The best sponsorship sales professionals don't wait for sponsors to come to them. They systematically identify, qualify, and pursue the right prospects using proven strategies.
This guide covers 10 prospecting strategies that top-performing sponsorship teams use to build full pipelines and close more deals. Each strategy includes specific tactics, tools, and expected timelines.
The 10 Strategies
Competitor Sponsor Analysis
Research who sponsors similar properties in your category. If they sponsor your competitors, they're already sold on the concept—you just need to show why you're better.
Tactics
- List 10 comparable properties in your space
- Document all visible sponsors (jerseys, signage, digital)
- Track sponsorship announcements and press releases
- Identify sponsor tenure to find those exploring options
Tools
LinkedIn, property websites, industry databases
Difficulty
EasyTime to Results
1-2 weeks
Fan Purchase Behavior Mapping
Survey your fans about brands they buy and companies they work for. Your audience data is your most valuable prospecting asset.
Tactics
- Run annual fan surveys with brand preference questions
- Analyze social media follower demographics
- Partner with data providers for purchase behavior insights
- Map fan employers for B2B opportunities
Tools
Survey tools, social analytics, data partners
Difficulty
MediumTime to Results
2-4 weeks
Local Market Domination
Create a comprehensive database of businesses in your geographic market. Local sponsors often become your most loyal partners.
Tactics
- Map Fortune 500 companies with local HQ or operations
- Research regional business chains and franchises
- Connect with chamber of commerce and business associations
- Monitor local business news and expansions
Tools
Business databases, local news, LinkedIn Sales Navigator
Difficulty
MediumTime to Results
2-3 weeks
Warm Introduction Mining
Leverage your existing network for introductions. Warm intros have 5-10x higher conversion rates than cold outreach.
Tactics
- Audit board member connections and companies
- Survey season ticket holders for business ownership
- Ask current sponsors for referrals to non-competing contacts
- Tap alumni networks and former team members
Tools
LinkedIn, CRM, personal outreach
Difficulty
EasyTime to Results
Immediate
Category Expansion Strategy
Identify product and service categories that should be sponsoring your property but aren't yet. Create category-specific value propositions.
Tactics
- List all categories relevant to your audience (auto, financial, beverage, etc.)
- Research category leaders and challengers
- Identify brands with new product launches or rebrands
- Track category advertising spend trends
Tools
Industry reports, AdAge, brand databases
Difficulty
MediumTime to Results
3-4 weeks
Trade Show Networking
Attend industry trade shows where potential sponsors exhibit. Face-to-face connections accelerate deals dramatically.
Tactics
- Identify shows where target categories exhibit
- Research exhibitors before attending
- Prepare specific talking points for each target
- Follow up within 24 hours of meeting
Tools
Trade show directories, LinkedIn, calendar planning
Difficulty
MediumTime to Results
1-3 months (event dependent)
Hiring Signal Monitoring
Companies hiring for marketing, sponsorship, or brand roles are often expanding their sponsorship investments. Monitor job postings.
Tactics
- Set alerts for "sponsorship manager" job postings
- Track "brand partnerships" and "experiential marketing" roles
- Note companies scaling their marketing teams
- Reach out when new hires are announced
Tools
LinkedIn Jobs, Indeed, Google Alerts
Difficulty
EasyTime to Results
Ongoing
Funding & IPO Tracking
Companies that just raised money or went public often have budget to invest in brand building. Catch them at the right moment.
Tactics
- Monitor startup funding announcements
- Track recent IPOs and SPACs
- Follow private equity acquisitions
- Note companies with new CMOs or marketing leadership
Tools
Crunchbase, PitchBook, SEC filings, PR wires
Difficulty
MediumTime to Results
2-4 weeks
Vertical-Specific Outreach
Create specialized outreach campaigns for specific verticals. Generic pitches underperform targeted industry-specific approaches.
Tactics
- Develop vertical-specific case studies
- Create ROI models for each industry
- Customize proposals with industry benchmarks
- Speak the language of each vertical
Tools
Industry research, past sponsor data, vertical publications
Difficulty
HighTime to Results
4-6 weeks
AI-Powered Research
Use AI tools to automate sponsor research, identify patterns, and surface opportunities you'd miss manually.
Tactics
- Use AI to analyze company marketing strategies
- Automate competitive intelligence gathering
- Generate personalized outreach at scale
- Predict sponsor-property fit scores
Tools
SponsorFlo AI Research, ChatGPT, Perplexity
Difficulty
EasyTime to Results
Immediate
Qualifying Your Prospects
Not every prospect is worth pursuing. Use these criteria to score and prioritize your opportunities.
Budget Signals
Weight: 25%- Do they currently sponsor other properties?
- Have they increased marketing spend recently?
- Are they launching new products or entering new markets?
Audience Fit
Weight: 25%- Does our demographic match their target customer?
- Is there geographic overlap?
- Do psychographics align with their brand?
Brand Alignment
Weight: 20%- Do their values align with our property?
- Would the partnership feel authentic to fans?
- Any potential reputation conflicts?
Decision Access
Weight: 15%- Can we reach the decision maker?
- Do we have any warm connections?
- Is there a clear path to the right person?
Timing
Weight: 15%- What is their fiscal year and budget cycle?
- Are they in planning mode or execution mode?
- Any upcoming events that create urgency?
Building Your Pipeline
Understand typical conversion rates at each stage to plan your prospecting volume.
100
Identified
60
Researched
60% conv.
40
Contacted
67% conv.
12
Engaged
30% conv.
6
Proposal
50% conv.
4
Negotiation
67% conv.
2
Closed
50% conv.
Pipeline Math
If you need 2 new sponsors, you need to identify ~100 prospects. Work backwards from your goal to determine required prospecting volume at each stage.
Let AI Do Your Sponsor Research
SponsorFlo's AI Research tool analyzes potential sponsors in seconds—budget signals, marketing objectives, decision-makers, and more.