A powerful sponsorship proposal can be the bridge between your dream and the support you need to achieve it. At Tujiamini, we proudly sponsor promising talent and impactful initiatives that align with our mission to uplift sports across the country. Whether you are a grassroots team or an individual athlete, knowing how to create a strong sponsorship proposal can open doors to meaningful support.
Securing sponsorship in Kenya’s sports space can make all the difference for teams, athletes and community projects striving to grow. Many teams and individuals countrywide lose out on funding because their proposals do not make a strong impression. A good proposal should clearly show your goals and how the sponsor stands to benefit. This guide will help you write a unique and effective sponsorship proposal that attracts support from sponsors like Tujiamini.
A strong sports sponsorship proposal matters because it clearly communicates the value a sponsor will gain, aligning with their brand goals and audience. It builds trust by outlining mutual benefits and presenting a well-structured plan for collaboration. In a competitive market like sponsorship proposal Kenya, a compelling approach helps your opportunity stand out and attract investment. Ultimately, it opens doors to financial support, increased brand awareness and long-term partnerships.
A strong sponsorship proposal is crucial for securing funding. For example, Tujiamini’s support for local teams through the Cheza Dimba award was successful because it clearly met the sponsor’s goals, offering financial backing and exposure. In contrast, a sponsorship proposal for sports can fail if the proposal does not clearly show the benefits or does not align with the sponsor’s needs, such as low audience engagement or unclear results. Proposals that lack clarity or a solid plan often fail because they do not convince the sponsor to invest.
Sponsorship trends in Kenya are shifting, with companies like Absa increasing their investments in sports like athletics and rugby. There is also a rise in support for grassroots and youth sports, as brands see the value in nurturing local talent. Sponsors now want clear returns on investment (ROI), making partnerships more focused on measurable results and accountability. Additionally, the use of digital platforms and social media is changing how sports sponsorships proposals are carried out, allowing brands to reach a larger audience.
Writing a strong sponsorship proposal is key to getting support for your team or project. Each part of the proposal plays an important role in showing potential sponsors the value they will gain. Here is a simple breakdown of the most important things every sports proposal template should have;
Start with a brief introduction about your team or project, explaining who you are and what you do. Mention your mission, key achievements and why your team is unique. This section helps potential sponsors understand your background and purpose. For instance, Tujiamini’s work with initiatives like the Cheza Dimba award shows its commitment to supporting grassroots sports.
Clearly state what your team or project aims to achieve and explain how sponsorship will help you reach those goals. Ensure to align your vision with what sponsors might be looking for in a partnership. If your goal is to boost youth participation in sports for instance, explain how sponsorship will help fund programs that support young athletes.
Describe your audience, including key demographics and the level of exposure your events or activities offer. Show sponsors the potential reach they will gain by being associated with your team. Use facts and data to prove your audience’s value. For example, if your events have large attendance or media coverage, highlight these aspects to show sponsors the visibility they can expect.
Offer different sponsorship options, with clear details about what sponsors will get at each level. Each package should list benefits like branding, media exposur and audience interaction. By providing options, sponsors can choose the package that fits their budget and goals. For example, a high-level package might include prominent logo placement or exclusive access to your events.
Explain what sponsors will gain from partnering with your team or project, including brand visibility, positive associations and access to a targeted audience. Showing these benefits helps sponsors understand what they will get in return. You can also refer to successful past partnerships to highlight the value of your proposal.
Provide a detailed breakdown of how the sponsorship funds will be used, including categories like event costs, marketing and equipment. This transparency builds trust and shows that you will use the money responsibly. For example, if funds are needed for purchasing equipment, explain the costs and why they are necessary.
End with clear contact details, such as names, phone numbers and email addresses, so sponsors can reach out easily. Include a call to action to encourage them to take the next step, like scheduling a meeting or discussing the partnership further. For instance, offering to meet in person or invite them to a presentation can move the conversation forward.
Structuring a sponsorship proposal the right way can make a big difference in whether or not you secure support. In Kenya’s competitive sponsorship space, presenting your ideas clearly and professionally helps potential sponsors understand your value. Below are key sections of what to include in a Sponsorship proposal to make it effective.
The cover letter is the first thing a sponsor sees, so it should make a strong and positive impression. Use it to introduce yourself, explain the purpose of your proposal and the reason you are reaching out to that specific sponsor. Keep your cover letter professional, yet personal and make sure it reflects genuine interest in building a partnership. In Kenya, adding a personal and respectful tone can make your proposal stand out.
