Once you’ve identified potential sponsors for your virtual event, the next step is pitching them effectively. The way you approach sponsors can make or break the deal. Unlike physical events, virtual sponsorships require you to communicate value in terms of digital reach, audience engagement, and measurable ROI. Whether you’re reaching out via email, LinkedIn, or during a virtual networking session, these strategies will help you seal the deal.
1. Research Sponsors Thoroughly
You already know which companies align with your event’s vision. Now it’s time to go deeper. Understand their marketing objectives, recent campaigns, target audiences, and the decision-makers you’ll be contacting. If you’re hosting a virtual fintech summit, for example, research how your potential sponsor positions itself in the fintech space online, what digital campaigns they’ve run, and what KPIs they track.
This level of detail shows that you’re not sending out a generic proposal, but tailoring a partnership opportunity that speaks directly to their business needs.
2. Demonstrate Clear Value in a Virtual Context
Sponsors don’t fund events for charity—they invest in visibility and engagement. Your pitch should clearly outline what they will gain from a virtual sponsorship, such as:
- Number of expected attendees and their demographics
- On-demand replay views (which extend sponsor exposure beyond the live event)
- Digital engagement opportunities like clickable banners, sponsored breakout rooms, or branded networking lounges
- Data insights (lead captures, poll participation, Q&A engagement, booth visits)
For example, instead of saying, “Your logo will be featured on our event website,” say, “Your brand will be displayed on the main stage stream, ensuring visibility to over 3,000 live attendees and thousands more who access the on-demand version.” That’s measurable value.
3. Ask Alignment-Focused Questions
Even after your research, it’s important to check for alignment. A quick discovery call or exchange of questions helps ensure that your goals match theirs. Ask things like:
- “How does your brand see virtual events fitting into your broader marketing strategy?”
- “What kind of digital engagement or metrics matter most to your team?”
- “Would you prefer thought leadership opportunities, direct lead generation, or brand visibility?”
These conversations prevent misaligned expectations and help you craft packages that deliver what sponsors actually want.
4. Use Social Proof and Case Studies
One of the best ways to build credibility with virtual sponsors is through proof of past success. Showcase metrics from previous events like engagement rates, average watch times, sponsor leads generated, or testimonials from happy partners.
Even better, package this into a short case study. For instance: “At our 2024 virtual healthcare forum, Sponsor X received 540 booth visits, 120 qualified leads, and 15 one-on-one demo requests. Here’s how we made it happen.”
Numbers like these speak louder than promises.
5. Strengthen Relationships Through Communication
Virtual events thrive on collaboration, and so do sponsorships. Maintain open, clear communication from pitch to post-event follow-up. Discuss co-branded opportunities like:
- Sponsored virtual workshops or webinars
- Interactive polls and quizzes featuring the sponsor’s brand
- Digital swag bags with special offers or downloads
- Sponsored networking lounges or themed breakout rooms
These not only increase visibility but also make sponsors feel like active contributors to the event experience, not just financial backers.
6. Showcase Sponsorship on Your Event Website
Your event website is often the first touchpoint for sponsors, and it should reflect credibility. Include a sponsorship page highlighting:
- Past sponsors and testimonials
- Attendee demographics and industries represented
- Engagement metrics from previous events
- Different sponsorship tiers and opportunities
This adds legitimacy to your pitch and gives potential sponsors a reference point even before you connect with them directly.
Seal the Deal in the Virtual Space
Securing sponsorship for virtual events requires more than just sending a proposal. It’s also about showing sponsors how their investment translates into measurable digital impact.
Unlike traditional events, virtual sponsorships can provide extended visibility (thanks to on-demand content), granular audience data, and unique branding opportunities that simply aren’t possible in a physical venue. This is your advantage, so lean into it.
At the end of the day, successful sponsorships are about creating win-win relationships. When sponsors feel their goals are met and audiences experience richer event content, you’ve done more than just secure funding; you’ve built a partnership that can grow across future events.