Fish in the Big Pond or the Small Pond?
In the competitive world of sponsorships, standing out is the ultimate goal. Yet, many sponsors find themselves as just another "fish in the big pond," vying for attention among a sea of logos. The question is: Should sponsors settle for being one of many, or is it time to own a category and create a lasting impact?
The Big Pond: Visibility but Limited Impact
Being part of a high-profile event can be tempting. Large crowds, media coverage, and broad visibility are often enticing. However, when your brand is competing with dozens of others for attention, the impact can feel diluted. You may gain impressions, but do they translate to meaningful connections with your target audience?
The Small Pond: Distinction and Influence
In contrast, owning a category means claiming a unique space that aligns with your brand’s values and audience. Instead of being one of many, your sponsorship stands out as synonymous with a specific experience or benefit. For example:
- A credit card company sponsoring the exclusive VIP lounge to highlight luxury and convenience.
- A beverage brand curating signature cocktails at the main bar to create memorable taste experiences.
- A tech company powering interactive event features to showcase innovation.
This targeted approach not only boosts visibility but also solidifies your brand as a key player in its category.
The Strategic Shift
For event organizers, offering category ownership can be a game-changer. Sponsors increasingly seek opportunities to dominate a specific aspect of an event rather than compete broadly. Highlight how your event can deliver exclusivity, clear ROI, and deep audience engagement.
The Choice Is Clear
Sponsors must decide: will you blend in with the crowd or carve out a space that’s undeniably yours? By choosing to own a category, you create a partnership that’s not only impactful but unforgettable.
For event organizers, the message is just as clear: don’t sell space—sell exclusivity. The brands that dare to own their category will always leave the biggest impression.
About The Sponsorship Guy
Since 2006 The Sponsorship Guy has been on a mission to improve results for sponsors and sponsorship properties.
Larry’s skill as an expert seller, negotiator, presenter, and strategist has connected him to many of the nation’s most recognized brands and properties. He has over $200M in sponsorship transactions to his credit and a database of over 4,000 brand and industry contacts.
TSG’s clients include sponsorship seekers such as conferences, trade Shows, convention and visitors’ bureaus, entertainment and sports properties, financial Services, tech, and fully digital properties.
TSG also provides sponsorship negotiation, valuation, selection and activation strategies to brands and companies who utilize sponsorship as a marketing channel.
Larry holds both a MBA from the University of Texas at San Antonio and a BSBA (cum laude), from The University of Texas at Dallas and recently earned a Certificate in Digital Brand Management from the Continuing and Professional Education Program at Oregon State University.
Larry is a Certified Presenter and Volunteer Climate Leader for the Climate Reality Project’s Climate Reality Leadership Corps.