# The Sponsorship Guy > 20 Years of Sponsorship Expertise at Your Fingertips ## Posts - [Using Data to Grow and Sell Sponsorship](https://thesponsorshipguy.com/2019/07/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. - [Searching for Sponsors? Have you tried these job titles?](https://thesponsorshipguy.com/2019/06/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](https://thesponsorshipguy.com/2019/04/3-principles-elite-events-use-to-attract-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.… - [3 Benefits of Partnering With Food Driven Communities](https://thesponsorshipguy.com/2019/03/3-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: Where to Find It and How to Use It](https://thesponsorshipguy.com/2018/11/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… - [Your 18-Month Event Sponsorship Timeline](https://thesponsorshipguy.com/2018/10/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](https://thesponsorshipguy.com/2018/09/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?](https://thesponsorshipguy.com/2018/07/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… - [How to Win Sponsors for Your Event (and Bring Them Back Every Year)](https://thesponsorshipguy.com/2018/06/how-to-win-sponsors-for-your-event/): 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.… - [The Sponsorship Guy’s Secrets to Success - Eventbrite Interview](https://thesponsorshipguy.com/2018/06/the-sponsorship-guys-secrets-to-success-eventbrite-interview/): This post was originally published on the Eventbrite blog. 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 to secure them! In fact,… - [5 Tips to Fix Your Call Reluctance and Win More Deals](https://thesponsorshipguy.com/2018/06/fix-call-reluctance-win-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… - [I told them no 5x. Then I did my homework...](https://thesponsorshipguy.com/2018/06/told-no-5x-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… - [4 Event Technologies Transforming Sponsorship](https://thesponsorshipguy.com/2018/05/4-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… - [9 Tips to be “Event Sponsor Ready”](https://thesponsorshipguy.com/2018/05/how-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… - [Set Client Expectations or Pay the Price](https://thesponsorshipguy.com/2018/04/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. - [5 Tips for Cold Calling Event Sponsors and Winning More Deals](https://thesponsorshipguy.com/2017/10/5-tips-cold-calling-event-sponsors-winning-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… - [A Template for Groundbreaking Deals](https://thesponsorshipguy.com/2017/09/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,… - [What is Sponsorship and How Does it Work?](https://thesponsorshipguy.com/2017/09/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, so it is a good place to start. Sponsorship has grown to… - [Preparing to Get a Sponsor: Rule #1 Sponsors are Not Investors](https://thesponsorshipguy.com/2017/09/preparing-get-sponsor-rule-1-sponsors-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](https://thesponsorshipguy.com/2017/09/moving-needle-quality-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… - [Why Would I Share These Secrets? Two Tools You Must Have](https://thesponsorshipguy.com/2017/09/share-secrets-two-tools-must/): 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… - [How to Overcome 6 Fundamental Obstacles to Selling Sponsorship](https://thesponsorshipguy.com/2017/09/overcome-six-fundamental-obstacles-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… - [Who Killed Authenticity?](https://thesponsorshipguy.com/2017/09/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… - [7 Ways Submitting Sponsorship Proposals is Just Like Tinder (But Without the Good Parts)](https://thesponsorshipguy.com/2017/09/submitting-sponsorship-proposals-just-like-tinder-without-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… - [Why No One Responds to Your Sponsorship Pitch!](https://thesponsorshipguy.com/2017/09/no-one-responds-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… - [LIMRA](https://thesponsorshipguy.com/2026/08/limra/): We are bringing together 1,200+ senior executives-an elite audience where over half hold C-suite titles and boast a median annual income of $1.5 million. While these high-net-worth individuals are on-site to execute high-stakes business, they have dedicated, relaxed downtime during our premium networking hours, receptions, and wellness experiences to engage with products and services that match their lifestyle. This is a rare, highly targeted opportunity to showcase luxury automotive, golf, and travel activations in a completely non-competitive environment where your brand enjoys exclusive, undivided attention. There is still time to activate! Send me a message to learn more. Website: limra.com(opens in… - [Fall Sponsorship Planning Starts Now](https://thesponsorshipguy.com/2026/08/fall-sponsorship-planning-starts-now/) - [You Won't Believe the Sponsorship Detail Fast Company Overlooked](https://thesponsorshipguy.com/2026/07/you-wont-believe-the-sponsorship-detail-fast-company-overlooked/) - [The Hidden Ways Organizations Underprice Sponsorships](https://thesponsorshipguy.com/2026/07/the-hidden-ways-organizations-underprice-sponsorships/) - [The New Demographics of Sponsorship](https://thesponsorshipguy.com/2026/05/the-new-demographics-of-sponsorship/) - [The ROI Playbook for the Next Event](https://thesponsorshipguy.com/2026/04/the-roi-playbook-for-the-next-event/): The best experiential sponsors don’t just measure ROI. They use ROI to improve. Because the real power of experiential marketing isn’t one great moment. It’s building a