From the sponsor's perspective, we're looking for two key things: over-communication and reporting. In terms of communication, there's almost no way for you to communicate too much, but there's plenty of ways to say too little. Uncertainty and surprises kill trust, and trust is the foundation of successful sponsorship relationships. For reporting, as a small business owner I want to know how this sponsorship moved the needle. It doesn't have to be a direct cause and effect, but at least put some time into letting us know what the sponsorship enabled and the results you saw from it. It'll make next year's pitch a lot easier!