Secure a headlining band for the concert. Obtaining a known headliner will help you get the sponsors you need to cover costs of putting the show on, including the sound system, stage and lights as well as the artist's performance fees. Most headliners will want a 50 percent deposit to secure the date.
Collect information about the sponsors you want for the concert. You may be interested in sponsors that go with the theme of the concert. Soda companies, musical companies and food companies are easy choices, but think out of the box to get as many solid sponsors as possible. Do not overlook local companies.
Create a priority list. You may have more sponsor prospects than space. Have a few extra sponsors in case some do not want to sponsor the event. Some companies run out of money for these types of promotions early on in the year, so expect a few polite rejections, and create a backup plan to secure sponsors in this scenario.
Contact the marketing department of each company that you want to involve as a sponsor. Inform them of as many details about the concert as possible, but do not talk about money in the first conversation or email, if possible. You want them to get interested in the concert first before talking money. Start to build a rapport with your contact at each company.
Discuss the fees and what they will receive at the varying sponsorship levels. Companies may opt for large advertising, which will cost them more, while others may simply want something simple due to budget constraints. Put all of it in writing and get deposits from the companies that are moving forward with their sponsorship. Thank them for their sponsorship, and give them free tickets to the concert.
Obtain promotion material from sponsors and take some photos of the promo material at the venue if they are not able to attend. This will let them know you upheld your part of the bargain and keep a door open for further sponsorships down the road. Invoice them for any remaining balances to fulfill their sponsorship contracts.