You’ve written the email. You’ve said “please support us.” You’ve prayed. Yet silence.
If you’ve ever wondered why big brands don’t respond to sponsorship requests, the answer is simple: your pitch doesn’t show them why they should care.
Big brands ignore emails that look like:
- A generic “please support us” letter.
- No clarity on audience, numbers, or benefits.
- Overpromising without proof.
- Unprofessional communication (typos, sloppy decks, weak follow-up).
The truth? Sponsorship is not about begging. It is about value. And in Nigeria, securing sponsors is a mix of strategy, professionalism, and relationship building.
Here’s how to do it right.
1. Define Your Value Clearly
Sponsors don’t invest in pity. They invest in opportunity.
Before reaching out, ask yourself: What exactly am I offering this brand?
Instead of:
“We need support.”
Say:
“We expect 1,000 attendees, 70% of whom are Gen Z (18–25). Our last event trended on Twitter with 200k impressions.”
Numbers sell. Proof convinces.
RELATED: 10 PROVEN WAYS TO SELL OUT YOUR EVENT
2. Research and Match the Right Sponsors
Not every brand is your sponsor. Stop sending the same proposal to 20 companies.
- A food brand might love a music concert but ignore a leadership workshop.
- A fintech might fund a hackathon but skip a fashion show.
Ask:
- Who has sponsored events like mine before?
- Does their CSR or marketing strategy align?
- Will my audience actually matter to them?
Sponsorship is not about “who has money.” It is about “who has a reason to partner with me.”
3. Prepare a Strong Sponsorship Deck
Your deck is your handshake. Do not hold it back until the second email. Send it upfront.
A good deck includes:
- Event overview (short, sharp).
- Audience demographics (numbers and proof).
- Sponsorship packages (Gold, Silver, Bronze).
- Visibility opportunities (social media, booths, speaking slots).
- Past successes (media coverage, testimonials).
No typos. No clutter. Clean design only.
4. Craft a Sharp First Email
Keep it short. Be professional. Focus on what the brand gains. Attach the deck. Suggest a meeting.
FunZ EMAIL TEMPLATE FOR REACHING OUT TO SPONSORS
5. Follow Up, Call, and Visit
Nigeria is not a “send one email and wait” country. After 3–7 days:
- Call a contact politely.
- Drop a hard copy at the office.
- Build relationships (sometimes the receptionist is your gatekeeper).
Here, paperwork alone does not win. Relationships do.
6. Deliver and Report
Your work does not end when the money lands. Deliver beyond promises. After the event, send:
- Photos and videos.
- Attendance and social reach numbers.
- Media coverage and testimonials.
- A post-event report.
This shows accountability and positions you for the next “yes.”
Brands do not say yes because you need help. They say yes because you offer value.
So the next time you are drafting that email, remember: sponsorship is not luck. It is strategy, clarity, professionalism, and connection. Do it right, and not only will brands respond, they will come back again.