Should I sponsor local events or community groups?
How to tell if it’s worth it for your business — or just a feel-good donation.
In a regional city like Wagga, community is everything. And as a small business, you’re probably asked regularly to support local events, sports teams, school fundraisers, or charity galas.
But here’s the million-dollar question:
Is sponsoring local events actually worth it? Or is it just a goodwill gesture with no real return?
Let’s break it down.
What sponsorship can do for your business
The right sponsorship can:
Boost brand awareness with a hyper-local audience
Position you as a community supporter (and people love to support businesses who give back)
Generate leads or sales, especially if there’s a promotional opportunity built in
Build relationships with other local businesses and influencers
Create content for your socials and newsletters
But it needs to be done with some strategy behind it — not just because someone asked nicely.
3 Questions to Ask Before You Say Yes
1. Does this align with my target audience?
If you’re a financial planner, sponsoring a local business breakfast might be a great match. If you sell kids’ clothes, a junior soccer team might be spot on.
Ask yourself: Will the people at this event likely become customers, or help spread the word about my business?
2. What exactly do I get in return?
A logo on a flyer is nice, but not always enough. Can you get:
A stall at the event?
An emcee shoutout?
A feature in their email or social media?
Inclusion in media coverage?
Don’t be afraid to ask for a sponsorship pack outlining deliverables — especially if they’re asking for cash.
3. Can I leverage this sponsorship for content or visibility?
A good sponsorship doesn’t end at writing a cheque. Can you:
Post behind-the-scenes content or photos from the event?
Create a blog or reel about why you're supporting it?
Do a giveaway with the group or event audience?
This turns a one-time spend into ongoing visibility across channels.
It’s okay to say no (and still be generous)
You’re not a bad person if you decline a sponsorship request.
If it’s not aligned with your audience or budget, you can still offer something meaningful:
A voucher for a raffle
A free service or product sample
Sharing their event on your socials
These gestures keep you involved without the full financial commitment.
What is worth sponsoring?
Here are a few types of sponsorships that often work well for small businesses:
Local events with a high footfall and your ideal customers
Charities or causes that align with your values
Community groups where you’re already connected or active
Sponsorships that include promotion beyond the event itself (social media, signage, inclusion in their newsletter or media)
Final thought: Make sponsorship a strategy, not a guilt trip
Supporting your community is a beautiful thing — but your marketing budget should work for you. Be generous, yes. But also be intentional.
Look for opportunities where your values, audience and brand can shine, and don’t be afraid to ask: “What’s in it for both of us?”