repeatable engine. The Future Belongs to Iteration Every activation should generate two things: Engagement today Insights for tomorrow That means asking after every event: What worked? What underperformed? What should we scale next time? The Experiential ROI Checklist Before your next sponsorship, lock in these fundamentals: Set measurable objectives early Design activation flow around data capture Integrate analytics tools and dashboards Extend value through content repurposing Build follow-up into the sponsorship plan Track cost-per-engagement… - [Credible Sponsorship ROI Reporting](https://thesponsorshipguy.com/2026/04/credible-sponsorship-roi-reporting/): Sponsors don’t lose budgets because activations fail. They lose budgets because they can’t explain the impact in a way leadership understands. Data alone isn’t enough. ROI needs a story. Executives Remember Outcomes, Not Dashboards A post-event report should not be a spreadsheet dump. It should answer three questions: What was the goal? What did we execute? What business result did it produce? That’s the difference between activity and impact. The ROI Story Framework Here’s the simplest structure sponsors should use: Start With the Objective “We wanted to engage senior decision-makers in fintech.” Show the Experience “We built an interactive strategy lab… - [Capture Leads Without Killing the Experience](https://thesponsorshipguy.com/2026/03/the-outcome-is-the-investment-copy/): One of the hardest balances in experiential sponsorship is this: You need data… But you don’t want the activation to feel transactional. Nobody wants to fill out a five-question form just to take a photo or enter a lounge. The best experiential activations capture data seamlessly, without breaking the vibe. The Rule: Data Collection Must Feel Natural The moment attendees feel like they’re being sold to, engagement drops. Data capture works best when it happens at natural touchpoints, such as: Before downloading a branded photo or video When scanning a QR code to unlock content During an opt-in moment tied to… - [The Outcome is the Investment](https://thesponsorshipguy.com/2026/03/the-outcome-is-the-investment/): Metrics that Matter: What Sponsors Should Track at Live Activations One of the biggest mistakes brands make with experiential sponsorships is measuring the wrong thing. They report impressions. They celebrate foot traffic. They count swag giveaways. But executives don’t approve sponsorship budgets based on vibes. Sponsors today are under pressure to prove performance, and that means tracking metrics that connect directly to business outcomes. The Shift From Presence to Performance A booth is not the investment. The experience is not the investment. The outcome is the investment. The smartest sponsors don’t ask, “How many people walked by?” They ask: How many… - [Don’t Guess — Measure ROI Activations](https://thesponsorshipguy.com/2026/03/dont-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 and immediate, but the results need to be concrete and defensible. The truth is, experiential marketing isn’t fluff. When built correctly, it’s one of the most measurable forms of sponsorship. What ROI Really Means in Experiential Sponsorship ROI isn’t just dollars… - [Who to Call About Partnerships: Which Titles Matter, and Which Don't](https://thesponsorshipguy.com/2026/02/who-to-call-about-partnerships-which-titles-matter-and-which-dont/): 20 minutes on important job titles if you are selling sponsorship. Download the Checklist - [DiningOut Events](https://thesponsorshipguy.com/2026/02/diningout-events/): Where food culture meets high-impact festival experiences, DiningOut Events + Media has spent decades building culinary events that bring communities, chefs, and brands together around unforgettable taste-driven moments. Founded in 1998 and producing major food festivals since 2014, DiningOut creates immersive experiences across six growing markets, including flagship properties like Top Taco, Rare Steak Fest, Chicken Fight Fest, and Surf Seafood Fest. With 12 events planned for 2026 and expansion to 18 events across additional states in 2027, DiningOut offers sponsors a scalable platform to engage passionate food lovers through premium sampling, hospitality, and on-site activations that drive real consumer connection.… - [Diplomacy Open](https://thesponsorshipguy.com/2026/01/queens-chamber-of-commerce-copy/): Where sport, culture, and global connection intersect, Tennis Central Corp delivers premium tennis experiences designed around competition, community, and international engagement. Through its flagship event, the Diplomacy Open, the organization creates a one-of-a-kind tournament platform that brings together players, fans, business leaders, and partners in a high-energy environment that blends athletic excellence with meaningful relationship-building. More than a tournament, the Diplomacy Open is designed as a brand and partnership platform, connecting elite-level play with curated hospitality, VIP experiences, and immersive on-site activations. Tennis Central Corp specializes in building experiences that allow sponsors to engage a diverse, influential audience through live competition,… - [Your Brand, Center Stage: How to Negotiate Sponsorships That Deliver](https://thesponsorshipguy.com/2026/01/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 brands that win today don’t accept packages as-is. They design sponsorships that put their brand at the center of the experience and tie every dollar to a business goal. Here’s how to do exactly that. Start With Outcomes, Not Inventory The… - [Queens Chamber of Commerce](https://thesponsorshipguy.com/2026/01/queens-chamber-of-commerce/): Rooted in one of the