It goes without saying that sponsorship sales outreach is tough. Ninety-five percent of cold emails go ignored, 80% of cold calls go to voicemail, and only 15% of those voicemails are ever heard. If you’re responsible for sponsorship revenue, whether you’re managing partnerships, marketing an event, or leading fundraising, you’ve likely felt that silence firsthand.

Conversations break down because sponsorship isn’t a simple sale. You’re not offering a product. You’re offering alignment. Relevance. Brand connection. That makes personalization essential. Miss the mark, and you’re either too generic or too late. Add layers of gatekeepers and inbox competition, and even solid messages never make it through.

At Catapult, we’ve spent decades testing sponsorship scripts across industries and verticals. We’ve seen what gets attention and what gets ignored.

This guide is your starting point. It gives you the emails, phone scripts, and objection-handling language that work. Not in theory, but in the real world. You’ll walk away with a clear, repeatable approach to turning cold outreach into meaningful sponsor conversations. All backed by a scalable sponsorship strategy you can actually use.

Why Mastering Email and Phone Outreach Matters in Sponsorship Sales

Most sponsorship outreach falls flat because it doesn’t reflect how brands actually evaluate partnerships. The timing is off. The messaging is disconnected from their goals. And the approach feels more like a media kit blast than a strategic opportunity.

Here’s how to shift from ignored pitches to conversations that stick.

1. Cut through the clutter with brand alignment

Sponsorship decision-makers review hundreds of decks and pitch emails (most of which are irrelevant). What gets their attention is clear brand fit. Assertive outreach shows that you understand what they’re investing in right now and how your audience or property can help them reach their goals.

Utilize tools like Winmo (WinmoEdge articles are a valuable resource here), Humantic AI, or LinkedIn Sales Navigator to connect your outreach to a brand’s recent campaigns, funding news, or audience shifts.

• Reference specific campaigns, not just company values
• Lead with audience relevance, not event features
• Avoid buzzwords and focus on brand objectives and outcomes

2. Increase reply rates with tailored messaging

Generic outreach is easy to ignore. Personalized outreach that ties your property to a brand’s exact audience or KPIs changes the equation. We’ve seen response rates jump by more than 30% just by connecting the dots clearly and following up consistently across channels.

• Mention the brand’s recent initiative or target segment
• Connect your pitch to business goals (like awareness or conversions)
• Use smart tools to personalize at scale without losing authenticity

3. Move deals forward with a structured sales process

Most sponsorship deals don’t close on the first call. Scripts help you lead smarter discovery conversations, manage objections without losing momentum, and follow up with value between meetings. Sponsors want clarity. A structured approach gives it to them.

• Prepare 3–5 open-ended questions for every call
• Keep a follow-up framework to avoid last-minute scrambling
• Turn objections into discovery, not dead ends

4. Save time with a playbook built for sponsorship

Every sponsorship property is different, but your outreach shouldn’t start from zero every time. A proven messaging playbook helps you move faster, stay consistent, and focus on relationship-building instead of rewriting the same email ten different ways.

• Reuse what works, then refine based on feedback and outcomes
• Build scripts around key stages: intro, discovery, follow-up
• Standardize templates for your team to improve consistency

Sponsorship Sales Email Script Examples (That Actually Work) 

A strong sponsorship email gives a brand a clear reason to pay attention and a next step they actually want to take. Unlike traditional sales outreach, you’re not solving a problem. You’re offering access, alignment, and visibility. The value isn’t always obvious, and if your timing or message is off, even a great opportunity can be ignored.

Before diving into the scripts, use this quick checklist to make sure every email you send is aligned with what sponsors care about.

The scripts below are built specifically for sponsorship sellers like you. Whether you’re leading brand partnerships, managing event properties, or packaging content integrations, these frameworks will help you simplify your outreach and get noticed.

Use them as a starting point. Add your audience data, reference recent brand activity, and speak to the outcomes your property can drive. That’s how you go from inboxed to in-conversation.

1. Cold outreach email

Purpose: Introduce yourself to a potential sponsor and position a clear value exchange.

Subject: Reaching [Brand]’s [Audience/Goal] with [Your Event/Property]

Hi [First Name],

I’m [Your Name] with [Your Organization]. I saw [Brand]’s recent [campaign/news/initiative] targeting [audience/segment]. Our [event/property] reaches [data/stat/case study], and we’ve helped partners like [example brand] create measurable engagement with this group.

Are you open to a quick call to see if there’s a strategic fit?

