There’s nothing worse than getting halfway through planning an incredible event only to realize that you’re out of cash. Unfortunately, it happens more often than you’d think.

In Eventbrite’s Event Trends Report 2023, 80% of event organizers said that budget cuts had become a serious hurdle. 

That’s why scoring some extra funding has got to become a top priority for event organizers moving forward — and event sponsorship is THE way.

By inviting companies to sponsor your event, you secure additional funding, boost your event’s credibility, and expand your reach. But to get sponsors, you’ll need to create different sponsorship levels or tiers to offer companies.

That’s why we’ve created this guide. Here at Eventbrite, we support event organizers working with any budget — and also offer key features to help event teams create and promote sponsorship packages to fill their budget gaps.

Read on to find out what sponsorship levels are, the pros and cons of offering different sponsorship levels, tips from eventing pros, and get three sponsorship tier examples.

Table of contents

Sponsorship levels and tiers: What are they?

Pros and cons of offering different event sponsorship tiers

How to create sponsorship levels to wow potential sponsors

Sponsorship levels: Examples

Event sponsors applaud event organizer on stage
Emmet Cohen Trio / Birdland Jazz Club / New York, NY

Sponsorship levels and tiers: What are they?

Event sponsorship levels are packages that provide potential sponsors with options to support an event. This might include donating a certain amount of money to the event in exchange for free tickets or getting their logo placed on the event website.

Event sponsorship levels give your potential donors options. The benefits coincide with the particular sponsorship level. 

When you’re approaching potential corporate sponsors, they may ask you for more information about sponsorship tiers rather than sponsorship levels. 

Don’t panic: They’re both the same thing. But regardless of how you choose to promote various sponsorship levels to businesses, make sure you differentiate each opportunity.

For example, one bracket of sponsorship might involve the use of branded cups or hanging banners. Virtual events can also display ‌sponsors’ logos at specific points.

Virtual and hybrid events expand how event creators can add value to sponsorships. Along with displaying brand logos, adding push notifications and video rooms for demos and networking are a few ways you can communicate the package’s value to the sponsor.

Event organizer talking to event staff
End of Summer Club Brawls / Legacy Boxing Club / Wayne, NJ

Pros and cons of offering different event sponsorship tiers

Potential sponsors are familiar with sponsorship tiers. The different options and price points help them decide whether their corporation is interested. 

They’re also a pretty simple concept. 

At a gold tier level, the sponsor would expect certain benefits — but they know they’ll get fewer benefits at the silver level or bronze level. To help you understand how to develop event sponsorship packages, let’s take a quick look at the pros and cons of using multiple tiers.

Pros of using different sponsorship tiers

Some of the benefits that event planners receive by offering different sponsorship tiers include:

  • A clear path to revenue: Offering a specific number of sponsorship packages at set prices lets you know the amount of revenue coming in to support the event. You aren’t reliant on ticket sales for funding, so you’re in the loop about your revenue stream.
  • Create a feeling of exclusivity: Limiting the number of available sponsorship packages gives donors a sense of exclusivity. They’ll feel like they’re ahead of their competition, which makes your sponsorship packages more attractive.
  • Event sponsorship inclusivity: Including tiers at different price points allows both large and small businesses to participate. 
  • Simple to create: Designing the tiers in advance is easy based on the benefits you wish to offer. 

For a lot of event organizers, this range of benefits makes offering different event sponsorship levels a no-brainer. 

Just remember that no two events are 100% alike — so it’s important to consider your sponsorship options carefully to make sure you choose the right fit for your event.   

Ready to start creating your sponsorship packages?

People speaking at a sponsored table

Cons of offering multiple levels of sponsorship

Although there are some key benefits to offering different sponsorship levels, it’s worth pointing out that this approach might not suit every event organizer or format.

The cons of offering different sponsorship tiers can include:

  • Mismatch of sponsor needs: Some sponsors may only want part of one package and a couple of benefits from another tier. Sometimes, it’s impossible to make all of your potential sponsors happy.
  • Guessing ‌features: It’s challenging to anticipate what potential sponsors want in a tier program. They may only be interested in the benefits of a package that is more than what they’d like to spend, or they may not see the value of certain levels.
  • Difficulty adapting to virtual events: Virtual events are also a popular option for event organizers — creating the need for new and creative benefits. But only some organizations see the value in sponsoring a virtual event. Virtual events can be difficult to create tiers for because there is typically limited signage and swag.

Even if these potential drawbacks are enough to discourage you from going for multiple sponsorship levels, don’t write off sponsorships entirely. You could still choose to offer one sponsorship package for everyone, which opens up your event to additional revenue without having to tailor different options.

However, your event may attract a wider range of potential sponsors by creating different tiers. To help you get started, we’ll walk you through the creation process.