most dynamic and diverse business communities in the world, the Queens Chamber of Commerce plays a critical role in supporting economic growth across the borough of Queens. The Chamber brings together entrepreneurs, established businesses, civic leaders, and policymakers to create meaningful connections that drive opportunity and long-term impact. Through a robust calendar of business events, networking forums, advocacy initiatives, and community programs, the Queens Chamber creates platforms where companies don’t just show up, they engage, collaborate, and grow. Their work spans industries and business sizes, making them a powerful connector within New York City’s broader economic… - [AI Conferences: A New Gold Rush](https://thesponsorshipguy.com/2025/12/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 where enterprise leaders, regulators, and innovators come together to figure out how to use AI responsibly, profitably, and competitively. That makes them not just tech events, but strategic opportunities for brands, sponsors, and thought leaders who want to be part of… - [Just stop it! 2014 called, they want their event back!](https://thesponsorshipguy.com/2025/11/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 sponsors want purpose, performance, and participation. They want to belong to the experience, not just appear at it. So if you’re still offering “bronze, silver, gold” packages with little more than square footage and lanyard logos, it’s time for a reset.… - [Global Data Innovation](https://thesponsorshipguy.com/2025/08/global-data-innovation/): Where AI governance meets executive confidence. Global Data Innovation (GDI) is redefining how organizations build trust in artificial intelligence with its patent-pending TRUST Framework, a proven model that helps Fortune 500 companies accelerate adoption, drive revenue, and avoid regulatory risk. As the host of the Global Data Innovation Summit 2026: “ROI and Risk Avoidance in an Unstable World”, GDI convenes the leaders shaping responsible innovation, CEOs, board directors, regulators, and enterprise AI executives. From immersive war-game simulations and VIP dinners to keynote stages and thought-leadership activations, the summit delivers unparalleled access to decision-makers at the forefront of AI strategy and governance.… - [The Hybrid Trap: Why Virtual Works, But Hybrid Needs a Strategy](https://thesponsorshipguy.com/2025/08/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 executed hybrid approach, they can cost you money, momentum, and credibility. Let’s unpack what today’s event producers and sponsors need to understand about virtual events, hybrid events, and strategic execution. Virtual Events: Still the Sharpest Tool in the Box Virtual events… - [Sponsorship That Sells: How to Choose Events That Drive Real Business Results](https://thesponsorshipguy.com/2025/07/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 sponsorships that eat up budget without producing results, it’s time to rethink your approach. In this post, we’ll break down how to identify the right events, evaluate their true potential, and turn sponsorship into a repeatable revenue engine. 1. Start With… - [When the Answer Is No Before the Question](https://thesponsorshipguy.com/2025/06/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 recruiting firm had sponsored a particular conference for several years in a row. As we prepared to open sales for the upcoming edition, I reached out to them, expecting a straightforward conversation about renewing. Instead, before I even shared a proposal,… - [Networking to Revenue: How Partnerships become Powerful Growth Tools](https://thesponsorshipguy.com/2025/05/guest-article-transforming-nonprofit-corporate-partnerships-copy/): 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 how to turn connections into catalysts for growth: 1. Identify the Right Partners Not every contact is a fit, and not every brand is the right sponsor. The best partnerships come from alignment in audience, values, and outcomes. Look for: Audience… - [Startup Haven](https://thesponsorshipguy.com/2025/05/startup-haven/): Startup Haven-a nationwide, members-only community exclusively for venture-scale startup founders and investors. Startup Haven isn’t your typical startup event series. Every gathering is invite-only and intentionally curated to eliminate noise. That means no service providers, no job seekers-just real founders and qualified investors building and funding the next generation of scalable companies. With 2,000+ members across 15 U.S. cities, their events are a trusted space where meaningful relationships form and deals get done. From Venture Dinners and Startup Poker 2.0 to workshops and intimate founder roundtables, Startup Haven creates high-impact sponsor opportunities for brands that want to reach early-stage companies before they… - [Guest Article: Transforming Nonprofit-Corporate Partnerships](https://thesponsorshipguy.com/2025/04/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 unwavering work ethic to every project. His proven expertise spans live, virtual, hybrid, and metaverse experiences, consistently delivering outstanding results for over 300 clients. As our organization continues to develop meaningful sponsorship relationships, David’s expertise offers valuable perspective on creating mutually… - [Sponsorship Trends: What Brands Want in 2025 (Update)](https://thesponsorshipguy.com/2025/02/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. Purpose-Driven Sponsorships Consumers are demanding more from brands, and corporate social responsibility is taking center stage. Sponsors are looking for partnerships that allow them to make a positive impact. Event