How to use this sponsorship package template
- Enter event basics. Attendance per day, days, and your digital reach: email list, total social followers, monthly site visits.
- Check the assumptions. CPMs, reach and open rates, and fixed values like booth and ticket price. Change anything you know better.
- Tick deliverables into tiers. Set quantities, how many spots each tier has, and the price multiplier.
- Read the results. Value, suggested price, cost to deliver, margin and the sanity checks.
- Export. Print the one-page sheet to PDF, copy it as markdown or text, or download CSV and JSON.
How to price sponsorships
Most event organizers guess, or copy someone else's numbers. A better start is to work out what the sponsor is actually buying. There are two kinds of things in a package:
- Attention. Logos on signs, a mention from the stage, a social post, a feature in your newsletter, a logo on your site. Each one puts the brand in front of people a number of times. Advertisers price attention as CPM: cost per thousand impressions.
- Access and stuff. A booth, a speaking slot, tickets, sampling, naming rights. These are valued at what they would cost the sponsor elsewhere, or what you sell them for.
The calculator adds the two up:
value = Σ (impressions × CPM ÷ 1,000) + Σ (fixed value × quantity) if exclusive: value × (1 + exclusivity premium) suggested price = value × multiplier, rounded margin = price − (Σ cost per unit × quantity + fixed tier cost)
The multiplier is where judgement comes in. Below 1 if you are new, the audience is small or you need the money in early. Above 1 if the audience is hard to reach any other way, you have a track record, or several brands want the same spot. The point is not to hit a "correct" number. It's to know what you're giving away and to make sure every tier pays for itself.
Default CPMs used here
| Channel | Default CPM | Benchmark range | Impressions per unit |
|---|---|---|---|
| On-site signage | $5 | Out-of-home $3 to $8 | attendance × days × sign views per day |
| Stage / MC mention | $20 | Host-read audio $18 to $26 | attendance × share in the room |
| Social post | $8 | Meta average about $8 | followers × reach rate |
| Newsletter feature | $32 | Sponsorship median about $32 | email list × open rate |
| Website logo / listing | $3 | Display average about $3 | monthly visits per month listed |
Ranges are from public 2025 to 2026 industry benchmarks, mostly in US dollars, listed in the project README. They're there so you aren't starting from zero. They are adjustable and not a promise of what anyone will pay.
Sponsorship tiers: how many and what goes in each
Three or four tiers is plenty. More than that and sponsors spend the meeting comparing columns instead of saying yes. A setup that works for a lot of events:
- Bronze: an easy yes for local businesses. Logo on site and signage, a social thank-you, a couple of tickets.
- Silver: adds something they can feel, like a newsletter feature or more tickets.
- Gold: adds presence: a booth, a stage mention, sampling.
- Title: one sponsor, exclusive. Naming rights, a speaking slot, the most of everything.
Each tier should include everything from the tier below plus something new. Prices usually step up about 1.5 to 3 times per tier. If two tiers are priced too close, nobody upgrades. If the gap is huge, you lose the sponsor who would have paid somewhere in the middle. The sanity checks flag both.
Keep spots limited. "Two Gold spots" sells better than an open-ended list, and it protects the sponsors who already paid.
What goes in a sponsorship deck
The one-page sheet this tool prints is what you send first. If a sponsor is interested, a short deck fills in the rest:
- The event in one sentence, with date, location and a photo that shows the crowd.
- Who the audience is: age, interests, job titles, where they live. Real numbers from past years or ticket data if you have them.
- Your reach: attendance, email list, followers, site visits, press.
- The tiers, with price, spots and deliverables. This is the sheet.
- Ideas for activations that fit their brand, not just logo placements.
- What they get after the event: photos, a short recap with the numbers you promised.
- Deadlines and one clear contact.
Skip the ten slides about your mission. Sponsors want to know who they'll reach and what it costs.
Event sponsorship pricing FAQ
How much should I charge for an event sponsorship?
Start with what the sponsor gets: estimate the media value of every impression (people who see the logo, hear the mention, open the email) at a channel CPM, add the dollar value of fixed items like booths and tickets, then multiply by a factor that reflects demand and your relationship. Check that the price covers your cost to deliver with room to spare, and that each tier is a clear step up from the one below.
What is CPM and why use it to price sponsorships?
CPM is cost per thousand impressions. Sponsors already buy ads on a CPM basis, so expressing your signage, stage mentions, social posts and newsletter features in the same unit gives them a familiar way to compare your offer with paid media.
How many sponsorship tiers should I have?
Three or four is the usual sweet spot, for example Bronze, Silver, Gold and one Title sponsor. Fewer tiers are easier to sell. Each step up should add something a sponsor actually wants, and prices usually rise by about 1.5 to 3 times per tier.
What should a sponsorship package include?
Event name, date and location, who the audience is, your reach numbers, the tiers with price and deliverables, how many spots each tier has, any exclusivity, deadlines and a contact. Keep it to one page; the full deck can come later.
Are these numbers what sponsors will pay?
No. They are planning estimates built from assumptions you can see and change. Real prices depend on your market, audience fit, track record and how badly a sponsor wants that audience. Use the numbers to start a conversation and to make sure a deal is worth doing.
How do I value booths, speaking slots or naming rights?
These are not impression-based, so the calculator treats them as fixed values you set. Use what a comparable booth or speaking slot sells for, what a ticket costs, or what the sponsor would pay to get the same face time elsewhere.
What is category exclusivity worth?
Exclusivity means no competitor in the same category can sponsor. It is worth a premium because it removes rivals from the room. The calculator adds a percentage you control, 25 percent by default, to any tier marked exclusive.
Does my event data leave my browser?
No. Everything runs in your browser. Your inputs are saved only in this browser's local storage unless you export a file or copy a share link yourself.
Last updated October 2026.