Event sponsor smiles on dance floor
New Year’s Eve @ 230 Fifth Rooftop / 230 FIFTH ROOFTOP / New York, NY

How to create sponsorship levels to wow potential sponsors

If you want to really sell your sponsorship packages for upcoming events, there are a few key considerations you’ll need to bear in mind when creating each level.

Let’s dive into the details of how to create sponsorship levels and some pro tips to make them attractive:

Set separate event sponsorship levels

Setting different sponsorship levels helps your sponsors get more visibility and makes it easier for everyone involved in the event to track their return on investment (ROI).

An excellent tip to follow is to look at various fundraising ideas and set ‌sponsorship levels to meet at least half. 

For example, let’s say you’re raising $100,000 for the event. Your sponsorship goal should be in the $50,000 or higher range. Your top sponsorship tier can be around $15,000 to $20,000 so you can meet your financial goals.

💡Pro tip: According to Karina Garibay, Chief of Staff at 196 Live, the best way to make your packages stand out is to visually showcase each level’s potential.

“If you are planning an event that needs sponsorship, you must create sponsorship packages. Sponsorship packages graphically visualize the story; we can see them participating in and outlining various ways to engage through sponsorship tiers, benefits, and costs,” she says. 

“It helps provide clarity and a structured approach to potential sponsors so they know how organized and serious you are when planning an event that includes their brand and Company.”

Name and price your sponsorship tiers appropriately

There’s nothing wrong with sticking to tried-and-true tier names like platinum, gold, silver, and bronze — but getting creative with the tier names can generate interest in your event.

You often have more success attracting sponsors when the tier names reflect the event’s theme. Events centered on raising money for schools can create tiers with words like scholar, author, essayist, and contributor. An event focused on gardening could name its tiers after different flowers.

💡Pro tip: Chris Baylis, President and CEO of The Sponsorship Collective, says sometimes it pays off to withhold your pricing structure from any brochures or collateral you’ve put together.

“When you truly understand your attendees and have created sponsorship opportunities that perfectly align with your prospect’s objectives, a menu will open the door to sponsors,” Baylis says.

“Leaving the price off forces them to contact you.”

Event guests line up at sponsor stall
Renegade San Francisco / Renegade Craft / San Francisco, CA

Pick sponsors wisely

It’s tempting to accept any sponsor interested in supporting your event. However, being a little picky with your sponsors is a good idea. You want every aspect of the event to work seamlessly, and this includes your sponsors. 

For example, you probably don’t want to display advertising from a meat-packing plant if your event focuses on animal rights. It can send the wrong message to attendees and result in potential conflict.

As you’re planning the event, create a list of sponsors that could be a great fit. Sending out custom sponsorship emails with sponsorship information is an effective way to generate the correct type of support.

💡Pro tip: It’s crucial you do your due diligence and check out corporate sponsors in detail before you accept any funding.

“We recommend anyone tasked with choosing sponsors to vet them to ensure they are a natural fit instead of trying to fit them into your event,” says Karina Garibay of 196 Live. 

“They need to have shared values, purpose, and objectives. We advise aligning sponsors with your event only if they resonate with your target audience and objectives.”

Address your sponsors’ needs with sponsorship levels

Creating sponsorship tiers makes it easier to address individual donor needs. One sponsor may want to give away free products, while another would prefer to include a call to action (CTA) in your marketing materials.

Discussing your donors’ needs helps ensure they receive value from supporting your event. It also takes out a lot of the guesswork when creating the various sponsorship tiers.

From there, you can create different types of tickets using event registration software for sponsors to buy directly.

An all-in-one platform like Eventbrite enables you to create a custom event page in seconds and then create multiple ticket types for your VIPs. That means you can create an event page for sponsors and then invite businesses to visit your page and purchase their sponsorship package online in just a few swipes.

💡Pro tip: To communicate the benefits of each package, Renae Smith, Founder and Director of The Atticism PR & Brand Development, says it’s important to spell out each opportunity in detail.

“Developing well-structured sponsorship packages streamlines the process for potential sponsors. Clearly outline the sponsorship tiers, benefits, and associated costs,” she says. 

“Tailor packages to accommodate various brands’ needs, ensuring a range of options for different levels of involvement.”

Provide additional benefits to sponsors

Your sponsorship levels should include distinct benefits for the donor, whether an organization, individual, or family. Some ideas include:

Marketing opportunities

  • Naming opportunities for the event and pre-event activities
  • Including the donor’s brand in event programs and press releases
  • Displaying signage at the event
  • Providing recognition for the sponsorship by event speakers
  • Displaying the sponsor’s logo on the event website

Event benefits

  • Providing sponsors with tickets to the event and any VIP receptions
  • Reserving tables for ‌sponsors
  • Inviting the sponsor to become an event chair or co-chairperson

💡Pro tip: Don’t be afraid to get creative with your benefits. It’s also a good idea to arrange the gifts according to tier level. For example, you likely won’t offer a bottom-tier donor the opportunity to become a co-chair. This premium benefit is best reserved for top-tier donors.

