Event Sponsor Feedback Form Template

Attendee surveys tell you whether the event was enjoyed. They cannot tell you why a headline sponsor is not renewing. This form asks the sponsor's own side: the objectives they set before the event, whether the audience was the one they were sold, how many leads and how good they were, whether the agreed deliverables actually arrived, and — the two questions that decide next year's budget — whether they would renew and at what tier, and what would make them spend more. It takes no payment and renews nothing; it collects the answer.

Use this template

Last updated 21 August 2026

Fields in this template

Company or Brand Namerequired
Your Namerequired
Your Role
Your Email Addressrequired
Event Name and Yearrequired
Sponsorship Tier You Heldrequired
Headline or title sponsor · Platinum or top tier · Gold or mid tier · Silver, bronze or entry tier · Track, stage or theatre sponsor · Category sponsor — lanyard, catering, bag, wifi or similar · Exhibitor package with sponsorship elements · In-kind or product sponsor · Community, nonprofit or startup tier · Other
What objectives did you set before the event?required
How well did the event meet those objectives?required
1 — Fell well short · 2 — Fell somewhat short · 3 — Met them · 4 — Exceeded them · 5 — Substantially exceeded them
Roughly How Many Leads Did You Capture?
How would you rate the quality of those leads?
1 — Almost none were a fit · 2 — A few were a fit · 3 — About half were a fit · 4 — Most were a fit · 5 — Nearly all were a fit
How well did the audience match who you are trying to reach?required
1 — Not our audience at all · 2 — Slightly overlapping · 3 — Partly our audience · 4 — Largely our audience · 5 — Exactly our audience
Who did you actually meet, and who were you hoping to meet?required
How was your stand, booth or activation space?
1 — Poor · 2 — Below average · 3 — Adequate · 4 — Good · 5 — Excellent
What worked and what did not about your activation?
How were the logistics — setup, access, deadlines and on-site support?required
1 — Poor · 2 — Below average · 3 — Adequate · 4 — Good · 5 — Excellent
How was communication from the organising team?required
1 — Poor · 2 — Below average · 3 — Adequate · 4 — Good · 5 — Excellent
Were the deliverables in your sponsorship agreement delivered?required
All of them · Most of them · About half · Few of them · I could not tell — we were never sent a list of what to expect
How would you rate the value for what you spent?required
1 — Poor value · 2 — Below average value · 3 — Fair value · 4 — Good value · 5 — Excellent value
How likely are you to sponsor this event again?required
1 — Definitely not · 2 — Unlikely · 3 — Not sure yet · 4 — Likely · 5 — Definitely
If you did sponsor again, at what level?required
A higher tier than this year · The same tier · A lower tier · Stand or exhibition space only, without sponsorship · We would not return · Too early to say
What would make you increase your spend next year?required
What would make you walk away?
Would you recommend sponsoring this event to a peer?required
1 — Definitely not · 2 — Probably not · 3 — Not sure · 4 — Probably · 5 — Definitely
Anything Else
Follow-Up
I am happy to be contacted about next year's opportunities · You may quote this feedback, attributed to our company, in your sponsorship materials

Who uses this template

Conference and trade show organisersSponsorship and partnerships teamsFestival and cultural event producersIndustry association event managersNonprofit gala and fundraiser teamsSports club and league commercial teamsAwards ceremony organisersCommunity and civic event committees

About this template

Sponsors are the only group at an event whose experience nobody systematically asks about. Attendees get a post-event survey. Organisers write a debrief. Speakers occasionally get their scores. The sponsor gets a thank-you email in December and a renewal call in February, and if the answer is no, the reason usually arrives as silence rather than as feedback. formformform's existing inventory follows the same pattern: the Corporate Sponsorship Inquiry Form qualifies a prospect before anything has happened, and the Event Debrief Form captures the organiser's own reflections including a line for vendor performance. Neither asks the sponsor what they got.

The design principle here is that a sponsorship can only be evaluated against the objectives the sponsor set, so this form asks for those first and in the sponsor's own words. A brand-awareness sponsor and a lead-generation sponsor at the same event will give opposite answers to the same lead-volume question, and both will be right. That is also why lead volume and lead quality are separate fields, why renewal likelihood and renewal tier are separate questions, and why the tier held is recorded at the top: reading the results by tier is the whole analysis, and averaging a community-tier sponsor with a headline sponsor produces a number that describes nobody.

