Why Finding Sponsors Is Hard (And How to Fix It)
If you've ever tried to find sponsors for your sports team, event, or nonprofit, you know the struggle:
- âś—You don't know WHERE to find sponsors - Should you cold email? Use LinkedIn? Walk into businesses? No one tells you where to actually look.
- âś—You don't know WHO to target - Which companies sponsor? What industries? What budget ranges? You're shooting in the dark.
- âś—You don't know HOW to approach them - What do you say? Email? Call? Show up? What if they say no?
- âś—You spend weeks with zero results - You reach out to 50 companies, get 2 replies, 0 sponsors. It's exhausting.
The Solution: A Systematic Approach
Finding sponsors isn't about "getting lucky." It's about using the right methods, targeting the right companies, and making it easy for sponsors to say yes.
This guide will show you 15 proven methods that actually work, plus a database of 1,000+ companies that actively sponsor, so you're not wasting time on dead ends.
What You'll Learn in This Guide:
Start with Your Network (Warm Leads = 10x Easier)
Success Rate: 15-30% • Difficulty: Easy • Time: 1-2 weeks
The easiest sponsors to land are the ones who already know you. Before you start cold outreach, mine your existing network for warm leads.
Who to Target in Your Network:
- Parents of team members/participants - If a parent owns a business or works in marketing, they're your first call
- Board members & volunteers - They have professional networks you can tap into
- Past sponsors - Renewal is 10x easier than finding new sponsors
- Local business owners you frequent - Your gym, coffee shop, restaurant, barber—they know you
- Alumni & former participants - They have an emotional connection to your cause
📧 Email Template for Warm Leads:
Subject: Quick question about [team/event name]
Hi [Name],
Hope you're doing well! I'm reaching out because we're looking for sponsors for [team/event], and I thought of you.
We're seeking [X sponsors at $Y each] to help cover [costs: uniforms/equipment/venue]. In return, sponsors get:
- • Logo on [jerseys/signage/website]
- • Recognition at [event/games]
- • [Number] social media posts reaching [audience size]
Would [your company / a company you know] be interested? Even if not, I'd love any referrals.
Thanks!
[Your Name]
âś“ Pro Tip: Make it personal
Don't mass email. Personalize each message with a specific reference to your relationship. "I loved your advice at last week's game" or "Your bakery's pastries at the bake sale were a hit!" Warm leads work because they're WARM—keep them that way.
Target Local Businesses (Geographic Fit = Higher ROI)
Success Rate: 5-10% • Difficulty: Medium • Time: 2-4 weeks
Local businesses are the best sponsors for community-based organizations (youth sports, high school teams, local events). Why? Because your audience IS their customer base.
Top Local Business Categories to Target:
How to Find Local Businesses:
- Google Maps Search: Search "[business type] near [your city]" - e.g., "real estate agents near Boston"
- Chamber of Commerce Directory: Most cities have member directories online
- Yelp/TripAdvisor: Browse top-rated local businesses
- Drive Around: Literally drive through commercial districts and note businesses
- Local Business Associations: Rotary, BNI, etc. have member lists
⚠️ Don't Skip This Step:
Before you reach out, visit their website/social media and see if they've sponsored before. If they have past sponsor logos, they're 5x more likely to say yes. Mention those past sponsorships in your pitch.
Use LinkedIn for B2B Prospecting (Corporate Sponsors)
Success Rate: 3-8% • Difficulty: Medium • Time: 4-8 weeks
If you're targeting corporate sponsors (not mom-and-pop shops), LinkedIn is your best tool. You can find decision-makers, research their marketing strategy, and reach out directly.
Step-by-Step LinkedIn Prospecting:
- Step 1: Identify Target Companies
Start with companies in industries that sponsor (see database below). Example: "Athletic apparel brands," "Energy drink companies," "Tech startups."
- Step 2: Find the Right Contact
Search LinkedIn for job titles like: "Marketing Director," "Brand Manager," "Sponsorship Manager," "CMO," "Partnership Manager." Don't reach out to HR or customer service.
