It is important to stay professional and understanding when reaching out to a potential sponsor. This post will cover the step-by-step process of outreach to maximize your chances for success.
If you are wondering who you can reach out to, check out our full list of gaming sponsors for inspiration.
Before writing a sponsorship proposal, it is also a good idea to make sure that you have prepared your channel for success. Read our post on how to get Twitch sponsors to find out what most sponsors seek when looking for influencers to represent their brand.
How to Write a Sponsorship Letter for Twitch and YouTube
Greet the company, and introduce yourself by giving your name, gamertag, and the platform you stream on.
Write a brief statement about the style of the content you produce and the community you have built.
Explain your interest in their product/ service and outline how partnering could benefit their business.
Summarize your audience demographics and attach a screenshot to show your viewer metrics.
Thank the recipient for their time and list your contact details.
These days, many sponsorships are made through connection services (such as ShareASale or Powerspike) or by networking with representatives at esports or streaming conventions. There may still be occasions where you may want to work with a company outside of these avenues. In those instances, you may need to write a solid proposal.
Sample Sponsorship Proposal
The following is a fictional sponsorship letter written from a fake Twitch streamer to a company that manufactures gaming mice:
I’m Daniel Lewis of ‘DanStreamsNightly’ on Twitch. I primarily stream while party-raiding on MMOs, then upload my content to YouTube.
I wish to enquire about an affiliate marketing arrangement. I understand that you receive several proposals a week, and I thank you for considering this one.
I’ve recently upgraded my mouse to your newly released product and the adjustments your design team made to the acceleration lives up to your motto, “As Smooth as it Gets.” It is clear that you prioritize quality to satisfy the needs of elite gamers.
I plan to add a mouse/keyboard camera to my stream so that my 3,000 nightly viewers can watch how I play. If sponsored, I would add your logo and motto, “As Smooth as it Gets” to the overlay over that box. My viewers enjoy the level of skill I employ while gaming and many have expressed interest in the products I use. I would also add a brief description of your mouse, including specs, to my Twitch profile and the descriptions of my YouTube videos. I’ve attached a document to this proposal containing sample overlays and sample descriptions of your product.
The community who views my Twitch streams and YouTube videos are highly motivated to strengthen their own FPS gaming skills. My YouTube replays are generally watched fifty thousand times within the first couple of days of being posted, with many positive comments and queries on how they can improve when playing.
I believe that the interest in my skill level would generate a lot of interest in your brand. I hope to speak with you soon about possible ways we can work with each other in the near future. You can reach me at firstname.lastname@example.org or at (555)555-5555. Thank you, again, for your time. – Daniel Lewis, DanStreamsNightly
Sponsorship Intro Examples:
- My name is Daniel Lewis. As ‘DanStreamsNightly’ I stream Fortnite and other FPS games on Twitch.
- I’m Daniel Lewis of ‘DanStreamsNightly’ on Twitch. I primarily stream while party-raiding on MMOs, then upload my content to YouTube.
- My name is Daniel Lewis and I stream a variety of games directly to YouTube Live on my Twitch account, ‘DanStreamsNightly.’
Sponsorship Proposals in the Gaming Industry
Generally, in the gaming industry, a proposal for sponsorship will be sent through email after you have made a connection with a decision-maker within that organization. In this email, you must clearly introduce yourself, your brand, and explain why you believe a sponsorship relationship would be mutually beneficial between you and their business.
Companies receive proposals all the time. To ensure yours is noticed, it’s important every detail is professional and creative to stand-out from the crowd. Take care of both your sentence structure and the tone of your writing to give a strong first impression. Don’t make the mistake of excluding your personality by writing a vanilla proposal. There are basic streamers everywhere, show (don’t explain) what makes you unique as much as possible.
Explain Why You Are Seeking Twitch Sponsorship
Immediately explain that you are contacting them for sponsorship and explicitly specify the kind of sponsorship you seek, whether it be commission through affiliate sales, free product, or direct payment for service. Research other sponsorship deals the company has made before you reach out to them. Do they typically compensate all their influencers the same or in a variety of ways? Knowing this will give you a clearer insight on what to ask for.
