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.

Sponsorship in the Era of Virtual Engagement: A Primier for NonProfits and SMBs

Sponsorship in the Era of Virtual Engagement: A Primer for NonProfits and SMBs

During this Facebook Live interview hosted by Alicia Baraga of Ripple Event Marketing Larry takes on the challenges of generating sponsorship in the virtual world. With a focus on nonprofits, the topics are of value to anyone grappling with understanding how to attract sponsors for virtual events. Topics covered include:  Activation, Assets & Inventory, The Pitch Deck, […]
8 Easy Tips to Improve Your Virtual Meetings & Conferences

8 Easy Tips to Improve Your Virtual Meetings & Conferences

The tsunami of virtual conferences, webinars, video conference calls are wearing me out. I have been one of the loud voices encouraging my clients to go virtual and many companies are taking the change head on. But there are lots of problems. The production quality of many just are not particularly good: There are frequently […]

How to Pivot Sponsors from In-Person to Virtual Events

Originally published by: Corporate Meetings Network In wake of the COVID-19 pandemic, many event brands are taking steps to move online. But how do you keep sponsors satisfied during the virtual transition? 1 | Establish an E-Mail Marketing Campaign E-mail is one of the most powerful ways to communicate with attendees, regardless the circumstances. Offer […]

PRESENTATION: Generate Sponsorship and Revenue for Online and Virtual Events

Two weeks ago I shared this brand new presentation with a small group of digital event experts. Now I am opening it up to my connections and subscribers. It is all about creating a place for the sponsors you had at your destination events and the sponsors you would like to add, as part of your […]
Digital Events

Creating Sponsorship Revenue for Virtual Events

This post was originally published on the Eventbrite. Read the original post here.  In wake of the pandemic, many event brands are taking the steps to move online. Even if you’re one of the lucky creators who can pull it off and still make a profit, you may still wonder how to recoup sponsorship revenue from […]

Full Stop! Now What?

You did what you had to do; you canceled the event. All that work down the drain. It isn’t clear when things will return to normal. Should we reschedule for fall or wait until summer of 2021? The shift is already happening. Conferences will go on, but not in person. They will be online. The […]

Publishers put Virtual Events to the Test as In-Person Gatherings Disappear

This post was originally published on the DigiDay and was written by Kayleigh Barber. Read the original post here.  As coronavirus continues to threaten publishers’ events business, many publishers are turning to virtual events as an alternative. The Interactive Advertising Bureau’s 2020 NewFronts moved to streaming-only presentations, several media companies have canceled their upfronts and industry conferences, such […]

Guest Blog: The Five Stages of Sponsorship Sales

This is the first time I have ever posted a colleague’s content on TSG. Chris Baylis of sponsorshipcollective.com has created a remarkable post. It gets right to the core building blocks. This is a must watch.

Marketing for Your Future – BluHorn Interview

This post was originally published on the BluHorn. Read the original post here. Checkout my interview on Marketing for Your Future with Joe Stelma and Mike White, BluHorn.
SB Nation Radio Interview

Talking Super Bowl Advertising with SB Nation’s The Big E

A couple of days before the big game we got together to talk about insights and the history of Super Bowl advertising. Check out my interview with Elissa Walker Campbell on The Big E Sports Show.
The Sponsorship Guy’s Pro Tips for Effective Outreach

Pro Tips: Who is Your Sponsor Prospect?

During a conversation with a colleague recently, she brought up a point that I hadn’t heard considered before. That sponsors mostly don’t think of themselves as a “sponsor”. Their goal isn’t to sponsor something. Their goal is to find new customers, promote or sell their products, educate prospects and existing customers, create a buzz and […]

2-Min Video: The Top Tip for Sponsor Seekers

In this excerpt from Larry’s interview at Eventbrite headquarters in San Francisco, he shares what he believes is the most important tactic of all. 
Pile of Backpacks

Top 9 Reasons Digital Event Bags are More Sustainable and Efficient

Physical event bags are a hassle. We have all been there at one point or another – you and your colleagues assembled to stuffing those event bags with items that took you weeks to collect and that attendees may or may not want.  So much time wasted and if attendees don’t want the items in […]
Dealing with the Increasing Dissatisfaction of Sponsors

2-Min Video: Dealing with the Increasing Dissatisfaction of Sponsors

In this clip from the Eventbrite interview Larry discusses why 58% of sponsors want to get out or not renew their deals. 