organizers can attract purpose-driven brands by: Supporting Social Causes: Aligning with… - [How to Attract Sponsors: Crafting an Irresistible Activation Plan](https://thesponsorshipguy.com/2025/02/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 Audience Engagement Sponsors aren’t just looking for logo placements-they want authentic connections with your audience. Start by understanding your sponsors’ objectives. Are they looking to drive brand awareness, generate leads, or launch a new product? Tailor your activation opportunities to align… - [Fish in the Big Pond or the Small Pond?](https://thesponsorshipguy.com/2025/01/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… - [Event-Driven Growth Deserves Its Own Channel](https://thesponsorshipguy.com/2025/01/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 and connection to create lasting impressions, generate revenue, and build relationships that drive business forward. Whether you’re hosting a small workshop or a large-scale festival, here’s how you can harness the power of events to scale your organization. Step 1: Define… - [Why Sponsors Love Live Music](https://thesponsorshipguy.com/2024/12/5-sponsorship-trends-to-watch-what-brands-want-in-2025-copy/): 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 their brands with these immersive experiences. But what exactly makes live music so appealing to sponsors? The Emotional Connection Live music taps into emotions in a way few other events can. When audiences connect with a performance, they form an emotional… - [OKANA](https://thesponsorshipguy.com/2024/11/okana/): Download Press Release Exciting Partnership Announcement: The Sponsorship Guy™ is partnering with OKANA Resort & Indoor Waterpark to secure strategic sponsorships. Located in Oklahoma City’s Horizons District OKANA is projected to open Spring 2025, and will feature a luxury hotel, indoor waterpark, adventure lagoon, and a celebration of First Americans’ heritage. Get ready for bold sponsorship opportunities like naming rights, branded LED screens, and more to make a splash in this one-of-a-kind destination! Interested in partnering with OKANA as a sponsor? Contact Larry at larry@thesponsorshipguy.com. - [5 Sponsorship Trends to Watch: What Brands Want in 2025](https://thesponsorshipguy.com/2024/11/5-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 no longer a buzzword; it’s a requirement. Brands are increasingly prioritizing partnerships that align with their environmental goals, seeking out events that demonstrate clear efforts in reducing their carbon footprint. From eco-friendly venues to sustainable event materials, organizers need to show… - [Make It Easier to Unsubscribe from Your Email Outreach](https://thesponsorshipguy.com/2024/10/rating-drip-campaigns-vs-all-in-campaigns-copy/): 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 reply saying opt out. That my friends, is BS. That isn’t an actual opt-out, it’s a confirmation that your email address is real and it inflates their response rates. All of which is bad or at least misleading for them but… - [Rating Drip Campaigns vs. All In Campaigns](https://thesponsorshipguy.com/2024/08/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 drip campaign is the superior strategy for creating meaningful connections and staying top-of-mind with your audience over time. Understanding the Strategies All In Campaigns This approach is characterized by a sudden, high-impact effort designed to generate immediate attention and results. Think… - [How Companies Choose Event Marketing and Pick Events](https://thesponsorshipguy.com/2024/08/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 their prospective customers, an event that aligns with their values or what they’re about. Food events, conferences, sports venues, entertainment venues, concerts, parks, all kinds of venues can take advantage of event marketing and sponsorship. Event sponsorship has evolved from a… - [How Digital Marketing Has Changed What Is Valuable in Event Sponsorship](https://thesponsorshipguy.com/2024/06/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 most important changes brought about by digital marketing is the shift from impressions and likes to engagement and direct sales. In the past, sponsors were content with simply having their logo displayed on event signage or in the event program. However,… - [Trip to Trinidad - Caribbean Premier League T20 Cricket Group](https://thesponsorshipguy.com/2024/06/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 about the friendliness of the folks in the Caribbean was certainly true here. Everyone was very gracious and helpful, especially my hosts. There is a bit of history about the Hyatt Regency in Port-of-Spain. It was shown in a documentary about… - [Thank You Bill Walton](https://thesponsorshipguy.com/2024/06/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 in Los Angeles many years ago. My client was spending a lot of money on sports sponsorship and we were invited to sit with a group of A list NBA personalities. Bill showed genuine interest in every person and was willing… - [How to Write a Sponsorship Proposal-Part 3: Sealing the Deal](https://thesponsorshipguy.com/2024/03/how-to-write-a-sponsorship-proposal-part-3-sealing-the-deal/): We gone over setting the foundation when writing a sponsorship proposal and how to craft the actual proposal, now we are going to talk about sealing the deal. In order to seal the deal, it is best to present your proposal live. It can be via video conference or in person. Sending it off for review dramatically reduces your chances of success. Live feedback gives you the chance to make adjustments on the fly. Section 7: Call to Action End