Event Sponsorship Examples: How It Works and How to Capitalize On It

event sponsorship examples

Event sponsorship examples are everywhere. Enterprise-level companies create captivating event sponsorship packages to win over sponsors that will bring extra value to their events.

Sponsorship outreach is no easy task. Especially when planning hybrid and virtual events. But, getting top sponsors on board at your next event will ensure you reduce costs and attract more participants. And much more.

What is an event sponsor? How does event sponsorship work? And which are the best website sponsorship examples?

We have listed 10 best practices and 7 sponsorship examples for events. You may be implementing event sponsorship for the first time or looking to improve your program. In this article, you will find ideas to enhance your event sponsorship strategy. You will also get valuable inspiration from top businesses that are organizing all types of events.

What Is An Event Sponsor?

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 of event sponsors include:

  • Financial
  • Promotional
  • Media
  • Food and beverage
  • In-kind sponsorship
  • Quirky or unique 
  • Entertainment and games
  • Influential figures or thought leaders
  • Celebrities
  • Politicians 
  • Merchandise
  • Interactive 
  • 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 the event’s subject. This encourages greater attendance from a wider audience.

Graph showing that event sponsorship helps cover costs

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 events may mean cheaper tickets or even free admission. With this upfront revenue hit, event planners may have even more drive to find event sponsors for virtual or hybrid 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. Their compelling event sponsorship packages mean that event sponsors contact them directly.

Have a successful event sponsorship package? Scroll down to get inspiration from our top 7 event sponsorship examples.

If you are not at this stage yet, when choosing a sponsor, keep 2 key questions in mind:

  1. What are the main goals and ideal outcomes of the event?
  2. 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.

Here are 5 things to consider during your sponsorship selection and outreach.

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 convention for entrepreneurs. The topic is productivity in the digital world. A win-win sponsor 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. Utilize Online Tools to Find 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.

You can use Sponsorship Management Software, like Optimy and Proposify. It helps you find, reach out to, and track pitches to streamline your sponsorship search. It includes swift access to contacts, email management, and scheduled replies.

5. Research Sponsors From Similar Events 

Look into past events 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.

Sponsorship Outreach: How does it work?

Now you know how to choose the type of sponsor you want for your event. How can you manage sponsorship outreach? How can you ask a company to be your sponsor?

Follow these steps to increase your chance of landing the perfect event sponsorship.

Sponsorship Outreach Step 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.

Sponsorship Outreach Step 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.

Sponsorship Outreach Step 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.

Sponsorship Outreach Step 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.

Sponsorship Outreach Step 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.

Sponsorship outreach helps cover event costs

7 Event Sponsorship Examples Done by Top Companies In a Virtual and Hybrid World

You may be wondering how to find sponsorship examples for events. 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

event sponsorship examples
(Image by Inbound 2022)

INBOUND is a digital marketing event hosted online. Their event sponsorship page is simple, yet enticing. 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

event sponsorship examples
(Image by Reuters)

Reuters’ MOMENTUM technology event is for tech industry leaders. The event talks about how digital tools can improve the future of humanity. They give companies a website sponsorship example that is well-developed and reputable. It also 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 right away. They implement some key points mentioned in the advice above.

Event Sponsorship Example #3: GitHub Universe

event sponsorship examples
(Image by GitHub)

GitHub is another good 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)

event sponsorship examples
(Image by Viseo)

re:Invent provides a strong sponsorship example for events with 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

event sponsorship examples
(Images by FinCon)

FinCon is a hybrid event for money nerds of all walks of life. It is a unique website 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

event sponsorship examples
(Image by YouTube)

South by Southwest is one of the largest events in the nation. Its sponsorship package example on their site is top-notch. It even includes an overview of superior benefits offered by each level of sponsorship. It also gives examples of world-known brands who are taking the top positions.

Event Sponsorship Example #7: Gartner Marketing Symposium

event sponsorship examples
(Image by Gartner EXPO)

The Gartner Marketing Symposium is famous worldwide. It provides 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.

Learn more about how to set up a successful, memorable hybrid event. Check out the relevant episodes of The Event Marketing Show.

event marketing show

Take Event Sponsorship to the Next Level With a Robust Virtual Event Platform

Picture this. You research the best event sponsorship examples. Then, you find the sponsors you want to contact. Finally, you build a first-rate sponsorship package.

But there is a problem. Where can you keep all the information about your upcoming event? Is it possible to track and manage everything in one place? Even potential sponsors?

Yes, it is. Digital tools that help event organizers exist. Whether organizing in-person, hybrid, or fully virtual events.

Learn how you can add sponsors to and promote sponsors at your events. And get instant support 24/7 from our support team to ensure your events run smoothly.

SpotMe is an enterprise event platform. It has a space that allows attendees to see a list of all sponsors present. The logos and names even link to the sponsor’s profile page. So, participants can easily contact sponsors.

Capitalize on event sponsorship at your future events. Book a free demo and get started with SpotMe today.

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