After explaining why you are contacting them, acknowledge them for the time they spend reading your proposal. You are the one reaching out to them. Practice humility and thank them for their consideration.
Don’t tell the company that it would mean a lot to you if you were able to work with them. This will come across as begging and unprofessional. While you are the one approaching them, your goal is to work together with them as partners.
Keep your requests simple and don’t ask for the moon.
Sponsorship Proposal Examples for Twitch:
- I wish to enquire about an affiliate marketing arrangement. I understand that you receive several proposals a week, and I thank you for considering this one.
- I wish to propose a paid sponsorship agreement with your company, and I’ve tried to keep it brief to save your valuable time, but would love to answer any questions you may have for me.
- I’m writing to ask for sponsored product in exchange for product placement on my channel. I appreciate your time and consideration.
Understand Your Sponsor’s Company Goals and Philosophy
Here are a few things you should do when looking for potential sponsors:
Studiously research your potential sponsor before contacting them. Filter through their website, press releases, marketing campaigns, professional reviews of their products and services, and social media posts. If they have a manifesto, a motto, or a company statement, read it thoroughly and take notes.
2. Understand their product
The manager who reads your proposal will be more apt to take you seriously if they can see that you understand their product, their audience, their company culture, and their business objectives. Remember, you are selling your services to them, not asking for handouts.
3. Know their mission
Summarize everything you’ve learned about their company. They don’t need you to explain their company’s full mission to them, how their products work, or how their poetic motto brings tears of joy to your eyes. They live and breathe their work and already understand everything about their work. A brief acknowledgment that you also understand them will show them that you are serious about your proposal.
4. Be honest
If you have used their product and like it, mention it. Do not be dishonest. If you haven’t used their product, consider trying it before you reach out to them. It is best for both you and the company if you are genuinely passionate about their product. The person reading your proposal may have questions or concerns about how you use their product and they will sense if you have been disingenuous with them.
Additionally, ensure that your proposals are individually written for each company you apply to. Don’t copy/paste proposals or CC them to various companies. Each proposal should be unique and match that companies objectives.
Examples of How You Can Showcase a Sponsor:
- I’ve recently upgraded my mouse to your newly released product and the adjustments your design team made to the acceleration lives up to your motto, “As Smooth as it Gets.” It is clear that you prioritize quality to satisfy the needs of elite gamers.
- Over the last eight years, your company has created quality gaming mice that progressively have improved fast gameplay for your customers. When I use your mouse, I know I have an edge over my gaming opponent.
- I was intrigued to learn the inspiration for your new company logo came from your CFO’s daughter, who shares her father’s enthusiasm for FPS games. Your “3 for the price of 2” marketing special demonstrates your company’s appreciation for shared family activities.
How Your Twitch Channel Can Work with the Sponsor
Explain to them how you can help them reach their company objectives, whether it be to increase their customer base or sell a new product. While you may have several detailed ideas on how your side of the bargain will work, try to keep the information clear and relatively brief.
Again, marketing directors are inundated with proposals constantly and sorting through them takes time. If you wish to provide them with step-by-step details of your plan, write it separately and send it as an attachment. Then, reference the detailed description after your summary. If they are intrigued enough with your basic proposal, they will look through your attachment before contacting you.
The proposal (and the summary of the proposal) should explain how the strengths of your brand mesh with theirs. What about your stream matches their company objectives? How can you showcase their product on your channel in a way that lives up to their purpose? What kind of audience can you introduce to their product? How?
Examples of Working with a Sponsor:
- Many of my 3,000 nightly viewers have frequently asked about the products I use while gaming. I am known for my skills and how quickly I’m able to move throughout the game. I always credit your product as one of the reasons behind my success and continue to do so. In addition, I’d like to propose adding your logo and motto to the top left corner of my screen, as well as a detailed description in my profile about your product that links to your site.