your proposal with a compelling call to action. Clearly state the next steps for potential sponsors – whether it’s scheduling a… - [How to Write a Sponsorship Proposal-Part 2: Crafting the Proposal](https://thesponsorshipguy.com/2024/03/how-to-write-a-sponsorship-proposal-part-2-crafting-the-proposal/): In my last blog, I covered part 1 of writing a proposal, setting the foundation. Let’s take a deep dive into part 2 – crafting the actual proposal. Section 4: Sponsorship Features and Benefits Know the difference between a feature and a benefit. Be sure to describe how a given feature benefits the sponsor. Do not send out the same “Platinum, Gold, Silver” levels to everyone. Customize. If you feel it is needed you can offer a couple of options, but if you have spent time understanding their needs, you probably won’t need different levels. Clearly outline what sponsors will receive… - [How to Write a Sponsorship Proposal-Part 1: Setting the Foundation](https://thesponsorshipguy.com/2024/02/how-to-write-a-sponsorship-proposal-part-1-setting-the-foundation/): Before you start: Only send a proposal to a prospect who has requested a proposal and where you have established their needs and objectives. Crafting a sponsorship proposal is a strategic and essential step for any organization or individual seeking financial support for their initiatives. A well-prepared proposal serves as a comprehensive document that not only introduces your organization and its objectives but also outlines the tangible benefits sponsors will gain from partnering with you. In this three part series, we will cover the essentials so you can write a proposal that converts. Section 1: Introduction Begin your proposal with a… - [Rethinking Sponsorship Perks](https://thesponsorshipguy.com/2024/01/rethinking-sponsorship-perks/): Moving Beyond Brand Recognition for Big Brands Are you still telling big brands that a potential sponsorship for your event could increase brand recognition? It’s time to think again. The traditional approach of offering brand recognition to big brands may no longer be the most effective strategy. Truth is, big brands already have the recognition, so this offering is not necessarily appealing to them. Big brands have already invested heavily in building and maintaining their brand image. When sponsors offer additional brand visibility as a key perk, it risks falling into the background noise. In a sea of logos and advertisements,… - [NJ Advance Media Presents Jersey Eats: A Taste of New Jersey](https://thesponsorshipguy.com/2023/11/team-player-productions-is-serious-about-sustainability-copy/): Download Press Release New Jersey’s newest food event series highlighting the booming culinary scene. New Jersey Advance Media stands as the foremost source of local news for the entire state of New Jersey, and is also the driving force behind “Jersey Eats: A Taste of New Jersey.” The Sponsorship Guy is thrilled to announce our collaboration with New Jersey Advance Media to secure sponsorships for the highly-anticipated event scheduled for March. Jersey Eats represents the newest food event series, a dazzling showcase of New Jersey’s thriving culinary landscape. This event is set to spotlight the finest establishments, including restaurants, markets, craft… - [Team Player Productions Is Serious About Sustainability](https://thesponsorshipguy.com/2023/10/team-player-productions-is-serious-about-sustainability/): Download Press Release Upscale Wine, Craft Beer and Street Festivals Right In Colorado Brands who are serious about sustainability are encouraged to activate at Team Player Production events in Colorado. Sponsorships are available for events in 2024 which include upscale wine, craft beer and street festivals. Team Player Productions events are zero waste. There are no plastic cups or water bottles and waste has an 83% diversion rate at their events. They hold sustainability values close and measure and report on their actions. Team Player Productions has an impressive reach, having worked in cities all over the country, and boasts an… - [New York Times Bestselling Author, Stephen Perrine](https://thesponsorshipguy.com/2023/10/new-york-times-bestselling-author-stephen-perrine/): Download Press Release Author, Speaker & Brand Consultant – Represented By Weil & Associates, LLC Stephen Perrine is the author and best selling author of The New York Times bestseller The Whole Body Reset, the first and only weight-management program created specifically for people at midlife and beyond. Perrine has appeared as a nutrition expert on Today, Good Morning America, The 700 Club, The View, and numerous other media outlets, and has been a featured speaker at the 92nd St Y and the JCC Manhattan. He has built, launched or relaunched dozens of successful health, nutrition and fitness brands including Eat… - [1000 GrandMasters… Early Chess Literacy Program](https://thesponsorshipguy.com/2023/10/1000-grandmasters-early-chess-literacy-program/): Download Press Release Where Children Master Memory and Improve Critical Skills 1000 GrandMasters, a client of The Sponsorship Guy, is proud to introduce their groundbreaking Early Chess Literacy Initiative. This is an immersive chess experience for those in K-1 grade, where they are introduced to the world of chess in the confines of their school environment. Starting in the San Francisco Bay area, 100 children from each participating elementary school will learn chess. Research has consistently demonstrated that children who embark on their chess journey from an early age not only elevate their reading level but also cultivate essential problem-solving and… - [Sponsorship Success: How to Effectively Market Your Event to Potential