How To Get Event Sponsors Without Being A Big Name As An Event Planner

Getting sponsors for your event in Nigeria can feel like an Olympic sport especially when you’re not as popular as Davido, GTCO Food & Drink Fest, or The Experience. But here’s the good news: you don’t need celebrity status to attract sponsors. What you actually need is a solid strategy, value for the sponsor, and a professional presentation. If you get those three right, you can secure sponsorship deals whether you’re hosting a music concert, a food festival, or even a small community event. At Shows.ng, we’ve seen both big and small event organizers land impressive sponsorships simply by applying the right techniques. So, if you’ve been struggling to get brands on board, here’s the ultimate guide to help you win.

1. Sell Value, Not Popularity

Brands don’t just throw money at popular names they invest in events that can give them real returns. The first question on their mind is: “What’s in it for us?” If your event can give them visibility, direct access to their target audience, or brand credibility, you’re already halfway there.

Example: Hosting a bridal fair in Lagos? Target makeup artists, aso-ebi sellers, wedding planners, and photographers who are hungry to meet brides-to-be.

2. Package Your Proposal Like a Pro

One thing that kills sponsorship chances fast is sending random DMs or voice notes begging for support. That’s not how it works. You need a professional sponsorship proposal that clearly outlines:

What your event is about (theme, purpose, and uniqueness)

Your audience details (age range, location, interests)

The benefits to the sponsor (logo placement, on-stage mentions, social media features, booth space, etc.)

Clear sponsorship packages this could be standard Bronze, Silver, Gold tiers or Nigerian-style names like Jollof Package, Asun Package, Full Combo.

A good proposal shows you mean business and gives sponsors confidence in your event.

3. Start Small, Target Local

Stop thinking only Dangote, MTN, or Guinness can fund your event. The truth is, local businesses can be your best first sponsors. Your neighborhood’s famous shawarma joint, the trendy fashion boutique nearby, or the popular lounge down the street might be more interested in partnering with you especially if your audience overlaps with their customer base.

Pro Tip: Sponsorship isn’t just about cash. If a small chops vendor gives you 50 plates for free, that’s a valuable in-kind sponsorship you don’t have to pay for.

4. Use Social Proof (Even If It’s Small)

Sponsors like proof that you can actually pull a crowd.

If you’ve done events before whether a 10-person hangout, an online webinar, or a small stage show showcase the results. Post photos, share testimonials, mention attendance numbers. If you’re completely new, use your personal brand or online audience. Your Instagram reach, TikTok engagement, or even your WhatsApp group can be more valuable than you think.

5. Leverage Relationships and Network Smart

In Nigeria, your network is your currency. If you know someone who knows someone, this is the time to make that call. A warm introduction from a mutual contact can open doors that cold emails never will. Attend industry meetups, business mixers, and trade fairs you never know which conversation might lead to a big sponsorship deal.

6. Make Sponsorship a Win-Win

Sponsors are not doing charity they’re looking for a return on investment. So, make sure every deal benefits them.

Can you give them on-stage shoutouts?

Can you create a branded video reel featuring their product?

Can you give them space for product display or allow them to run giveaways during your event?

If you focus on delivering value first, they’ll be eager to work with you again.

7. Follow Up and Maintain the Relationship

After sending your proposal, don’t disappear. Politely follow up sometimes brands are just busy, not uninterested. And when the event is over, send them a thank-you note and a short report with event pictures and highlights. This small gesture builds trust and sets you up for future deals.

Getting event sponsors in Nigeria isn’t about being famous it’s about proving your event is worth the investment.

Start small, build credibility, and treat every sponsor like gold. Even if your first event only gets one or two sponsors, make them feel like VIPs. The day your event blows up, they’ll be the first in line to partner with you again. If you’re serious about hosting successful events and securing sponsorships, keep your events listed and discoverable on Shows.ng the go-to platform for event visibility in Nigeria.