The pressure is on for enterprise-level and life science companies to grow and scale events this year.
One of the best ways to do so is through event sponsorship.
Event sponsors will not only add extra value to your events and help you attract more attendees. They’ll help you cover costs and increase your event ROI.
But landing the best ones is not easy.
To help you out we’ve put together a list of the 7 best event sponsorship examples you can get inspiration from. Follow their example and before long you’ll have people begging you to sponsor your events.
But before you get blown away by our event sponsorship examples, let’s answer the questions: What do sponsors do for events? Why does event sponsorship matter? How does event sponsorship work?
What do sponsors do for events?
An event sponsor is a business that covers part of the event cost in exchange for promotional benefits. Event sponsors are often companies, brands, nonprofits, or people that are notably involved in and have extensive knowledge about the event topic.
An event sponsor provides funding or resources for the event. In return, receives advantages in marketing, brand awareness, and business reputation.
The most common (and useful) types that we see in the best event sponsorship examples include:
- Food and beverage
- In-kind sponsorship
- Quirky or unique
- Entertainment and games
- Influential figures or thought leaders
- And more
There are plenty of situations where event sponsorship may be a little unrelated. But, you should aim to carry out effective sponsorship outreach to ensure that event sponsors truly align with your event’s content. In this way, you’ll get more people attending your events from all over the world, especially if you’re running hybrid or virtual events.
To discover other ways to reduce event costs, check out our post on how to optimize your virtual event budget.
Why does event sponsorship matter?
Many event planners may wonder if obtaining an event sponsor is worth it. But sponsors are not something reserved only for global, influential events. Even smaller events can benefit from sponsors and, trust us — it matters.
These days, events are changing rapidly with digital platforms. Funding is tricky because online and hybrid events may mean cheaper tickets or even free admission. With this upfront revenue hit, event planners may have even more drive to research event sponsorship examples that’ll help them acquire top sponsors for their events.
Whether in-person or online, event sponsors matter because they:
- Help cover event costs
- Add value and credibility to events
- Raise audience interest and attract more attendees
- Help bridge connections between groups of people
Sponsors are a key component of event engagement. But, your audience needs more. Here are 20 Interactive Conference Ideas To Increase Engagement With a Virtual or Hybrid Audience.
How does event sponsorship work?
Start by choosing an event sponsor. Some companies can now skip the sponsorship outreach stage. They are compelling event sponsorship examples that have been so successful over the years that event sponsors contact them directly. (Scroll down to get inspiration from our list of the top 7 event sponsorship examples).
If you haven’t got sponsors reaching out to you yet, when choosing a sponsor, keep 2 key questions in mind:
- What are the main goals and ideal outcomes of your event?
- What types of businesses will the event benefit most?
If you can answer these questions with confidence, you are on the right track. Start listing some potential event sponsors.
Something important to remember about event sponsorships. Nobody wants to agree to sponsor something just because it sounds like a great event. The company or brand that sponsors you will only do so if they know they will gain something. You’ll see how the best companies do this in the event sponsorship examples we list below.
5 event sponsorship example tips to help you with outreach and selection
1. Know your audience and your event
Who will your event attract? Your event sponsor must be relevant and meaningful to your guests. Aim to get sponsorship from companies or influential people that get people excited about your event.
What will your event achieve? Understand the traits you want in a sponsor by being clear on your objectives.
2. Consider sponsors who align with your goals
Event sponsorship can make or break an event. Imagine you are planning a large hybrid event for entrepreneurs. The topic is productivity in the digital world. A win-win event sponsorship example could be Zapier or Airtable. However, an irrelevant sponsor (e.g. Bumble, the dating app) would likely not appeal to that specific audience.
Choose event sponsors that align with the event’s overall goals, purpose, and niche. The closer you are, the more likely you will obtain a great match.
3. Keep shared values in mind
Being on the same page with shared goals is helpful for choosing a sponsor. So are your shared company values. Consumers place high value on what a specific company claims to stand for. So, a brand’s values, mission, and ethics can boost or reduce people’s interest.
The same can apply to the reputation of your sponsor. Consider the types of values your business runs on. What types of event sponsors will be on the same level? Or who will be a sponsor that acts as an influencer or role model for these shared values?
4. Use online tools to find event sponsorships
Technology works wonders. You no longer have to draft a list of potential sponsors. You no longer have to sit and cold email them one by one. There are tools you can utilize to boost your sponsorship outreach.
Companies with the best event sponsorship examples have used management software such as Optimy and Proposify. They help you find, reach out to, and track pitches to streamline your sponsorship search. They include swift access to contacts, email management, and scheduled replies.
5. Research sponsors from similar events
Look into events and event sponsorship examples similar to yours. Which sponsors did they have? Companies that sponsored a successful event for a similar industry in the past will likely agree to do it again. It is always a good idea to observe your competition. No matter the size and scope of your event.
5 steps to increase your chances of landing the perfect event sponsor
Now you know how to choose the type of sponsor you want for your event. How can you manage event sponsorship outreach? How can you ask a company to be your sponsor?
If you’re keen to see the best event sponsorship examples, scroll down and start getting inspired!