Sponsors](https://thesponsorshipguy.com/2023/09/sponsorship-success-how-to-effectively-market-your-event-to-potential-sponsors/): Planning an event or conference is a large task, but without a solid marketing strategy, you are not going to secure the sponsors you had hoped for. Whether you’re organizing a corporate conference, music festival or charity gala, effective marketing is essential to bringing in both attendees and sponsors. Before diving into marketing strategies, it’s important to understand your event itself and your target audience. Identify the event’s purpose, objectives and expected outcomes. Your event goals will guide your marketing efforts and allow you to speak with potential sponsors effectively. In today’s digital age, a robust online presence is crucial for… - [1000 GrandMasters… Where Chess & Stem Are Intertwined](https://thesponsorshipguy.com/2023/09/1000-grandmasters-where-chess-stem-are-intertwined/): Download Press Release The Sponsorship Guy is pleased to welcome their newest client, 1000 GrandMasters. The Sponsorship Guy has teamed up with 1000 GrandMasters (www.1000gm.org) to help secure sponsors who are interested in gaining early access to exceptional talent and future science and technology leaders. 1000 GrandMaster’s mission is to create the next generation of Chess Grandmasters while providing essential resources and opportunities to improve chess performance for both children and adults alike. The level of diligence each player possesses creates expertise in evaluating risk-reward scenarios, which will serve them well, particularly in STEM careers. Hosting an impressive roster of dozens… - [The Untapped Potential of AI to Revolutionize Your Sponsorship Campaigns](https://thesponsorshipguy.com/2023/09/the-untapped-potential-of-ai-to-revolutionize-your-sponsorship-campaigns/): If you read our last newsletter, you know that I am a fan of utilizing Artificial intelligence (AI) to drive business results. This month, I’d like to delve further into the untapped potential of AI to revolutionize your sponsorship campaigns. Imagine your analytics soaring and sponsors lining up, all by harnessing the power of AI. This topic is simply too broad to get into in one article. Over the next few months, we are releasing a series of blogs on the following topics: Leveraging AI to Decode Audience Analytics Using Predictive Analysis for Spotting Lucrative Sponsorship Opportunities Reinventing Sponsor Relations: Personalizing… - [3 Things Every Sponsor Craves-And How to Deliver Them](https://thesponsorshipguy.com/2023/05/3-things-every-sponsor-craves-and-how-to-deliver-them/): Sponsorship is a powerful way for brands to connect with their target audience, increase brand awareness, and generate leads and sales. But not all sponsorships are created equal. To make the most of a sponsorship investment, savvy sponsors will consider three key factors: brand alignment, scale of the audience, and activation strategies and tactics that work. If you sell sponsorship, you must be prepared to deliver on each of these. 1. Brand Alignment Brand alignment is the degree to which your sponsorship partner shares your values, vision, and goals. It’s not enough to just slap your logo on a banner or… - [The Power of Data: Using AI to Improve Sponsorship ROI](https://thesponsorshipguy.com/2023/04/the-power-of-data-using-ai-to-improve-sponsorship-roi/): Sponsorship has taken on a new dimension with AI insights & predictions. Explore the power of data & how to improve sponsorship ROI with AI. - [How to Find (and Keep!) Event Sponsors](https://thesponsorshipguy.com/2023/03/how-to-find-and-keep-event-sponsors/): Hosting an event can be a great way to bring people together and create memorable experiences, but it can also be a costly endeavor. - [Your perfect email may never get delivered](https://thesponsorshipguy.com/2023/02/your-perfect-email-may-never-get-delivered/): You have worked hard to craft the perfect message to your potential sponsor. You never hear back and don’t know why. it could be that they never got it. In that case, your email deliverability needs some work. - [Why do sponsor prospects keep delaying decisions?](https://thesponsorshipguy.com/2023/01/why-do-sponsor-prospects-keep-delaying-decisions/): In today's fast-paced business world, time is of the essence. But when it comes to making sponsorship decisions, many companies find themselves taking their time to ensure they're making the right choice. Why? - [Think Sponsors will Fund your Idea? Think Again.](https://thesponsorshipguy.com/2022/12/think-sponsors-will-fund-your-idea-think-again/): There are a ton of cool ideas out there. Many very bright people reach out to me with their concept thinking that a sponsor will provide them with the funds they need to launch their idea. Please wipe that idea from your thinking. - ["Media Champions" Interview on Media Planning & Buying Tips](https://thesponsorshipguy.com/2022/07/interview-with-media-champions-on-media-planning-buying-tips/): Larry Weil and the Daily Ad Brief discuss sponsorship and tips to plan, buy, traffic, analyze and report on sponsorship media. - [What is Sponsorship? A Post-Pandemic Update](https://thesponsorshipguy.com/2022/06/what-is-sponsorship-a-post-pandemic-update/): If you have responsibility for your event sponsorship revenue, you have made major adjustments with a virtual environment. - [Stephen Perrine, NYT Best Selling Author](https://thesponsorshipguy.com/2022/06/stephen-perrine/): Stephen Perrine, New York Times bestselling author, The Whole Body Reset. Weight-management program designed for people at midlife & beyond. - [The One Change You Can Make to Triple Virtual Event