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Sponsorship Sales Fact Sheet

by Sylvia Allen

Editor's note: This is the eighth article in a 10-part article series on SPONSORSHIP DEVELOPMENT, contributed by Sylvia Allen, President of Allen Consulting, Inc., Holmdel, NJ.

When preparing your material for submission to potential sponsors, keep in mind that they are overworked and understaffed. And, if they are a Fortune 500 company they are deluged with sponsorship requests. The total can be intimidating ... as many as 2,000 a year ... and more! How do you cut through the clutter? How do you get, and keep, their attention? Simply, make your material easy to read and understand. The following page contains a sample one page fact sheet that can help you achieve this objective.

This simple form can be used for events from 100 to 1,000,000 people. It provides an easy way to summarize the highlights of your sponsorship opportunity, offers the potential sponsor a simple, easy-to-read overview, and facilitates the decision making process. Try it ... it works!


  • TITLE OF EVENT (this is the name of your event)
  • DATE OF EVENT (when is it being held ... dates and days)
  • HOURS OF EVENT (when does it start, when does it end)
  • EVENT LOCATION (where is it being held ... city, state, location)
  • ATTENDANCE/AUDIENCE (how many people will be there, what types of people ... seniors? children? generation X?)
    • (Posters, banners)
    • (Database development)
    • (Media (radio, television, cable, print ... spell it out clearly and concisely; e.g. you will get 50 :30 spots, one full page, etc.)
    • (Product sales)
    • (Couponing/bouncebacks)
    • (Branded/licensed merchandise)
    • (Contest, promotion, register to win)
    • (Pouring rights)
  • ... what else? (Use your imagination to enhance this list of marketing opportunities so they get excited about the prospect of participating in your event)


Then, put in approximately three lines of good "sell" copy. Summarize key points, conclude with value, and ask them to seriously consider this marketing opportunity for their particular product or service.


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About the Author:

Sylvia Allen offers a wealth of public relations, event marketing, and sponsorship experience to her clients.

She has published several books and is the author of HOW TO BE SUCCESSFUL AT SPONSORSHIP SALES, publishes The Sponsorship Newsletter, has just finished a 60 minute video on sponsorship, and lectures all over the country on sponsorship (IFEA, National Main Street, etc.) as well as teaching at New York University.

She has sold everything from $25 to $4,000,000 sponsorships; she can be reached at 732-946-2711 or at

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