before. That gives you an idea of what they like.
Pro tip: Build a list of 20–30(you can have more) sponsors whose audience and values align with your event. Focus your energy there instead of “shooting in the wrong places.”
3. Match Your Brand Capacity to the Sponsors You’re Targeting
Here’s a hard truth: your capacity as an organiser will determine the kind of sponsors you attract. Many people want the MTNs, Apples and Coca-Colas of this world, but can you really give them what they want?
Big brands expect big returns — guaranteed visibility, wide reach, polished branding, and hard data. If you can’t provide these, it’s not wise to keep knocking on their doors. Instead:
- Start small, scale up: Work with mid-level or niche sponsors who fit your current capacity.
- Polish your presentation: From your deck to your social media, your brand should look professional.
- Track your numbers: Attendance, engagement, and online reach will all matter when you scale to bigger sponsors.
Stop shooting in the wrong places. Build your credibility step by step, and when you’re ready for big sponsors, they’ll be more open to you.
Case Study: Hilda Baci’s Jollof Rice Record
When Hilda Baci cooked the largest pot of jollof rice ever cooked in the world, her major partner was Gino (GBfoods Nigeria). That partnership didn’t happen by chance.
- She already had a relationship with Gino—they had worked with her before.
- Her capacity matched their expectations: massive visibility, cultural relevance, and strong logistics.
- She offered a powerful brand story that aligned with Gino’s product and positioned them at the center of a record-breaking cultural moment.
The lesson? Sponsors don’t just invest in events. They invest in people and relationships. Build trust with smaller projects now, and when you’re ready to scale, big sponsors will already be willing to walk with you.
4. Show Sponsors the Value — Don’t Just Ask for Money
Brands want ROI (Return on Investment). If your pitch is all about “please support us,” you’ll lose them. Instead, show:
- How they’ll be visible at your event (branding, product placement, speaking slots).
- How your audience matches theirs.
- What digital buzz you can guarantee.
- Any creative activations you’ve planned for them.
Sponsors want to see what’s in it for them, not just how much you need.
5. Build Relationships, Not Transactions
The best sponsorships are not “one-off.” Brands prefer working with people they trust and can count on for multiple projects. After your event, send a report showing results, thank them properly, and keep the relationship warm. That’s how you turn one sponsorship into a long-term partnership.
RELATED ARTICLE: 11 Reasons Event Organisers Should Use the FunZ Platform