#1 Write a winning pitch
The first step to landing a great sponsor. Write an event sponsorship proposal. This is the initial email or “pitch” that should impress your sponsor. It should interest them in partnering with you for your event.
- Explain your company and upcoming event in enough detail. But no more than a few short sentences.
- Describe your event speakers and the products you will be showcasing. Clarify how the event will benefit the sponsor.
- Use friendly, professional language.
- Include all your contact info, so the sponsor can keep in touch.
#2 Offer special incentives
In your pitch or follow-up, offer special incentives for your event sponsor. You could:
- Provide them with a free booth at the event
- Add their logo or name on all event marketing materials
- Offer them a spot to give a keynote to promote their upcoming product line
Creating an event sponsorship proposal that works is vital to your event preparation. But are you giving the same attention to your emails to your attendees? Check out these 16 Event Email Templates to Drive Attendance & Increase Engagement in 2022.
#3 Get creative
Sometimes, you have to get creative. Think about what is important to the sponsor you are considering. What is the latest news or release they are focusing on? What are they trying to obtain in their current marketing campaign? Which aspect of their business are they trying to build? Consider how your event might help them. Target those points when reaching out to them.
#4 Provide case studies
Have you hosted a successful event in the past? What data do you have to show for it, if any? Be open to revealing the positive outcomes of former events you held. You could even offer case studies from previous sponsors.
#5 Develop sponsorship packages
You can develop low, mid, and high-tier event sponsorship packages.
The lowest tier involves ample marketing on the event website, social media, and handout materials. Plus a free event booth (whether virtual or in-person).
The next tier includes the above plus a featured keynote speaking slot and a 1-minute promo video online.
The highest level includes all the above. Plus a branded page on the website and branded transition slides between event sessions.
7 event sponsorship examples you’ll want to copy
You may be struggling to come up with event sponsorship ideas. So, here are some event sponsorship examples of large, winning virtual and hybrid conventions. They are so good that these companies no longer need to make cold outreach to brands. Sponsors come to them directly.
Event sponsorship example #1 INBOUND 2022
INBOUND is a digital marketing event hosted online. It’s one of the event sponsorship examples with a simple, yet enticing sponsorship page. It promises visibility, conversion, and an impact on over 70,000 attendees. These give true value to many companies, large and small.
This tactic works because it is a well-known event. It can thus afford to be elusive with its sponsor inquiries.
Event sponsorship example #2 MOMENTUM
Reuters’ MOMENTUM technology event is for tech industry leaders. The event talks about how digital tools can improve the future of humanity. This event sponsorship example is well-developed and reputable. Their sponsorship page has plenty of notable sponsors from past and present events.
Another win for this event sponsorship example is that they deliver their main event objectives on their page right away. They implement some key points mentioned in the advice above.
Event sponsorship example #3 GitHub Universe
GitHub is another great event sponsorship example. It is a company that creates thoughtful sponsorship packages.
On their sponsorship web page, they include demographic data of those who attend GitHub. And they pepper in logos from larger companies they would love to have as sponsors. This is a great way to target the intent of those who are looking to sponsor.
Keep global audiences engaged by providing closed captions during events. For more info, read 7 reasons to use live event captioning + 4 things to look for in closed captioning software.
Event sponsorship example #4 re:Invent by Amazon Web Services (AWS)
re:Invent one of the strongest event sponsorship examples thanks to its sponsor page. Its sponsorship prospectus is truly eye-catching. They give sponsors a clear idea of add-ons. Plus detailed descriptions of benefits, inclusions, and prices.
One page even lays out the step-by-step process for companies to become sponsors with links to relevant pages. This makes it quick and easy for sponsors to register.
Event sponsorship example #5 FinCon
FinCon is a hybrid event for money nerds from all walks of life. It is a unique event sponsorship example due to its sponsor and partners page. They do not invite by displaying packages. They review the various areas of expertise sponsors can take on.
Complete with a short explanation video, the application page is full of helpful information. It creates excitement for this niche. And it displays combined benefits for all sponsors interested.
Event sponsorship example #6 SXSW
South by Southwest is one of the largest events in the nation. Its an event sponsorship example with a website sponsorship package that is really top-notch. It even includes an overview of superior benefits offered by each level of sponsorship. It also gives examples of world-known brands that are taking the top positions.
Event sponsorship example #7 Gartner Marketing Symposium
The Gartner Marketing Symposium is famous worldwide. It is an event sponsorship example worth imitating.
Their sponsor and exhibitor pages include in-depth company statistics. They mention successful past events. And they list the advantages that sponsors will experience. They also display an engaging video to highlight the benefits sponsors have gained from previous events.
These event sponsorship examples are great. But how can you make the most of event sponsors at your events?
Picture this. You create a first-rate sponsorship package based on the event sponsorship examples above. You manage to land some incredible event sponsors for your event. But you hit a wall. How can you reap all the benefits from your sponsors at your events?
An enterprise event platform like SpotMe can help.
By using SpotMe’s engaging event app, your attendees can see all your sponsors, including their logos, names, and even a link to the sponsor’s profile page. That way, your participants can interact with sponsors before, during, and after your events, bringing extra value to what you offer.
To see for yourself how SpotMe could help you take these event sponsorship examples to the next level at your in-person, hybrid, or virtual events, book a free demo.