Three of the questions here are uncomfortable on purpose. "Were the deliverables in your sponsorship agreement delivered?" includes the option "I could not tell — we were never sent a list of what to expect", which is a common and entirely self-inflicted failure. "What would make you walk away?" asks for the dealbreaker sponsors otherwise never say out loud. And "what would make you increase your spend?" is required, because it is the only question on the form that writes next year's prospectus for you. None of this involves money changing hands: formformform has no payment field, so the form records a judgement about value and a stated intention to renew, and the actual renewal happens in a conversation and a contract, where it belongs.

14 form ideas you can build with this template

Conference Sponsor Feedback Form

Post-event feedback from every sponsor tier at a professional conference, read by tier to see which packages delivered what they promised.

Trade Show Sponsor Review Form

Pairs with the exhibitor application: the target audience an exhibitor described going in, checked against who they actually met.

Festival Sponsor Evaluation Form

Brand-led sponsorships where activation quality and audience fit matter far more than lead counts.

Charity Gala Sponsor Feedback

Ask table and event sponsors whether the recognition, hospitality and cause alignment they were promised materialised.

Sports Club Sponsor Renewal Survey

Annual feedback from shirt, board and matchday sponsors, with renewal tier collected before the commercial team starts its calls.

Awards Ceremony Sponsor Feedback Form

Category sponsors judging visibility, presentation moments and the audience in the room against what the prospectus described.

Hackathon Sponsor Feedback Form

Recruitment-led sponsorship where lead quality means candidate quality, and the objectives field captures which roles they were hiring for.

Association Annual Meeting Sponsor Survey

Long-standing sponsors of a member event, where three years of comparable scores are the argument for changing the packages.

Community Event Sponsor Feedback

Local business sponsors of a fair or fun day, using the community tier so their answers are not averaged with commercial partners.

Virtual Event Sponsor Feedback Form

Online sponsorship where the stand questions are removed and lead quality, audience fit and deliverables carry the whole evaluation.

Startup Conference Partner Feedback

Partner and in-kind sponsors of an early-stage event, where the walk-away question surfaces the pricing objection before it becomes silence.

Golf Tournament Sponsor Feedback Form

Hole, team and hospitality sponsors judging exposure and client entertainment value against what they set out to achieve.

Careers Fair Employer Sponsor Survey

Employers judging candidate quality rather than lead quality, with the audience-fit score showing whether the right courses attended.

Music Event Brand Partner Debrief

Brand partners assessing an activation, with the open questions doing more work than the scores.

What's included

Objectives asked before any rating, so every score is read against what the sponsor was actually buying

Lead volume and lead quality asked as two separate questions — a hundred badge scans and eleven real conversations are the same event described twice

Audience fit as its own score, the one that no amount of activation can fix

A written question on who they met versus who they hoped to meet, which is where an oversold demographic becomes visible

Logistics and organiser communication scored separately, because they fail separately

A deliverables question with "we were never sent a list of what to expect" as a real option

Renewal likelihood and renewal tier asked as two questions — likely to renew at a lower tier is a lost budget dressed as a retained sponsor

"What would make you increase your spend?" required, and "what would make you walk away?" asked outright

Sponsorship tier recorded so results can be read by tier rather than averaged across a bronze sponsor and a headline one

Follow-up contact and permission to quote kept as separate consents

Every scale is a five-option radio with labelled ends — formformform has no rating field type

No payment field: the form records a judgement about value, it does not take or renew any money

How to create an event sponsor feedback form

1
Click "Use this template" to load the sponsor feedback form into your free formformform account.
2
Replace the tier list with your own package names, exactly as they appear in your prospectus and contracts.
3
Send it within two weeks of the event, while the sponsor's own internal debrief is still happening and before the numbers harden into a story.
4
Send it from the account manager the sponsor actually dealt with, not from a no-reply address — response rates on sponsor feedback are a relationship problem before they are a form problem.
5
Send it to more than one person per sponsor where you can: the person who signed the deal and the person who stood on the stand rarely give the same answers.
6
Delete the activation and stand questions for sponsors whose package had no physical presence, or leave them optional as they ship.
7
Add conditional logic in the editor if you want a follow-up question after a low renewal score; the template ships flat because the template generator cannot store branching.
8
Route responses to whoever owns renewals, and set a rule that any score of 1 or 2 on audience fit or value gets a phone call, not an email.
9
Compare answers by tier, not in aggregate, and keep the event name and year so next year's round is a comparison rather than a fresh start.
10
Publish what you changed as a result in next year's prospectus. Sponsors who see their feedback in the packaging are the ones who answer the next form.

