Did you know that sponsorship has grown into a massive $78 billion industry that any individual or organization can benefit from? Sponsorship serves as a powerful marketing tool, whether you run a small non-profit organization or manage a large international company.
Like other marketing areas, sponsorship can seem confusing and difficult to understand. That’s why sponsorship consultants have become increasingly popular in the last decade, helping people and businesses manage sponsorships in a simple and smart way.
What Is A Sponsorship Agency?
A sponsorship agency is a company that acts as an intermediary, connecting brands seeking promotion with teams, events, or platforms that already have an audience. It helps both parties make the right deal. Below are three main types:
- Brand-side agencies. They support brands by helping them select the best sponsorship partners, negotiate better deals, and get the most value from their budgets.
- Property-side agencies. They help rights holders sell sponsorships by building strong sponsorship packages, reaching out to sponsors, and closing the best deals.
- Dual-service agencies. They work with both brands and properties, but they have separate teams for each party so that everything is fair and conflict-free.
The right sponsorship agency services can help you:
- Save time and stop wasting effort.
- Get the best value from every sponsorship deal.
- Achieve clear and measurable results.
How to Find the Right Event Sponsors?
Finding the right event sponsors is key to your event’s success. To do this properly, you must first understand your event theme, your audience, and the type of people attending. Sponsors do more than just provide money – they can also enhance the overall event experience and add more value to your guests.
You should always look for sponsors that align with your event’s purpose, values, and audience interests. If you choose sponsors solely for the money, it can create problems. A sponsor that doesn’t fit your event can confuse your attendees, and they may not feel connected to the brand or the event.
That’s why sponsor selection requires smart planning and experience. When you choose the right sponsor, it creates a perfect match that benefits both the brand and the event. At Togwe, we help connect events with sponsors that truly fit. If you need help finding the right brand sponsors, feel free to contact us anytime – we’re here to help!
Types of Sponsorships We Manage at Togwe
Each sponsorship agency operates differently. Some agencies may not be able to provide strong support, fast service, or the right sponsorship knowledge. The best agencies understand each type of sponsorship and plan based on what the event needs. Below are the main sponsorship types we regularly manage at Togwe.
Local Sponsorship
Local sponsorships focus on smaller areas such as a city, town, or community. These partnerships are between brands and local events such as school events, local sporting events, charity events, or small festivals. They work best for businesses that want to gain trust and build strong connections with local people.
Regional Sponsorship
Regional sponsorships cover large areas, such as multiple cities or states. These deals are perfect for brands that want good exposure in many locations but don’t want to spend as much as a national campaign. With the right sponsorship strategy, events can attract strong regional brands and build long-term partnerships.
National Sponsorship
National sponsorships involve brands that want promotion across the country. These sponsorships usually require a large budget, but they provide broad reach and visibility. A good sponsorship agency helps both parties properly plan the deal and create value through branding, marketing, and event activation.
Sports Sponsorship
Sports sponsorship is one of the most popular and profitable sponsorship types. It includes deals for professional teams, leagues, tournaments, and youth sports academies. These sponsorships can include jersey branding, banners, stadium boards, media coverage, and athlete promotions.
Corporate Sponsorship
Corporate sponsorship occurs when large companies support events, organizations, or causes that align with their brand image. These sponsors often seek to build strong reputations and long-term relationships. A sponsorship agency helps to complete these high-value deals and ensure that both the company and the event achieve the best possible results.
Venue Sponsorship
Venue sponsorship includes sponsorships such as naming rights, branded lounges, VIP areas, and in-venue promotions. Many major brands choose to sponsor popular venues because it gives them long-term exposure. Sponsorship agencies help event properties leverage these opportunities wisely and generate strong sponsorship value.
Event Sponsorship
Event sponsorship includes support for concerts, exhibitions, business events, trade shows, festivals, and charity programs. The right sponsor can make an event more exciting for the audience. Event sponsorship agencies help events find brands that are a good fit and also help brands generate strong returns through the right visibility and engagement.
Individual Sponsorship
Individual sponsors support people like athletes, influencers, musicians, or entertainers. These sponsors help individuals earn money while promoting the brand in a natural way. A skilled sponsorship agency connects individuals with brands that match their personality and audience, creating real and credible partnerships.
What should you look for before hiring a consultant?
Sponsorship consultants should handle multiple roles at once. A good consultant typically has these skills and experience:
- A clear understanding of both sponsorship buying and sponsorship selling
- Strong business planning skills, as their ideas should align with the client’s current business goals
- A good understanding of key marketing areas such as advertising, social media, event marketing, digital campaigns, and market research
- A growing understanding of analytics as sponsorship tracking and measurement continues to grow and become more detailed
Is it the right time to hire someone?
We’ve received questions from many sponsors and sponsoring properties. Most people who approach consultants have one thing in common: they believe their program is working well, but they still want to improve and strengthen it.
Almost every client thinks about the cost, but they also know something important. Consulting fees are small compared to the money that can be made through a well-executed sponsorship program, and there is value in what they can do.
Still, not every organization needs a full-service consulting service.
Startup Companies
We disagree with articles that claim that startups can easily find sponsors with a few simple tricks. Most of the time, that advice is not realistic. Sponsors want security and proof. They prefer brands, events, or properties that already have a strong track record.
Startups typically don’t have a solid history or a clearly defined audience. Because of that, sponsors are often hesitant.
If a startup wants to invest for the long term and create sponsorship value in the future, a consultant can help guide them. But if a startup expects to close sponsorship deals quickly, there’s nothing a consultant can do.
One-time events
We often hear from parents who manage youth sports teams or volunteers who run annual community festivals. In most cases, it doesn’t make sense for them to hire a full-fledged sponsorship consultant.
Instead, we suggest opting for a simple step-by-step course like the Sponsorship Success Method. You can also learn a lot from books that sell strong sponsorships, like the Sponsorship Seeker Toolkit. These options are less expensive and still provide helpful guidance.
Further Reading: How Brands Win Through Sports Sponsorship in 2026
Final Thoughts
Many clients prefer to check out the background, experience, and work style of an advisor before hiring them. Ultimately, the client makes the final decision as to whether or not it is the right time to bring in an advisor.
