04Step 04
Build the partnership
Turning interest into a signed, activated partnership is where most sponsorship deals fall down. Kindred guides both sides through it.
From conversation to contract
A 'yes' is the start, not the finish. The strongest sponsorship partnerships are the ones where both sides know exactly what they've signed up for — and what success looks like at the end.
Negotiating the deal
- Lead with value, not price — anchor on audience and activation
- Offer tiers (Launch, Growth, Visionary) so the brand can self-select
- Protect category exclusivity for higher tiers
- Build in performance bonuses for stretch results
The contract essentials
- Sponsorship agreement template with rights schedule
- Clear deliverables list for both parties, with deadlines
- Payment schedule — typically 50% on signing, 50% pre-event
- Asset approval workflow and brand guidelines
- Cancellation, force majeure and IP clauses
Activation, not just logos
The best sponsorships do more than slap a logo on a banner. Co-create experiences your audience will actually remember — branded zones, product trials, content collaborations, talent moments.
Reporting that earns the renewal
- Post-event report template with reach, engagement and media value
- Photo and video asset pack for the sponsor's own channels
- Audience survey data — sentiment, recall and intent
- A renewal conversation booked within 30 days of the event
Ready to put this into practice?
Open the pitch builder, or sign up to save and revisit your drafts whenever you like.