2-Min Video: Predicting the Near Term Future in Events

Why is VR so popular, and is it right for your event or brand? Larry’s thoughts on why VR and AR are so hot right now.
Sponsorship in the Digital Age

Sponsorship in the Digital Age (Full Presentation)

I have been evangelizing about the importance of expanding your event’s digital assets. It is without a doubt, among the most cost effective and strategic steps you can take to provide value to your sponsors. Just this week, I finalized an entirely new presentation for the ICCA World event. These slides were presented as part […]
Is Email Still Relevant?

2-Min Video: Is Email Still Relevant?

Does email still work? Larry says yes, but only if you use very specific tactics. Hear his tips in this clip from his interview at Eventbrite.
Evangelist

Why I’m an Evangelist for Digital Sponsorship

Event sponsorship is an ultra-competitive business. Everyone says they want more sponsors. The truth is they want more money. Nothing wrong with that, it’s why we are all in the business. I hear from dozens of event producers every week who are looking for help. My first step in evaluating them as a potential client […]
Waffle House

Julio Jones’ Waffle House Cleats Worth $1M+ for Restaurant

Julio Jones may have football on his mind but his feet have him heading to Waffle House. The Alabama native and Atlanta Falcons wide receiver was spotted Thursday after practice wearing detailed cleats with the name of one of the South’s favorite food joints on the side. “The value of this kind of media could […]
Building Long Term Relationships with Sponsors

2-Min Video: Building Long Term Relationships with Sponsors

In this 2 minute video clip Larry discusses the right to build long term relationships with clients and how to avoid the behaviors that drive them away.
The New Mindset for Sponsorship Sales

The New Mindset for Sponsorship Sales

In this two minute clip Larry discusses the most effective approaches to making the kind of connection to prospects that will greatly improve your chances of making a sale.
Sponsorship Ideas

17 Creative Event Sponsorship Ideas

This post was originally published on the Eventbrite blog. Read the original post here. Event sponsors are critical to helping you fund and improve the attendee experience. But to stand out in a sea of sponsorship ideas, you need to think beyond brand awareness and create worthwhile opportunities that help sponsors achieve their goals. Before […]

Activation Trends in Sponsorship

In part 4 of Larry’s interview at Eventbrite he discusses how integrating digital content can add sponsor value for your event.
Man looking at his phone

6 Apps to Increase Productivity

6 Apps & Extensions You Have Probably Never Heard Of, But Will Be Glad You Did. There are many challenges to running a successful agency. The biggest for most of us is finding ways to save time and improve performance. Here, in no particular order, are some of my favorites. I’m sure these would work […]

Innovative New Technology for Events

What are some of the best ways to use Virtual Reality and Augmented Reality for events?  In this clip from my interview with Dan Kimball the Senior Vice President of Marketing at eventbrite.com headquarters in San Francisco we discuss some specific examples of successful integration of VR and AR.

How Technology is Changing Sponsorship

Technology is changing how events are produced and how sponsors activate. In this clip from my interview with Dan Kimball the Senior Vice President of Marketing at eventbrite.com headquarters in San Francisco we discuss the impact of this technology on events and sponsorship.
US Women's World Cup

How the US Women’s National Team could Approach Sponsorships after World Cup Win

Larry Weil, a branding and sponsorship expert who goes by the title “The Sponsorship Guy,” said that “part of the challenge here is frequency.” “There’s going to be a crest in sponsorship…. Read Full Article Here

Using Data to Grow and Sell Sponsorship

Using data to grow sponsorship is often overlooked or improperly implemented. In this clip from my interview with Dan Kimball the Senior Vice President of Marketing at eventbrite.com headquarters in San Francisco we discuss tactics and trends for the successful use of data to influence and close sponsorship deals. 
Man Looking Through Binoculars

Searching for Sponsors? Switch up the Job Titles

The Sponsorship Guy’s Pro Tips for Finding Leads You are on LinkedIn. You are trying to find new prospects. When I enter “Sponsorship” into the search field, I get 13,805,662 results. Not helpful. By further filtering to just the United States and to the Marketing and Advertising Industry we are down to 429, 938. Still, […]

3 Principles Elite Events Use to Attract and Reward Wealthy Clients

From the Cannes Film Festival to Wimbledon, all elite events share a wealthy target audience. One of my favorite culinary events Once Upon A Kitchen is a great example. It features multiple award winning celebrity chefs in an experience that will attract wealthy diners from all over the world to Miami Beach this coming December. […]
Partner with Food Driven Communities

