Why You Shouldn’t Include Packages and Prices in a Sponsorship Proposal

Shayna Jack x Driza-Bone

In the world of commercial partnerships, one of the most common mistakes I see — especially among athletes, creators, and emerging rights holders — is leading with templated packages and fixed pricing in sponsorship proposals.

It seems efficient. It feels professional. But in reality, it’s a shortcut that can stall serious conversations and miss far greater opportunities.

Here’s why.

1. Partnerships Aren’t One-Size-Fits-All

Sponsorship is not a transactional sale — it’s a relationship. When you send a brand a bronze, silver, and gold package with set inclusions and price tags, you’re reducing a potential partnership to a menu.

No two brands have the same objectives, budget, or target audience. A fixed package assumes you know what they need — before you’ve even had a conversation. The most effective partnerships are built with the brand, not for them.

2. It Closes the Door on Bigger Deals

When you put a price tag on a deliverable too early, you anchor the conversation at a lower value. I’ve seen brands say no to a $5K package — and later sign a $50K deal after discovering a custom activation that aligned better with their goals.

Leading with pricing risks, underselling your value, or limiting your scope before understanding the full commercial opportunity.

3. It Shifts Focus Away from Outcomes

Your proposal should spark a conversation — not close one. The best proposals are problem-solving tools that show how a partnership with you or your club/association will help the brand achieve their objectives.

A list of packages and inclusions focuses on what the sponsor will get — not what they will gain. Instead, talk about brand alignment, audience access, shared values, reach, engagement, and ROI potential.

4. It Undermines Your Negotiating Power

Once you’ve published your pricing, it’s hard to shift. Brands may haggle or assume that's the final offer. You lose the ability to scale, bundle, upsell, or adjust deliverables based on their needs, timelines, or budgets.

By keeping proposals strategic and open-ended, you stay in control of the narrative and the value conversation.

So, What Should You Include Instead?

✅ A compelling story about who you are and what you stand for 

✅ Data on your audience, reach, and impact 

✅ Examples of past collaborations or outcomes

✅ A vision for what a partnership could look like — aligned to their goals 

✅ An invitation to collaborate on a tailored solution

And then — once you’re aligned? That’s when you talk money.

In Summary

A good sponsorship proposal isn’t a rate card. It’s a conversation starter. Skip the templates and take the time to understand the brand’s objectives. That’s where the real value — and long-term partnerships — are built.

Stop selling packages. Start creating partnerships.

If you’re navigating sponsorships or want help crafting a smarter commercial strategy, feel free to connect or drop us a message — we're always happy to chat.

Agency X collaborates with athletes, brands, and clubs/associations to develop customised commercial strategies that foster long-term brand partnerships.

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