Event Sponsorship: How to Secure Sponsors for Your Kenyan Event

Securing sponsorship for your event in Kenya can significantly boost your event’s success by providing financial support, promotional reach, and increased credibility. Whether you’re planning a corporate conference, a music festival, a charity event, or even a cultural celebration, finding the right sponsors can help cover costs and elevate the event’s impact. However, attracting sponsors requires a well-planned strategy, clear value propositions, and a professional approach.

Here’s a detailed guide on how to secure sponsors for your event in Kenya.

1. Understand Your Event’s Value

Before approaching sponsors, you need to understand the value your event offers. Sponsors want to know how supporting your event will benefit them, so take the time to define what makes your event unique and attractive.

• Target audience: Who will be attending your event? Understanding the demographics (age, gender, interests, income level, etc.) and size of your audience helps potential sponsors gauge if their brand aligns with your attendees.
• Event goals: Clearly outline the purpose of your event. Is it a corporate conference to discuss industry trends, a charity run to raise funds, or a music festival to promote local talent? The goals of your event will help you find sponsors with similar missions or interests.
• Market reach: Highlight how your event will be promoted — through social media, traditional advertising, PR, or partnerships. Providing sponsors with data on your expected reach can help them evaluate the marketing opportunities your event offers.

Tip: Tailor your sponsorship pitch by identifying what matters to each potential sponsor, such as brand visibility, community impact, or product promotion.

2. Identify Potential Sponsors

Not all businesses will be a good fit for your event. It’s important to research and identify sponsors whose goals, target audience, and values align with your event’s purpose and audience.

• Local businesses: Kenyan companies, especially those that operate in your event’s industry, are great potential sponsors. For example, if you’re planning a tech conference, consider companies like Safaricom or Microsoft Kenya. For an arts festival, you might target East African Breweries or KQ for their cultural or tourism support.
• National and international brands: Large multinational companies such as Coca-Cola, Samsung, or Toyota Kenya often sponsor events as part of their marketing and corporate social responsibility (CSR) programs. Research brands that have sponsored similar events in Kenya or East Africa.
• Government and NGOs: Government bodies and non-governmental organizations (NGOs) are often willing to sponsor events that align with their development goals, such as education, health, or environmental sustainability. For example, you could approach the Kenya Tourism Board or Kenya Red Cross for events related to culture or health.

Tip: Look for sponsors who have supported similar events in the past, as they are likely to have experience in sponsoring events like yours.

3. Create a Sponsorship Package

A sponsorship package is a detailed document that outlines the different sponsorship levels and the benefits sponsors will receive. A well-structured sponsorship package will help potential sponsors understand how partnering with your event can benefit them.

• Sponsorship tiers: Offer different sponsorship levels (e.g., Gold, Silver, Bronze) with varying degrees of visibility and benefits. A high-level sponsor might get exclusive branding rights and prime advertisement spots, while lower-level sponsors could receive logo placements on promotional materials or social media shoutouts.
• Benefits and visibility: Clearly define the benefits sponsors will receive. This might include:
  • Branding opportunities on banners, brochures, and event websites.
  • Speaking opportunities at the event.
  • Product sampling or booths at the venue.
  • Social media mentions, interviews, or media coverage.
• Return on Investment (ROI): Sponsors will want to know what they get in return for their investment. Be ready to explain how your event will promote their brand and engage your audience through exposure, lead generation, or direct sales opportunities.

Tip: Personalize the sponsorship package based on the sponsor’s needs. If a sponsor is focused on lead generation, offer them a post-event attendee list, or if they’re focused on brand awareness, provide them with ample visibility on marketing materials.

4. Prepare a Professional Pitch

Once you have your sponsorship package ready, it’s time to approach potential sponsors with a professional and convincing pitch. Your pitch should clearly explain why sponsoring your event is a valuable opportunity.

