Securing sponsorship deals with major Fortune 500 or Fortune 1000 corporations for any founder, nonprofit leader, or entrepreneur is a gamechanger. If there’s one strategy I’ve seen consistently accelerate an entrepreneur’s momentum, it’s securing the right corporate sponsorship. Think of sponsorship as a three-lane expressway straight to greater cash flow, increased credibility, and high-level executive relationships—the three pillars that separate businesses that scale from those that simply survive. I’m talking about not just status quo, but actually thriving in your business, year after year. That’s the difference that sponsorships can make.
The sad part is that many entrepreneurs think they can’t work with sponsors, especially corporate ones. They have bought into the myths that exist about obtaining corporations as partners and sponsors. I’m here to dispel those myths once and for all, so that anyone can understand that sponsors want to work with you. Now let’s tackle the top myths as I see them.
Myth #1 – You have to have prior sales experience.
Selling is an an acquired skill. You are not born knowing how to sell. The myth that you must have sales experience is based on a false belief that sponsors will only work with experienced sales professionals, which is simply not true. Some entrepreneurs are intimidated by the sales process and think sales is difficult. Therefore, they have bought into the notion that they need prior sales experience to sell a corporate sponsor. Sales is not difficult, it’s service –you must learn how to help people before you sell them anything. I can teach anyone how to sell a product or a service, as long as they are teachable, coachable, and willing to put any negative beliefs or attitudes about selling aside.
Myth #2 – You have to have insider connections.
As with anything, when you have an insider connection, there are advantages to that situation. However, you do not need to have insider connections to obtain sponsorship from corporations or large companies in your area. There have been many times when I did not know the decision maker(s) at a given company that I wanted to obtain a sponsorship from. However, that didn’t stop me from building a relationship and eventually selling them a sponsorship. Building relationships is a part of the sales process. Whether you are starting from zero with someone you don’t know, or if you already have a head start because you’ve been introduced to the right person, you still have to provide value to the sponsor and show them why they should entertain you or your sponsorship opportunity.
Myth #3 – You have to be a celebrity, famous, or a mega influencer.
This is a big myth because a lot of people falsely believe that brands and major corporations only want to work with famous or well known people. However, that’s just not the case. The fact is, sponsors want to also work with people who represent their target audience. They also look for opportunities to partner with micro influencers and entrepreneurs who may closely resemble their ideal target customer. Consequently, if you have something that the sponsor is interested in, whether you’re famous or not, makes absolutely no difference. All the sponsor is going to care about is whether or not you have an audience of engaged followers who will react to any message you may promote.
Myth #4 – You need to have a big ads budget.
This is a big myth because you do not need to spend tens of thousands on ads to attract sponsors. Of course spending money on ads will increase the likelihood that sponsors with learn about you, your brand, and your small business. However, sponsors can also learn about you through strategic and consistent content on any social media channel. Most corporate sponsors are on social media. They have a presence on all of the major social networks like Facebook, Instagram, TikTok, X, and LinkedIn. Utilizing a smart content strategy with eye catching video, reels or carousel posts can go viral or at least catch the eye of the social media managers of the corporations you seek to work with.
Myth #5 – You need to have collaborative partners.
Collaborative partners are not necessary to acquire sponsor contracts. You do not need to partner up with a larger company than yours, before a corporate sponsor will take you seriously. Sponsors do not require that you as a micro or small, business owner or a solo-entrepreneur must have a collaborative partner before they will do business with you. Many corporate sponsors have partnered with solo-entrepreneurs in various ways and I am proof that it can and does happen.
Now that you know the MYTHS, allow me to share the TRUTHS!
Working with sponsors can provide you with many advantages that you can build upon year after year. Here are what I like to call the 3C Advantages of Sponsorship Procurement.
Advantage # 1 -Cashflow
A well-aligned corporate sponsor injects immediate financial resources into your initiatives—whether that’s events, product development, marketing, or expansion. This isn’t just cash, it’s money that you never have to pay back. It’s funding that can catapult you into another income bracket and add a new revenue stream to your business.
Advantage #2 – Credibility
When a respected company attaches its name to you, your brand equity rises—instantly. Partnering up with a solid Fortune 1000 corporation adds instant credibility to any entrepreneur’s portfolio. Prospects listen more closely, partners take you more seriously, and media starts paying attention. Opportunities and doors begin to open up.
Advantage #3 – Connections
Sponsorship is rarely just a transaction. It’s a relationship—one that gives you access to decision-makers, influencers, and strategic thinkers at the highest levels. We’re not just talking about meeting new people. We’re talking about meeting people with resources that can open doors for you and your small business.
Advantage #4 – Conspicuousness
One of the great things about sponsors is that they help you (the small business owner) to stand out. You can go from obscure to well-known in just a matter of days or weeks. Sponsors help you to collapse time because it can take months or years to build a brand online (or offline) and it’s not easy. However, just one PR campaign that a corporate sponsor can release mentioning you (an entrepreneur or small business owner), can catapult your business into well-known, and instantaneously major stand-out levels.
Advantage #5 – Collaborative Opportunities
One of the great opportunities of working with corporate sponsors is that they can become a collaborative partner with your small business. Sponsors look for win/win situations where they can partner with small business vendors on various initiatives they may have. Therefore, it’s smart business to look for and research companies that are interested in reaching the same audience that you reach, as this will increase the likelihood that the corporate sponsor would be interested in working with you.
As you can see, although there are myths aka disadvantages to some, as it pertains to securing sponsorship, the advantages are well worth the investment of time when it comes to sales mastery and learning how to work with corporate sponsors.
If you’d like help identifying the right corporate partners or crafting a sponsorship pitch that gets a “yes,” just let me know. This is one of the most high-leverage moves an entrepreneur can make, and I’d be glad to guide you through it.
Ask me about my new membership, the Sponsor Attractive Circle™ – it’s a community of professionals who want to master the in’s and out’s of sales mastery and sponsorship selling. You can learn more by visiting this website, www.sponsorshipsalessecrets.com
Now it’s your turn to talk back to me.
Have you ever worked with corporate sponsors? How did it go? IF NOT, would you like to? Leave a comment below. I’d love to share what I know to help you grow.
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Dr. Lori A. Manns, CEO of Quality Media Consultant Group, a business consultancy firm specializing in advertising, media and sales solutions for your optimal success. Dr. Lori is the founder of Trailblazer Business Academy; ™ where purpose-driven entrepreneurs go to learn next level strategies to grow their businesses as well as, the Sponsorship Sales Secrets System; ™ that shows you how to get more sponsors and sales for your business, guaranteed. To book consultancy services on marketing, advertising/media, or sales and learn how to increase your revenue and grow your business; please visit www.qualitymediaconsultants.com.