Sponsorship

Collaborating with companies for mutual success.

Sponsorship is a well-known but sometimes untapped form of funding in the cultural sector. It offers opportunities to collaborate with companies willing to support your initiative, often in exchange for visibility or social profiling. In this article you will read what sponsorship entails, what forms there are and how to build and maintain successful sponsorship relationships.

What is sponsorship?

Sponsorship is a business agreement between a company and your project or organization. The company makes a contribution in cash or in kind and expects something in return: from a mention of its name to a concrete consideration such as access, visibility, or a creative collaboration. Companies choose sponsorship to strengthen their brand, demonstrate their social commitment, or reach a specific target group.

Forms of sponsorship

Financial

The most direct form is monetary sponsorship. You receive an amount that you can spend freely (or in consultation) on your project.

In kind

Many companies opt for sponsorship in kind: supplying products, services, or facilities without a financial transaction. This could include providing space, printed materials, equipment, or professional support. This is often more accessible for companies than a monetary contribution.

💡Tip: Would you like to learn more about sponsorship in general first? Then take a look at the dossier on sponsorship on the Cultural Financing Guide of Cultuur+Ondernemen.

Counterpart

A good quid pro quo aligns with the sponsor's wishes and fits your initiative. So think carefully about what you are offering and make sure you are fully behind it yourself. Mention a few possibilities in your sponsorship proposal, but also leave room for discussion: many companies have their own ideas about what works well for their brand.

The most common considerations are focused on visibility and reach:

Placing the logo on your website, flyers, or posters
Mention on social media or in newsletters
The option to link a discount promotion to your project
Mention in press releases or media campaigns
Physical presence on location, such as banners or roll-ups

In addition, you can think more creatively, especially if your work or initiative requires it:

Admission tickets or VIP treatment for employees or business relations
An exclusive performance or presentation at the company's location
A customized creative workshop
Collaboration on a campaign or video production
Participation in a think tank or brainstorming session about their product or service

💡 Tip: tailor your contribution to your sponsor's communication plan. This will increase the chances of a long-term partnership.

Find sponsors

The right match

Sponsorship only works if there is a good match between your initiative and the company. Therefore, think carefully about your own mission, target group, and values. Then look for companies that match these. Don't just look at sector or region, but also at previous sponsorship policy and social ambitions. Be aware that finding sponsors can be a big job. Companies are often approached by many different initiatives, while they themselves also have limited budgets. So the question is: why should they support your initiative? The better your initiative responds to the wishes and needs of the company, the greater the chance of a successful collaboration.

Communications

Don't just send a standard email to an info@ address. Research who is responsible for sponsorship or communication and try to approach that person personally. Keep in mind that companies often receive multiple requests from fellow creators or similar initiatives. How can you distinguish yourself? Consider, for example, a sponsorship proposal that is strong in content and presented in an original way. You can also make your approach more striking: send a video message, schedule an appointment on location, or surprise them with a creative pitch. This will increase the chance that your proposal will stick. So be timely and make sure your proposal fits with what the company considers important.

A good proposal

A compelling sponsorship proposal revolves around mutual interest. Don't just show what you need, but above all what you can offer the company. Think from their perspective: how does your project fit in with their target group, image, or policy? A clear and strategic approach increases the chance of a successful collaboration. Therefore, work with a well-developed sponsorship plan in which you clearly describe your goals, target audience, approach, and positioning. Think about shared values and how your mission aligns with that of the sponsor.

Also map out your network: what warm contacts do you already have? Set up a sponsorship pyramid: from main sponsors to smaller partners, including the corresponding amounts. Design a sponsorship package with clear options, and make it clear what you need sponsorship for: that will make your story more convincing.

💡 Tip: avoid making sponsorship a fixed part of your budget: see it as something extra. This allows you to remain flexible if sponsorship falls through, and you remain a reliable partner.

Writing a sponsorship proposal

To finance your initiative or project, in many cases you can appeal to sponsors. This page tells you how to write a sponsorship proposal.

Retain sponsors

Sponsorship is not a one-off transaction, but a partnership based on trust, commitment, and reciprocity. Therefore, approach sponsors personally and on your own behalf. Make them feel that their contribution matters. Many companies, and the people behind them, sponsor primarily on the basis of goodwill. The more informal and personal your contact, the greater the chance that you will win their trust.

Always honor your agreements, provide follow-up care, and show appreciation. Send thank-you notes, deliver financial or substantive accountability reports on time, mention successes, and share noteworthy messages or reviews that mention the sponsor. Mention your sponsors wherever possible and consider providing an annual overview of publicity. In addition, pay systematic attention to relationship management, for example by setting aside time for it every week. This will not only keep your sponsors involved, but also enthusiastic about a possible future collaboration.

Tips for recruiting sponsors

Communicate clearly and frequently: Stay in touch with (potential) sponsors. Share successes, plans, and results in an accessible way.
Think from the sponsor's perspective: What does your initiative have to offer their brand, employees, or customers? The sponsorship must be logical and credible.
Help companies choose you: Large organizations often have a budget, but also receive many requests. Show why your project stands out.
Build a lasting relationship: Don't just focus on money. Connect sponsors with other interesting parties, organize meetings, and stay in touch, even after the event is over.
Find original sponsors: Think beyond the usual companies. Companies without a history of sponsorship may also be interested.
Don't ask for too much: Start small, build trust gradually, and be flexible. Sponsorship in kind or small contributions can already mean a lot.
Be well prepared: Present a well-thought-out plan and demonstrate that you work professionally. Ensure that other sources of financing (such as subsidies) are already in place.
Stay visible and grateful: Provide good aftercare. Send thank-you notes, share an overview of media coverage, provide information about impact, and schedule time for relationship maintenance.

💡Bonustip: download een voorbeeld van een sponsorvoorstel en werkwijze bij sponsorwerving.