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How are sponsorships beneficial for each entity involved?


Obtaining sponsorships for an event could mean the difference between a good event and a great event.  Sponsorships can provide not only financial support for an event but also legitimacy.  An event sponsored by well-known businesses lets your potential consumers know your event is worth attending. Before you begin contacting potential sponsors, there are a few factors that must be considered. 

Size – You should determine the size of your event.  Do you expect a large number of attendees? Decide on an approximate number with evidence to back it up.  Why do you expect that particular number of attendees? This information will also be very important to your potential sponsors.

Audience – Know your audience.  This is where your market segmentation research and concert customer profile will be beneficial.  If your target market is teenagers, it would be wise to contact potential sponsors who are interested in gaining the attention of teenagers, such as local ice cream shops or boutique clothing stores. 

Event Location and Online Presence – Where and how will the sponsorship gain the attention of attendees?  While physical location, such as logo placement and banners, are important, online presence is becoming increasingly popular and maybe more appealing to potential sponsors.  Online presence, such as event websites and social media, is an important aspect of marketing and should be considered when developing various sponsorship packages and writing sponsorship proposals.

After considering these factors, you should have a good idea of the type of potential sponsors your event will attract.  The next step is to develop sponsorship packages.  It is important to have different levels of sponsorships in order to meet the various needs of potential sponsors.  For example, local businesses may want to participate but might be unable to sponsor the event at the financial level of a corporation.  

Once sponsorship packages are developed, it is time to identify potential sponsors and begin writing sponsorship proposals tailored to each individual entity.  This individualization creates a personal aspect and aids in building a good foundation for a successful working partnership.

Remember, not every potential sponsor you contact will be willing to participate.  Do not let this discourage your students.  Life application: Throughout your life, you may receive a thousand no’s, but it is important to pick yourself up and try again.  Sometimes, all it takes is one yes to change your life.


Upon completion of this lesson, students will develop the skills through which they may:

  • Understand the concepts of sponsorships in the entertainment industry.

  • Identify potential event sponsors.

  • Obtain sponsorships for the concert.

Click HERE to see the full lesson plan with activities. 




Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects

College and Career Readiness Reading Anchor Standards for Grades 6-12


Reading 1: Read closely to determine what the text says explicitly and to make logical inference from it; cite specific textual evidence when writing or speaking to support conclusions drawn from the text.

Reading 4: Interpret words and phrases as they are used in a text, including determining technical, connotative, and figurative meanings, and analyze how specific word choices shape meaning or tone.

Reading 7: Integrate and evaluate content presented in diverse media and formats, including visually and quantitatively, as well as in words.

Reading 10: Read and comprehend complex literary and informational texts independently and proficiently. 


Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects

College and Career Readiness Writing Anchor Standards for Grades 6-12


Writing 2: Write informative/explanatory texts to examine and convey complex ideas and information clearly and accurately through the effective selection, organization, and analysis of content.

Writing 4: Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience.

Writing 6: Use technology, including the Internet, to produce and publish writing and to interact and collaborate with others.

Writing 7: Conduct short as well as more sustained research projects based on focused questions, demonstrating understanding of the subject under investigation.

Writing 8: Gather relevant information from multiple print and digital sources, assess the credibility and accuracy of each source, and integrate the information while avoiding plagiarism.

Writing 10: Write routinely over extended time frames (time for research, reflection, and revision) and shorter time frames (a single sitting or a day or two) for a range of tasks, purposes, and audiences.


Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects

College and Career Readiness Anchor Standards for Speaking and Listening for Grades 6-12


Literacy 1: Prepare for and participate effectively in a range of conversations and collaborations with diverse partners, building on others' ideas and expressing their own clearly and persuasively.

Literacy 5: Make strategic use of digital media and visual displays of data to express information and enhance understanding of presentations.

Literacy 6: Adapt speech to a variety of contexts and communicative tasks, demonstrating command of formal English when indicated or appropriate.


Literacy Standards for Grades 6-12: History/Social Studies, Science and Technical Subjects

College and Career Readiness Anchor Standards for Language for Grades 6-12


Language 1: Demonstrate command of the conventions of standard English grammar and usage when writing or speaking.

Language 2: Demonstrate command of the conventions of standard English capitalization, punctuation, and spelling when writing.

Language 4: Determine or clarify the meaning of unknown and multiple-meaning words and phrases by using context clues, analyzing meaningful word parts, and consulting general and specialized reference materials, as appropriate.

Language 5: Demonstrate understanding of figurative language, word relationships, and nuances in word meanings.

Language 6: Acquire and use accurately a range of general academic and domain-specific words and phrases sufficient for reading, writing, speaking, and listening at the college and career readiness level; demonstrate independence in gathering vocabulary knowledge when encountering an unknown term important to comprehension or expression.




5. Describe career opportunities and the means to achieve those opportunities in each of the Marketing Career Pathways.


MK 5.2: Develop personal traits to foster career advancement in marketing.

MK 5.6: Employ entrepreneurial discovery strategies in marketing.




I.  Foundations of Communication – Communicate in a clear, complete, concise, correct, and courteous manner on personal and professional levels.

II. Societal Communication – apply basic social communication skills in personal and professional situations.

III. Workplace Communication – Incorporate appropriate leadership and supervision techniques, customer service strategies, and personal ethics standards to communicate effectively with various business constituencies.


Information Technology


VII. Information Retrieval and Synthesis – Gather, evaluate, use, cite, and disseminate information from technology sources.

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