Event sponsorships are a powerful way for businesses and organizations to increase brand visibility, engage with target audiences, and build strong industry relationships. For event organizers, securing sponsorships for events can provide financial support, enhance attendee experiences, and create valuable networking opportunities. Understanding the different types of sponsorship for events can help both sponsors and event planners maximize the benefits of their partnerships.

What is Event Sponsorship

Event sponsorship is a strategic partnership where a company provides financial support, goods, or services to an event in exchange for promotional benefits, such as brand visibility and audience engagement. This collaboration allows sponsors to connect with target audiences and enhance their brand image, while event planners receive essential resources to elevate the event experience. As a result, sponsorship plays a crucial role in the event planning process.

Why Event Sponsorship Matters

Event sponsorships offer a mutually beneficial arrangement where sponsors gain exposure and credibility while event planners receive financial backing or in-kind support. This partnership allows businesses to connect with relevant audiences in a meaningful way, leveraging events as a platform to promote their products, services, and brand identity.

Different types of event sponsorship cater to various marketing goals and audience engagement strategies. Whether a company is looking to enhance its visibility, interact directly with attendees, boost event ROI, or associate its brand with a cause, there is a sponsorship type that aligns with its objectives.

Significance and Impact of Event Sponsorship

Event sponsorship opportunities have become a pivotal component of marketing strategies, offering measurable benefits:

• Influence on Consumer Behavior: Approximately 74% of consumers are more likely to purchase products after exposure to a branded event (a study by the Event Marketing Institute).
• Brand Awareness: Sponsorship marketing can increase brand awareness by up to 69% (a study by the Harvard Business Review).
• Sales Growth: Companies investing in event sponsorships often see an average sales increase of 4% (Source: The Balance Small Business).
• Brand perception: 74% of event attendees say they have a more positive opinion of the company or product being promoted after an event. (Source: Event Marketer)

At Advanced Communities, we also see value in sponsoring events that resonate with our vision and goals. In the photo below, you can see our beautiful team during the Membership Excellence ‘24 conference—one of the biggest events in London for associations and membership organizations, which we were honored to sponsor.

Common Types of Event Sponsorship

1. Financial Sponsorship

Financial sponsorship is the most traditional and widely recognized type of sponsorship for events. In this arrangement, a company provides direct monetary support in exchange for brand exposure at the event. Sponsorship packages often include logo placements, speaking opportunities, advertising rights, and exclusive branding opportunities.

Benefits for Sponsors and Event Organizers:

Financial sponsorship offers high visibility through event marketing materials, potential speaking engagements, and increased brand awareness. Event planners, in turn, receive direct funding to cover event costs, strengthen marketing efforts, and attract high-profile sponsors.

2. In-Kind Sponsorship

In-kind sponsorship involves non-monetary contributions such as products, services, or resources that add value to an event. Instead of providing direct financial support, sponsors donate essential goods or services that enhance the event experience. This can include catering, audiovisual equipment, printing services, or branded giveaways, all of which help reduce event costs while promoting the sponsor’s brand in an organic and engaging way.

Examples of In-Kind Sponsorships:

• Food and beverage companies providing catering services
• Technology companies offering audiovisual equipment
• Printing companies supplying event signage

Benefits for Sponsors and Event Organizers:

This type of sponsorship is a cost-effective way for event sponsor to gain exposure while showcasing their products and services to a targeted audience. Event planners benefit from reduced expenses, access to high-quality goods and services, and an enhanced event experience for attendees.

3. Media Sponsorship

Media sponsorships involve partnerships with media outlets that provide advertising, publicity, or coverage in exchange for brand recognition at the event. These collaborations can include television, radio, print, and digital media, helping to expand the event’s reach to a broader audience.

Examples of Media Sponsorships:

• TV stations offering commercial airtime to promote the event
• Magazines featuring event advertisements or editorial content
• Influencers or bloggers providing social media coverage

Benefits for Sponsors and Event Organizers:

Media sponsors gain broad brand exposure and association with a high-profile event, while event planners benefit from increased attendance, enhanced credibility, and access to wider audiences beyond the event itself.

