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Writing a Sponsorship Press Release: Tips, Template and Example

Signed a sponsorship deal and want to let the media and public know? If yes, then a sponsorship press release is the perfect means to do so. Apart from broadcasting information about the sponsorship, such press releases serve many more functions which are explained in the benefits section of this article. Such press releases contain information about the deal, the reason for the sponsorship agreement and how it will be mutually beneficial. This in-depth article will also provide templates, samples, benefits, writing tips and distribution tips to ensure that the press release announcement for sponsorship can become successful.

Aim: Informing about the sponsorship to public and media through press release distribution.

Tools: The tools provided (in this article) are template, sample, benefits, writing and distribution tips. It also focuses on distinguishing high-tier and low-tier distribution networks to ensure that it becomes visible in search engine and reputed sites.

Sample Template: Let us start with the template part first. The template for writing a sponsorship press release is given below:

FOR IMMEDIATE RELEASE

[Headline] /*use name of sponsor + sponsored + attractive news angle*/

[Sub-heading] /*A summary of 2-3 sentences.*/

[Location City], [Date]. [Company/Organization Name] is delighted to announce [sponsor name] as the new sponsor for [event/target]. [Explain what the sponsor will provide to the company/community]

[how long the sponsorship will last + how it will benefit the company/community + eligibility for getting sponsor benefits].

[Quote from sponsor side]

[Explain why the sponsor is right for this event and their past contributions].

[Quote from the sponsored side]

About [Sponsor]

[Sponsor background + vision + mission (2-3 sentences)].

About [Sponsored]

[Sponsored background + vision + mission (2-3 sentences)].

Media Contact (Sponsor):

[Name]
[Job Title]
[Email address] /*official email, not free ones like gmail, yahoo*/
[Phone number]
[Website URL]
[Location city and state]

Media Contact (Sponsored):

[Name]
[Job Title]
[Email address] /*official email, not free ones like gmail, yahoo*/
[Phone number]
[Website URL]
[Location city and state]

Benefits of issuing a sponsorship-related press release

The benefits are listed below:

Joint Growth

When two or more entities come together either for a sponsorship agreement, partnership or an event, then all the entities involved in it, directly and indirectly, promote each other which mutually benefits all partners. A press release issued for announcing a partnership agreement is one of the significant assets for promoting this growth.

The “Sponsored By..” Tag

The sponsored partner shows a “sponsored by…” (or sponsors) tag on its physical and digital assets (like social networks, sites, etc). This adds to the brand image of the sponsor. Similarly, the sponsor can also showcase sponsored events on its website and social networks for depicting the active involvement of the company in relevant events.

The feel big factor

Not all businesses and companies sponsor events/products. The general perception is that only big and reputed companies do sponsorship agreements. Companies can ride on this public perception and add brand value to their product/service.

Shifts Choices

With more and more people searching for ratings and reviews of companies/businesses online, it becomes extremely crucial to become visible on as many reputed platforms as possible. When people see that a company has been serving as sponsoring partner for an event/events, it creates an impression that the company is trustworthy and this helps in shifting choices and purchasing decisions.

Affects Rankings and Visitors

Press releases get posted on many sites through syndication networks. All such sites link back to the sites mentioned in the press release. These links help in the search engine rankings of the website which means more visitors and more sales.

Building the Reference Factor

Journalists and industry experts lookout for references while writing on a topic, event. With press releases, people and businesses interested in such events can cite references of press releases issued by the company. This helps to organically generate links and brand value.

Writing and Distribution Tips:

Note these points for framing and distributing your sponsorship press release:

1. Third Person Writing Format

Press releases are different from blog content. One can freely use words like I, We, You, etc in blog content, but these words don’t find a place in a press release as press releases must be written in third-person only (He, She, It, They, etc). However, it is worth noting that these restrictions do not apply to the “quote” section of the press release where it can be used.

2. Not a Marketing Template

The announcement for sponsorship must not sound like marketing content. Though marketing is a crucial element, it can be present in a subtle form in a press release. Slight marketing efforts are usually accepted but if it goes overboard, then most PR platforms would reject such press releases.

3. Not for Experts

The press release must not include too technical and industry-oriented terms. Most readers coming across your press release won’t be subject matter experts, so the content must be made so that any general person would easily understand it. Only if the press release is intended for a very localized group, then technical jargon can be used.

4. Don’t Leave Basic Things Unanswered

Ask what questions must definitely be answered in a sponsorship press release. Questions like who is sponsoring, the reason for sponsoring, how it will benefit various entities, future implications, etc must be answered. A press release that leaves more questions than answers will not get positive results.

5. Remember the Editing Risk

Press releases don’t leave scope for editing later because they are distributed on various sites that are under different ownerships. If content posted on the press release is found to be wrong or inaccurate, then it has the potential to damage the reputation of a company. So before sending it for distribution, ensure that all data and statements posted in it is correct.

6. Select Quality First, Quantity Later

Most new businesses do the opposite, they look at how many sites will the press release get distributed. The number of sites has little significance as Google will select and showcase only a handful of press release sites (due to content being the same on all sites). So one must ensure that the distribution system has top-tier sites in its portfolio.

7. Headline Requires More Timeline

Do you know the process of the distribution system? If not, then just understand this. Press releases posted on many big sites reach to journalists and other subscribed people through feeds. They don’t see the full article at once. Only headlines appear initially which reveal the full article after clicking the link. So the headline is the main frontline warrior for your visibility. This makes the headline crucial. If the headline is framed like hundreds of other sponsorship press releases they see daily, then your chance to get noticed diminishes.

8. Appoint a Responsible Person to Follow Up

The media contact section of the press release must be effectively utilized. You must put the name and contact details of only that person who can handle all incoming communication effectively. Journalists, investors, readers who come across your press release may want to know more details and they will utilize media contact details for the same. Having the contact details of a responsible person in that section will ensure that you will not miss any important communication.

9. How to Choose Distribution?

You have spent time for framing a good press release for announcing the sponsorship, but if it does not become visible online, then it is of no use. For good visibility, make sure to select only quality distribution networks that can land your press release on platforms like Yahoo Finance, Associated Press, Market Watch, etc.

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