Updated on 21 September 2026 by the Proposal Expert editorial team
Convince sponsors with clear reach figures and activation options
For events, sports clubs and non-profits. Demographics, reach, activation packages with branding visibility and measurable impact KPIs.
A sponsorship proposal template is a proposal that an event, sports club or charity uses to ask a company for sponsorship in exchange for visibility and activation. You use it when a marketing manager or director at a potential sponsor wants to know who you reach, what they get in return and what each package costs. This template includes an event overview, audience demographics, reach figures, sponsorship packages in bronze, silver and gold with logo placement, speaking slots and social media, an impact report and the price per package.
The template opens with an overview of the event or organisation, followed by the demographics of visitors or members and the reach figures across media and social. The weight sits in the activation packages and the visibility per package, because that is where a sponsor compares the investment with the exposure. The impact and reporting commitments, the price per package and the contract terms with next steps round off the proposal.
This template is built for event organisers, sports clubs, festivals, charities and community initiatives that want to sign companies as sponsors. The reader is a marketing manager, sponsorship coordinator or business owner checking whether your audience overlaps with their customers. Student associations and conference organisers use it too, because the package structure makes it easy to serve small local sponsors and large headline sponsors in a single document.
Fill in the demographics and reach figures first with real data from ticket sales, your member database or social media statistics. Then define the three packages and the price per package, where gold often includes category exclusivity. Adjust the visibility list to what you can actually deliver, such as a logo on shirts, a booth or a speaking slot. Describe the report the sponsor receives afterwards and set the payment term and duration.
This sponsorship proposal example shows how a field hockey club proposes a two-year partnership to a regional employer. It is written from the sponsor's side of the table: what the company wants, recruiting technicians in a tight labour market, comes first, and the club's reach and visibility are the means. Three packages give the sponsor a choice, each with concrete numbers for visibility, hospitality and activation. The proposal names who reports what and when, so the sponsorship can be evaluated instead of renewed on habit.
This proposal can be downloaded as a Word document (.docx) on this page.
From: HC Riverside, Utrecht
To: Brennan Engineering, Nieuwegein
Date: 19 September 2026
Reference: PRO-2026-012
Valid until: 19 October 2026
Brennan Engineering builds and services industrial installations with 140 employees and, as you told us on 10 September, has 14 open vacancies for technicians and needs to become better known among young people in the Utrecht region. HC Riverside has 1,100 members, of whom 640 are between 12 and 25, and 4,200 visitors to the club grounds in a season. Our current shirt sponsor stops at the end of this season.
Brennan Engineering known as an employer among the members, parents and visitors of HC Riverside, measured as at least 40 applications through the club channels over two seasons and a brand recognition of 60 percent in our yearly member survey by May 2028. For the club, a stable partner for two seasons that lets us keep membership fees flat.
We offer three packages. Club partner: logo on the boards along the main pitch, a monthly post in the club app and newsletter (3,100 readers), four tickets for the annual gala. Main partner: everything in club partner, plus your logo on the shirts of the first men's and women's teams and all youth teams (34 teams, 520 players), a Brennan technology day for members between 15 and 20 organised with your recruiters, and a hospitality box for eight at all first-team home games. Exclusive main partner: everything in main partner, exclusivity in the categories engineering and technical services, naming rights for the main pitch and a vacancy carousel in the club app with a link to your careers page. Video production and paid promotion outside the club channels are not included.
After your decision before 19 October, shirts and boards are produced in November and December. The partnership starts on 1 January 2027 and runs for two seasons until 30 June 2028. The technology day takes place each year in March. We report reach and activation figures in January and July.
The packages are priced per season and listed below, excluding 21 percent VAT. Production of shirts and boards is a one-off amount, listed separately, and is invoiced in December. The season fee is invoiced in two halves, in January and July.
This proposal is valid until 19 October 2026. The partnership runs for two seasons and can be extended for a third by mutual agreement before 1 March 2028. Exclusivity applies only to the exclusive main partner package. Should the club merge or stop competing in the national league, both parties can end the agreement with three months notice and a pro rata settlement. Reporting follows the format in appendix A.
Sign at the bottom of this document and tick the package of your choice. We will then invite your marketing and recruitment teams to the design session for the shirts and the technology day in the week of 26 October.
| Description | Amount |
|---|---|
| Club partner package, per season | €7,500.00 |
| Main partner package, per season | €18,500.00 |
| Exclusive main partner package, per season | €27,500.00 |
| One-off production of shirts and boards (main partner and up) | €4,200.00 |
| Subtotal excl. VAT | €57,700.00 |
| VAT 21% | €12,117.00 |
| Total incl. VAT | €69,817.00 |
Agreed on behalf of Brennan Engineering
With the sponsor's goal. A company sponsors to recruit, to sell locally or to be seen as part of a community, not to help a club buy shirts. Ask what the sponsor wants in the first meeting and write it in the background section in their words, as the example does with the 14 vacancies. The club's reach and visibility then become the means to that goal, and the price becomes an investment with a measurable return.
Start from what each element costs the club to deliver and what comparable clubs in the region charge, then build three packages that differ in reach, exclusivity and hospitality. Price per season and keep one-off production costs, such as shirts and boards, apart, so the sponsor sees what recurs. In the example the packages step up by clear elements, so a sponsor can explain internally why the larger package costs more.
Twice a year, in a fixed format the proposal already names: reach figures from the club channels, attendance at the sponsored events, applications or leads that came through the club, and photos of the visibility. Put the promise in the approach and the format in an appendix. A sponsor who receives numbers renews on evidence; one who receives nothing renews on habit, until a new marketing manager arrives.