4. Venue Sponsorship

Venue sponsorship occurs when a company provides or subsidizes the cost of a location for an event. This sponsorship allows the sponsoring company to establish a strong presence within the event space, with opportunities for branding through strategically placed signage, digital displays, and promotional materials. Additionally, the event sponsor may be able to host exclusive areas such as networking lounges, VIP sections, or designated speaker sessions, offering unique engagement opportunities with event attendees. This type of sponsorship helps to create a well-structured and professional setting, contributing to the event’s overall success.

Benefits for Sponsors and Event Organizers:

Sponsors receive exclusive naming rights, high brand visibility, and increased foot traffic if the venue is a business. Event coordinators benefit from reduced venue costs, access to premium event spaces, and a well-equipped location that enhances the attendee experience.

5. Promotional Sponsorship

Promotional sponsorships involve sponsors contributing branded merchandise, giveaways, or prizes that help elevate the overall atmosphere and excitement of the event. These items can serve as tangible reminders of the event, extending its reach beyond the venue and into attendees’ everyday lives. By incorporating creative and memorable products, promotional sponsors aim to leave a lasting impression on participants, sparking conversations and reinforcing their presence. The strategic selection of such items can also align with the event’s theme or objectives, offering a seamless connection between the brand and the experience while fostering engagement and anticipation throughout the event.

Examples of Promotional Sponsorships:

• Companies providing branded tote bags, lanyards, or T-shirts
• Raffles and contests featuring sponsor-provided prizes
• Exclusive product samples or discounts for attendees

Benefits for Sponsors and Event Organizers:

Sponsors benefit from direct engagement with potential customers, increased brand visibility, and positive brand association. Event planners enhance attendee experiences with valuable giveaways and additional revenue streams from sponsored merchandise.

6. Educational Sponsorship

Educational sponsorships involve businesses offering support for workshops, speaker sessions, or training programs at an event, enhancing the overall learning experience for attendees. These sponsorships play a crucial role in fostering knowledge-sharing and skill development, providing a platform for thought leaders and experts to share insights and industry trends. Educational sessions are often designed to address specific challenges, explore emerging topics, or offer hands-on learning, adding depth and value to the event. In this context, attendees have the opportunity to engage in meaningful discussions, expand their expertise, and stay up to date with the latest advancements in their field. Such initiatives create an environment of continuous learning and professional growth, enriching the event experience for all involved.

Benefits for Event Sponsors and Organizers:

Sponsors position themselves as industry leaders and thought leaders while directly engaging with a relevant audience. Event planners gain access to high-quality speakers and training resources, increasing the event’s credibility and value.

7. Digital Sponsorship

With the rise of virtual and hybrid events, digital sponsorships have become increasingly popular, offering innovative ways for brands to engage with a global audience. These sponsorships encompass a wide range of branding opportunities, such as displaying logos and promotional materials on event websites, apps, and live streams, as well as within virtual platforms that host sessions, workshops, and networking activities. Digital sponsorships can also include interactive elements like banner ads, pop-up notifications, or branded virtual spaces, providing a seamless integration of brand presence throughout the online experience. As digital platforms continue to evolve, these sponsorships offer dynamic ways to capture attention and maintain visibility during every phase of an event, from registration to post-event follow-up. The ability to incorporate multimedia elements and real-time engagement further enhances the connection between the event and its virtual attendees.

Examples of Digital Sponsorships:

• Sponsored webinar sessions or virtual booths
• Logo placement in event emails, social media, and websites
• Exclusive sponsorship of live-streamed content

Benefits for Sponsors and Event Organizers:

Sponsors enjoy a wide digital reach, real-time audience engagement, and access to data-driven insights. Event planners generate additional revenue through digital advertising opportunities and extend their event reach through online engagement.