This section gives a quick overview of your whole proposal. It should explain your project, what you hope to achieve and how the sponsor will benefit from partnering with you. Since sponsors may not have time to read everything, this part should catch their interest quickly. A good summary encourages potential sponsors to keep reading through increasing your chances of securing a deal.
This is the part where you dive into the details like who your team is, the kind of audience you reach, the sponsorship packages you are offering and what is in it for the sponsor. Keep things clear and easy to follow by using simple headers, bullet points or even a few visuals. Additionally, focus on what really matters to sponsors in Kenya, like getting their brand seen, connecting with communities and making a positive impact. Most importantly, also show how each benefit helps them meet their business goals.
The appendices help back up your proposal with extra details that show you are credible and experienced. You can add things like a media kit with photos, audience numbers and past media coverage to highlight your visibility. It is also a good idea to include names of previous sponsors and a few testimonials to show you have delivered before. In Kenya, this kind of proof gives potential sponsors more confidence in choosing to work with you.
Tujiamini, an initiative by SportPesa Kenya, has been instrumental in supporting grassroots sports talent across the country. Through its sponsorship programs, teams like Murang'a Seals, Mathare United, and Kwale United Football Club have received KSh. 250,000 after winning regional finals. Individual athletes, such as sprinter Tyson Juma and kayaker Samuel Muturi, have also benefited from these sponsorships, enabling them to pursue their sporting dreams. These case studies highlight Tujiamini's commitment to empowering local talents and fostering community development through sports.
Tujiamini’s proposals impressed sponsors by aligning with their goals, such as boosting brand visibility and connecting with local communities. Success stories from athletes like Tyson Juma and organizations like Box Girls Kenya showcased the program’s real impact, making it clear that sponsorships led to tangible results. Beyond financial support, Tujiamini offered mentorship and training, adding extra value for sponsors. Transparency and regular updates on progress-built trust and accountability, ensuring long-lasting and effective partnerships.
At Tujiamini, we believe a strong sports sponsorship proposal should include a clear introduction, detailed event information, different sponsorship levels with their benefits, audience insights and a direct call to action. Every proposal should be carefully tailored to fit the unique event and the audience you want to reach. The guide below walks you through how to write a Sponsorship proposal
Event/Team Name: [Insert Name]
Prepared By: [Your Name/Organization]
Contact Information: [Email, Phone Number]
Date: [Insert Date]
This page introduces your proposal and provides basic information at a glance. Keep the content clear and professional. Make sure your title clearly reflects the purpose of the proposal so the reader understands it right away.
First, summarize your event or team by outlining its main goals and purpose. Secondly, briefly explain why it matters and why Tujiamini should support it. This section should be short but persuasive to create a strong first impression.
Start by describing who you are, what you represent and why you are involved in sports. Include your past achievements or milestones to show dedication and impact. This helps us evaluate your credibility and potential.
Clearly explain the nature of your event or project, including who it targets and how many people are expected. Also, show how it supports our mission to promote sports development in Kenya. Highlight what makes your proposal different or unique.
Outline the available sponsorship packages and what Tujiamini would gain from each, ensuring the benefits align with our values. Include specific advantages such as brand visibility, community impact, exclusive access, and present different sponsorship tiers to allow Tujiamini to choose their level of involvement. Additionally, provide a detailed estimate of the project’s costs, justifying each item by linking it to the success of the event. Including both fixed and variable expenses shows transparency, realistic planning, and strong financial responsibility.
Make it simple for the sponsor to know what action to take next by clearly explaining the steps. Whether it is signing a contract, setting up a meeting or making a payment, describe the process in a straightforward way. It is advisable to include current and correct contact details in this section. A clear call to action keeps the sponsorship process moving smoothly and avoids any misunderstandings.
Finish your proposal by sincerely thanking the sponsor for taking the time to review your request. Remind us of the positive impact this partnership will have on both your project and our brand. Ending with an encouraging and hopeful message can leave a strong final impression. Keep your closing professional, friendly and focused on future collaboration.
When writing a sponsorship proposal, avoiding common mistakes can greatly improve your chances of success. Two major ones are using generic pitches and not linking your proposal to the sponsor’s goals.
