Create a Sponsorship Playbook for Afrobeats Festival Organisers

Nigeria hosts hundreds of music events every year. A handful, like Afronation, Detty December concerts, and Livespot X Festival, have reached a level where major brands compete for placement. But below that tier, thousands of mid-size festivals and concert series are leaving real money on the table because their sponsorship pitches are amateurish, their audience data is thin, and they do not know what to ask for. Brands in Nigeria are actively looking for festival partnerships. Telecoms, betting companies, banks, and FMCG brands all have event marketing budgets. The gap is not demand, it is the quality and confidence of the ask coming from smaller organisers. Your task is to produce a sponsorship playbook: a practical, usable document that a festival organiser with no agency support can pick up and use. It should cover how to package a sponsorship proposal, what metrics and audience data brands actually care about, how to structure tiered packages (title sponsor, supporting sponsor, activation partner), and how to follow up without losing the deal. Use at least one real Nigerian festival as a case study to ground the examples. The deliverable is a 15-25 page PDF guide or a well-structured slide deck. It should feel like something written by someone who has sat in both rooms: the organiser's and the brand manager's. Good work will include sample proposal language, real sponsorship categories with plausible pricing ranges for the Nigerian market, and at least one example of a sponsorship pitch that failed and why.