Sponsorships](https://thesponsorshipguy.com/2022/02/the-one-change-you-can-make-to-triple-virtual-event-sponsorships/): We have been through many ups and downs with sponsorship these past two years. Virtual events have provided a way to deliver many of our event objectives to your audience regardless of physical location. The technology continues to improve, and we are all learning more about how to put on successful digital events in 2022. Virtual event producers are still struggling with finding sponsorship opportunities. Luckily, there are plenty of new features in the virtual event platforms. However, the key is not always new features, the key is rethinking how you deliver sponsors’ value. The shift to virtual events opens up… - [An Expert’s Guide to Event Sponsorship](https://thesponsorshipguy.com/2022/02/an-experts-guide-to-event-sponsorship/): Originally published by: Hopin Event sponsorship is, for all intents and purposes, the exchange of funds for access to an event audience. For example, let’s say your company wants to announce a new and exciting product during the keynote at an industry conference. To do this, you’d pay its organizers for the chance to score some early customers at their event. Sounds simple, right? Well, according to sponsorship veterans Larry Weil and Chris Baylis, there’s more to this billion-dollar industry than sponsored keynotes. Larry is the Sponsorship Guy and Chris is the president and chief executive officer of The Sponsorship Collective. Collectively, they have multiple decades of experience.… - [Digital Champions](https://thesponsorshipguy.com/2021/12/digital-champions/): Digital Champions - All we do is sponsorship. We help event producers attract and retain high value sponsors. - [Selling Sponsorship for Virtual Events](https://thesponsorshipguy.com/2021/02/selling-sponsorship-for-virtual-events/): Western Sponsorship Virtual Conference Feb 3, 2021 “Larry provides a deep dive into the mindset, assets, and strategies that make it possible to be successful with sponsors in this environment. It is full of specific and actionable information you can start using right now.” - [Q&A with Private FB Sponsorship Group](https://thesponsorshipguy.com/2021/02/qa-with-private-fb-sponsorship-group/): Gain the latest insights on virtual event sponsorship growth during this recording of Amanda Engler's Private Facebook Group. This content was only available to her "Event Professionals - Explode Your Profits" community on Facebook January 2021. - [The View from Up North](https://thesponsorshipguy.com/2021/01/the-view-from-up-north/): In this video Larry joins a group of Canadian experts at the Western Sponsorship Conference to discuss the State of the Events Industry. Participants include Brent Barootes of the Partnership Group, Francis Dumais of Elevent, Auburn Sigurdson of Torque Strategies, and Mark Harrison of The T1 Agency. - [Talking Sponsorship - One on One with Larry Weil and Chris Baylis of the Sponsorship Collective](https://thesponsorshipguy.com/2021/01/talking-sponsorship-one-on-one-with-larry-weil-and-chris-baylis-of-the-sponsorship-collective/): Here is a chance to listen in on a casual interview where Chris and Larry chat about selling sponsorship, tell a few stories, and muse about where the industry is now. - [Feed Your Event Brain!](https://thesponsorshipguy.com/2021/01/feed-your-event-brain/): In this 30-minute video from the A2Z Virtual 2021 Event Profs Virtual Event, Larry and Karen Kelly CMO of Tapple.io review the solutions and new ideas to growing sponsorship revenue for virtual events. - [The Key To Scoring Virtual Event Sponsorships](https://thesponsorshipguy.com/2020/11/the-key-to-scoring-virtual-event-sponsorships/): The Key To Scoring Virtual Event Sponsorships A Fireside Chat with The Vendry Tuesday, November 10, 2020 2 PM ET / 11 AM PT Moderator: Hannah Foley Guests: Karen Hartline, Alecia May, Larry Weil, Keneisha Williams    Overview: The positives of virtual events are apparent – access to a broader audience, cost savings (in some areas!), and a huge increase in data available to organizers and sponsors. And yet many organizers are having trouble securing sponsors and showing them that a virtual event, just like an in-person one, is worth the investment. We’ve invited four industry experts to join us for… - [Sponsorship Tactics: Email Do’s and Don'ts](https://thesponsorshipguy.com/2020/09/sponsorship-tactics-email-dos-and-donts/): In this video, I talk about email etiquette and why it can single handedly affect the success of your pitch to sponsors. - [Getting Past Gatekeepers to Reach Sponsorship Decision Makers](https://thesponsorshipguy.com/2020/09/getting-past-gatekeepers-to-reach-sponsorship-decision-makers/): One of the most important things that people forget is that there's some sales skill required in reaching sponsorship decision makers. - [Sponsor Bundle Strategy: Gold, Silver and Bronze are Dead](https://thesponsorshipguy.com/2020/09/sponsor-bundle-strategy-gold-silver-and-bronze-are-dead/): The typical sponsor packages usually come in bundles, such as gold, silver, bronze. However, there is an issue with this. It is not customized. People do a lot of business through the internet and they want things that are customized. Similarly, sponsorship packages should be put together more based on customization. One of the things that I use is called a one sheet and a one sheet is just a one page document that gives a quick overview of what your event is about. There’s no point in a sales person giving your presentation on how great the car is because… - [How Best to Monetize Your Online Event](https://thesponsorshipguy.com/2020/09/how-best-to-monetize-your-online-event/): This post was originally published on the