• Customized proposals: Don’t send the same proposal to every sponsor. Research each sponsor’s business, goals, and marketing strategies. Tailor your pitch to show how sponsoring your event can help them reach their objectives. For example, if you’re approaching Equity Bank, highlight how your event will reach a financially savvy audience who might be interested in their banking products.
• Elevator pitch: Prepare a concise, engaging overview of your event and the benefits it offers. This is useful when speaking to decision-makers over the phone, at networking events, or in a formal meeting.
• Follow-up: If you don’t hear back after your initial outreach, don’t be afraid to follow up politely. Sponsors often receive multiple proposals, and a gentle reminder can help keep your event on their radar.

Tip: Use a mix of communication methods — emails, phone calls, and in-person meetings. Some sponsors might prefer detailed emails, while others may appreciate face-to-face interactions.

5. Leverage Personal Networks

In Kenya, personal connections can often open doors to sponsorship opportunities. If you know someone who works for or has connections within a company that aligns with your event, ask for an introduction or a recommendation. Networking events, trade shows, and business conferences can also be great places to meet potential sponsors.

• Ask for referrals: Don’t hesitate to ask colleagues, friends, or family if they can introduce you to potential sponsors. Word-of-mouth and personal referrals can often yield faster results than cold outreach.
• Utilize LinkedIn: LinkedIn is a powerful tool for networking. Connect with marketing managers, CSR teams, or event coordinators at target companies and start a conversation. Share your event details and demonstrate how it aligns with their brand values.

Tip: Approach potential sponsors with mutual benefits in mind. If you’ve worked with sponsors before, mention these collaborations to boost your credibility.

6. Offer In-Kind Sponsorships

Sponsorship doesn’t always have to be in the form of cash. Many companies may be willing to provide in-kind support, such as products, services, or giveaways in exchange for visibility at your event.

• Examples of in-kind sponsorships:
  • Food and beverages: A restaurant or beverage company could sponsor refreshments in exchange for branding at the event.
  • Event equipment: Companies specializing in event décor, sound systems, or AV equipment may offer their services in return for exposure and advertising.
  • Media sponsorship: Local media houses or bloggers may provide free advertising or coverage for your event in exchange for being named an official media partner.

Tip: In-kind sponsorships can reduce your event’s costs and still provide valuable branding opportunities for the sponsor.

7. Negotiate Terms and Deliverables

Once a potential sponsor is interested, it’s important to discuss and finalize the sponsorship terms in detail. Both parties should have a clear understanding of expectations, deliverables, and timelines.

• Clarity on deliverables: Ensure you and the sponsor are on the same page regarding the benefits they’ll receive, such as branding, speaking opportunities, or media coverage. Document everything to avoid misunderstandings.
• Sponsorship agreement: Draft a formal sponsorship contract that outlines the agreed-upon terms, including the sponsorship amount, benefits, deadlines, and responsibilities of both parties. Having a clear contract helps protect both the sponsor and your event from any disputes.
• Flexibility: Be open to negotiations. Some sponsors may want a custom package or additional exposure, while others may have a different budget range. Try to accommodate these requests where possible while keeping the overall integrity of the sponsorship package intact.

Tip: Ensure you have a backup plan in case negotiations fall through or the sponsor’s circumstances change.

8. Deliver on Promises

Securing sponsorship is only part of the process. Once the deal is made, your responsibility is to ensure the sponsor gets everything they were promised. Building a solid relationship with sponsors increases the chances of long-term partnerships for future events.

• Pre-event promotion: Start promoting your sponsors even before the event begins. Mention them in your social media posts, event website, and promotional materials. This increases their brand exposure leading up to the event.
• At the event: Ensure your sponsors’ logos, products, or services are prominently displayed. Whether it’s through banners, signage, product booths, or mentions during the event, make sure they get the visibility they expect.
• Post-event follow-up: After the event, send a thank-you letter to your sponsors and include an event report with metrics, photos, and testimonials. This helps show the value they received and strengthens your relationship for future collaborations.

Tip: If the sponsorship was a success, discuss the possibility of working together on future events.

Final Thoughts

Securing event sponsorship in Kenya requires strategic planning, personalized outreach, and clear value propositions. By understanding your event’s value, identifying the right sponsors, and delivering on promises, you can attract sponsors that will elevate your event and contribute to its success. Always focus on building long-term relationships with sponsors, as this will not only benefit your current event but open the door to future partnerships.