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With recent changes in the events industry, traditional sponsorship methods need a fresh evaluation. More than simply financial management, effective event sponsorship maintains and enhances value in an evolving landscape. Brands now have the potential to reach a global audience, but many struggle to keep pace.
A study by Bizzabo found that 37% of event professionals face challenges meeting sponsor expectations, highlighting the need for effective strategies.
Eventcube has been helping people manage and promote successful events worldwide, including tailored sponsorship opportunities. We've curated this guide to maximize engagement and revenue for your events, helping you navigate this ever-evolving landscape with confidence!
Event sponsorship ideas can be tailored by understanding the unique audience and goals of each event. For example, tech events may benefit from sponsorship packages that include demos and product showcases, while charity events may appeal to sponsors looking for cause-related marketing opportunities.
Essentially, creative event sponsorship ideas are innovative strategies that mutually benefit event organizer and sponsor alike. They focus on enhancing attendee experience while providing valuable brand visibility and engagement for sponsors. Whether through interactive workshops, branded content, or exclusive event perks, effective sponsorship ideas seamlessly integrate sponsors into the event, ensuring a memorable experience for all involved.
Check out this article from Event Academy to learn more about the basics of event sponsorship.
Crafting the right sponsorship package is crucial to forming a successful partnership. Consider giving sponsors visibility with their logos on event materials and digital platforms. Let them lead or participate in key sessions or workshops. Share insights from attendee data that's relevant to them. Create spaces for branded interactions, whether they're live conferences, virtual lounges, or interactive segments. The key is to align the offerings with what both the attendees value and what aligns with the sponsor's branding goals.
A popular example of a sponsored event is a music festival where a major brand (like a beverage or tech company) comes on board as the main sponsor. They might have exclusive branding rights on the main stage, set up branded lounges or tents for festivalgoers, offer special giveaways, and even integrate their products into the event experience. In return, the event gets financial support, and the sponsor receives significant exposure and engagement with the attendees.
Here are some famous event sponsorship examples:
While there are clear financial benefits of sponsorship, there is much to be gained other than money. Many companies across various industries see the value in sponsoring events as a means to boost brand awareness and engagement. This includes tech firms, beverage and food brands, automotive companies, financial institutions, and even startups. The choice often depends on the event's audience and theme.
For instance, sports events might attract sportswear brands, while a tech conference might draw interest from software or hardware companies. The key for event organizers is to identify companies whose target audience aligns with the event's attendees, ensuring a beneficial partnership for both parties.
Best for: Digital events, festivals, and large-scale gatherings
Brand activations, once a staple at physical events, can now thrive in digital spaces. For instance, Jamestown's virtual pivot for New York’s One Times Square involved collaborations with Samsung, AWS, and Twitch, allowing attendees to explore AR landmarks. To create impactful brand activations, focus on relevance—like Benefit Cosmetics’ pop-up at Glastonbury, which provided essentials for festival-goers. Adapt these principles digitally to forge lasting sponsor impressions.
Example: During the Fortnite x Travis Scott "Astronomical" concert, Epic Games utilized shared value by aligning the gaming experience with the music industry, resulting in a unique event that saw over 12.3 million concurrent viewers. This event highlighted how immersive digital activations can draw in audiences across different platforms.
⭐️ Top tip: Start the activation process early and align the sponsor's values with the event theme to maximize impact.
Best for: Conferences, webinars, and hybrid events
Maximizing the pre-event period is crucial for boosting sponsor visibility. Incorporate sponsor branding in your content strategy, like adding logos in email signatures or hosting pre-event fireside chats to build anticipation. This approach goes beyond banners and showcases your commitment to sponsor partnerships.
Example: Salesforce’s Dreamforce event employs pre-event webinars and sneak peeks featuring sponsor brands, building anticipation and providing sponsors with early exposure. These pre-event activities include special preview sessions and sponsor-led discussions, engaging the audience well before the main event.
⭐️ Top tip: Use pre-event content to spotlight sponsors, ensuring continuous exposure before the main event.
