Things to consider before sponsoring events


Sponsors play a very important role in the course of an event. Starting from generating working capital to executing the event, sponsors are extremely significant. Sponsorship provides a great means of broadening the competitive edge by improving brand’s image, stature and integrity by supporting events that their target audience finds attractive.

In earlier times only large companies could attract fancy sponsors and their investments but these days irrespective of the size of the venture but these days’ even small companies are sponsoring everything from fairs to larger than life events in order to boost their visibility in their community. There is a huge spectrum of benefits that are gained out of smart and effective sponsorship such as enhancing visibility, helping to develop closer and better relationships with both existing and potential consumers etc. Hence as an outcome of strategic and well-conceived sponsorship boosts sales to a great extent.

While evaluating event sponsorship, here are a few key points brands should pay heed to:

Sponsorship deals to be based on objectives of the event is a must. While evaluating sponsorship packages it is important to consider the items that would be most effective in accomplishing the objectives of the brands. For instance if a brands objective is awareness and knowledge sharing, speaking opportunities are best to be explored, similarly in case of sports events, energy drinks sponsors or fitness sponsors are the best to look out for. Relevant sponsors add immense value to an event.

Audience review is the single most important part of any sponsorship. Therefore in the course of an event demographics and psychographics of the audience should be paid close attention to. Another bright idea is to insist on third-party audits in order to validate audiences. Along with this brands should examine the focus of event content according to audience priorities and objectives. Also for synchronization with the sponsor, both brands and sponsors content should align.

Partners also play a great role in leveraging an event. Thus it become essential to know the role of your partners and their scope and contribution in the success of the event. These partners should be an effective part of the planning process for better ROI.

Not to forget our competitors, as their presence is a critical factor in the success of one’s own event. Therefore effective understanding of how a brand and its sponsors compare their competitors from the audience perspectives can help in ensuring success. This information should be used at the stage of sponsorship strategy and tactics.

Summing up the stated points, it is constructive for brands to develop metrics to quantify benefits and other such measures in the context of sponsorship. Sponsorship is after all about real value added to an event. Effective and relevant sponsorship help in highlighting visibility and creating positive publicity generating beneficial media coverage.

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