How to Get People to Sponsor You

When seeking sponsorship, more important than results is leadership.
When seeking sponsorship, more important than results is leadership. (Image: Jupiterimages/Brand X Pictures/Getty Images)

Profits. The bottom line will drive any decision for a business, including whether to sponsor you. This is called return on investment, and anyone seeking any type of sponsorship must fully understand this rule of business. In the sports industry, contrary to popular belief, you don't have to be the fastest person to be eligible for sponsorship. Presenting how you intend on growing in the sport and promoting the company and its products or services is more important.

Things You'll Need

  • Cover letter
  • Resume


Write a cover letter. Like a good resume, a cover letter for sponsorship is short and concise. The first paragraph should address the reason why you're writing to the business and what the business will get in return. The second paragraph should include a short summary of yourself that relates to the reason why you want sponsorship and what you want from the company. Keep this paragraph short because you will go into details in the following pages. The last paragraph should be a closing statement thanking the company for taking the time to read your request and contact information.

Create a brochure or sponsorship package. This content is the meat of your sponsorship request. Some people create brochures, and some people use more of a resume. Both are effective if you keep the content business driven. In this package, include past results, titles if any, photographs of yourself, a business proposal (listing the ways you'll endorse the company) and a list of future events. Including short-term and long-term goals is also necessary. The company will want to see that you're committed and if there's a future in sponsoring you.

Give your sponsorship package to the person in charge of making decisions. The old adage "first impressions last a lifetime" is especially true here. Meeting the company representative in person and being likable will keep you in the forefront of his mind when he's sorting through tons of sponsorship requests.

Follow up on your request, which will show the company representative that you are genuinely eager to have the company's sponsorship. Wait about two weeks after submitting your application to give the person a polite call or a visit.

Tips & Warnings

  • It is important to maintain good conduct in public at all times. Sponsors go to events and will be watching for people with good sportsmanship.
  • In some cases, companies will request that you fill out an online application for sponsorship. As a result, it is recommended that you hone your writing skills and have someone proofread your application.

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