- I plan to add a mouse/keyboard camera to my stream so that my 3,000 nightly viewers can watch how I play. If sponsored, I would add your logo and motto, “As Smooth as it Gets” to the overlay over that box. My viewers enjoy the level of skill I employ while gaming and many have expressed interest in the products I use. I would also add a brief description of your mouse, including specs, to my Twitch profile and the descriptions of my YouTube videos. I’ve attached a document to this proposal containing sample overlays and sample descriptions of your product.
- I am ranked in the top 50 players of the game I play on my channel and average 3,000 viewers per night. Many of them ask about the equipment I use because they wish to improve their own gameplay. I would like to write a small blurb about your product with a link to your website on my profile and in my YouTube descriptions. I am confident that with such interest in my skill level, many of my viewers would be attracted to your product.
Tell the Sponsor About Your Audience
You are asking to be a spokesperson for their product or service. They need to know that your audience is receptive to listening to your advice about their product. This is where you should expound a little about your viewing community and how they typically respond to your streams and social media posts.
How many subscribers do you have? What is your average view count per stream? How many views do your subsequent YouTube videos receive in the first 48 hours? Does your audience share your streams with their friends or react positively to your social media? If you know the general interests of your audience (and it relates to the sponsor’s interests), share that information with the manager.
Examples of Sponsorship Proposal for Twitch:
- In addition to my 3,000 average views per stream, I have 450,000 subscribers, 80,000 of which follow me on Twitter. Most of my followers are interested in FPS games and watch me play for inspiration. Whenever I post a new video to my Twitter account, it is shared approximately 800 times.
- I have 450,000 subscribers on Twitch and 600,000 subscribers on YouTube. Within the first few days, the replays of my streams are typically viewed an average of 500,000 times. The comments on my Twitch, YouTube, and Twitter accounts lead me to believe the majority of my viewers wish to improve their own gameplay.
- The community who views my Twitch streams and YouTube videos are highly motivated to strengthen their own FPS gaming skills. My YouTube replays are watched half a million times within the first couple of days of being posted, with many positive comments and queries on how they can improve when playing.
Conclude Your Sponsorship Proposal
Briefly return to your brand’s value and how it can provide value to theirs. Thank them again for their time and explain how they can reach you. Finally, close with the hope that you will be able to discuss things further with them and end with your name and brand name.
Examples of Sponsorship Conclusion:
- I believe that the interest in my skill level would generate a lot of interest in your brand. I hope to speak with you soon about possible ways we can work with each other in the near future. You can reach me at email@example.com or at (555)555-5555. Thank you, again, for your time. – Daniel Lewis, DanStreamsNightly
- My enthusiastic audience is looking to upgrade their skills and equipment and I would love to better direct them toward your products. Thank you for your consideration and I hope to speak with you soon. You can reach me at firstname.lastname@example.org or at (555)555-5555. Sincerely, Daniel Lewis of DanStreamsNightly
- I would like to better promote your product to my nightly audience while I stream high-quality content for Twitch and YouTube. I hope to speak with you soon about a potential working agreement. You can reach me at email@example.com or at (555)555-5555. Thank you for your consideration. – Daniel Lewis of DanStreamsNightly
Have Someone Proof Your Work
The purpose of your proposal is to stand out and catch the eye of your sponsor. To ensure that your propel is top-notch, have a trusted friend or family member proofread it for grammatical or spelling errors or to help find ways to strengthen it.
Check Your Grammar
A big part of growing your stream is through promotion. Having good spelling and grammar will help you get your message out to potential viewers. Spelling and grammar are also important when communicating with potential sponsors or other streamers. While this skillset is often looked over when starting a broadcasting channel, using a grammar checking app can help you put your best foot forward.
Grammarly is an application that double-checks your written words for you. It works on a variety of programs to check both your spelling and grammar. The app is designed to elevate your work with their suggestions to allow you to put your best foot forward. It is free to use, but you can get fuller features with their premium package.
Ginger Software also checks your work for spelling and grammar errors, allowing you to write confidently. Their premium package allows you to translate your work into over 50 different languages and gives you ideas for your sentence structure.
Once it is polished, send it to the contact at the company. Good Luck!