A 12 Step Practical Manchester Event Sponsorship Guide For Venues & Organisers (+Worksheets)

Successful event marketing does not need to be complicated.

You need to do six things well:

1. Define why people should attend.

2. Identify the right audience.

3. Find sponsors that benefit from reaching that audience.

4. Give sponsors a useful role.

5. Promote the event consistently.

6. Track what generated ticket sales and sponsor value.

This guide includes practical worksheets that can be completed for each event.

The Event Growth Framework

Sponsors help improve the experience and promote the event. A strong experience creates reviews, repeat attendance and future ticket sales.

Step 1: Create a Clear Event Offer

Before advertising the event or contacting sponsors, clearly explain what attendees will get.

Use this formula:

We bring together [audience] to help them [outcome] through [event experience].

Example for a business event

We bring together independent Manchester hospitality businesses to help them attract more customers through practical workshops and local networking.

Example for a music event

We bring together Manchester music fans to discover emerging artists in an intimate live venue.

Example for a social event

We bring together young professionals in Manchester for an accessible social sports and networking experience.

Event Offer Worksheet

Question	Your answer
What is the event called?
When and where is it happening?
Who is the event for?
What problem, need or interest does it address?
What will attendees experience?
What will attendees leave with?
Why should they choose this event?
What is included in the ticket?
What is the main call to action?

One-Sentence Event Description

Complete this sentence:

We bring together __________________________ to help them __________________________ through __________________________.

Three Reasons to Attend

1. 
   
2. 
   
3. 
   

These three reasons should appear on your event page, social content and advertising.

Step 2: Define the Audience

Avoid targeting “everyone in Manchester.”

A more specific audience will improve:

• Your event messaging.

• Your social media advertising.

• Your sponsor outreach.

• Your ticket conversion rate.

• Your attendee experience.

Audience Worksheet

Area	Your answer
Main audience
Age range, if relevant
Location
Job title or industry, if relevant
Interests
Main reason for attending
Main concern before buying
Social platforms they use
Organisations or communities they follow
Typical ticket budget

Audience Objections

What might stop someone buying a ticket?

Objection	How you will address it
The ticket feels expensive
They do not know what to expect
They may attend alone
They are unsure who else will attend
Travel is inconvenient
They do not trust the organiser
The event appears too similar to others

Use the answers to create your frequently asked questions, social posts and advertising.

Step 3: Find the Right Sponsors

The best sponsor is not always the biggest company.

The right sponsor:

• Wants to reach your audience.

• Fits the event naturally.

• Can improve the attendee experience.

• Can help promote the event.

• Has a clear reason to invest.

Sponsor Categories

Consider:

• Local Manchester businesses.

• Hospitality brands.

• Property companies.

• Technology businesses.

• Universities and training providers.

• Transport companies.

• Professional-service firms.

• Health and wellness brands.

• Event suppliers.

• Local media.

• Community organisations.

• Businesses already sponsoring similar events.

Sponsor Prospect Worksheet

Sponsor	Why they fit	Contact	Sponsor objective	Potential activation	Priority
					High / Medium / Low
					High / Medium / Low
					High / Medium / Low
					High / Medium / Low
					High / Medium / Low

Step 4: Build Useful Sponsorship Packages

Do not sell logo placement alone.

Sponsors are more likely to invest when they can see a clear outcome.

Possible sponsor objectives include:

• Brand awareness.

• Lead generation.

• Product trials.

• Direct sales.

• Local community visibility.

• Thought leadership.

• Client hospitality.

• Employee engagement.

Simple Sponsorship Package Structure

Headline Partner

Suitable for a main sponsor seeking strong visibility.

Possible benefits:

• Event naming rights.

• Category exclusivity.

• Main-stage recognition.

• Premium activation area.

• Dedicated social content.

• Inclusion in email campaigns.

• VIP tickets.

• Post-event report.

Event Experience Partner

The sponsor supports one part of the event.

Examples:

• Networking partner.

• Refreshment partner.

• Main-stage partner.

• Welcome partner.

• After-party partner.

• Accessibility partner.

• Wellness partner.

• Technology partner.

Content Partner

Suitable for brands wanting to demonstrate expertise.

Possible benefits:

• Workshop.

• Panel discussion.

• Interview.

• Event guide.

• Webinar.

• Co-created content.

• Post-event video.

Community Partner

Suitable for local businesses or organisations.

Possible benefits:

• Community ticket allocation.

• Local promotional activity.

• Website recognition.

• Social media coverage.

• Networking access.

• Community impact reporting.

In-Kind Partner

The sponsor provides products or services.

Examples:

• Venue space.

• Photography.

• Catering.

• Printing.

• Accommodation.

• Transport.

• Technology.

• Promotional prizes.

