How to create a sponsorship pitch deck?

The sponsorship industry has been shaped by companies like Coca-Cola, Nike, and Pepsi, pioneering large-scale sponsorship deals in sports and entertainment. 

Notably, Sony and Nissan have secured multi-million dollar partnerships with the UEFA Champions League, while McDonald’s and Barclays have expanded into music and cultural events, such as MTV live events and the Pride festival.

For new organizations, events, and/or creators, securing sponsorships can be particularly challenging. While the global sponsorship market is projected to reach $89.60 billion by 2027, smaller players often struggle to communicate their value effectively in such a highly competitive space. 

A well-designed sponsorship pitch deck can be a powerful tool to help you stand out by demonstrating clear ROI and fostering meaningful partnerships with potential sponsors.

What is a sponsorship pitch deck? What is its purpose?

A sponsorship pitch deck is a presentation designed to persuade potential sponsors to support your project, event, or organization. It highlights the benefits of partnering with you, such as exposure to a target audience, increased visibility, and opportunities for brand promotion. 

The purpose of the deck is to clearly communicate the value proposition for the sponsor, building a case for why they should invest their resources or funds in your organization.

Types of sponsorship decks

Depending on the nature of your event or initiative, there are different types of sponsorship decks, each with a tailored focus:

• Event sponsorship decks: Created for physical or virtual events, these decks showcase how a sponsor’s involvement will enhance attendee experience.
• Content or brand sponsorship decks: Often used by influencers and content creators to highlight the brand’s potential return on investment (ROI) through sponsorship.
• Sports sponsorship decks: Geared toward sports teams or leagues, these decks emphasize visibility and fan engagement opportunities for sponsors.
• For cause sponsorship decks: Common in nonprofit sectors, these decks focus on social or philanthropic causes and how sponsorships align with a sponsor’s corporate social responsibility (CSR) efforts.

What slides should be in your sponsorship pitch deck?

Cover Slide

The cover slide is the first impression sponsors will gain from your pitch deck. This slide should immediately capture attention with a compelling visual that represents your organization or event, such as a striking image, your logo, or a powerful tagline. Make sure it’s polished and aligns with the sponsor’s industry or the tone of your event. 

Pro Tip: Keep it clean and professional while ensuring the visual reflects the values of both your brand and potential sponsors. You want to grab attention and set the stage for what’s to come.

Organization Overview / History

Provide a concise but insightful overview of your organization, event, or initiative. Highlight your mission, vision, and the core values that define you. Sponsors want to know what your brand stands for and how it aligns with their own brand objectives. Include notable achievements, years of operation, and key milestones that establish your credibility.

Team

Introduce the people behind your organization, event, or project. Sponsors are not just investing in an event—they are investing in the people driving it. Include short bios, job titles, and relevant experience that showcase your team’s ability to deliver on your promises. Humanizing your team helps build trust and credibility.

Pro Tip: Include personal tidbits or fun facts about your team members to make them relatable, but be sure they align with the professional tone of the deck. You want the sponsor to feel confident that your team is experienced yet personable and easy to work with.

Audience / Reach Insights

This slide is critical for potential sponsors. You need to provide data on your audience—demographics (age, gender, income), psychographics (interests, values), and behavior patterns. Explain why your audience is valuable to the sponsor and how the sponsorship will help them reach their target market. If you have past audience data from events or digital platforms, share metrics like engagement rates, reach, or geographical data.

Focus on how you can solve the sponsor’s pain points or help them achieve their marketing objectives. If possible, include a quote from a previous sponsor or partner praising your professionalism and results.

Partnership Opportunities

This is where you showcase the various ways a sponsor can integrate their brand and achieve their business goals through a partnership with your organization. Detail both standard and creative partnership avenues that align with your event or initiative. Include elements such as branded event segments, sponsored sessions or panels, co-branded content, giveaways, or exclusive networking opportunities.

Pro Tip: Highlight partnership options that cater to a range of budgets and objectives. Use visuals and short descriptions to make it easy for sponsors to envision their involvement.

