How to Find a Sponsor for a Wine Event

Be creative when choosing a sponsor for a wine event.

Wine events can be staged for various causes: to raise money for foundations or charitable organizations or to market a restaurant or drink brand. Whatever the reason, these events generally require sponsors to cover expenses and market the brand. Finding a sponsor for a wine event can be a challenge, depending on whether or not the event is established, who is organizing it and your approach to potential sponsors.

Instructions

1. Plan out all of your event logistics. Determine the cost to produce the event before you set sponsorship prices. Design a flyer, press release and prospective event program. Provide potential sponsors with a detailed description of the event: the date and time, venue information and activities planned. Include the costs of advertising and bottles of wine for tasting.

2. Generate a list of wine-related businesses. Include wine brands, liquor stores and wine glass and accessories vendors. Add to the list, or generate a separate one, of other business types in your community. Include banks, restaurants, large retail outlets and government entities, as they often have a marketing budget to participate in community events. Use their company website or call to find the name of their marketing person to contact by email or phone.

3. Tap into your personal contact list of business owners and individuals who might be interested in supporting your event. In some instances, people in your personal networking circle will support your wine event because you are involved; they may also know of people you hadn't considered who might participate.

4. Conduct research into other wine events in the area. Include some of their sponsors on your list, since those companies may better understand the benefit of event marketing through events like yours.

5. Send a pitch letter or call the companies on your list to ask for a meeting. Say or write "Hi, my name is Jane Smith and I am working with the XYZ Wine Festival. This event is in its 10th year and will boast a number of exhibitors, wine-related activities and a tasting with local wine expert John Jones. We are interested in working with ABC Wine Company in a sponsorship capacity to give you exposure to the more than 5,000 wine connoisseurs attending our event. Does this sound like something you might be interested in hearing more about? Is there a time we could meet or chat on the phone about your potential participation?"

References

• Greater Giving: Finding and Developing Sponsor Relationships