How to Be an Event Sponsor, 4 Important Ways

By: | October 15, 2019 | Tags: , , , |

Photo by Adam Whitlock on Unsplash

Sponsorship Strategy – 4 Important Tips For Becoming An Event Sponsor

Eada Hughes

Whether it’s a sporting event, festival, concert, or charity fun run, signing on as a sponsor is about more than just slapping your brand on some banners and promotional products and hoping for the best.

If handled the right way, you will increase your brand’s exposure, garner priceless social capital and foster a culture of community-mindedness within your organization.

To maximize the return on your sponsorship investment, keep the following four tips in mind:  

1. Be selective

While it can be tempting to sponsor any convenient local event, you’re far better off doing your research and finding something that aligns with the ethics, values, products, services, and brand personality of your business. If you’re an IT service provider, it makes more sense to sponsor a technology expo or gaming convention than a local fun run. If you sell activewear, however, that half-marathon might be just up your alley. 

Of course, you can get creative with this. Our IT company might want to sponsor a music festival to reach a younger local demographic and reveal that the business provides the hardware and service to power such events. 

2. Negotiate with the event organizers

Once you’ve found an ideal event, it’s time to discuss the specifics with the organizers. If they’re willing to enter into a partnership, you need to make sure that it’s going to be mutually beneficial. Having signage is one thing, but you need to know where it will be placed. How visible will it be at the event? Will you be able to have a booth set up to give away promotional products and information? Where will your brand appear on promotional material, media walls and banners or other signage?? What opportunities do they offer for your brand’s message and corporate personality to shine? 

Some events, like trade shows, offer opportunities for sponsors to host breakfasts or dinners with high-priority potential clients. So, be sure to consider the type of event you’re sponsoring, how much you’re willing to invest, and what the organizers are willing to offer in return. 

3. Do your own advertising

While you do need to negotiate effectively with the event’s organizers and ensure you’re getting a good deal for your business, you don’t want to leave all the marketing and promotional work to them. Ensure you add the event sponsorship to your website and send out the details through your social media channels, email blasts, newsletters and other forms of client communications you’re utilizing. 

This is also a great opportunity to create content that shows how the event aligns with your business’ ethos. If you’re sponsoring a charity event, consider making some short, sharable videos demonstrating your personal connection with the cause you’re supporting. This puts a human face on your business and connects with your audience on a more personal and emotional level.

4. Don’t stop after the event has concluded

The end of the event does not equate to the end of the benefits for your business. Publish wrap-up content on your social media channels, showcasing the event’s success. Consider contacting local news agencies offering to be interviewed. It’s important to avoid focusing on yourself and instead give credit to the event and the cause it was in aid of. Doing so will still create a strong connection between your business and the cause you were involved in supporting. In turn, this will win you customer loyalty. 

Wrapping Up: Sponsorship Strategy

With a successful event sponsorship now under your belt, the only thing left to do is seek out your next charitable opportunity! 

Readers, please share so marketers learn this powerful sponsorship strategy.

This post was made possible by the support of our readers.

  1. Jeanette S. Hall

    Been involved with sponsoring events when I was younger. We apparently really messed up by stopping when the event concluded. Hey, we were just little kids back then. Now, we are all grown up living in different parts of the country. Miss getting to eat the “Thin Mint” cookies we used to sell (try freezing them for a cool treat)!

    • Janice Wald

      Hi Jeanette,
      I think your comment about Thin Mints is funny. I also love Thin Mints. I buy them from Girl Scouts and freeze them. They last longer that way and taste good cold, in my opinion.

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