3 Benefits of Partnering With Food Driven Communities

There are many advantages to sponsoring a food centered or food driven event because food has a way of connecting people in ways that even music and sports cannot. These partnerships present unique opportunities that lead to major results. Benefit #1 | Food event attendees actually want to be educated. Sponsors often spend a lot […]
Great Data Wins Sponsorships

Great Data Wins Sponsorships: Where to Find it and How to use it

Photo by rawpixel on Unsplash Have you ever completed a form that asks you for your Age, Sex, Race, and Income? Kind of feels like it is none of their business, doesn’t it? Being a 25 to 35-year-old white male is a pretty diverse group. It is hard for a prospective sponsor to draw many insights from that […]
18-Month Event Sponsorship Timeline

Your 18-Month Event Sponsorship Timeline

This post was originally published on the Eventbrite blog. Read the original post here.  Are you connecting with sponsors at the right time of year? Because when it comes to creating sustainable relationships, timing is key. With over two decades of experience and over 4,000 brand and industry contacts, President of The Sponsorship Guy™ Larry […]
How to Close Your Sponsorship Deal With Data

How to Close Your Sponsorship Deal With Data

Not all data is created equal, says sponsorship expert Larry Weil. Instead, he’s sharing how to close a sponsorship deal with data points that are actually meaningful to prospects, and what insights to leave OUT of your pitch deck. You have done your homework and have used insights to identify a prospect that is likely […]

Why Is It So Hard to Sell Sponsorship?

Recipe for Successful Sponsorship Acquisition Insights from Nonprofit Industry Survey Understand what Sponsorship is and isn’t How to Work with Busy Prospects Sponsors are Flooded with Proposals, yours must be on Target Skilled Selling makes a Huge Difference A Campaign is the Best way to Sell Sponsorship North American Sponsorship Continues to Grow Why is […]
eBook-How to Win Sponsors for Your Event (and Bring Them Back Every Year)

How to Win Sponsors for Your Event (and Bring Them Back Every Year)

This post was originally published on the Eventbrite blog. Read the original post here. Sponsorship can mean the difference between turning a profit — or a financial disaster. Imagine you didn’t win over the sponsors you needed for your festival or event, so you’re left footing the bill for items your sponsors would have covered. […]
3 Secrets to Success - Eventbrite Interview

The Sponsorship Guy’s Secrets to Success – Eventbrite Interview

This post was originally published on the Eventbrite blog. Read the original post here. Sponsorship is a multi-billion dollar industry, with an annual growth rate that has surpassed advertising and other forms of marketing. Yet this steady growth rate doesn’t mean it’s easy to find sponsors for your event. If anything, it’s harder than ever […]
Larry Weil, The Sponsorship Guy - Business woman on the phone

5 Tips to Fix Your Call Reluctance and Win More Deals

Would you rather call or email a prospect? Sure, you can send off a bunch of emails, (and I’m not saying you shouldn’t) but we all know the data on email conversions. Has anyone ever responded to an email by thanking you and saying that they are ready to buy? My experience is that you […]
Larry Weil, The Sponsorship Guy - African Woman, African Muzik Magazine

I told them no 5x. Then I did my homework…

With 20 years in the sponsorship business I like to think I can separate the winners and losers quickly. Efficiency has become a necessity because I get approached by hundreds of properties each month. So when I was contacted by The Second Annual African Muzik Magazine awards my first reaction was: I don’t know anything […]
Larry Weil, The Sponsorship Guy - Crowd of Business People at Trade Show Booth

6 Event Technologies Transforming Sponsorship

Oops! It is 4, not 6, let me take you to the correct place.
Larry Weil, The Sponsorship Guy - Crowd of Business People at Trade Show Booth

4 Event Technologies Transforming Sponsorship

This post was originally published on the Eventbrite blog. Read the original post here. Event sponsorship used to be simple. Event creators identified generic forms of exposure — like ticket giveaways, trade show booths, and logo placements — and sold them to brands. But if you still rely on this technique, you won’t win brands […]
Larry Weil, The Sponsorship Guy - Blog - Are you read? Road

