Put the ask on the second screen
The first screen says what the event or program is and who attends. The second states the options and the response date, so a sponsor who reaches the end of the first screen has a reason to keep going.
Sales & MarketingContent Creator
Sponsorship deck: show sponsors what they get, with figures you can source
A sponsorship deck is a short pitch that shows a sponsor an event, program or audience, the sponsorship options, and what each option delivers. Sponsors judge it on whether the audience figures are sourced, whether the deliverables are specific and dated, and whether the next step is clear. Lead with the fit between the audience and the sponsor, then list the options in a form a sponsor can compare.
What people search
Sponsorship deck: 390 average monthly searches.Google Ads Keyword Planner · 2026-10-09 · United States
Sponsorship deck template: 110 average monthly searches.Google Ads Keyword Planner · 2026-10-09 · United States
Format notes
Format for a sponsor who reads it between meetings
One option per row
Set each option as a row with its inclusions, its deadline and its exclusivity. A sponsor comparing two options should be able to read across a single line for each.
Show each audience figure with its source
Each number carries the year it was counted and how it was counted, such as tickets sold or survey responses. Leave out any figure you cannot source, and label any estimate as one.
Keep it to a few screens
Sponsors skim. Five to eight short sections are easier to act on than one long narrative, and each section should still make sense when a colleague receives it alone.
Section outline
Sections that make the case and then the ask
Event or program at a glance
Name the event or program, its dates, its location and its format in one short block. Add the organizer's contact details.
60 wordsAudience and reach
Describe who attends or follows, with each figure's year and source. Where a number is an estimate, say so beside it.
110 wordsSponsorship options
Set out each option with its inclusions, the price or range your organizers have approved, and whether it is exclusive. Keep the options few enough to compare at a glance.
150 wordsDeliverables and dates
For each inclusion, state what it is, when it runs and what proof you will send afterwards, such as a photo or a link to the post.
100 wordsPast sponsors and results
Name only past sponsors who agreed to be named. Report what you measured and how, including anything that did not work.
80 wordsThe ask and the next step
Give the response deadline, the option you recommend for the sponsor's goals, and the link to the sponsorship request form.
50 words
Total: 550 words
Weak and strong wording
Turn vague promises into deliverables a sponsor can hold you to
Weak: Great exposure for your brand across our community.
Strong: Logo on the main stage screen for the full event day, plus a named mention in the opening remarks.
A sponsor can judge a logo placement and a named mention. Exposure cannot be checked after the event is over.
Weak: Our audience is huge and highly engaged.
Strong: Last year's registration count and survey response rate are in the appendix, with the dates and method used for each.
A sponsor can check a count. Say what was counted and when, and leave out adjectives the figures cannot support.
Weak: Exclusive sponsorship available!
Strong: Only one bank can sponsor the registration page. No other financial services company appears on the event materials.
Exclusive should name what is exclusive, for how long and in which materials. Otherwise the word means nothing to the sponsor.
Weak: We will promote you on social media.
Strong: Two posts on our main account, one in the week before the event and one on the day, each tagging the sponsor.
Count the posts, name the account and set the dates. A promise you can count is a promise you can keep.
Mistakes to avoid
Mistakes that lose a sponsor before the first call
Inflated audience figures
A reach number that cannot be traced to a count is likely to be questioned on the first call. Use the counts you have, and mark every estimate clearly.
Deliverables with no dates
A sponsor who cannot tell when a logo goes live cannot judge what it is worth. Add a date or a phase to every deliverable.
Undefined exclusivity
Exclusive can mean one category, one event day or one channel. Define it in one sentence so there is no dispute after the sponsor signs.
Naming past sponsors without asking
A logo on a deck is a public claim about someone else. Ask each past sponsor before you show their name, and remove it if they decline.
No response date
An open ask with no deadline drifts. Give one date by which the sponsor should decide, and say what happens to the option after that date.
Share the finished page
Send the deck to the people who approve sponsorships
Public link
A public link suits an open sponsorship call. Remove internal budgets and unconfirmed names first, since the link works for anyone who receives it.
Team link
Share a team link with the organizers who set the options and prices. Collect their corrections before any sponsor sees the deck.
WhatsApp share button
Send the link to a sponsor you already know, with one sentence on the option that fits their goals. A personal note reads as a proposal rather than a mass mailing.
Frequently asked questions
What is a sponsorship deck?
A sponsorship deck is a short pitch to potential sponsors. It describes the event or program, the audience, the sponsorship options and what each option delivers, with a clear response date. It is the document that lets a sponsor compare your options with the others they receive.
What is the difference between a sponsorship deck and a sponsorship request letter?
The deck shows the opportunity and its options in detail. A request letter makes one specific ask to one sponsor and is much shorter. Send the deck first when a sponsor is still deciding whether the event fits, and the letter once they have shown interest.
Is there a free sponsorship deck template?
The sections above can serve as a structure you copy into your own tools. Sponsors who expect slides will need a separate slide version, since the Content Creator output is a single web page.
How should I set the price of sponsorship options?
Base each option on your own costs and on the value you can show, and agree the figures internally before the deck goes out. Ask two past sponsors what they valued most, and avoid quoting a range nobody has approved.
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