In the vibrant world of Nigerian events, securing sponsorship can be the difference between an event’s success and its downfall. Whether you’re organizing a wedding, a corporate seminar, a concert, or even a cultural festival, finding sponsors who are willing to partner with you financially, materially, or in kind can help ease the burden and add prestige to your event. The good news is that Nigeria is home to several companies with a proven track record of sponsoring events across various industries. The challenge, however, is identifying these companies, understanding what they look for, and crafting a proposal that wins their attention.
In this post, I will share a comprehensive guide to the types of companies willing to sponsor events in Nigeria, why they sponsor, and how you can approach them. Whether you’re a first-timer or a seasoned event organizer, this post will provide practical insights that can help you secure the sponsorships you need.
Why Companies Sponsor Events
To understand why companies are willing to sponsor events, let’s start with their objectives. Sponsorship is not an act of charity but a business decision. Companies sponsor events to achieve specific goals, such as:
1. Brand Visibility: Sponsoring an event provides an opportunity for companies to showcase their brand to a targeted audience. For instance, Guinness might sponsor a music concert to promote its brand among Nigerian youths.
2. Product Promotion: Many companies use events to promote new products or services. For example, a telecom company may sponsor a tech fair to introduce its latest data plans.
3. Community Engagement: Corporate Social Responsibility (CSR) is a big deal for many companies. By sponsoring community-driven events, companies show their commitment to societal development, which can boost their reputation.
4. Networking Opportunities: For B2B companies, events provide a platform to connect with potential clients and partners.
5. Positive Publicity: Sponsorship often results in goodwill and positive media coverage, enhancing the company’s image.
Categories of Companies That Sponsor Events
Here’s a breakdown of the types of companies willing to sponsor events in Nigeria:
1. Telecommunication Companies
Telecom giants are among the top sponsors of events in Nigeria. They are heavily invested in music, comedy shows, sports, and technology-related events. Some key players include:
MTN Nigeria: Known for its involvement in music, comedy, and youth-oriented events. Think MTN Project Fame or Pulse Invasion.
Airtel Nigeria: Actively sponsors CSR-driven events and tech initiatives.
Glo Nigeria: A big name in entertainment sponsorship, from concerts to Nollywood productions.
9mobile: Often supports events that target the youth and tech-savvy audience.
2. Breweries and Beverage Companies
Breweries and beverage companies sponsor events ranging from weddings to large-scale concerts. These include:
Nigerian Breweries: Makers of Star Lager, Gulder, and Amstel Malta, they are big sponsors of entertainment events like Star Trek and Maltina Dance All.
Guinness Nigeria: Known for supporting music concerts, sports events, and nightlife shows.
Coca-Cola Nigeria: Often sponsors family-friendly and sports events.
Pepsi Nigeria: A key player in youth and entertainment events like Pepsi Rhythm Unplugged.
3. Banks and Financial Institutions
Banks are not left behind when it comes to sponsoring events. They tend to focus on events that promote financial literacy, entrepreneurship, or community development. Some notable names include:
GTBank: Famous for its Food and Drink Festival and Fashion Weekend.
Access Bank: Sponsors events that align with innovation and lifestyle, such as Access The Stars.
First Bank: A regular supporter of cultural and heritage events like the Calabar Carnival.
UBA: Often supports pan-African initiatives and tech-driven events.
4. FMCG Companies (Fast-Moving Consumer Goods)
FMCG companies sponsor events that resonate with their target markets. These include:
Nestlé Nigeria: Known for supporting health and family-centered events.
Unilever Nigeria: Sponsors events focused on personal care and household products.
Promasidor: Actively involved in educational and community-driven events.
5. Tech Companies
Tech brands are increasingly sponsoring events, especially hackathons, tech expos, and digital skills training. Some key players are:
Google Nigeria: Supports tech and digital literacy events.
Microsoft Nigeria: Focuses on innovation-driven initiatives.
Flutterwave: Often partners with events that promote entrepreneurship.
Andela: Sponsors coding bootcamps and tech-related events.
6. Real Estate Companies
Real estate firms are also joining the sponsorship bandwagon, particularly for lifestyle and corporate events. Examples include:
Landwey: Sponsors seminars and expos that align with investment and property.
RevolutionPlus Property: Focuses on family and cultural events.
7. Media Houses
Media companies often sponsor events to promote their platforms. Think of:
Africa Magic: Known for its involvement in Nollywood and entertainment awards.
Beat FM: A frequent sponsor of music and nightlife events.
Channels TV: Sponsors events focused on governance and national issues.
8. Airlines and Travel Companies
Airlines often sponsor tourism and lifestyle-related events. Notable mentions include:
Arik Air: Known for its involvement in cultural and tourism expos.
Air Peace: Sponsors sports and community-driven initiatives.
How to Secure Sponsorship
Securing sponsorship goes beyond simply reaching out to companies. Here are actionable steps to increase your chances of success:
1. Identify the Right Sponsors
Not every company is a good fit for your event. Research companies whose target audience aligns with your event’s demographics.
2. Craft a Solid Proposal
Your sponsorship proposal should be professional and compelling. Include:
- Event details (theme, date, location, audience size, etc.)
- Benefits for the sponsor (e.g., brand visibility, media coverage, etc.)
- Different sponsorship packages (gold, silver, bronze)
3. Leverage Relationships
Sometimes, all it takes is the right connection. Reach out to people within your network who may have links to decision-makers in the companies you’re targeting.
4. Show Past Success
If you’ve organized events in the past, highlight them. Sponsors want to know they are investing in someone capable of delivering results.
5. Follow Up
Don’t expect immediate responses. Companies receive numerous proposals, so a gentle follow-up can make a difference.
Challenges in Securing Sponsorship
While there are plenty of companies willing to sponsor events, the competition is stiff. Some common challenges include:
High Competition: Many events are vying for the same sponsors.
Unrealistic Expectations: Some event organizers overestimate what sponsors can offer.
Lack of Professionalism: Poorly written proposals or unstructured plans can deter sponsors.
Conclusion
In Nigeria, the sponsorship landscape is full of opportunities, but it requires effort and strategy to navigate. By targeting the right companies, crafting compelling proposals, and maintaining professionalism, you can secure the sponsorships needed to bring your event to life. Remember, sponsorship is a partnership. Always strive to provide value to your sponsors, and they’ll keep coming back for future collaborations.
Start today—research the companies listed above, refine your event pitch, and don’t be afraid to knock on doors. With persistence, your next event could become the talk of the town, backed by the support of top sponsors.