How to Make a Sponsorship Deck (Examples & Templates)

What should be included in a sponsorship deck?

Introduction slide: Start with a snapshot of your organization or event. Keep it brief yet engaging.
Objective slide: Clearly articulate the purpose of the sponsorship and its potential impact. This sets the stage for what you're aiming to achieve.
Benefits slide: Here's where you highlight what's in it for the sponsor. Talk about brand exposure, audience reach, and other key advantages.
Sponsorship packages slide: Offer a range of sponsorship options, detailing the perks at each level. This helps sponsors find a fit that aligns with their goals and budget.
Testimonials slide: Positive feedback from previous sponsors or partners can be incredibly persuasive. It adds credibility and trust.
Audience slide: Provide data about your target audience. Show sponsors why your audience is relevant and valuable to them.
Budget and financials slide: Transparency is key. Break down the costs and highlight the potential return on investment for sponsors.
Call to action slide: Make it easy for interested sponsors to reach out. Include clear contact details and a compelling call to action.

What are the main types of sponsorship decks?

Event sponsorship pitch decks: These are crafted specifically for events like concerts, sports matches, or festivals. They focus on showcasing the event's appeal and the unique opportunities it offers to sponsors.
Media sponsorship pitch decks: Ideal for radio, TV, or online platforms, these decks are all about finding advertising partners. They highlight the reach and audience demographics of the media platform.
Product sponsorship pitch decks: Used by brands to promote a specific product or service. These decks emphasize the product's features and the marketing benefits for potential sponsors.
Charity or non-profit sponsorship pitch decks: Aimed at organizations seeking support for philanthropic causes. They focus on the impact and social good of the cause to attract sponsors.
Sports sponsorship pitch decks: Designed for athletes and teams, these decks are crucial for promoting their skills and achievements to secure the funds needed for training and competing at higher levels.

What makes an effective sponsorship pitch deck?

An effective sponsorship deck clearly communicates value to potential sponsors. It should be concise, visually appealing, and tailored to the sponsor's interests. Key elements include a compelling story, audience demographics, clear sponsorship benefits, and measurable outcomes.

How to create a sponsorship deck?

Creating an effective sponsorship deck is crucial in bridging the gap between your vision and potential sponsors. It needs to inform but also inspire and persuade sponsors to come on board.

Here's how you can do it:

1) Understand your sponsor’s business challenges

It's crucial to understand and address the specific business challenges of your potential sponsor. In your deck, make sure the "About us" section not only highlights your organization but also shows how your brand complements the sponsor's brand.

This alignment is key in demonstrating that you are a suitable partner to carry their message.

2) Analyze your target audience

Your "Audience" section should be more than just demographics. Dive deep into your audience's attitudes, hobbies, interests, and behaviors.

This information is vital for sponsors to see if your audience aligns with their customer base and if they are likely to purchase the sponsor's products or services.

3) Align with your sponsor’s sales goals

As noted by a senior marketing strategist, John Rose, the value of a sponsorship program is directly tied to its ability to support the sponsor's sales goals. A general rule is aiming for at least a 10 to 1 return on investment.

Your deck should clearly outline how the sponsorship will contribute to the sponsor's sales objectives. If it doesn't explicitly connect your program to their sales goals, the proposal may not be successful.

4) Showcase past success stories

Include a section in your deck that highlights past sponsorship successes. Share case studies or testimonials from previous sponsors to demonstrate the tangible impact of partnering with your organization.

This not only builds credibility but also gives potential sponsors a clear picture of what they can expect in terms of outcomes and returns.

5) Present a clear and compelling story

Your sponsorship deck should tell a compelling story about your organization or event. This narrative should weave through every section of the deck, creating a cohesive and engaging experience for the reader.

Use storytelling to connect emotionally with potential sponsors, illustrating the impact and significance of your event or project.

6) Detail the logistics and execution plan

Provide a clear outline of how the sponsorship will be executed. This includes logistical details such as timelines, event schedules, marketing campaigns, and any other relevant operational aspects.

Sponsors need to understand not just the 'why' but also the 'how' of the sponsorship to gauge feasibility and alignment with their schedules and resources.

7) Talk about sponsorship packages

Be strategic about including pricing in your deck. If it's an initial outreach, you might want to leave out the pricing until you understand the sponsor's needs better.

However, if you're at the proposal stage, include detailed pricing. Ensure your pricing aligns with the value you're providing and is comparable to similar sponsorships.

8) Offer customization and flexibility

Make it clear in your deck that you are open to customizing sponsorship packages to better fit the sponsor's needs. Flexibility can be a significant selling point, as it shows that you are willing to work closely with the sponsor to create a mutually beneficial partnership.

This could involve adjusting the levels of sponsorship, customizing benefits, or co-creating unique marketing initiatives.

9) Craft a compelling call to action

In your sponsorship deck, the Call to Action (CTA) is crucial. It's where you prompt potential sponsors to move from consideration to action.

Be specific and direct, clearly stating what you want the sponsor to do next, whether it’s scheduling a meeting or signing up for a package.

Create a sense of urgency if there are deadlines or limited opportunities, and make responding easy with direct contact information or links.

Highlight the benefits of immediate action, like securing the best package or gaining early exposure.

Ensure that responding to your CTA is straightforward. Your next step slide should include direct contact information, links to online forms, or QR codes that lead directly to a response page. The easier it is for sponsors to take the next step, the more likely they will do so.