Sponsorship Package Worksheet

Package element	Your offer
Package name
Sponsor objective
Audience reached
Main event benefit
Pre-event promotion
On-site activation
Post-event content
Ticket allocation
Reporting included
Sponsorship price

Sponsor Activation Worksheet

Question	Your answer
What role will the sponsor play?
How will the sponsor improve the event?
How will attendees interact with the sponsor?
How will the sponsor promote the event?
What will be measured?
What content will be created?
What does the organiser provide?
What does the sponsor provide?

Step 5: Approach Sponsors

Keep your first message short and relevant.

Do not send a large sponsorship deck without first explaining why the partnership fits.

Sponsor Outreach Template

Subject: Manchester event partnership opportunity

Hi [Name],

We are organising [event name] in Manchester on [date], bringing together [audience] to [main outcome].

Because [company] is focused on [relevant audience, product or objective], we believe there may be a strong opportunity to create a partnership around [specific idea].

Rather than offering standard logo placement, we would like to explore how the event could help you [build awareness, generate leads, demonstrate expertise or engage the local community].

Would you be available for a short conversation?

Best,[Name]

Sponsor Meeting Questions

Ask:

• Which audiences are most important to you?

• Is Manchester or the North West a priority?

• What would make the partnership successful?

• Are you focused on awareness, leads, sales or content?

• Have you sponsored events before?

• What worked well?

• What did not work?

• How do you measure success?

• What budget range are you considering?

• Who needs to approve the partnership?

• What is the decision deadline?

Sponsor Sales Tracker

Sponsor	Contacted	Meeting booked	Proposal sent	Follow-up date	Decision	Value
	Yes / No	Yes / No	Yes / No
	Yes / No	Yes / No	Yes / No
	Yes / No	Yes / No	Yes / No

Step 6: Turn Sponsors Into Ticket-Sales Partners

A sponsor should help promote the event, not only appear on the artwork.

Give each sponsor:

• A unique ticket link.

• A promotional code.

• Email copy.

• Social graphics.

• Suggested social captions.

• Key campaign dates.

• Short videos.

• Competition assets.

• Employee messages.

Sponsor Promotion Worksheet

Activity	Sponsor commitment	Deadline	Tracking method
Email announcement			Unique link
Social post			Unique link
Story or short video			Unique link
Employee promotion			Promo code
Customer promotion			Promo code
Competition			Entry form
Physical venue promotion			QR code

Sponsor Ticket-Sales Ideas

Use one or more of these:

• Sponsor discount code.

• Customer presale.

• Employee ticket offer.

• Client ticket allocation.

• Sponsored community tickets.

• Co-branded competition.

• Ticket and product bundle.

• Sponsor-funded VIP area.

• Retail poster or QR code.

• Sponsor newsletter feature.

Step 7: Build the Ticket Offer

Your ticket page should make the value obvious.

People should quickly understand:

• Who the event is for.

• What will happen.

• Why it is worth attending.

• What the ticket includes.

• Who else will be there.

• Why they should buy now.

Ticket Offer Worksheet

Question	Your answer
Standard ticket price
Early-bird price
Group ticket offer
VIP or premium option
Community or concession option
Main ticket benefit
Ticket deadline
Capacity
Refund or transfer policy

Ticket Page Checklist

At the top of the page

• Event name.

• Date.

• Time.

• Location.

• Clear event description.

• Strong image or video.

• Visible ticket button.

• Main reason to attend.

On the page

• Three key benefits.

• Event schedule.

• Speakers or performers.

• Ticket inclusions.

• Venue information.

• Travel information.

• Accessibility information.

• Testimonials.

• Sponsor and partner logos.

• Frequently asked questions.

• Refund or transfer policy.

Before publishing

• Test the page on mobile.

• Check all links.

• Confirm ticket prices.

• Confirm event times.

• Test checkout.

• Check fees are clear.

• Add tracking links.

Step 8: Use a Six-Week Ticket-Sales Plan

Week 6: Launch

Main objective: Build awareness.

Actions:

• Publish the event page.

• Announce the date.

• Open early-bird tickets.

• Email existing contacts.

• Announce initial sponsors.

• Give partners promotional assets.

• Publish the first event video.

Week 5: Build Trust

Main objective: Show credibility.

Actions:

• Publish testimonials.

• Share previous event photos.

• Introduce speakers or performers.

• Publish sponsor announcements.

• Share why the event exists.

• Ask partners to promote.

Week 4: Demonstrate Value

Main objective: Explain what attendees will gain.

Actions:

• Share programme highlights.

• Publish speaker or performer clips.

• Explain ticket inclusions.

• Share attendee outcomes.

• Publish venue content.

• Promote group tickets.

Week 3: Expand Reach

Main objective: Reach new audiences.

Actions:

• Start paid social advertising.

• Launch partner promotions.

• Contact local communities.

• Contact local publications.

• Run a sponsor competition.

• Retarget website visitors.

Week 2: Increase Conversion

Main objective: Address objections.

