A request for sponsorship letter is the formal ask you send when you need a company to fund or support your event, team, or cause. The wording matters: too pushy and you're ignored, too vague and there's nothing to say yes to. This guide gives you a proven template and the follow-up strategy that turns requests into sponsorships.
Before You Write: Do These Three Things
- Find the right person. Address a named marketing manager or owner — not "To Whom It May Concern."
- Know why this sponsor. One sentence on why their brand fits your audience makes the whole letter land.
- Decide your ask. Name a specific tier and dollar amount, or ask for a short call. Don't leave it open-ended.
Request for Sponsorship Letter Template
Subject: Sponsorship opportunity — [Event Name], [Date]
Dear [Contact Name],
I'm [Your Name], [Title] of [Event/Organization]. I'm writing to invite [Company] to sponsor [Event Name] on [Date] at [Venue, City].
[Event Name] gathers [expected attendance] [audience description] and reaches [reach figure] more through [channels]. Because [Company] connects with [that same audience], I think there's a strong fit.
We're offering sponsorship levels from $[low] to $[high]. At the [Tier Name] level ($[amount]), [Company] would receive [benefit 1], [benefit 2], and [benefit 3].
Would you have 15 minutes this week for a quick call? I'll send our full sponsorship package so you can review the options. You can reach me at [email] or [phone].
Thank you for considering [Event Name] — I'd be thrilled to have [Company] involved.
Sincerely,
[Your Name], [Title]
[Email] · [Phone]
Attach a professional package
Your request is stronger with a clean tier sheet behind it. Build Bronze/Silver/Gold packages free with our Sponsorship Package Builder.
Build Your Package →How to Follow Up (Most Sponsorships Close Here)
Roughly 80% of sponsorship replies come after the first message — but most organizers never send a second one. Here's the cadence that works:
- Day 5: A short, friendly follow-up. "Just floating this back to the top of your inbox — happy to answer any questions."
- Day 10: Try a different channel — LinkedIn message or a phone call.
- Day 14: A final note. "I'll assume the timing isn't right this year, but I'd love to keep you in mind for the future."
Always reply within the same business day once a sponsor responds — slow replies from organizers kill more deals than low budgets do.
Common Mistakes to Avoid
- Making the letter about your needs instead of the sponsor's benefit
- Sending the same generic letter to everyone with no personalisation
- Burying the ask — state the tier and amount clearly
- No deadline or next step, leaving the reader with nothing to act on
- Giving up after one email
Related Reading
Pair this with our full letter of sponsorship template and examples and our guide on how to get sponsors for an event in Canada.
Let sponsors come to you
SponsorMatch.ca is a Canadian marketplace launching soon where sponsors browse events like yours. Get early access on the waitlist.
Join the Waitlist →Frequently Asked Questions
How do I ask for sponsorship without sounding like I'm begging?
Frame it as a partnership, not a favour. Sponsors invest marketing dollars for a return, so lead with what they get — audience, exposure, activation — and present specific tiers. When you offer clear value, the request reads as a business opportunity, not a plea.
How much should I ask a sponsor for?
Tie the ask to a defined tier. For a 200-person community event, $500–$2,500 per sponsor is realistic. Offer a range of tiers so businesses of different sizes can all say yes — it's better to land five $1,000 sponsors than to hold out for one $5,000 sponsor.
Who should I send the request to?
For local businesses, the owner or store manager. For larger companies, the marketing manager or community-relations lead. LinkedIn and a company's "Contact" page are the fastest ways to find a real name — always better than a generic info@ address.