Best for: Budget-conscious events and virtual gatherings
While branded merchandise is appealing, it’s essential to choose items that resonate with attendees and add value. Consider thoughtful gifts, like a mini bottle of gin for a spirits conference, rather than generic items. Beyond swag, think of added experiences, such as catered lunches or streaming service deals, to create a memorable at-home experience.
Example: At Adobe MAX 2023, sponsors were given opportunities to include branded items in virtual swag bags, allowing for creative and relevant offerings tailored to the event’s audience. This strategy highlighted the value of aligning swag with attendee interests, enhancing the overall event experience.
⭐️ Top tip: Focus on the attendee experience over excessive branding; quality over quantity wins.
Best for: Events with strong themes or missions
Seek sponsors whose values resonate with your event’s purpose. These collaborations seamlessly integrate sponsor logos and messages, enhancing the attendee experience. Such partnerships not only showcase the brands but also reinforce the importance of finding the right fit in event sponsorships. So, when you set up that all-important sponsor meet, ensure your event sponsorship proposals are water-tight!
Example: The collaboration between TED and Rolex exemplifies how aligning shared values, like innovation and excellence, can enhance both the event and the brand. Rolex's sponsorship of the TED Prize integrates the brand into TED’s storytelling, reinforcing its commitment to thought leadership and positive impact.
⭐️ Top tip: Present sponsorship proposals that highlight shared values and audience alignment for a perfect fit.
Best for: Large-scale and virtual events
Effective navigation is key at both physical and digital events. In the real world, branded signposts guide attendees, while in virtual spaces, interactive wayfinding elements can do the same. Sponsors can boost brand presence through strategically placed digital signposts or integrated links during streaming.
Tying your sponsorship to attendee engagement is the best way to make sure people stay tuned. Suggest your sponsors donate prizes to gain visibility and a chance to earn some free swag! With so many event platforms out there, you may choose to gamify your own events.
Example: At CES 2022, HERE Technologies sponsored the event's wayfinding technology, providing a detailed navigation experience within the official CES mobile app. This feature helped attendees easily locate exhibits, keynote speakers, and interactive experiences throughout the vast event space, all while prominently showcasing the sponsor's branding.
⭐️ Top tip: Use wayfinding as a subtle yet effective branding opportunity, enhancing user experience.
Best for: Data-driven events and tech-savvy audiences
In 2018, The Sponsorship Guy emphasized the importance of using high-quality data in sponsorships, focusing on psychographics and behavioral analytics rather than basic demographics. Good data delves into what people do, how they act, and their purchasing decisions.
A 2017 Eventsforce report highlighted that while 84% of event organizers found data challenging, 70% were planning significant improvements in data capture methods. By 2023, leveraging data has become essential.
To help sponsors generate and track leads, start by collecting attendee data (with permission) through methods like scanning business cards. Organize this data by industry, job role, or location—valuable insights that sponsors can use to make meaningful connections.
Best for: Virtual and hybrid events
A well-designed landing page can elevate your event’s credibility and provide prime real estate for sponsor logos. As outlined by SeedProd and SwiftDigital, a well-constructed event landing page serves multiple purposes. It effectively funnels traffic, drives conversions, and bolsters social media marketing.Include essential elements like event details, easy sign-up forms, and one-click social sharing options. Ensure the page remains uncluttered to keep the focus on the event and sponsor branding.
Example: Eventcube’s own virtual venue or broadcast features both come with a dedicated landing page for live-streamed events. Both of which can be fully customized and branded to your needs.
⭐️ Top tip: Include exclusive sponsor offers or downloadable content on landing pages to drive engagement and conversions.
Best for: Events targeting product trials or customer engagement
Events provide a prime opportunity for sponsors to offer exclusive deals or trials of their products. Create dedicated landing pages where attendees can access these offers, enhancing brand exposure and attendee satisfaction. Tailor these offers to match the audience, like software tools for digital marketing events.
