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 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…
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:…
Event-Driven Growth Deserves Its Own Channel
Events have always been a cornerstone of meaningful engagement, offering a powerful platform for brands to connect with audiences. But often they are treated as an add on to an existing business development channel. Sure, events help drive inbound, awareness and content, but they also can drive their own revenue and develop collaborative partnerships through sponsorship. Event-driven growth humanizes engagement…
Why Sponsors Love Live Music
Creating Unforgettable Brand Experiences Live music has an undeniable charm that draws in audiences of all ages and backgrounds. It’s not just about the sounds; it’s about the energy, the shared experience, and the memories that linger long after the final note. Sponsors, big and small, recognize the unique value of live music events and are increasingly eager to associate…
5 Sponsorship Trends to Watch: What Brands Want in 2025
As we move into 2025, brands are becoming more discerning in how they approach sponsorships, with a focus on value, authenticity, and future-forward strategies. For event organizers, keeping pace with these evolving priorities is key to building lasting, mutually beneficial partnerships. Here are five sponsorship trends to watch as we approach 2025. 1. Sustainability Initiatives Are a Must-Have Sustainability is…
Make It Easier to Unsubscribe from Your Email Outreach
Do you ever get this at the bottom of an email you want to unsubscribe? “To unsubscribe, please reply with “STOP”” When I get an email that is unsolicited from somebody I don’t want to hear from or who didn’t make their case, it really irritates the heck out of me when they put at the bottom to send a…
Rating Drip Campaigns vs. All In Campaigns
Which is the Best Strategy for Finding Sponsorships? When it comes to securing sponsorships, two prominent strategies often come into play: the drip campaign and the all in campaign. Each approach has its merits, but in the context of forging and maintaining long-term relationships with potential sponsors, the drip campaign stands out as the more effective choice. Here’s why a…
How Companies Choose Event Marketing and Pick Events
People love experiences. In today’s world we’re constantly bombarded with marketing messages over the television, the radio, the mobile phone, the internet, it’s everywhere. People want to be out and about. Especially since the pandemic there’s been a huge increase in experiential engagement. Event marketing creates a great opportunity for companies to get face-to-face with their fans, their customers and…
How Digital Marketing Has Changed What Is Valuable in Event Sponsorship
The world of event sponsorship has undergone a significant transformation in recent years, largely driven by the rise of digital marketing. In the past, sponsors were primarily interested in gaining visibility and brand exposure through their association with an event. However, with the advent of digital marketing, sponsors are now looking for more measurable and tangible results. One of the…
Trip to Trinidad – Caribbean Premier League T20 Cricket Group
Earlier this month I flew to Trinidad to speak to the Caribbean Premier League. The Caribbean Premier League is a T20 cricket group with a very popular tournament. For the 20th anniversary of the league, they put together a sponsor- only event. My topic was “Optimising Sponsorship through Activation”. First, I want to go on the record as saying everything…
Thank You Bill Walton
A few words about the recent passing of HOF Basketball Member and World Champion Bill Walton. I had the good fortune of getting to know Bill a bit during a couple of work engagements. His deep voice and never ending enthusiasm for life and people was something to see and hear. I first met Bill at the NBA AllStar Game…