You’ve gained a new sponsor — excellent! But the work doesn’t end there. Now comes the chance to cement the partnership and make the sponsor happy. A quality press release is not just an announcement for journalists; it’s a gift to your partner. If written well, they will share it through their own marketing channels, post it on LinkedIn and be proud to show it. If written poorly, it will be forgotten and the sponsor may feel their support wasn’t appreciated. Here is a step-by-step guide — including a sample press release you can adapt.
Why write a press release about a sponsor at all?
- It makes them happy – the sponsor sees that you value their support and receives materials for their own PR.
- It raises visibility – for both you and the sponsor: local newspapers, websites, social media.
- It strengthens the relationship – a joint press release is the first official document of your partnership.
- It builds trust – a public thank-you boosts the reputation of both parties.
7 golden rules for a sponsor press release
1. Make the sponsor the main character, not you
Your release should not start with “Our organization received support…”, but rather “Company X will support local sports…”. Put the sponsor front and center. Honor the opening sentence.
2. The headline must sell
Example: “Novák Construction will renovate the playground in Brno–Líšeň. Relief for local children.” (not “Our organization thanks a sponsor”).
3. First paragraph = answers to the 5 W’s
Who (company + your organization), what (collaboration, financial or in-kind donation), where, when (from when, for how long), why (why they do it, what it achieves). Also include how much — if it’s not confidential, state the amount (companies often appreciate this).
4. Quotes — one from the sponsor, one from you
A quote from the company director: “We are pleased that we can… ” (2–3 sentences). A quote from your representative: “Thank you; thanks to this support we will be able to… ” Two quotes are the minimum.
5. Add numbers and concrete impact
“Thanks to the donation of CZK 50,000 we will buy 20 new jerseys and cover costs for two training camps.” Journalists love specifics.
6. Photos = half the success
Take 2–3 high-quality photos: signing the agreement, a group photo with the company logo, an action shot (children in kit, a theatre performance). Observe rights (do not use third-party photos). Describe who appears in each image.
7. Contact — make yourself easy to find
At the end, give contact details for your organization (not the sponsor — journalists will contact you, and you can forward inquiries). Provide phone and email for your PR person.
Sample press release (download and adapt)
Headline: Prague bakery Český chléb will support the children’s home in Klárov. Will supply baked goods worth CZK 200,000 per year.
Subheadline: The partnership begins on 1 June and includes a bakery tour for the children.
Date: Prague, 25 May 2025
First paragraph: The children’s home in Klárov has a new significant partner. Prague bakery Český chléb has committed to delivering fresh bread and pastries to the home every week, with an annual value exceeding CZK 200,000. The collaboration begins on 1 June and will run for at least two years.
Second paragraph (quote from the sponsor): “Children in residential care often don’t have the chance to taste fresh bread from a small bakery made by a baker. We decided to change that. We will provide regular deliveries and have prepared a bakery tour where the children will be able to knead dough themselves,” says Jan Hruška, owner of Český chléb.
Third paragraph (quote from your organization): “Thank you. Thanks to this support we will save tens of thousands of crowns annually on bread purchases and can invest those funds into tutoring and leisure activities for the children. And most importantly — the children are excited about the baking workshop,” adds Irena Vávrová, director of the home.
Fourth paragraph — facts and figures: Český chléb is a family bakery operating since 1992. It employs 45 people and bakes 5,000 items of pastry daily. The children’s home in Klárov cares for 12 children aged 6–18.
Conclusion — contact: For more information contact: Michaela Novotná, PR of the children’s home, tel: 777 123 456, e-mail: m.novotna@ddklarov.cz (note: contact is for you, not the sponsor).
Note for editors: Photos available for download here: [link to Dropbox/Google Drive]. Photos show: signing the agreement, children with baked goods, the bakery logo.
How to distribute the press release and what to do next
- Who to send it to? Local newspapers, regional websites, trade magazines, relevant blogs.
- When to send it? Ideally in the morning between 8–9 a.m.; avoid Friday afternoons.
- Personal email – don’t send a mass BCC; write a short personal note to each journalist.
- After sending – follow up by phone after two days to confirm receipt.
- After publication – send the sponsor a link to the article, thank them, and save it in your press clippings.
Common mistakes that annoy sponsors
| Mistake | Why it annoys |
|---|---|
| You forget to put their name in the headline | The sponsor doesn’t feel appreciated |
| You don’t send the release to the sponsor for approval | It may contain inaccuracies that could harm the company |
| You use poor-quality photos (blurred, low resolution) | Journalists won’t use them and the release will fail |
| You don’t state what the company actually gave | It looks suspicious; a journalist will imagine the worst |
| You send the release via a single channel and don’t follow up | The release will be forgotten and the sponsor will be disappointed |
The best way to say thank you is to send your sponsor clippings from the papers. They immediately see that their support matters and that you don’t take it for granted.
– PR manager of an NGO
Summary — checklist for your press release
- ☐ Sponsor is in the headline and first paragraph
- ☐ Answers to the 5 W’s (who, what, where, when, why)
- ☐ Two quotes (sponsor + you)
- ☐ Concrete numbers and impact
- ☐ High-quality photos (at least 2)
- ☐ Contact details for your organization
- ☐ Release approved by the sponsor before sending
- ☐ Sent in the morning by personal email
Author: Redakce Sponza
Photographs: (illustrative – editor writing, camera, press clippings)
Štítky: Partnerství, Profily, Úspěch