Example: During the SaaStr Annual conference, dedicated landing pages offered exclusive deals on SaaS products, encouraging attendees to engage directly with sponsors and explore new tools relevant to their industry
⭐️ Top tip: Highlight time-sensitive offers to create urgency and encourage attendees to act quickly, maximizing sponsor benefits.
Best for: Conferences, workshops, and networking events
Leverage breakout rooms as a sponsorship opportunity by transforming them into 'Brand Lounges' or interactive spaces with celebrity ambassadors.To maximize engagement, regularly check in on breakout rooms to ensure attendees feel noticed, similar to monitoring a virtual class. U
Example: the Winter Music Conference in Miami used virtual lounges to create engaging, branded experiences that extended into digital after-parties.
⭐️ Top tip: Schedule exclusive breakout sessions with sponsor representatives to give attendees direct access to experts and deepen brand interaction.
Need a helping hand creating captivating virtual breakout rooms? Eventcube’s Virtual Venue allows you to customize breakout rooms with sponsor branding and features like real-time polls to gather feedback. What better way to enhance attendee engagement and also provide a strong, personalized branding opportunity for your sponsors?
Best for: Educational and interactive events
Incorporate sponsored Q&A sessions into your event schedule. These can be live or virtual, offering attendees a chance to interact directly with the sponsor or presenter. This not only boosts engagement but also provides sponsors with a platform to showcase their expertise.
Example: LinkedIn’s Talent Connect includes sponsored Q&A sessions with companies like Microsoft, giving attendees insights into industry challenges while spotlighting sponsor expertise.
⭐️ Top tip: Use Q&A sessions to address common audience pain points related to the sponsor's industry, positioning the sponsor as a problem-solver.
Best for: In-person, virtual, and hybrid events
Social photo booths are a timeless way to engage attendees and offer significant sponsor visibility. These booths can be equipped to create photos, GIFs, or short videos, all branded with sponsor logos. They’re ideal for driving social media engagement, especially with platforms like Instagram or TikTok.
Example: In 2023, the rise of high-tech and interactive photo booths was notable at various events, including those incorporating 360-degree and augmented reality experiences. For instance, the use of 360-degree photo booths allowed participants to create immersive, shareable content that highlighted sponsor branding.
⭐️ Top tip: Collaborate with sponsors to run photo contests or challenges that encourage attendees to share branded content online.
Best for: Large-scale or high-profile events
Offering naming rights can be a powerful sponsorship tool but shouldn't be taken lightly. This commitment ensures the sponsor’s brand is prominently featured in all event communications. Successful examples include O2 Wireless and the Reading and Leeds festivals, although not all naming rights deals resonate equally.
And that's why our first point — choosing sponsors you agree with — always comes first. Nevertheless, partnerships like O2 Wireless have succeeded, partly because the branded event name actually works well.
If you're considering offering naming rights we'd advise getting to grips with the legal terminology and consider your options prior to the sponsor meet.
Example: The "SAP Sapphire" conference is a prime example of event naming rights in action. SAP, a global leader in enterprise software, rebranded its annual conference as "SAP Sapphire," prominently featuring its name in all event communications, keynote sessions, event badges, and promotional materials.
⭐️ Top tip: Clearly define expectations and legal terms when offering naming rights to align sponsor and event objectives.
Best for: Tech-centric and mobile-friendly events
Event apps are essential tools for attendee engagement and event management. They can also be prime sponsorship real estate, offering branding on everything from schedules to push notifications. Features like digital schedules or news updates provide sponsors ongoing exposure throughout the event.
In most cases, there's an opportunity to brand, and therefore also sponsor, elements of such software.
Example: Firestarters (a festival of conversations on mental health and creativity that ran in March 2021) used video messaging and sharing platform URFeed to run its panel discussions, rather than live streaming. You could even integrate your sponsorship into a raffle for custom swag!
Another example is Event Technologist. They work with promoters and other hosts to ensure that the tech side of the event utilizes all the available tools to ensure a seamless experience.
