Exploring Types of Event Sponsorship to Maximize ROI and Impact

May 24, 2024 Shruti Shah

Event sponsorship stands as a pivotal cornerstone in the orchestration of successful events, whether they are in-person gatherings or virtual experiences. From large exhibitions to sporting events, organizers strive to secure sponsorships that offer both financial backing and strategic marketing support. A nuanced comprehension of the distinctive needs and objectives of event sponsors not only sets you apart but also cultivates enduring partnerships.

In this blog, we'll delve into the types of event sponsorship, exploring its diversity and dissecting the unique benefits each variant offers. The aim is to equip organizers with insights to forge mutually rewarding relationships with sponsors, while also ramping-up their events. 

Benefits of Event Sponsorship 
Marketing and finance have traditionally been the major focus of sponsorships, however over the years, the creativity in sponsorships has evolved very dynamically and rapidly alongside events. Organizers now understand that sponsorship doesn’t always have to be financially focused; it can create mutual benefits for both sponsors and organizers while enhancing the event experience for attendees. This collaboration, although divided by goals, is united by the target audience. 

Sponsors benefit from increased brand awareness, visibility, and marketing opportunities, while organizers gain additional financial resources, brand credibility, and an exciting event atmosphere and happier attendees. 

4 Types of Sponsorship for Events 
Cutting the chase, let's dive into the categories of event sponsorships. Understanding these types of sponsorships will enable you to craft beneficial sponsorship packages to target audience precisely and effectively. 

1. Title Sponsorships: As the pinnacle of event sponsorships, title sponsors enjoy unparalleled visibility and brand recognition. By associating with the event, they elevate its prestige and credibility, drawing in larger audiences and increasing media attention. Organizers can negotiate title sponsorships by offering exclusive branding opportunities, VIP experiences, and prominent placement in marketing materials.  
Imagine a large-scale tech conference where a leading software company becomes the title sponsor. Their name appears prominently on all event materials like promotion collaterals, lanyards, badges, and even event's official title, which is usually displayed in this way -"[Sponsor Name] Tech Conference”. 

2. In-Kind Sponsorships: In-kind sponsors provide goods or services instead of monetary support, thereby reducing the organizer’s expenses on such elements. Attendees benefit from enhanced experiences, while sponsors gain valuable leads directly.
For example, at an innovators' meet, a company specializing in interactive event technology sponsors a 360-degree photobooth and attendees utilize the photobooth to capture dynamic pictures and create engaging videos, all branded with the sponsor's logo. This activity serves dual purpose: enhancing the event experience in a fun way and generating valuable leads for the sponsor. How? So, when attendees provide their contact information to access the media, the sponsor benefits from direct engagement with a tech-savvy audience, effectively activating their brand within the innovative event setting. 

3. Media Sponsorships: Media sponsors leverage their platforms to promote the event, amplifying its reach and visibility through advertising, social media mentions, and editorial coverage.
Let's consider a yearly charity gala that collaborates with a prominent media agency as an example here. The media sponsor promotes the gala through its channels, including TV commercials, social media posts, and online articles, throughout the event lifecycle. In exchange, the media outlet can be offered advertising space at the event, exclusive interviews with key speakers or organizers, and access to behind-the-scenes content. 

4. Product Sponsorships: Product sponsors provide tangible items for the event, such as branded merchandise, technology equipment, or giveaways. These partnerships enhance attendee experience by providing valuable resources and memorable keepsakes, while allowing sponsors to showcase their products in a relevant context, thus reducing related costs for the organizers.
For instance, imagine a corporate leadership summit where a leading hardware company sponsors the event by supplying state-of-the-art laptops and tablets for workshops and presentations. These devices, branded with the sponsor's logo, are used by attendees for notetaking, accessing event materials, and participating in interactive sessions. While attendees get to use and experience the latest technology firsthand, it also enables the sponsor to showcase their products to business leaders and decision-makers, creating brand affinity and driving interest in their offerings. 

Unique Sponsorship Ideas
If you're seeking more ideas, here's our selection of industry trends to fuel your planning. 

• Wi-Fi Sponsorship: Brand the Wi-Fi network, ensuring every attendee sees the sponsor's brand when they log in. 
• Happy Hour Sponsorship: Enhance networking opportunities by allowing sponsors to host cocktail receptions or happy hours. 
• Charging Station Sponsorship: Keep attendees powered up throughout the event by providing branded charging stations, offering sponsors prominent visibility. 
• Stage Sponsorship: Elevate sponsors' presence by featuring their logos prominently on the event stage or naming the stage after them, ensuring high visibility. 
• Awards Sponsorship: Recognize sponsors by allowing them to present awards during the event, providing exposure and association with winners. 
• Workshop Sponsorship: Enable sponsors to showcase their expertise by sponsoring workshops or educational sessions in the form of breakout sessions, etc. 
• Registration Area Sponsorship: Offer hype by allowing sponsors to brand the registration area, ensuring their visibility as attendees check in. 
• Lounge Sponsorship: Provide sponsors with the opportunity to create branded relaxation areas, offering attendees a comfortable space to unwind and start new conversations. 
• Contest/Giveaway Sponsorship: Draw attendees' attention and generate excitement by partnering with sponsors to host contests or giveaways, driving traffic to sponsor booths and enhancing brand recognition. 
• Social Media Sponsorship: Collaborate with influencers or content creators to promote the event on their social media pages through sponsored posts.  

Ultimately, successful event sponsorship is more than just logos and branding—it's about offering value and stake holding, fostering community, and creating moments that matter. Strategic sponsorship also brings people together, sparks conversations, and helps design an impression that extends far beyond the event itself. So, as you plan your next event, consider the power of sponsorship to elevate your vision and create experiences that inspire, delight, and resonate with all who attend. 

How to make your sponsors happy? Here’s your answer - take a demo with Eventcombo to change the way you manage sponsors and have one less thing to worry about.