Sending the same proposal to every sponsor can be a big mistake. Sponsors prefer proposals that clearly show you understand their brand and what they care about. A strong proposal should explain how the partnership will benefit them specifically. Customizing your pitch to fit the sponsor’s needs makes it more likely to get noticed.
Not showing how your project fits with the sponsor’s values and mission is another mistake that one should be very keen on. Sponsors want to support events or causes that match their brand and social goals. If you do not research what the sponsor stands for, your proposal may seem off-target. Make sure to clearly show how your project helps them reach their own objectives.
Corporate brands, SMEs, sports federations, county governments and NGOs are among the best sources for corporate sponsorship proposals in Kenya.
In Kenya, corporate brands and SMEs are always looking for ways to gain visibility and connect with the community, which makes them great potential sponsors. Businesses such as Safaricom, Equity Bank and other local companies often support youth programs, sports teams and events that reflect their values. Experts say a good sponsorship proposal should highlight shared benefits and the size of the audience. Your pitch should show how the sponsor will gain visibility and make a positive impact through your project.
Sports federations and county governments often fund projects that help grow local talent and support community sports. One Tujiamini case study shared how a football club got sponsorship by matching its goals with the county’s sports plans and presenting a clear proposal. These federations usually work with local groups to support programs that focus on youth and sports growth. To get support from them, it is important to build strong relationships and understand what the government is aiming to achieve.
NGOs and international partners often support projects that drive social change, such as youth development, gender equality and health education through sports. In one Tujiamini case study, an NGO sponsored a rural community sports tournament that promoted equal opportunities for boys and girls while raising health awareness. The proposal stood out by clearly showing how the event matched the NGO’s mission and would create lasting impact. These sponsors value clear goals and positive community outcomes, so it is important to show how your project supports their vision.
Make sure your proposal is easy to read and looks neat. Use clear headings, bullet points, and enough spacing so nothing feels crowded. Adding visuals like charts or images can help explain your ideas better. Keep the same font and layout throughout the document to keep it professional.
Focus on customizing your proposal to match what the sponsor is looking for. Start by researching their brand, past sponsorships and audience so you can show how your project fits with their goals. Clearly highlight the value the sponsor will gain from partnering with you, using real examples or data if possible. Ultimately, a well-tailored pitch shows that you have done your homework and are serious about building a strong partnership.
Before submitting your proposal, take a moment to review everything and make sure nothing is missing. Be sure to include:
Finally, double-check for spelling or grammar errors and make sure all information is accurate. A careful review at the end can make a big difference in the strength and clarity of your proposal.
At Tujiamini, we invite you to begin your sponsorship journey by visiting our official website to learn more about who we are and what we stand for. Once there, you can access our application page, fill in your details, and tell us where you need support. We also ask you to share a short video so we can hear your story and understand how our sponsorship could help you grow. After submitting your application, stay updated through our website and social media channels for announcements and feedback.
At Tujiamini, we help local talent grow by offering support, training and opportunities to shine. We sponsor grassroots teams like those in Cheza Dimba and reward individuals on the spot through programs like Bronze kwa Ground. Our roadshows across regions like Nyanza help us find and uplift new talent in sports and the arts. By giving financial support, mentorship and exposure, we turn potential into real success for many young people.
At Tujiamini, we welcome aspiring sponsors, athletes and community leaders to reach out for support and collaboration opportunities. Whether you are looking to learn more about the sponsorship process, propose a partnership, or get involved in a project, we are here to help. You can contact us through email at request@ke.sportpesa.com or give us a call at +254 709079079 during business hours.
A successful sponsorship proposal is key to securing the support your team or project needs. By following these tips, you will be equipped to create a compelling winning sponsorship pitch that captures the attention of potential sponsors. Remember, a well-crafted sponsorship proposal is not just a request for funding, but an invitation for a mutually beneficial partnership. At Tujiamini, we are here to help you every step of the way as you embark on your sports sponsorship proposal journey.
Read Also: Brand sponsorship for sports clubs: How to attract and secure deals in 2025
Start by explaining your team or event, describe your audience, offer different sponsorship options and show how the sponsor will benefit.
Begin with an introduction, explain who your audience is, show why sponsoring you is valuable and include clear packages they can choose from.
Yes, a sponsorship proposal is still important to clearly show what you are offering, what you expect and how the sponsor will gain from it.
A sponsorship proposal Kenya should be concise and focused, typically between 2 to 5 pages, enough to deliver key information without overwhelming the sponsor.