- Step 3: Research Before Reaching Out
Check their company's LinkedIn page, website, and past posts. Have they sponsored before? What causes do they support? What's their brand voice?
- Step 4: Send a Personalized Connection Request
Don't pitch immediately. Just connect with a brief note: "Hi [Name], I'm exploring partnership opportunities for [your organization] and thought we might have some mutual interests. Happy to connect!"
- Step 5: Follow Up with Your Pitch (After Connection)
Wait 2-3 days, then send a LinkedIn message with your pitch (see templates below).
đź’Ľ LinkedIn Pitch Template:
Hi [Name],
Thanks for connecting! I wanted to reach out because I think [Company Name] and [Your Organization] could be a great fit for a partnership.
We're [briefly describe your org: "a youth soccer league with 500 families" / "an annual tech conference with 2,000 attendees"]. I noticed [Company Name] has sponsored [similar org/event], and I think our audience aligns well with your target market.
Would you be open to a 15-minute call to explore sponsorship opportunities? Happy to share our prospectus and past sponsor success stories.
Best,
[Your Name]
✓ Pro Tip: Skip LinkedIn Sales Navigator—Use SponsorFlo Instead
Don't pay $99/mo for LinkedIn Sales Navigator. SponsorFlo's built-in prospecting gives you everything Sales Navigator does (filter by company size, industry, job title) PLUS a database of 1,000+ verified sponsors, AI-powered matching, and email finder—all for $199/mo (less than Sales Navigator + other tools combined).
1,000+ Companies That Sponsor (Database)
One of the biggest time-wasters in finding sponsors is targeting companies that DON'T sponsor.This database includes 1,000+ companies that actively sponsor sports teams, events, and nonprofits.
Get the Full Sponsor Database
Access our database of 1,000+ companies that sponsor, including:
- Company name, industry, and size
- Sponsorship categories they fund
- Typical sponsorship budget ranges
- Decision-maker contact info (when available)
- Past sponsorships (what they've sponsored before)
Top Sponsor Categories (By Industry):
Sports Equipment & Apparel
Beverages & Energy Drinks
Automotive
Technology & Software
Financial Services
Telecommunications
How to Approach Sponsors (Scripts & Templates)
You've found prospects. Now what? Here's how to actually reach out and close deals.
The Perfect Sponsor Pitch (Framework):
- 1. The Hook (3 seconds)
Grab attention immediately. Use a specific number or surprising stat: "We reach 5,000 local families every Saturday."
- 2. The Problem (10 seconds)
What challenge are you solving for the sponsor? "Our families are actively looking for local services, but most never see your ads."
- 3. The Solution (20 seconds)
How does sponsoring you solve that problem? "By sponsoring our team, your logo reaches 5,000 local families 20+ times per season."
- 4. The Proof (15 seconds)
Social proof: "Last year, our title sponsor reported 50+ new customers directly from our partnership."
- 5. The Ask (5 seconds)
Clear call-to-action: "Can we schedule a 15-minute call this week to discuss sponsorship packages?"
Cold Email Template (Copy/Paste):
Subject: Partnership opportunity for [Company Name]
Hi [First Name],
I'm reaching out because I think [Company Name] would be a perfect sponsor for [Your Organization].
We're a [description: "youth soccer league with 500 families"] in [location]. Our audience is [demographics: "families with kids ages 6-14, household income $75K+"], which aligns well with your customer base.
Our sponsors get:
• Logo on [50 jerseys / event signage / website]
• [10] social media posts reaching [5,000+ engaged followers]
• Recognition at [every game / event day]
• [VIP tickets / hospitality / exclusive access]
Past sponsors like [Company X] saw [specific result: "40 new customers" / "2,500 website visits"] from their partnership.
Are you open to a quick 15-minute call this week? I'd love to share our sponsorship packages and see if there's a fit.
