Does your event need sponsors? For many event teams, it’s an obvious question, because budgets are often tight and expectations high. Sponsorship can help cover costs. At the same time, it brings you reach, new contacts and credibility, as long as the right partners are on board.
In this article, you’ll learn what event sponsorship is, which types there are and how to find sponsors who really fit your event.
What is event sponsorship?
With event sponsorship, companies or organisations support an event and get something in return, usually visibility with your audience. The support doesn’t always have to be money. Sponsors can also provide goods or services, such as the venue, technology, catering or prizes for a giveaway.
One thing is important: sponsorship isn’t a donation. Both sides agree on what they contribute and what they get in return.
Why is event sponsorship worth it?
When it’s done well, everyone involved benefits: you as the organiser, your sponsors and your guests, who get a better event. These are the advantages sponsorship brings:
Financial support
Money is the most common form of sponsorship. Organising an event costs a lot, and the budget is one of the most important topics in planning. Extra funds from sponsorship give you room to manoeuvre. Use them where they will do the most for your goals, for example for a stronger programme or a better on-site experience. You can read how to plan income and expenses properly in our guide to your event budget.
More and better-targeted reach
Sponsors have their own contacts and channels. When they share your event there, you reach people you could otherwise only reach with a lot of effort. What matters is that your sponsors’ audience fits your event. A sponsorship that doesn’t fit thematically brings little and, in the worst case, can even harm your event’s image.
More awareness for your brand
When more people hear about your event, awareness of your brand grows too. Your future events and your organisation as a whole benefit from that as well.
Trust and credibility
Well-known and respected partner companies strengthen trust in your event. When companies your audience knows and values are involved, it works like a recommendation before the event even starts.
Types of event sponsorship
1. Financial sponsorship
The most common form: sponsors pay an amount and get the benefits you agreed on in advance. The easiest way to work is with fixed sponsorship packages, for example three tiers with different benefits.
2. In-kind sponsorship
Instead of money, in-kind sponsors provide products or services. That could be an accessible venue, catering, event technology or prizes for a giveaway. Here too: it isn’t charity. Both sides agree on something in return.
3. Media sponsorship
Media sponsors promote your event through their channels, for example in a trade magazine, a newsletter or on social media. You gain reach without needing your own advertising budget. In return, the media outlet is associated with your event and gets exclusive content or visibility on site.
4. Promotion partners
Promotion partners are people or organisations with an engaged community that matches your audience. For B2B events, that could be industry associations, experts with a large reach on LinkedIn or your own speakers. Their recommendation feels more personal than an ad, because their community trusts them.
What you can offer sponsors
Sponsorship works best when both sides know exactly what they get. Think in advance about which benefits you can offer, for example:
Logo and mention on the event page, in invitations and on site
A dedicated stand or area at the event
A slot in the programme, such as a talk or session
Free tickets for customers or employees
A report after the event with figures on registrations, attendees and reach
The report in particular is often underestimated. If you can show sponsors clear figures after the event on what their involvement achieved, they are more likely to come back next time.
An important note on data protection: if sponsors are to receive your attendees’ contact details, you usually need explicit consent, for example via a separate checkbox during registration. It’s best to clarify the details with your data protection team.
Ways to find sponsors
Finding sponsors doesn’t have to be complicated. These approaches will help you get there faster.
Set your goals
Not every sponsor fits every goal. If you need a specific venue, for example, a media sponsor won’t help you. So start by clarifying what you want to achieve: more budget, more reach, better equipment or more credibility. If you have several goals, you may also need different partners.
Approach sponsors of similar events
Look at which companies sponsor events in your industry. They already know what event sponsorship brings, and their audience probably overlaps with yours. That makes the first conversation much easier.
Focus on partners who share your values
Conversations with sponsors take time. So approach brands that fit your event’s goals and image. If your event is particularly sustainable, for example, it’s best to look for partners who take this topic seriously too.
Ask your audience
Your audience’s interests are a good compass. Which brands and companies do they value? A short question during registration or in the feedback survey after the event often gives you useful pointers. When guests see brands on site that they know and like, it goes down well at the event too.
Use digital platforms
There are platforms that bring organisers and sponsors together. SponsorPitch, for example, is aimed at festivals, conferences, non-profits and other organisers looking for suitable brands (SponsorPitch). For sports events, there are specialised platforms such as OpenSponsorship. For B2B events, though, the direct route via LinkedIn, industry associations and existing customers and partners is often worth more.
Conclusion
Event sponsorship can contribute a lot to the success of your event. It brings you extra budget, more reach and trust with your audience. What matters is finding the right partners: companies whose audience and values fit your event. With clear packages and a good report after the event, a one-off sponsorship can turn into a long-term partnership.
Frequently asked questions about event sponsorship
A donation comes without anything in return. With sponsorship, both sides agree on what they contribute and what they get, for example money in exchange for visibility at the event.
As early as possible. Many companies plan their sponsorship budgets a year in advance. For larger events, it’s worth starting the first conversations six to twelve months ahead.
With a clear offer: who is your audience, how many attendees do you expect, and what exactly do sponsors get? Figures from past events make your offer much more convincing.