What is an Advertising Sponsorship Proposal?

An advertising sponsorship proposal is a convincing and well-integrated written document that submits an impressive pitch to gain advertising sponsorship from prospects that are willing to advertise and sponsor an event, an organization, a person, or a project. It is a significant business communication tool to propose and initiate an advertisement for one’s brand, organization, products and services to prospective stakeholders, investors, and sponsors. By preparing this document, it will bring several marketing opportunities on both sides when it comes to enhancing their brand reputation, improving their sales performance, and engaging their target audiences.

Based on a survey report, average advertising costs for small business operations that use Google Ads as part of their online advertising strategy are between $9,000 and $10,000 per month. However, 76% of marketers fail to use behavioral data for online ad targeting. Marketers and digital content marketing specialists need to work hard in using comprehensive behavior data for online ad targeting and creating noteworthy content for their business so that their audience will increase and recognize their brand or organization as a credible and trusted resource.

Thus, creating a clear and compelling advertising sponsorship proposal is an effective method for business executives, designers, producers, artists, athletes, celebrities, and many other creatives and business professionals to improve their overall  brand image and for advertising sponsors to heighten their brand reputation and raise their sales performance. Whether you are looking for a successful fundraiser, a large donor, a targeted group of supporters, a strong, and famous brand or vendors that value their relationship with you, consider crafting an impeccable sponsorship project proposal for your advertising and marketing needs. 

Different Types of Advertising Sponsorships

Being a medium of mass communication, advertising is useful for brands, companies, organizations and professionals because it is widely used to reach a large number of buyers at the same time. One of the primary objectives of advertising is to achieve persuasive communication in order to precipitate the change or reinforcement of desired attitude or behavior. It is also considered as both art and science in terms of its creativity factor and its systematized body of knowledge. Generally, trained professionals in the advertising and marketing field such as the advertising manager, the media manager, the accounts manager, the art director and many others are responsible for the development and execution of numerous advertising campaigns. There are various forms of advertisements and events around us in diverse aspects of creative fields and business sectors. Below are different types of advertising sponsorships:

1. Social Media Advertising Sponsorship 

A 2022 social media advertising statistical report shows that social media advertising is the second biggest market in digital ads as social media ads had global revenue of $153 billion in 2021 and it is anticipated to grow to over $252 billion in 2026. Also, annual advertising spends on social media will top $134 billion or 33% of all digital advertising spending in 2022. Various brands sponsor numerous firms, projects, social media influencers, and many others to help in establishing collaboration from one another when it comes to giving products or money to a user account for promotion and/ or selling purposes. Based on several key findings from the consumer study, social media users perceived sponsored social media ads to be equally or more effective compared to TV commercials, as they far exceeded other traditional advertising mediums like banner and print/radio ads.

2. Sports Advertising  Sponsorship 

According to Statista, the global sports sponsorship market was worth an estimated $57 billion in 2020 and is expected to grow to almost $90 billion by 2027. Financial services, technology, and the automotive industry are some of the industries responsible for generating the largest revenue within sports sponsorship. For example, the North American revenue from sports sponsorship in 2019 is $17.87 billion, and the projected revenue from sports sponsorship in North America in 2023 is %20.65 billion. Due to the rise of the digital age of visual data, there are many benefits of incorporating social media into sports events or using social media as an advertising tool especially  for live streaming sports events. The sports sponsorship funding allows athletes to concentrate more in their sports training and production and reduces stress especially when it comes to finding money for their training and sports events.

3. Video Advertising  Sponsorship 

Nowadays, online video content is an integral and powerful entertainment, informative, and persuasive tool for personal and professional use as it is projected that 82% of internet traffic will be video-based by 2022. Video content creators in a wide array of platforms like YouTube, TikTok, Instagram, Facebook, and many others need to produce high-quality, professional videos so that they are able to present their videos to potential video advertising sponsors. Many brands browse and bid relevant content for videos they would prefer to sponsor. Some best examples of sponsored video ads that we commonly see are standalone video ads that appear in a user’s news feed and stories ads that appear when a user watches stories from the brands and friends they follow on either Facebook or Instagram.

4. Radio and Podcast Advertising  Sponsorship 

A research by Podcast Insights reported that there are more than 2 million active podcasts and counting. Because of the vast amount of these podcasts, many sponsors consider several strategies when it comes to finding and sponsoring podcasts. Some of the strategies they use are considering the demographics of a podcast, understanding the standard podcast ad pricing, looking for podcasts that relate to their brand or industry, using their competitors for inspiration, purchasing multiple ads for small shows, advertising on multiple podcasts within the same network, and being vigilant of dishonest podcasters. 

Basic Components of an Advertising Sponsorship Proposal 

Advertising sponsorships allow many businesses and organizations to reach their targeted niche markets without spending a huge amount of money through traditional advertising. In order to meet multiple marketing goals and objectives at once, businesses and organizations need to work on strategic sponsorships. These strategic advertising sponsorships will lead to shaping consumer attitudes, driving sales, generating media exposure, generating new leads, differentiating yourself from competitors and many other benefits. In this section, you will learn how to craft a wonderfully-written advertising sponsorship proposal so that you are able to captivate the interest of your clients or potential sponsors. However, an advertising sponsorship proposal contains different kinds of components. Take into account of the following elements for you to create a unique document:

