Sponsors power events: they drive revenue, credibility, and future growth. A strong sponsorship package is a clear, measurable pitch that explains why a sponsor should invest in your event and how that investment will meet their goals. It should tie to brand exposure, audience access, and return on investment, and integrate with event technology so sponsors can track performance and engage attendees.
Two common frameworks for sponsorship offers
– Tiered model: Predefined levels (e.g., Platinum, Gold, Silver, Exhibitor) that bundle perks and position exclusivity and pricing.
– A la carte model: Modular options that let sponsors pick specific benefits to meet precise objectives and maximize ROI.
How to build a tiered sponsorship model
1. Define tier levels: Create names and positions for each level that reflect value and fit your event theme. Clear labels help set expectations and justify pricing.
2. Set quantity and pricing: Decide how many packages to sell per tier. Limited availability increases perceived value and can speed sponsor decisions.
3. Match perks to contribution: Allocate high-value benefits to premium tiers—priority branding, speaking roles, lead access, data reports, or exclusive sessions. Ensure each tier’s benefits scale logically with price.
How to build an a la carte sponsorship model
This approach is ideal for sponsors who want specific outcomes. Offer modular perks organized by event lifecycle stage:
Pre-event — Marketing and awareness
– Logo placement on registration pages, emails, and promotional materials
– Social media shout-outs and featured posts
– Promotion of sponsor speakers or pre-event webinars
– Sponsored pre-event giveaways to drive registrations
On-site — Event app and digital presence
– Sponsor profiles and logos in the app’s sponsorship area
– Logo placement in key screens (home page, maps, poll results)
– Downloadable sponsor resources, product sheets, and links
On-site — Attendee engagement
– Gamification that requires sponsor interaction, with sponsor-provided prizes
– Branded push notifications and sponsored email sends to segmented audiences
– In-app one-on-one connections (chat or meeting requests) for lead generation
On-site — Venue and physical branding
– Logos on registration materials, signage, and stage backdrops
– Sponsored activations, competitions, or sponsored lounges to increase dwell time
Post-event — Reporting and retention
– Logo mentions in post-event emails and attendee surveys
– Detailed post-event metrics and ROI reports showing leads, engagement, and impressions
Execution best practices
– Customize offers around each sponsor’s goals and KPIs, and agree on measurable outcomes from the start.
– Combine tiered and a la carte elements when appropriate to provide both structure and flexibility.
– Be explicit about exclusivity, deliverables, timelines, and reporting cadence.
– Use event technology (apps, analytics, targeted messaging) to surface sponsor value and make ROI visible.
When packages are crafted thoughtfully, with clear benefits and measurable outcomes, you increase the chance of attracting high-profile sponsors, driving revenue, and securing repeat partnerships for future events.