⭐️ Top tip: Integrate sponsor branding seamlessly into app functionalities to enhance the user experience without feeling intrusive.
Leverage video content to maximize sponsor impact beyond simple branding. Embedding sponsor logos and text overlays during interviews or event breaks can create a lasting brand impression. Custom video ads tailored by sponsors provide a direct way to engage event attendees and strengthen connections.
Example: At the 2023 Cannes Lions International Festival of Creativity, Amazon sponsored video transitions between sessions, where brief video ads showcased their latest tech innovations, including Alexa and AWS services. These branded transitions were seamlessly integrated between keynote speakers and panel discussions, effectively keeping the audience engaged while maintaining a consistent brand presence.
⭐️ Top tip: Collaborate with sponsors on video content to ensure alignment with event themes and attendee interests.
Best for: Webinars, presentations, and educational events
Maximize every opportunity for brand exposure by incorporating sponsor branding during transitions, such as slides or session changes. This can include lower-third overlays, branded slides, or even full-screen sponsor logos between sessions. It’s a subtle yet effective way to keep sponsor branding visible throughout the event.
Example: In their webinars, IBM uses branded transitions between slides to keep their presentations visually cohesive and engaging. Each slide change features subtle animations and consistent use of brand elements like the IBM logo, color palette, and typography.
⭐️ Top tip: Ensure that branding elements are aesthetically aligned with the event’s overall design to maintain a professional look.
Best for: Interactive and engagement-focused events
Scavenger hunts provide an engaging way for attendees to interact with sponsor brands. These can range from physical hunts to digital quests that incorporate sponsor-related challenges. The active participation ensures that sponsor messages resonate more deeply with attendees.
Example: At SXSW 2024, Prime Video hosted a "Fallout" themed scavenger hunt, immersing attendees in post-apocalyptic challenges inspired by the game series. Participants explored interactive exhibits and searched for clues across event locations, all featuring Prime Video and "Fallout" branding.
⭐️ Top tip: Adapt scavenger hunts to suit the virtual environment by using digital clues or QR codes to guide participants.cinating, we've learned from the numerous online quizzes during the 2020 lockdown that a simple task, like locating items in one's home, can be equally engaging.
Best for: Skill-based and educational events
Interactive workshops offer a platform for sponsors to provide valuable content, such as expert-led sessions or product demonstrations. These sessions engage attendees directly, creating a hands-on experience that ties the sponsor’s expertise to the event’s value proposition.
Example: New Voice Media hosted a clever interactive workshop at Dreamforce in 2017. Attendees guessed how long it would take for an iPhone encased in ice to melt. This fun and engaging contest highlighted their service’s benefits, capturing attention and making the brand message memorable. The cherry on top? The winning participant took home a brand-new iPhone, adding an exciting incentive.
⭐️ Top tip: Include wellness breaks or sponsored segments within workshops to provide additional branding touchpoints.
Best for: High-end, exclusive, or niche events
VIP packages elevate the attendee experience with exclusive access and perks, such as meet-and-greets, early content access, or personalized interactions. Sponsors can enhance these packages by adding branded swag or unique interactive elements, making their brand a part of the exclusive experience.
Example: At the Tech.eu Summit London 2024, a VIP Pass was offered that provided attendees with exclusive perks, such as access to a VIP Reception, a dedicated Speaker/VIP Lounge, and fast-track entry to sessions and workshops. This package was designed to enhance the networking experience, allowing VIP attendees to connect directly with industry leaders, keynote speakers, and other influential figures in a more intimate setting.
⭐️ Top tip: Position VIP packages as premium offerings that deliver both value to attendees and standout branding for sponsors.
Best for: Interactive and feedback-driven events
Sponsored polls and surveys are an excellent way to engage attendees while offering sponsors a direct touchpoint. These tools can be used to gather insights on attendee preferences or event-related topics, with sponsor branding embedded in the poll or survey interface.