Finding the Right Sponsor for Your Event

Choosing the right sponsor is crucial for a successful event. The ideal sponsor should align with your event’s theme, audience, and goals. To find the perfect match, start by researching businesses that have sponsored similar events in the past. Consider companies that share a target audience with your event, as they are more likely to see value in the sponsorship opportunity.

Engaging potential event sponsors requires a compelling sponsorship offer that outlines clear benefits, including brand exposure, audience reach, and networking opportunities. Providing data-driven insights, such as audience demographics, previous event success metrics, and projected engagement figures, can make your proposal more persuasive.

Building strong relationships with sponsors is essential for long-term success. Maintaining open communication, delivering measurable results, and offering exclusive perks such as VIP experiences or customized branding opportunities can help secure ongoing sponsorships. Additionally, leveraging social media and digital marketing to highlight sponsor partnerships can enhance visibility and demonstrate value, making your future events more attractive to sponsors.

Streamlining Sponsorship Management on Salesforce

Managing event sponsorships can be a complex process. If you are using Salesforce or considering it for your event management, we’ll show you how to simplify and enhance your sponsorship strategies with the right solution. AC Events Enterprise is a comprehensive event management system, 100% native to Salesforce, that also covers sponsorship management. This powerful tool allows event coordinators to create different sponsorship packages tailored to their needs.

With AC Events Enterprise, event planners can open an event for sponsorship opportunities and collect applications directly from their Experience Cloud site. The platform allows the creation of customized sponsorship tiers, setting deadlines, and specifying key information required from potential event sponsors.

Once a sponsor is confirmed, their application can be effortlessly converted into an official sponsorship record with just one click. Event managers can review, approve, or even cancel sponsorships as necessary, all within a single Salesforce event management system. This streamlined process ensures efficient sponsorship management, allowing event planners to focus on fostering strong, long-term partnerships while maximizing event success.

How to Attract Event Sponsors

Securing sponsorships for events requires a strategic approach. The table below outlines the key steps to attract and secure sponsors:

Wrap Up

Event sponsorships are a vital component of successful events, providing benefits for both sponsors and organizers. By understanding the different types of sponsorship for events and implementing effective strategies to attract sponsors, event planners can create impactful and financially sustainable events that benefit all stakeholders involved. If you would like to explore how we can help you improve your event management, please reach out.

FAQ

What is an event sponsorship?

Event sponsorship is a partnership between an event organizer and a business, where the business provides financial support, goods, or services in exchange for brand exposure and marketing benefits.

What are the different types of sponsorships?

There are various types of event sponsorships, including financial sponsorship, in-kind sponsorship, media sponsorship, venue sponsorship, promotional sponsorship, educational sponsorship, and digital sponsorship.

What are the different types of event sponsorship packages?

Event sponsorship packages typically fall into tiers, such as Platinum, Gold, Silver, and Bronze. Each tier offers varying levels of visibility and benefits. Platinum, for example, might include prominent logo placement, speaking opportunities, and a dedicated booth space, while Bronze might offer basic logo inclusion and mentions. You might also find custom packages tailored to specific sponsorship goals, such as product placement, branded experiences, or digital sponsorships.

How do I choose the right event sponsorship type for my company?

To choose the right sponsorship, start by defining your marketing goals. Are you looking for brand awareness, lead generation, or product promotion? Next, assess the event’s audience demographics and alignment with your target market. Consider your budget and the return on investment (ROI) offered by different sponsorship levels. Finally, evaluate the specific benefits provided by each package, such as speaking slots, booth space, and digital promotion, to ensure they match your objectives.

How do you get sponsors for an event?

To secure sponsors, research potential sponsors that align with your event, create a compelling sponsorship proposal, offer tiered sponsorship packages, showcase past event success, and build long-term relationships with sponsors.

How to create attractive event sponsorship packages?

To create attractive packages, focus on offering tangible value to sponsors. Clearly outline the benefits, such as logo placement, social media mentions, booth space, and speaking slots. Tailor packages to different budget levels and offer unique opportunities like product demos or branded experiences. Highlight the event’s audience demographics and how sponsoring aligns with their marketing goals.