Best,
[Your Name]

Why it works:

• You immediately show awareness of what the brand is working on
• You position your audience as a vehicle to help them succeed
• You end with a low-friction ask, not a full proposal

2. Follow-up email

Purpose: Re-engage after no reply or early interest without pushing too hard.

Subject: Quick follow-up: [Your Event/Property] x [Brand]

Hi [First Name],

Just circling back on my note about a potential fit with [Brand]’s goals. We recently worked with [peer brand] and saw [brief proof point—ROI, awareness lift, etc.].

Is this something you’re still exploring this quarter?

If now’s not the right time, I’m happy to reconnect down the line.

Thanks,
[Your Name]

Why it works:

• You build credibility by referencing relevant outcomes
• You ask a simple yes/no question to re-engage
• You keep the door open without sounding desperate

3. Objection handling email (“No budget” or “Not now”)

Purpose: Maintain momentum when timing or budget is a blocker.

Subject: Keeping [Brand] in the loop for [Event/Property]

Hi [First Name],

Thanks again for the honest feedback. I understand budget cycles can make planning tricky. If it’s helpful, I can circle back ahead of your next review window or share some lighter-lift ideas in the meantime.

Just let me know what works best for you.

Appreciate the transparency,
[Your Name]

Why it works:

• You show respect for their situation while staying in the game
• You offer next steps without pressure
• You preserve the relationship instead of closing the door

Sponsorship Sales Phone Script Examples

Phone outreach still matters, especially in sponsorship sales. While emails help you break the ice, live conversations are where real discovery happens. They help you qualify interest, build trust, and uncover the information you’ll never get in a deck request or email chain.

You don’t need to sound scripted. But you do need a plan.

Before you pick up the phone, use this checklist to stay focused on what matters most to sponsors during a live conversation.

Sponsorship Sales Call Script Checklist

Use this checklist to prep for every call and stay focused on what matters most to your sponsor.

The scripts below give you a structure to work from, so you can start strong, ask better questions, and handle pushback with confidence.

1. Initial outreach call

Purpose: Start a live conversation and earn the chance to go deeper.

“Hi [First Name], this is [Your Name] with [Your Organization]. I saw the work [Brand] is doing around [audience/initiative] and wanted to reach out directly.

‘We work with brands looking to connect with [audience type], and I thought a quick call could help us explore if there’s alignment. Would a 10-minute intro be worth your time this week?”

Why it works:

• You show immediate awareness of brand priorities
• You position the call as exploratory, not a pitch
• You give them an easy way to say yes

2. Discovery questions

Purpose: Learn how the sponsor thinks about success, so you can tailor your proposal and follow-up.

Use these anytime you’re in a live conversation and need to move from interest to insight.

• “What does a successful sponsorship look like for your team?”
• “How are you currently measuring ROI on past partnerships?”
• “Are there specific audience segments you’re trying to reach more this year?”
• “Where does sponsorship typically sit in your budget planning process?”
• “What would make a partnership like this a no-brainer for you?”
• “How do sponsorships usually integrate with your broader marketing strategy?”
• “What challenges have you run into with past sponsorships that you’d want to avoid this time?”

Why it works:

• You shift the conversation from pitch to value exchange
• You gather information that most sellers forget to ask
• You build trust by listening more than talking

3. Objection handling

Purpose: Keep momentum when you hear hesitation or pushback.

When they say:

“We don’t have budget right now.”
Try: “I completely understand—many teams are adjusting priorities right now. Would it make sense to reconnect ahead of your next planning cycle, or explore something smaller in the meantime?”

When they say:

“Just send your deck.”
Try: “Happy to send something over. What should I focus on to make sure it’s relevant to where [Brand] is headed this year?”

Why it works:

• You don’t try to force a close
• You turn resistance into next steps
• You keep the relationship alive without overpromising

Conclusion: Readiness Wins in Sponsorship Sales

Strong emails, structured calls, and thoughtful objection handling are what separate sellers who spin their wheels from those who build predictable revenue. The real difference comes down to preparation. Readiness beats speed. The sellers who consistently win sponsorship revenue aren’t flooding inboxes with pitches. They’re focused, disciplined, and clear about the value they bring.

That’s exactly how we approach it at Catapult. We’ve been successfully booking qualified opportunities for sponsorship teams for decades. In the process, we’ve tested thousands of sponsorship emails and call scripts across industries, and we know what resonates with decision-makers. Our team builds outreach systems that help you stay consistent, use data to refine your approach, and keep opportunities moving forward, without wasting time on tactics that don’t work.

Book a strategy call with Catapult, and let’s build you a sponsorship sales system that turns outreach into honest, revenue-driving conversations.