How to Build Sponsorship Packages Around Clear Deliverables
Build packages from what you can genuinely deliver, describe each benefit with its quantity, format and timing, price each tier against its value and make the differences between tiers easy to compare.
Sponsorship packages should be built from what the event or platform can genuinely deliver. Describe every benefit with its quantity, format, location and timing, price each tier against the value and cost of what it includes, and make the differences between tiers easy to compare. Vague benefits make packages hard to evaluate and harder to deliver.
For event owners and cultural platforms in Ghana, clear packages make conversations with brands faster and reduce disputes after the event.
Start with an inventory
List every asset the event or platform can offer, with the capacity available:
- Naming rights and title positions
- Stage, screen and venue branding locations
- Mentions in announcements, press releases and media interviews
- Social media posts, stories and videos
- Email newsletter features
- Activation and sampling spaces
- Programme elements, such as a sponsored session or award
- Tickets, hospitality and VIP access
- Content production featuring the brand
Note the limits for each. You cannot sell the same stage backdrop to three headline sponsors.
Define each deliverable precisely
For each benefit, state:
- What it is
- How many, for example three social posts
- Where it appears
- When it is delivered
- Who produces it and who approves it
- Any usage rights included
"Social media promotion" is vague. "Three dedicated Instagram posts and one recap video in the two weeks before the event, produced by the organiser and approved by the sponsor" is clear.
Build tiers with meaningful differences
Most packages use three or four tiers, such as title, headline, supporting and in-kind. Make each tier distinct. The differences should be specific enough for a brand to compare them easily, not simply more logos.
Price against value and cost
Consider the audience reached, the exclusivity offered and the cost of delivering each benefit. Make sure benefits do not consume the funds needed to run the event. Separate cash sponsorship from in-kind support and state which production or activation costs the sponsor covers.
Leave room to tailor
Packages are a starting point. Brands often want to adjust benefits to suit their objectives. Indicate which elements can be customised and which are fixed.
Plan delivery and evidence
For each deliverable, plan how you will capture proof that it was delivered: photographs of branding, screenshots of posts, attendance figures and media coverage. This evidence will form the sponsor report.
Our Konnected Minds Live 2026 work included sponsorship strategy, tiered partnership packages and outreach, alongside event management and marketing. Building packages within the wider event plan helps the team see what the event can actually support.
Keep a delivery tracker
Once sponsors sign, record every promised deliverable, its deadline and its owner in one tracker. Review it regularly as the event approaches.
PR369's Brand Integration and Partnerships service covers sponsorship strategy and partnership packages. Email info@pr369.com with your event, its audience and the partners you are approaching. We will begin with a strategy conversation.