Example: During the 2023 SXSW Conference & Festivals, sponsored polls and surveys were utilized through the official event app, allowing sponsors like Capital One and Bud Light to engage directly with attendees. These interactive elements featured sponsor branding, offering valuable insights into attendee preferences and behaviors.
⭐️ Top tip: Use results from sponsored polls to create follow-up content or insights that reinforce the sponsor’s involvement in the event.
Best for: Virtual meetings and online events
Customizable virtual backgrounds provide a unique branding opportunity for sponsors. Attendees can use these sponsored visuals during the event, aligning with the event’s theme or the sponsor’s campaign. This approach offers subtle but persistent brand exposure throughout virtual sessions.
Example: EventCube's Production Studio includes greenscreen virtual sets that create branded environments. This lets you tailor branding throughout the event, making it easy to maintain a consistent look that aligns with sponsor needs.
⭐️ Top tip: Offer a range of branded background options to appeal to different audience segments, enhancing engagement and sponsor visibility.
Best for: Tech conferences, trade shows, and expos
Interactive product demos allow sponsors to showcase their products or services in a hands-on way. Attendees can engage directly with the products, often with the guidance of a brand representative, making the experience more memorable. This is particularly effective for tech gadgets, software, and other complex offerings that benefit from live demonstrations.
Example: Samsung's 3D visualization demo for the Galaxy Flip5 allowed users to interact with the phone's features online. This demo includes toggles for specific functions, zoom options, and various viewing angles, providing an immersive experience for users exploring the product for the first time.
⭐️ Top tip: Include a contest element to drive engagement, such as a raffle for those who participate in the demo, boosting interaction and excitement around the sponsor’s product.
Best for: All-day events, festivals, and conferences
Recharge stations offer attendees a much-needed spot to charge their devices, ensuring they stay connected throughout the event. Sponsors can brand these stations with their logos, banners, or even video ads, making them highly visible and appreciated by attendees.
Example: InCharged is one of many companies offering branded recharge stations for events. These can charge up to 18 devices and feature sponsor logos, graphics, or video screens. Placed in high-traffic areas, they keep attendees connected while providing valuable brand exposure.
⭐️ Top tip: Enhance engagement by integrating a brief survey or interactive content that attendees can engage with while they charge their devices.
Best for: Outdoor events, marathons, and fitness expos
Replace disposable bottles with branded water stations or refillable water bottles. This eco-friendly option allows attendees to stay hydrated while providing ongoing exposure for the sponsor throughout the event.
Example: FloWater provides branded water refill stations at major events like Coachella and the US Open of Surfing. These stations offer purified, chilled water, allowing attendees to refill reusable bottles quickly, reducing the need for single-use plastics.
⭐️ Top tip: Position these stations at high-traffic areas like entrances or near main stages to maximize visibility and attendee interaction.
Best for: Corporate events, music festivals, and luxury experiences
VIP lounges offer an exclusive space for attendees to relax and network, making it a perfect sponsorship opportunity for brands targeting high-profile guests. Sponsors can decorate the lounge with branded furniture, provide free Wi-Fi, or offer complimentary drinks to enhance the VIP experience.
Example: American Express created a VIP lounge at the Panorama music festival in New York with a two-story tent featuring a private viewing area, branded decor, and a bar with a massive succulent wall. This setup offered a luxurious space for VIPs to relax, enhancing the festival experience and providing American Express with premium brand visibility.
⭐️ Top tip: Personalize the experience by incorporating the sponsor's products or services directly into the lounge setup, such as branded cocktail bars or exclusive product samplings.
Best for: Virtual events, webinars, and hybrid experiences
Sponsors can take over the digital content elements of an event, like live streaming, virtual event platforms, or post-event video highlights. This type of sponsorship allows the sponsor to reach both in-person and online audiences with branded content.
⭐️ Top tip: Offer sponsors the chance to include a short message or branded intro before digital sessions or video content, increasing their visibility across all event platforms.
Best for: Large conferences, expos, and multi-day events
Event apps are a crucial tool for attendees, offering schedules, maps, and networking opportunities. Sponsors can feature their branding within the app, sponsor specific sections, or offer exclusive features such as personalized schedules or networking rooms.
