Template · free
Sponsor report template
A report outline that shows a sponsor what they bought, what was delivered and what it produced. Twenty-three items cover summary, audience, visibility, engagement, leads, feedback, delivery gaps and next steps, each with the proof to attach.
No sign-up needed.
Who it is for
- Association secretariats who report to sponsors
- Corporate event managers handling partner commitments
- Partnership leads preparing renewal conversations
How to use it
- List every entitlement from the agreement before you start.
- Attach one proof for every delivered item.
- Say plainly which items were late or not delivered, and what you did about it.
- Send the report within two weeks of the close and book the renewal call in it.
The contents
| Section | Item | What it means | Proof to attach | Source | Reported by | Comparison | Sponsor note |
|---|---|---|---|---|---|---|---|
| Summary | Occasion name and dates | Identify the event and the report period | Event page link | Event record | Partnerships lead | None | Keep to two lines |
| Summary | Sponsorship level and entitlements | What the sponsor bought | Agreement summary | Sponsor agreement | Partnerships lead | None | List every entitlement to cross-check delivery |
| Summary | Headline result | One sentence the sponsor can forward | Short statement | Whole report | Partnerships lead | None | Write this last |
| Audience | Total attendance | People scanned at least once | Gate scan summary | Gate scans | Analyst | Last edition | Same number you gave in the main report |
| Audience | Audience profile | Roles, regions and seniority of attendees | Table of shares | Registration data | Analyst | Last edition | Show shares, not names |
| Audience | Sessions in your room or track | Sessions the sponsor hosted or named | Session list | Agenda | Programme lead | None | Add attendance for each |
| Visibility | Logo placements | Where the sponsor logo appeared | Screenshots and photos | App and venue | Production lead | Entitlement list | Mark any placement not delivered |
| Visibility | App banner views | How many times banners were shown | Banner counts | App analytics | Product owner | None | Show impressions and unique viewers |
| Visibility | App banner taps | How many times banners were tapped | Banner counts | App analytics | Product owner | None | Tap rate is taps divided by views |
| Visibility | Stage mentions | Times the sponsor was named from stage | Run-of-show log | Stage manager | Stage manager | Entitlement list | Include the session and time |
| Visibility | Social posts | Posts naming the sponsor | Post links | Social channels | Marketing lead | None | Reach only if the platform shows it |
| Engagement | Stall visits | Scans at the sponsor stall | Scan summary | Stall scans | Exhibitor lead | None | Count unique people, not repeats |
| Engagement | Peak visit hours | Busiest hours at the stall | Hourly chart | Stall scans | Analyst | None | Helps the sponsor staff the stall next time |
| Engagement | Game or quiz completions | People who completed a sponsor game | Completion count | Game records | Games lead | None | Show the completion rate |
| Engagement | Sponsor session attendance | People who checked in to the sponsor's session | Session scans | Session check-ins | Programme lead | Room capacity | Compare with seats available |
| Engagement | Poll answers on sponsor topics | Responses to polls about the sponsor's theme | Poll summary | Poll records | Content owner | None | Quote the question text exactly |
| Leads | Consented leads captured | Contacts who agreed to be contacted | Lead list, with consent field | Lead capture records | Exhibitor lead | None | Deliver the list through the agreed secure route |
| Leads | Lead quality notes | Interest level noted by the stall team | Tag counts | Lead capture records | Exhibitor lead | None | Share counts, not private remarks |
| Feedback | Sponsor satisfaction | The sponsor's own rating of the partnership | Short form | Sponsor feedback | Partnerships lead | Last edition | Ask within a week while it is fresh |
| Feedback | Attendee comments about the sponsor | Positive and negative remarks | Selected quotes | Feedback form | Programme lead | None | Include a balanced selection |
| Delivery | Items delivered late or missed | Entitlements not delivered as promised | Short explanation | Delivery log | Partnerships lead | Entitlement list | State the fix, never hide the miss |
| Next steps | Recommendations for next time | Changes that would help the sponsor | Short list | Team review | Partnerships lead | None | Offer two options, not five |
| Next steps | Renewal conversation date | When the team will talk about the next edition | Calendar note | Partnerships plan | Partnerships lead | None | Fix the date inside the report |
Where it has been used
Shaped by the sponsor visibility and engagement areas in the APMI annual conference and EEMA Connect case studies.
Questions people ask
What do sponsors care about most?
Whether the right people saw them and whether anyone engaged. Show reach first and leads second, with proof.
Should I share leads with the sponsor?
Only leads who agreed to be contacted, through the route you promised, and only counts and tags in the report itself.
How do I report a missed deliverable?
State it, explain it and say what you will do to make up for it. Sponsors trust a report that admits gaps.
Want this running inside your event app?
Sociana turns lists like this into live screens, requests and reminders for your guests and your desk. A 20-minute walkthrough shows how.