Here's a great example of a compelling call to action

Sponsorship deck examples that turn prospects into partners

In the world of sponsorships, seeing is believing. But what does an effective deck look like in action?

Let’s explore some real-world examples of sponsorship decks that have successfully turned prospects into partners. These examples will not only inspire but also provide practical insights into what makes a deck truly stand out.

Music event sponsorship pitch deck

This example is ideal for showcasing experience in orchestrating diverse music events. It highlights meticulous planning, audience alignment, and customizable sponsorship packages, making it perfect for companies seeking to maximize brand exposure and engage with music enthusiasts.

Modern music event sponsorship deck

This example caters to contemporary music events, emphasizing modern trends and audience engagement. It's designed for brands aiming to connect with younger demographics in the vibrant modern music scene.

Jazz festival sponsorship pitch deck

Tailored for jazz festivals, this example combines sophistication with effective marketing strategies. It's suitable for brands looking to engage with a passionate jazz audience and enhance their visibility in a sophisticated music genre.

Indie festival sponsorship pitch deck

Focused on indie music scenes, this example is perfect for brands wanting to tap into niche markets. It showcases the unique appeal of indie festivals and offers customizable options for targeted sponsorships.

Golf sponsorship pitch deck

This example is designed for golf events, highlighting the sport's prestige and affluent audience. It's ideal for brands seeking to align with golf's upscale image and gain exposure in high-profile sporting events.

Tennis sponsorship pitch deck

A comprehensive showcase for tennis events, this example emphasizes the sport's global appeal and diverse fan base. It's perfect for sponsors looking to reach a wide audience in a prestigious sporting context.

Athlete sponsorship pitch deck

Focused on individual athletes, this example highlights personal stories and achievements. It's ideal for brands wanting to support and align with inspiring sports personalities and their dedicated fan bases.

Football sponsorship pitch deck

Designed for football teams, this example showcases team spirit, fan loyalty, and exciting events. It's suitable for brands aiming to be part of the thrilling atmosphere and wide reach of professional football.

How to design a sponsorship deck?

Designing a visually striking and engaging sponsorship deck is essential in capturing the attention of potential sponsors. It's about more than just presenting facts; it's about crafting a visual story that resonates and leaves a lasting impression.

Here are some key design ideas:

1) Add interactive elements

Enhance your deck with interactive elements to maintain viewer engagement. This can range from clickable content, such as tabs that reveal more information, to embedded videos that provide a dynamic visual experience.

Interactive features not only keep the audience engaged but also make your presentation stand out, ensuring that your message is both seen and remembered.

Here's a great example of an interactive deck:

2) Personalize for different audiences

Personalize your deck to align with the specific interests and values of each potential sponsor. This can be achieved by incorporating dynamic content that changes based on the viewer, such as using their name or tailoring the content to reflect their business interests.

Personalization demonstrates that you've done your homework and understand what matters to your potential sponsors, making your pitch more relevant and impactful.

Here's an example of a personalized slide:

3) Use scrollytelling

Use scrollytelling to guide viewers through a storytelling experience. This design technique layers text, images, and multimedia to unfold a narrative as the viewer scrolls, captivating attention and conveying your message in a memorable and emotionally engaging way.

Here's what scrollytelling looks like in action:

4) Visualize your data

Incorporate data visualization to present complex information in an easily understandable and visually appealing way. Using charts, graphs, and infographics, you can turn dense data into clear, compelling visuals.

An effective data visualization slide not only informs but also adds credibility to your deck, making a strong case for your project's potential success and the benefits for sponsors.

You can also add an interactive ROI calculator that potential sponsors can play around with to assess the value they’ll be getting out of a potential partnership.

Here's a great example of data visualization:

5) Use a clean layout

Opt for a clean layout with ample white space to make your content more digestible. Use bullet points, short paragraphs, and clear headings to break down information into easily understandable segments.

Incorporate expandable sections to hide additional information and segment content using tabs, keeping the focus on your key messages while providing depth where needed.

Here's an example of a deck with a clean layout:

6) Maintain brand consistency

Ensure your deck's design is visually appealing and consistent with your brand identity. Use a cohesive color scheme, typography, and imagery that reflect your brand.

You can extract key branding information directly from a website or brand book to ensure alignment and enhance the visual experience, strengthening brand recognition.

Here's an example of a branded slide:

7) Ensure your deck is responsive

Ensure your deck is accessible and visually appealing across all devices. A responsive design adapts to different screen sizes, providing an optimal viewing experience on desktops, tablets, or smartphones.

Here's what a mobile responsive deck looks like:

8) Highlight key information with visual cues

Use design elements like animated icons, grayed-out content, or color highlights to draw attention to important information. This helps guide the viewer's eye to crucial parts of your deck, ensuring that key messages are effectively communicated.

Here's an example of a great use of grayed-out content:

Interactive sponsorship deck templates

Here are some sponsorship proposal templates to relieve you of the burden of designing a document from scratch, allowing you to focus on refining your message and strategy.

These templates are designed to be more than just a passive read; they invite interaction and exploration. When sponsors can click, watch, and interact with your deck, they're more likely to remember it and, more importantly, to act on it.

Grab one and see for yourself.

How to Make a Sponsorship Deck (Examples & Templates)

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What is a sponsorship deck?

What should be included in a sponsorship deck?

What are the main types of sponsorship decks?

What makes an effective sponsorship pitch deck?

How to create a sponsorship deck?