Example: EventCube’ offers customizable features that enhance attendee engagement at large conferences and expos. Sponsors can integrate their branding within the app, sponsor specific sections like schedules or networking areas, and utilize push notifications to drive attendees to their booth or highlight special activities.
⭐️ Top tip: Allow sponsors to run a push notification campaign through the app during the event to drive attendees to their booth or a special event.
Best for: Arts festivals, community events, and trade shows
Create an interactive wall or mural where attendees can contribute, take photos, or engage with a creative display. Sponsors can brand the entire wall, making it an artistic and memorable touchpoint for attendees.
Example: At the Blackboard BBWorld conference, ImageThink created an interactive Social Listening Mural that allowed attendees to engage by contributing their responses to questions, which were then illustrated live on the mural. This branded mural featured sponsor logos and themes, serving as both an artistic display and an engagement tool
⭐️ Top tip: Incorporate a social media element where attendees can share their interactions with the mural, using a specific hashtag to further amplify the sponsor’s reach.
Best for: Conferences, long-form events, and corporate gatherings
Offer sponsored wellness breaks featuring activities like guided meditation, yoga, or stretch sessions. These breaks help attendees refresh and re-energize, while the sponsor gains recognition as a brand that values health and well-being.
Example: At IMEX 2022, the event introduced a “Be Well Lounge,” an inflatable space offering guided meditation, fitness classes, and healthy snacks. This dedicated area provided attendees with a relaxing environment to decompress from the busy conference schedule, reinforcing the sponsor's commitment to health and wellness.
⭐️ Top tip: Provide branded wellness kits or digital takeaways that participants can use after the event, keeping the sponsor’s brand top of mind.
Best for: Business events, networking mixers, and industry meetups
Sponsors can create themed networking spaces that align with their brand’s identity, offering a unique and memorable experience for attendees. These spaces can feature interactive elements like branded games, conversation starters, or themed decor that encourage interaction.
Example: At the UK's MAD//Fest, themed networking zones were designed around industry sectors like tech innovation and creative marketing. These spaces featured interactive elements such as branded games and unique decor that aligned with sponsors' identities, creating engaging and memorable environments for professionals to connect
⭐️ Top tip: Offer sponsored giveaways or contests within the space to further incentivize attendees to visit and engage.
Best for: Sustainability-focused events, outdoor festivals, and community gatherings
At Eventcube, we're passionate about the environment (while every business says that these days we actually mean it!). By supporting eco-friendly initiatives like recycling stations, compostable utensils, or solar-powered charging stations, you set a great example for (and make it more attractive to) potential sponsors. This allows them to align their brand with sustainable practices, appealing to environmentally conscious attendees.
Example: For the Paris 2024 Olympics, EDF was a key sponsor providing renewable energy solutions, including solar and wind power, to supply clean electricity for the event. This initiative helped reduce the overall carbon footprint and aligned EDF with the event’s sustainability goals, showcasing a commitment to green energy.
⭐️ Top tip: Create a sustainability challenge or pledge that attendees can join, using the sponsor’s platform to drive engagement and promote a shared commitment to the environment.
Securing the perfect sponsorship can mean the difference between an ordinary event and an extraordinary one. Beyond the financial incentive, sponsorship benefits ideas: it brings a plethora of opportunities for event organizers and sponsors alike.
Collaboration leads to enhanced engagement, brand visibility, and meaningful interactions, all while offering attendees a richer event experience. As the events industry continues to evolve, ensuring you're using the latest and best ideas becomes imperative. Make sure you've researched thoroughly so you can make your event as attractive as possible to your ideal sponsor!
With Eventcube's comprehensive solutions (from streamlined, secure ticketing to sponsorship expertise), we'll help you seamlessly integrate creative sponsorship ideas into your next event. Whether you require bespoke professional services or want to explore our other plans, we've got you covered! Request a free demo today and explore what the platform has to offer.
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