Why Us

Explain why partnering with your organization is a valuable and strategic choice for sponsors. This slide should build confidence and enthusiasm by emphasizing your unique selling points, past successes, and alignment with sponsors’ objectives. Position your event or organization as a reliable and proven platform for brands looking to boost visibility and engagement.

Emphasize aspects like your professional approach, robust planning, and flexibility to adapt to a sponsor’s needs. Show that you’re not just looking for support but for a mutually beneficial partnership.

Activation Plans

Activation plans detail how you’ll promote and leverage the sponsor’s brand during the event or through digital channels. This could include onsite branding, social media campaigns, email marketing, influencer involvement, or product integrations. Be clear about how you’ll engage your audience on behalf of the sponsor and how these activations will drive results.

Pro Tip: Use examples of successful activations from past events to back up your claims. Include metrics such as increased social media engagement, brand mentions, or foot traffic to show tangible outcomes.

Past Success

Share case studies or success stories from previous sponsorships. If you’ve helped a brand achieve measurable results—like increasing brand awareness, boosting social media followers, or driving sales—showcase that here. This is where you prove your track record and build trust with new potential sponsors.

Use specific metrics and quotes from past sponsors to provide credibility. Sponsors will be more likely to trust you if they see concrete examples of how you’ve delivered results for others.

Packages & Pricing

Transparency is key on this slide. Lay out the different sponsorship packages you offer and their corresponding pricing. Be sure to explain what each package includes, such as brand visibility opportunities, media exposure, or exclusive event access. Make sure the value proposition is clear at each level, from smaller contributions to top-tier sponsorships.

Pro Tip: Create pricing tiers that make sense for different levels of sponsorship. This gives sponsors flexibility to choose an option that fits their budget while still providing value. If you can, offer something customizable to accommodate unique requests.

Contact / Call-to-Action

End your pitch with a clear and compelling call-to-action (CTA). Encourage the sponsor to reach out for more information, schedule a call, or move forward with one of your packages. Include your contact details—email, phone number, and relevant social media links. Make it as easy as possible for them to take the next step.

Examples of successful sponsorship pitch decks

Some successful sponsorship pitch decks have been highly effective in winning over sponsors by being clear, concise, and visually compelling. Here are examples of decks that have secured sponsorships for events, sports teams, and nonprofits:

• SXSW: Appeals to sponsors in tech, music, and film, focusing on innovation, networking, and creative exposure.
• NAACP: Focuses on civil rights and community impact, ideal for sponsors committed to diversity and social justice.
• UNICEF: Communicates a mission to support global child welfare, offering sponsors a role in humanitarian impact.
• ReelAbilities Film Festival: Highlights inclusivity and accessibility, offering sponsors brand exposure and community engagement opportunities.
• Inspiring Stories: Showcases a mission to empower individuals with disabilities, offering sponsors visibility and involvement in a globally recognized event.
• American Marketing Association (AMA): Emphasizes reach within the marketing industry, providing sponsors access to a network of 30,000+ members.
• American Cancer Society (ACS): Highlights its work in cancer research and advocacy, attracting sponsors interested in health-focused causes.
• Santa Barbara Museum of Natural History: Clearly structured for sponsors, detailing levels and benefits for supporting cultural education.

Tips for designing a sponsorship pitch deck

• Use Your Brand’s Colors and Fonts: Be consistent with your branding to create a professional, cohesive deck.
• Highlight Visuals and Data: Use visuals like charts, infographics, and images to break up the text and make your content more engaging.
• Keep It Concise: Don’t overwhelm your audience. Stick to key points and leave room for discussion.
• Use Real Case Studies: Share quantifiable success stories that demonstrate the impact your event or organization had on previous sponsors.
• Tailor Your Deck: Customize the deck to fit the specific sponsor you’re targeting to show you’ve done your research.
• Focus on ROI: Clearly outline the benefits and expected return on investment (ROI) for the sponsor.

Looking for a template to get started? 

For nonprofit organizations seeking sponsors, our Non-Profit Pitch Deck template is perfect to create a customized and professional pitch that resonates with sponsors looking to support meaningful causes.