Australia Day

26 January 2015

93 days to go


Sponsorship provides key support for Australia Day celebrations.

Securing sponsorship for events can sometimes be difficult and as each event and sponsor are different, there’s not really a single formula that can be used to find and keep sponsors. 

However, here are some tips, guidelines and examples to help you in seeking sponsorship.

What is sponsorship?

A good rule of thumb is to treat sponsorship as a business partnership, with firm outcomes required by both sides.

You must have a clear idea of the nature of the event you are hoping to find sponsorship for. You’ll need to do some careful thinking, decision making and preparation so that you are appropriately prepared for the invitation to consider or propose sponsorship (more details about possible events are in the Events ideas tool.)

Businesses are reluctant to provide cash, goods or services unless they see a benefit for themselves. Fortunately, these benefits aren’t always tangible and that is why many organisations are willing to sponsor events that they see as worthwhile for the community.

It’s also important to remember that once you get a sponsor, you need to work hard to keep them. A happy sponsor can be a useful ambassador for your event and can help you attract other supporters from your community.

Download this guide to attracting sponsorship

It shows the steps in proposing, attracting and securing sponsorship. You can use this chart to set out your steps in seeking sponsorship for your Australia Day events and programs. Use it in connection with the other information in the Sponsorship tool.

Learn more about approaching sponsors here and read some sponsorship dos and don'ts here.