Sponsorship Blog
Insights, News, Sales
Our sponsorship blog focuses on three primary topics: sponsorship insights and the tips of the trade; sponsorship news and comments on innovation and deals that deserve discussion; and sponsorship sales because selling is a skill. We discuss best practices in sponsorship.
Don’t Guess — Measure ROI Activations
Experiential sponsorships are everywhere right now, brand lounges, immersive demos, VIP moments, interactive booths. And when they’re done well, they create real energy and real engagement. The problem is that most sponsors still struggle to answer the one question leadership cares about most: Did it actually drive business? Experiential ROI can feel hard to measure because the impact is emotional…
Who to Call About Partnerships: Which Titles Matter, and Which Don’t
20 minutes on important job titles if you are selling sponsorship.
Your Brand, Center Stage: How to Negotiate Sponsorships That Deliver
Too many sponsorships fail before the event even begins. Not because the audience was wrong. Not because the event lacked buzz. But because the deal was negotiated around access instead of outcomes. If your sponsorship conversations still revolve around logos, square footage, and where your name appears on a slide, you’re not negotiating for impact, you’re negotiating for leftovers. The…
AI Conferences: A New Gold Rush
500 events globally and growing Artificial intelligence is everywhere, and so are the events talking about it. Our research found over 500 events about AI took place or were scheduled globally for 2025. From massive expos in Silicon Valley to invite-only summits in New York, AI conferences are becoming some of the most important business gatherings of our time. They’re…
Just stop it! 2014 called, they want their event back!
Why are we still having this conversation? Sponsors are no longer satisfied with a logo on a banner and a lonely table in the back corner of your expo hall. The bar has been raised, and rightfully so. We have seen a fundamental shift in what sponsors expect from their event investments. Gone are the days of passive presence. Today’s…
The Hybrid Trap: Why Virtual Works, But Hybrid Needs a Strategy
Virtual events are no longer breaking news. We’ve known for years that they save money, expand reach, and deliver measurable results. The real question now isn’t whether virtual events belong in your strategy, it’s whether you’re using them wisely or wastefully. Done right, virtual events continue to give organizations a strategic edge. Done wrong, especially when paired with a poorly…
Sponsorship That Sells: How to Choose Events That Drive Real Business Results
Sponsorship should be a growth strategy-not a guessing game. Too often, brands find themselves investing in sponsorships that feel good on paper but fail to move the needle. Fancy venues, big crowds, celebrity speakers-it all sounds impressive. But when the lights go down and the booths are packed up, one question remains: Did it drive business? If you’re tired of…
When the Answer Is No Before the Question
What Sponsorship Conversations Reveal About Readiness In the world of sponsorship sales, we often talk about the power of partnerships, about creating value, and about finding alignment. But every now and then, you hit a wall before the conversation even begins. Recently, I had one of those moments-and it left me with more questions than answers. Here’s the story: A…
Networking to Revenue: How Partnerships become Powerful Growth Tools
In the world of sponsorship and events, networking is the spark-but it’s what happens next that generates the fire. Casual introductions and good conversations are great, but partnerships that drive revenue require strategy, structure, and alignment. If you’re ready to go beyond the handshake and unlock real business value, it’s time to shift from opportunistic networking to intentional partnership-building. Here’s…
Guest Article: Transforming Nonprofit-Corporate Partnerships
We’re excited to share this insightful guest article from David Petro, an accomplished Sponsorship Strategist specializing in celebrity partnerships for fundraising initiatives. David is President of Celebrities Unlimited, is a seasoned entertainment strategist with over four decades of experience in the entertainment industry. Beginning his career as a Broadway performer, David brings exceptional creativity, an extensive industry network, and an…
Sponsorship Trends: What Brands Want in 2025 (Update)
As we move further into 2025, the sponsorship landscape continues to evolve, with brands placing a greater emphasis on authenticity, engagement, and measurable impact. Event organizers who stay ahead of these trends will be best positioned to secure high-value sponsorships and build lasting partnerships. Here’s what brands are prioritizing in 2025-and how you can align with their evolving expectations. 1.…
How to Attract Sponsors: Crafting an Irresistible Activation Plan
Securing sponsors isn’t just about pitching a compelling proposal-it’s about delivering a strategic activation plan that aligns with their goals, engages your audience, and provides measurable results. In today’s competitive landscape, sponsors seek meaningful partnerships that enhance their brand visibility and drive real engagement. Here’s how to craft an activation plan that sponsors can’t resist. 1. Align Sponsor Goals with…