Best practices for your event sponsor feedback form

Ask for the objectives before you ask for any score. Without them the ratings are unreadable, because you cannot tell a disappointed lead-generation sponsor from a satisfied awareness one.

Separate lead volume from lead quality every time. Volume flatters, quality decides, and a sponsor quoting only the first number to their own board is a sponsor who will be disappointed next year.

Treat a low audience-fit score as a strategy problem, not a service problem. Better logistics will not rescue a sponsor who was sold the wrong room, and pretending otherwise wastes both sides' time.

Ask about renewal tier as well as renewal likelihood. Retention counted in logos rather than in revenue hides a downgrade until the invoice arrives.

Send a fulfilment checklist during the event so the deliverables question can be answered at all. Sponsors who cannot tell whether they got what they paid for do not renew, whatever the truth was.

Call the low scorers. A one or a two on value or audience fit is worth a phone call the same week; a templated thank-you in reply to honest criticism ends the relationship faster than the criticism did.

Do not make this anonymous. It is a commercial conversation between two organisations, and an anonymous complaint about a sponsorship package cannot be acted on or answered.

Ask more than one person per sponsor. The signer judges strategy and the stand team judges execution, and the gap between them is often the most useful thing you learn.

Keep permission to quote separate from permission to contact. A sponsor agreeing to a renewal conversation has not agreed to appear in your prospectus.

Run it every year with the same questions. A single year's sponsor feedback is anecdote; three years of the same scales by tier is the only evidence you will ever have for what a sponsorship package is worth.

Frequently asked questions

How is this different from the Corporate Sponsorship Inquiry Form?

Opposite ends of the relationship. The inquiry form qualifies a prospective sponsor before anything has happened: company size, tier of interest, what they hope to achieve. This form is filled in after the event by a sponsor who has already spent the money, and asks whether what they hoped to achieve happened. Run the inquiry form to open the conversation and this one to decide whether there will be another.

How is this different from the post-event survey or the debrief form?

Different respondents entirely. The post-event survey and attendee feedback form ask people who came to the event. The event debrief form is the organiser's own reflection, with a line for vendor performance. Neither asks a sponsor anything, and a sponsor's questions — lead quality, audience fit, deliverables, renewal tier — do not appear on either. Run all three: they cover attendees, organisers and sponsors, and no one of them substitutes for another.

Does this form take a renewal payment or a deposit for next year?

No. formformform has no payment field — the only payment processing in the product is subscription billing for your own account. This form records a sponsor's judgement about value and their stated intention to renew and at what tier. The renewal itself happens in a conversation and a contract, and it should: a sponsor who has just told you the audience was wrong needs a phone call, not a checkout.

Should sponsor feedback be anonymous?

No. Attendee feedback benefits from anonymity; sponsor feedback does not. This is a commercial relationship between two named organisations, the answers need following up with the specific person who gave them, and an anonymous complaint about a sponsorship package cannot be answered or fixed. Ask for the name and the email, and make the follow-up genuine. Worth knowing either way: on any formformform form, anonymous only ever means the questions do not ask who you are — the IP address and browser of every submission are recorded, the form owner can see both, and IP address is a column in every CSV export, encrypted forms included.

Why ask about renewal tier when I already asked about renewal likelihood?

Because "likely to renew" and "at a lower tier" is a downgrade, and counted as a retained sponsor it hides a budget loss until the contract arrives. Asking both turns a retention percentage into a revenue forecast, and gives you the specific accounts to work on while there is still time.

When should I send it?

Within two weeks. Send it while the sponsor's own internal review is still running and the honest version of the numbers is still being discussed. Wait a month and you get the version they have already told their own board, which is smoother, less useful, and much harder to act on.

Why are the scales radio buttons rather than stars or sliders?

formformform has no rating or scale field type, so every five-point scale here ships as a radio with five labelled options. Labelled ends are better for this form anyway — "3 — Fair value" is unambiguous in a way that three stars out of five is not, and these answers get quoted in renewal conversations where the wording matters.

Can I use this for in-kind and community sponsors too?

Yes, and it is worth doing. In-kind and community-tier sponsors have objectives that are just as specific — recruitment, visibility with a particular group, supporting a cause publicly — and they are the tiers most likely to have been sold something vague. The tier field keeps their answers separate from your commercial tiers so you are not averaging the two.