Customize your sponsorship tiers

Determine which benefits interest your potential sponsors by doing some research. You should also prepare your sponsorship proposals several months before the event. Both you and your sponsors need time to prepare.

💡Pro tip: According to JoJo Gutfarb, Former vice president of Goodwin Group PR, a great way to integrate some variation into the tiered concept is by offering a little customization. 

“Let sponsors know you can create something exclusively for them,” she says.

“If you don’t, you’re throwing money away.”

Sponsorship levels: Examples

OK: it’s one thing talking about the importance of sponsorship levels. But actually creating them can feel like a whole different ballgame — especially if you’re new to event sponsorships.

Don’t stress because we’re here to help.

We’ve created three templates designed to help you create sponsorship levels that truly wow corporate or local sponsors.

Illustration of sponsorship levels example

Event title: 30th Annual Houston Family Shelter Black-Tie Gala

Let’s say you’re planning a nonprofit event with a fancy theme. The sponsorship tiers we’ve created for this black-tie gala are ideal for any big fundraising event or benefit.

For a large-scale event like this, it’s worth creating a package that’s on a higher price point with a wide range of events. This enables you to attract investment from large organizations looking to become core sponsors of events for a good cause.

Excellence Award Sponsor: $2,500

  • Naming rights for one of the awards presented at the black-tie gala
  • A half-page ad in the event program and an advertising display at the event
  • Inclusion in newspaper and event billboard advertising
  • Brand name or logo on event invitations and website
  • Tickets to the event and VIP events

Silver Sponsor: $1,000

  • A half-page ad in the event program and display advertising at the event
  • Featured in newspaper advertising for the event
  • Name listed on event invitations and logo featured on the website
  • A few tickets to the event and VIP activities

Bronze sponsor: $500

  • A quarter-page ad in the event program and the sponsor’s logo featured on the event’s website
  • Tickets to the event and VIP activities

Partner Sponsor: $300

  • A listing in the event program and website
  • Tickets to the event

Sponsorship levels example for conference

Event title: 5th Annual New York Contractors Conference

If you’re raising money for a big networking event, you might want to try a slightly different approach. This example demonstrates how you can design different types of event sponsorship packages for a business-to-business (B2B) conference for professionals.

Platinum Sponsor: $10,000

  • 45-second ad streamed before and after speaker sessions
  • Company logo on event homepage, sponsor page, and 2024 page
  • Company logo displayed at check-in station
  • Company logo included in event emails
  • 3x sponsored emails or posts on an event app
  • Complimentary food and beverages for company guests 
  • 30x free tickets to the event

Gold Sponsor: $5,000

  • Company logo on event homepage, sponsor page, and 2024 page
  • Company logo displayed at check-in station
  • Company logo included in event emails
  • 1x sponsored email or post on an event app
  • Complimentary food and beverages for company guests 
  • 20x free tickets to the event

Silver Sponsor: $1,000

  • Company logo on event sponsor page and 2024 page
  • Company logo displayed at check-in station
  • Company logo included in event emails
  • Complimentary food and beverages for company guests 
  • 10x free tickets to the conference

Bronze Sponsor: $500

  • Company logo on event sponsor page and 2024 page
  • Complimentary food and beverages for company guests 
  • 5x free tickets to the conference

Sponsorship levels example for charity run

Event title: Bi-annual Kansas City Community Club 10k

If you’re planning an inclusive community event, you’ll probably want to create a wider spread of sponsorship levels so that small businesses and individuals can show their support, too.

For example, this template we’ve designed for a community 10k includes a grassroots supporter package that offers perks for people wanting to donate to your event on their own.

Event partner: $5,000

  • Company logo displayed on all event materials
  • Company logo displayed on an event website and all email communications
  • Company logo on race t-shirts
  • 30-second company ad at the end of event videos
  • Opportunity to present awards to race winners
  • 20x free race entries

Race sponsor: $2,500

  • Company logo displayed on all event materials
  • Company logo displayed on an event website and 3x email communications
  • Company logo on race t-shirts
  • 5-second company ad at the end of event videos
  • 15x free race entries

Community supporter: $1,000

  • Company logo displayed on all event materials
  • Company logo displayed on an event website
  • Company logo on race t-shirts
  • 10x free race entries

Grassroots supporter: $100

  • Your name displayed on an event website
  • Personalized race T-shirt
  • Personalized race water bottle
  • 2x free race entries

These are just a few sponsorship level examples. Remember: with the tier names and included benefits, you can be as creative as you’d like.

Ready to start creating your own levels of sponsorship?

Creating and promoting sponsorship tiers will help you build strong relationships with community businesses, plug holes in your event budgets, and deliver ‌an amazing experience for guests.

Think carefully about how you design your packages — and make sure you partner with the right events platform that’ll support you every step of the way. 

For example, Eventbrite enables you to create custom event pages, multiple ticket and sponsorship levels, and the built-in marketing tools you need to get the word out to potential sponsors.