Cover Page: One of the fundamental elements of an advertising sponsorship proposal is the cover page. Create a thought-provoking and impressive cover page of your document which introduces the major topic, or subject of the advertising sponsorship proposal, as well as to catch the prospective sponsor’s attention to notice and read the proposal and fund your conference and event. Introduction/Abstract: What is the major theme and concept of the brand, event, organization, artist, or project that will be advertised? What are the key objectives, the values, the mission and vision of the brand, event, or artist? Make an enticing informative profile of your event, brand, artist or project. Include all significant details that could peak the interest of the prospect advertising sponsors. Audience Profile: Define the target audience of your brand, event, artist or event. Incorporate some basic information such as age range, gender, interests, and knowledge. Inject a visual element to your advertising sponsorship proposal by adding a unique infographic of your target audience to catch interest from your prospective advertising sponsors.Timeline of Past Advertising Deals and Accomplishments: Construct a clear and detailed timeline of the past advertising deals and accomplishments of the brand, event, or artist through several graphs, tables, and other visual diagrams. Illustrate the fundamental advantages of the advertising sponsorship deal. It will depict a proper level of authenticity towards the brand, event, artist or project. Advertising Sponsorship Packages: Focus on emphasizing the valuable benefits that your prospective advertising sponsor will receive in your advertising sponsorship. Specify the advertising sponsorship packages that will help bring their brand, event, artist or project to the spotlight.

How to Write an Advertising Sponsorship Proposal

Developing a compelling and well-designed advertising sponsorship proposal is an effective method for both sponsors and the organizers, managers and producers of the events, projects, artists, and organizations that will be sponsored to have wide range opportunities to reinforce their brand awareness and to enhance business, consumer, and VIP relationships. To assist you in this matter, we highly recommend that you follow the simple steps below while freely using one of our sample advertising sponsorship proposal templates in this article:

Step 1: Develop a Captivating Cover Page on the Advertising Project

The first thing you need to complete is introduce your proposed advertising project to your prospective sponsors and funders through making a captivating cover page. Demonstrate interesting details like the background of the proposed advertising and promotional project, a simple and cohesive project overview of the past advertising and promotional activities, as well as what your advertising sponsorship project is all about or the key element of the advertising. Give attention to the advertising theme and style for additional context and reference.

Step 2: Define the Audience Profile 

How many are the estimated audience of the brand, event, organization, individual, or the project that will be advertised and how many are the audience of the brand, event, or  organization’s past advertisement sponsorship deals? What are the demographics of existing customers? So, describe your prospects about the target audience of the advertising project. This will help your potential advertising sponsors to fully analyze and understand who they are able to expect and engage with. That’s why you need to provide as many essential details as possible.

Step 3: Point Out the Significance of the Advertising Sponsorship Deal

Why is your brand, event, organization, artist, or project the right match to your prospective advertising and event sponsor? Point out to your client why the advertising sponsorship is an effective and beneficial chance not to be missed, specifically the outstanding results that will happen through the advertising sponsorship deal. Highlight the unique value and benefits of the advertising sponsorship by indicating strong value propositions which includes brand visibility, extensive networking and collaboration. 

Step 4: Showcase Advertising Sponsorship Opportunities

What are the things you are searching for from your prospects and what will they acquire in return from the advertising sponsorship deal? Explain your advertising sponsorship options accurately so that your prospective advertising  sponsors are able to easily understand the content of the advertising sponsorship project. Specify various opportunities and sponsorship levels and detail the advantages of each advertising sponsorship package offers. Include the qualitative benefits that your prospective advertising sponsors will see such as social media coverage, media coverage, and many others.

Step 5: Prepare the Final Draft

Last but not the least, prepare the final draft of your advertising sponsorship proposal that consists of important information about your pitch. Hold a meeting with the advertising and marketing team members, and prospective sponsors. Then, ask for some opinions and suggestions from your project team for efficient proofreading and revision of your document. Submit your advertising sponsorship proposal document properly.


What are different types of advertising sponsorships?

The different types of advertising sponsorships are event sponsorship, business advertising sponsorship proposal, art exhibition advertising sponsorship, media advertising sponsorship, broadcasting advertising sponsorship, sport advertising sponsorship, video advertising sponsorship, print and digital advertising sponsorship, social media advertising sponsorship, radio and podcast advertising sponsorship, and many others.

What should be included in a sponsorship package?

A sponsorship package should include the important details about your event, organization, project or the person that will be sponsored. For example, explain the financial aspects of your organization, and other things that will appeal to your prospective sponsors. Indicate the number of people or target audience who will be interested in your event, organization, project, or artist. Add the specific sponsorship opportunities and levels, the cost, and sponsorship rewards. 

Are advertising and sponsorship the same thing?

Advertising and sponsorship are commonly used interchangeably, but they exist differently from one another. Advertising refers to a paid ad with specific messaging in place. On the other hand, sponsorship implies a much deeper and ongoing relationship between two parties.

How to get sponsors for advertising?

Conduct a research of your prospective sponsors by looking at your existing supporters. Describe your organization, your project, or the person who needs advertising sponsorship. Then, provide them sponsor incentives so that they will know how the partnership will boost their brand visibility such as branded videos, event goodies, marketing and promotional collateral, and social media content. Partner with established firms with well-known, positive reputation. Legitimize your pitch by using data. Search for the right contact and build a connection over time.

Advertising allows a greater price premium to be sustained by advertised brands over unadvertised brands in the same market through shifting the demand curve for the advertised brand upwards. That’s why having advertising sponsorships can be beneficial for many brands, business firms, organizations, and projects to accumulate more sales and elevate brand visibility. To get your sponsorship project proposal noticed and your brand or project to be advertised and marketed well, we recommend that you carefully follow the aforementioned tips and steps in this article so that you are able to craft a compelling and unique advertising sponsorship proposal. Plus, download our sample advertising sponsorship proposal samples here today such as events advertising sponsorship proposal templates, product placement advertising sponsorship proposal letter templates, video advertising sponsorship proposal templates, podcast advertising sponsorship proposals, etc.