Best,
[Your Name]
[Phone]
[Link to proposal/website]
7 Mistakes That Kill Sponsorship Deals
1. You Focus on What YOU Need Instead of What THEY Get
Why It Fails: Sponsors don't care that you need money for jerseys. They care about ROI, brand visibility, and reaching their target audience.
✓ How to Fix: Flip your pitch. Instead of "We need $5K for uniforms," say "Your logo on 50 jerseys reaches 5,000 families per season—that's $1 per impression."
2. You Don't Follow Up
Why It Fails: 80% of deals require 5+ touchpoints. If you send one email and give up, you're leaving money on the table.
✓ How to Fix: Create a follow-up sequence: Email Day 1 → Follow-up Day 4 → LinkedIn message Day 7 → Phone call Day 10 → Final email Day 14.
3. You Send Generic Mass Emails
Why It Fails: Sponsors can smell a copy-paste pitch from a mile away. Generic emails get deleted.
✓ How to Fix: Personalize every email. Mention something specific about their company: "I noticed you sponsored [Event X]—we have a similar audience."
4. You Don't Show ROI
Why It Fails: Sponsors are businesses. They need to justify the spend. If you can't show ROI, they can't say yes.
âś“ How to Fix: Include metrics: "Our past sponsors reported an average of [X new customers] and [Y website visits]." Use proposal templates that include ROI calculators.
5. You Target Companies That Don't Sponsor
Why It Fails: Not every company sponsors. If they've never sponsored before, your success rate drops to 1%.
âś“ How to Fix: Use the sponsor database above to target companies with a history of sponsorships.
6. You Don't Have Visuals
Why It Fails: Sponsors need to SEE what they're buying. Text-only proposals fail.
âś“ How to Fix: Include mockups showing exactly how their logo will look. Use our free AI mockup generator to create photorealistic images in 10 seconds.
7. You Ask for the Wrong Amount
Why It Fails: Ask for too much, you scare them off. Ask for too little, you leave money on the table.
âś“ How to Fix: Research what similar organizations charge. Use our sponsorship valuation calculator to price packages correctly.
Why Use Multiple Tools When One Does It All?
Finding sponsors manually takes 10-20 hours per week. Most teams waste money on 3-4 separate tools when they could use one integrated platform.
❌ The "Franken-Stack" Most Teams Use:
⚠️ Plus you're switching between 4 different dashboards, manually copying data, and wasting hours on integration headaches.
âś… SponsorFlo: The All-in-One Solution
One platform. One login. Everything you need.
AI-Powered Prospecting
1,000+ sponsor database + LinkedIn integration. Find perfect sponsors in minutes, not days.
Replaces: LinkedIn Sales Navigator
Built-in Contact Finder
Find decision-maker emails instantly. No separate tool needed.
Replaces: Hunter.io
AI Mockup Generator
Photorealistic mockups in 10 seconds. No design skills required.
Replaces: Canva (and it's 10x faster)
AI Proposal Writer
Generate professional proposals in 5 minutes. Saves 10+ hours per week.
Replaces: Manual proposal writing
Sponsorship CRM
Track sponsors, deals, deliverables, and payments in one place.
Replaces: Generic CRMs
Contract Management
Auto-extract deliverables & billing from agreements. Set up automated reminders.
Bonus: No other tool offers this
Ready to Simplify Your Sponsorship Stack?
Stop juggling multiple tools. Get everything you need in one platform—for less money and less hassle.
Start Free Trial →✓ 3-day free trial • ✓ Setup in 5 minutes • ✓ Cancel anytime
Conclusion: You Now Know Where to Find Sponsors
Finding sponsors isn't about luck—it's about using the right methods, targeting the right companies, and making it easy for them to say yes.
Quick Recap: Your Action Plan
- Week 1: Start with your network (warm leads)
- Week 2: Target local businesses in your area
- Week 3: Research companies in the sponsor database
- Week 4: Launch cold email + LinkedIn outreach
- Week 5+: Follow up relentlessly + close deals
Remember: Most organizations land their first sponsor in weeks 4-6. Don't give up if you don't see immediate results.