Sponsors are what make an event tick. They are one of the most crucial sources of revenue, and revenue is directly proportional to an event’s success. Both offline event management and online channels like an event planning app must focus on creating a compelling sponsorship package.
A sponsorship package is your pitch explaining why potential sponsors should invest in and associate with your event instead of others. It should align with sponsors’ goals, offer measurable value (including ROI), and integrate with event technologies and brand exposure. Sponsors increasingly demand customizable features that help them build connections with attendees; addressing these demands increases the likelihood of repeat sponsorship and stronger partnerships.
Two broad approaches to building sponsorship packages:
– Tiered Sponsorship model: A traditional approach where features and perks are grouped by sponsorship levels.
– A la carte Sponsorship model: A flexible approach that lets sponsors assemble custom packages to meet specific goals.
The Tiered Sponsorship Model
Three essential steps to execute a tiered model:
1. Create tier levels
Label tiers (e.g., Platinum, Gold, Silver, Exhibitor) and consider creative names that match your event theme. Tier names help position value and exclusivity.
2. Decide perks per tier
Determine how many packages of each tier you’ll offer to meet revenue goals. Fewer packages per tier can command higher prices by emphasizing exclusivity, prompting quicker sponsor decisions and helping event planning.
3. Distribute sponsorship returns
Higher, more exclusive tiers receive more high-value benefits. Structure perks to reflect contribution levels, such as premium branding, speaking slots, lead access, or exclusive data.
The A La Carte Sponsorship Model
This model suits sponsors seeking customization and higher ROI. Offer modular perks across event lifecycle stages:
Pre-event — Marketing Communications
– Include sponsor logos on registration pages and all promotional communications.
– Social media shout-outs to relevant channels.
– Promote sponsor speakers like other key participants.
– Offer pre-event sponsored giveaways to drive registrations.
On-site — Event App Design
– Feature sponsor logos and profiles in the event app’s sponsorship section.
– Highlight sponsor logos in poll results, homepages, and maps.
– Provide download links to sponsor product collaterals or brochures.
On-site — Attendee Engagement
– Use gamification that requires attendee interaction with sponsors; sponsors can provide prizes.
– Promote sponsor offers and giveaways within gamified elements.
– Send targeted push notifications branded with sponsor logos.
– Offer sponsored emails to specific attendee segments.
– Enable one-on-one sponsor-attendee connections via in-app chat or messaging.
On-site — Venue Design
– Place sponsor logos on printed materials and digital signage in registration and key areas.
– Host on-site competitions and giveaways to engage attendees and boost sponsor visibility.
Post-event
– Include sponsor logos and mentions in post-event emails and surveys sent to attendees.
– Share post-event performance metrics and sponsor ROI reports to demonstrate value and encourage renewal.
Execution tips
– Tailor offerings to sponsor goals and measure outcomes (leads, engagement, impressions).
– Offer flexible packages—combine tiered and a la carte elements if needed.
– Communicate clearly about exclusivity, deliverables, and reporting.
– Use event technology to surface sponsor value (apps, analytics, targeted messaging).
If these steps are executed in an organized fashion, they will help attract high-profile sponsors and support successful events with returning partners.