9 Tips to be “Event Sponsor Ready”

This post was originally published on the Eventbrite blog. Read the original post here. Rules for event sponsorship success Sponsorship is a $62.7 billion industry. Its annual growth has surpassed other forms of marketing and advertising. With so much spending, your chances of winning event sponsors could be increasing — right? Sponsorship expert Larry Weil […]
Larry Weil, The Sponsorship Guy - Business Team with hands in the middle like a sports team

Set Client Expectations or Pay the Price

We are a couple of months into the project and I am running into an unforeseen roadblock – client expectations. Recently, I was on a call that I thought went pretty well. I had a “C” level executive from the client who originally made an introduction and wanted to listen in on a call as […]
5 Tips for Cold Calling Event Sponsors and Winning More Deals

5 Tips for Cold Calling Event Sponsors and Winning More Deals

This post was originally published on the Eventbrite blog. Read the original post here. What’s your go-to method for contacting event sponsors? In a recent survey of event professionals, nearly half (42%) said their primary method for contacting sponsors was email. So if you said email, you’re in good company. But while email is an effective tool for […]
A Template for Groundbreaking Deals

A Template for Groundbreaking Deals

When a sponsorship deal is big enough to make the mainstream news it is truly groundbreaking. We haven’t seen this much buzz in quite a while, but while the news media, sports talk radio, and the advertising world are focused on the impact of beer on campus the sponsorship world sees a new gold rush. First, […]
The Sponsorship Guy Blog What is Sponsorship and how does it work?

What is Sponsorship and How Does it Work?

I am often asked, what is sponsorship? It used to be a pretty simple answer. Most people think of sports sponsorships like McDonald’s and the U.S. Olympic team, or Bud Light and the NFL. There are many easy examples to see in sports and so it is a good place to start, but it really […]
Larry Weil, The Sponsorship Guy - Man tearing paper in half

Preparing to Get a Sponsor: Rule #1 Sponsors are Not Investors

Sponsors are risk averse. That’s right. They must know that a property or partnership can deliver what they say. I get inquiries every week from well-meaning individuals with underdeveloped concepts. It could be a concert series, a festival, a race team. They all have one thing in common: as soon as they get sponsorship money […]
Moving the Needle: Quality and Quantity Required

Moving the Needle: Quality and Quantity Required

Lots of properties contact me to tell me about what a great match they are for one of my clients. They have spent a lot of time rationalizing. Very often they are trying to make something fit because it meets their needs not the sponsor’s. So they twist and mush until they think they have […]
The Sponsorship Guy Blog Why would I share these secrets? Two Tools You Must Have

Why Would I Share These Secrets? Two Tools You Must Have

Many of us have heard the expression that a carpenter is only as good as his (or her) tools. The application to any kind of sales, but especially sponsorship sales is pretty obvious. But you can’t talk about tools without talking about mastery. I recently had a conversation with someone who I consider to be […]
The Sponsorship Blog How to Overcome Six Fundamental Obstacles to Selling Sponsorship

How to Overcome 6 Fundamental Obstacles to Selling Sponsorship

It wasn’t that long ago that Sponsorship was pretty straightforward. Lots of companies were enamored with the opportunity to link their brand to a team, property or venue. Call it the “halo effect”, affinity or just the popularity of sports, celebrity, music, or cause. Plenty of free spending brands wanted to latch on for the […]
The Sponsorship Guy Blog Who Killed Authenticity?

Who Killed Authenticity?

Creative types spend large amounts of time trying to dig into brands searching for the “authentic” essence and finding the exact image, quote, music, color palette or story that evokes a feeling that something is real. We see and hear the word authentic attached to “experience”, “taste” and even “replica”. Our perception that something is […]
The Sponsorship Guy Blog Submitting Sponsorship Proposals is Just Like Tinder (but without the good parts)

7 Ways Submitting Sponsorship Proposals is Just Like Tinder (But Without the Good Parts)

You busted your hump to put together a great proposal. You checked out your prospect on their website, set up a Google alert, researched key people on LinkedIn. You sent it. Nothing, Nada, Crickets… For those of you who don’t know how Tinder works or even what it is, here is the short version. For […]
Larry Weil, The Sponsorship Guy - The word Nope on a piece of paper pinned to a cork notice board

Why No One Responds to Your Sponsorship Pitch!

Let’s not kid ourselves. You don’t want to answer the phone and get a sales pitch and neither does your prospect. So how do you sell without a sales pitch? Stop selling. Put yourself in your prospect’s shoes. If someone sends you an email, reaches out on LinkedIn, leaves a voice mail or actually reaches […]