Actions:

• Publish frequently asked questions.

• Explain travel and accessibility.

• Share attendee testimonials.

• Promote social proof.

• Show who is attending.

• Email people who have not purchased.

Final Week: Create Genuine Urgency

Main objective: Convert remaining demand.

Actions:

• Share remaining availability.

• Announce final programme details.

• Promote the ticket deadline.

• Retarget ticket-page visitors.

• Ask sponsors and speakers to post.

• Send final attendee information.

Post-Event Week

Main objective: Build future demand.

Actions:

• Thank attendees.

• Thank sponsors.

• Share photography.

• Collect reviews.

• Publish highlights.

• Open interest for the next event.

• Send sponsor reports.

Six-Week Campaign Worksheet

Week	Main message	Email activity	Social content	Partner activity	Paid activity
6	Launch
5	Trust
4	Value
3	Reach
2	Conversion
1	Urgency

Step 9: Track Ticket Sales

Do not rely only on total ticket sales.

Track where buyers came from.

Ticket-Sales Tracker

Channel	Page visits	Tickets sold	Revenue	Conversion rate	Cost per sale
Email
Organic social
Paid social
Google Search
Sponsor links
Speaker links
Community partners
Direct traffic

Key Calculations

Ticket conversion rate

Tickets sold ÷ Ticket-page visits × 100

Cost per ticket sale

Marketing spend ÷ Tickets sold

Average order value

Total ticket revenue ÷ Number of orders

Attendance rate

Attendees checked in ÷ Tickets sold × 100

Step 10: Improve the Attendee Experience

Ticket sales are only one part of the process.

A positive attendee experience creates:

• Reviews.

• Referrals.

• Repeat attendance.

• Sponsor renewals.

• Venue enquiries.

• Social content.

Attendee Journey Worksheet

Stage	What attendees need	Your action
Before purchase	Clear value and trust
After purchase	Confirmation and reassurance
One week before	Practical information
On arrival	Easy entry and welcome
During event	Clear experience and support
After event	Follow-up and next step

Pre-Event Email Checklist

Include:

• Date and time.

• Venue address.

• Public transport information.

• Parking information.

• Event schedule.

• Accessibility information.

• What to bring.

• Venue policies.

• Contact information.

• Ticket or QR-code instructions.

Step 11: Collect Reviews and Feedback

Do not wait several weeks to ask for feedback.

Send the request within 24 to 48 hours.

Ask:

• How would you rate the event?

• What was the most valuable part?

• What could be improved?

• Would you attend again?

• Would you recommend the event?

• Which future topics or experiences interest you?

Post-Event Feedback Worksheet

Question	Response summary
What attendees liked most
Most common complaint
Best-rated session or experience
Main improvement needed
Percentage likely to return
Strongest testimonial
New event ideas

Use reviews on:

• Future event pages.

• Social media.

• Sponsor proposals.

• Paid advertisements.

• Email campaigns.

• Venue marketing.

Step 12: Report Sponsor Results

A sponsor report does not need to be complicated.

It should show:

• What was promised.

• What was delivered.

• What happened.

• What should happen next.

Sponsor Report Template

Event Overview

Metric	Result
Tickets sold
Attendees
Attendance rate
Ticket revenue
Event-page visits
Social reach
Email reach

Sponsor Performance

Metric	Result
Sponsor link visits
Sponsor-referred ticket sales
Sponsor promo-code uses
Activation interactions
Competition entries
Leads captured
Content views

Sponsor Review

Question	Answer
What performed well?
What could be improved?
Which activation generated the most interest?
What did attendees say?
What should be repeated?
What is the next partnership opportunity?

The One-Page Event Action Plan

Complete this before every event.

Area	Your answer
Event name
Event date
Ticket target
Revenue target
Main audience
Main event benefit
Main ticket message
Top three sponsors
Main sponsor activation
Main marketing channel
Early-bird deadline
Paid advertising budget
Main ticket-sales target per week
Post-event offer
Next event or retention action

Weekly Event Marketing Checklist

Every Monday

• Review ticket sales.

• Review website traffic.

• Check conversion rate.

• Check sponsor activity.

• Confirm this week’s content.

• Identify the main sales gap.

Every Wednesday

• Publish social proof.

• Contact partners.

• Review paid advertising.

• Follow up with potential sponsors.

• Update ticket messaging if needed.

Every Friday

• Record weekly ticket sales.

• Identify the best-performing channel.

• Identify the weakest-performing channel.

• Update next week’s actions.

• Send sponsors a brief update.

Final Principle

A successful event should not begin with promotion.

It should begin with a clear audience and a strong reason to attend.

That audience should help you attract suitable sponsors.

Those sponsors should improve the event and help promote it.

A strong attendee experience should then create reviews, referrals, repeat ticket sales and future sponsorship opportunities.

That is how Manchester venues and event organisers can turn individual events into a repeatable source of revenue.