A sponsorship package is just an answer to three questions, written down clearly enough that a stranger could say yes without a phone call: what are you offering, what do you want in return, and for how long? Most organizers skip straight to a price without ever answering the first two — which is why so many pitches get a polite "send more details" and never move forward.
What a package actually needs to contain
- What you're offering — the specific, visible benefits a sponsor receives: logo placement, mentions, on-site presence, product sampling rights, and anything else concrete.
- What you want in return — cash, product, services, or some mix, stated as a clear number or scope, not a range that leaves room for confusion.
- For how long — one event, one season, or an ongoing arrangement. Duration changes the value on both sides more than almost anything else.
Why two or three tiers beat one single offer
A single take-it-or-leave-it package puts a sponsor in a corner: either they pay your full price or the conversation ends. Two or three tiers give them a way to say a partial yes instead of a full no. It also does something subtler — a well-built top tier makes the middle one look reasonable by comparison, which is one reason most packages that actually convert have at least three options rather than one. For guidance on the numbers themselves, see how much should you charge a sponsor.
A worked example: a local 5-a-side tournament
Here's what this looks like in practice for a fictional but realistic case: a weekend 5-a-side football tournament, sixteen teams, roughly 300 spectators across two days, run by a local sports club looking to cover pitch rental, referees and prize money.
| Tier | Rough investment | What's included |
|---|---|---|
| Main Partner | €1,200 | Naming rights to the tournament, logo on all shirts and banners, an on-site stand both days, first mention in every announcement and post |
| Match Partner | €500 | Logo on the match ball and scoreboard, a mention at every kickoff, one dedicated social media post |
| Community Partner | €200 or equivalent in product | Logo on the printed schedule and website, a shared social media mention, name-check at the closing ceremony |
Common benefit categories to draw from
Most benefits, across almost any event, fall into a handful of categories. Mix and match them across your tiers rather than inventing something new for each one.
- Logo placement — banners, shirts, printed schedules, the event website
- Mentions — spoken announcements, newsletter shout-outs, match reports
- On-site presence — a stand, a table, space to hand out samples or talk to attendees directly
- Product sampling — letting attendees try the sponsor's product or service during the event
- Social media — dedicated posts, tags, a takeover of one story or reel
- Naming rights — putting the sponsor's name on the event itself, a segment of it, or an award
Steal from your own activation ideas: If you're short on benefits to offer, look at 15 creative sponsorship activation ideas — several of them double as package benefits, not just things a sponsor does after signing.
A short checklist before you publish
- Does every tier clearly state what's included, not just a vague theme?
- Is the duration of each tier obvious — one event, one season, ongoing?
- Could a stranger understand the offer without a phone call?
- Have you priced product contributions fairly, roughly at what they'd cost to buy?
- Is there a tier a smaller, first-time sponsor could actually say yes to?
Turn your package into a real listing
Publish your tiers on Sponato and let sponsors who are already looking find the one that fits them.