Corporate Meetings Network. Read the original post here. Written by Clare Tattersall Now almost six months into the worldwide pandemic, most businesses have pivoted from in-person gatherings to virtual events. But despite more people than ever using online platforms, companies continue to struggle with monetization, which may be essential to their survival amid the economic chaos wrought by COVID-19. While there are a variety of methods to earn income from virtual events – ticket sales, paid access to selective streams and upgrades for premium session content, to name a few – perhaps the most effective… - [Sponsorship Terminology: The Recap](https://thesponsorshipguy.com/2020/09/sponsorship-terminology-the-recap/): When you get to the end of your sponsorship, what you want to do is get in front of your sponsor with a recap of what you provided. It’s important because it lets the sponsor know that you’re interested in how they did. Then to open the conversation about the next sponsorship opportunity, or you might find out that they were disappointed in something, so you can get in front of that. There’s a lot of data to support that the most satisfied customers in general are actually customers who have had a problem, but it was addressed quickly. When things… - [Sponsorship Terminology: Valuation](https://thesponsorshipguy.com/2020/09/sponsorship-terminology-valuation/): Valuation is when you attempt to determine how much should a sponsor pay for the sponsorship. Valuation and sponsorship tends to be where you roll up everything. The activations, benefits, the website, the views, all of these kinds of things get added up and then put into a quote valuation. This is not the same for every sponsor. Understanding the revenue model of the sponsor and what the upside is for them is critical to understanding valuation. If you’re performing an evaluation, you frame it for the particular sponsor prospect that you’re looking to acquire. - [Sponsorship Terminology: The Pitch Deck](https://thesponsorshipguy.com/2020/09/sponsorship-terminology-the-pitch-deck/): A pitch deck is your presentation and it is typically a summary of what you’re offering. It provides an introduction to who you are and what you’re about, and then offers some kind of an opportunity to connect and collaborate and is hopefully supported with a lot of data. The simple thing to say about pitch decks is don’t send one until you’re asked for it. - [Do you know the difference between sponsorship and fundraising?](https://thesponsorshipguy.com/2020/08/do-you-know-the-difference-between-sponsorship-and-fundraising/): Sponsorship in general is a relationship, similar to advertising. The sponsor has an expectation of some kind of commercial return, such as generating new business, brand recognition, or another measurable result. There is a primary element of access to the audience. Fundraising is more about identifying and giving to causes that people care about. Understanding this difference will impact how you approach your communication. - [Sponsorship Terminology: Activation, Assets & Inventory](https://thesponsorshipguy.com/2020/08/sponsorship-terminology-activation-assets-inventory/): Let’s say you have a sponsor. So, what are you going to do? In the old days you had a live event. You know, they’re going to be able to speak to the people attending the event, maybe collect some information, do a presentation. And so on. Now in the virtual world, it’s the same kind of thing. What kind of exposure are they going to get? But not just in raw numbers, who are they going to get exposed to? How does it align with their audience? If you were making a list of things that could be sponsored, those… - [Sponsorship in the Era of Virtual Engagement: A Primer for NonProfits and SMBs](https://thesponsorshipguy.com/2020/08/sponsorship-in-the-era-of-virtual-engagement-a-primier-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, Valuation, Reporting via Event Recap, How Sponsors Think about Value, Sponsorship Bundles, Reaching Decision Makers, Email do’s and don’ts, Using LinkedIn for prospecting, the One-Sheet, Sponsor Benefits for Virtual Events, the virtual swag bag, how to plan a Virtual Walk-a-Thon, How Digital Grows Sponsor… - [8 Easy Tips to Improve Your Virtual Meetings & Conferences](https://thesponsorshipguy.com/2020/08/8-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 tech problems with access, muting, camera set up and chat distract viewers and test their patience. It seems like there has not been enough planning. The timing of speakers, slides, and videos feels forced into a one-hour format even though there may only be 20 minutes… - [How to Pivot Sponsors from In-Person to Virtual Events](https://thesponsorshipguy.com/2020/05/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 sponsors an e-newsletter bundle with featured content that’s sent to attendees. Include sponsors and links to their websites and social media channels. Prior to deployment, make sure e-mails are both informative and newsworthy. Otherwise, they could be viewed as spam. 2 | Promote on Social Media… - [PRESENTATION: Generate Sponsorship and Revenue for Online and Virtual Events](https://thesponsorshipguy.com/2020/05/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 virtual conferences and events. If you have any questions. Please reach out. Generate Sponsorship and Revenue for Online and Virtual Events from The Sponsorship Guy™ - [Creating Sponsorship Revenue for Virtual Events](https://thesponsorshipguy.com/2020/03/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 your live event. There are plenty of sponsorship opportunities with virtual events. And not just some throwaway logos in your newsletter. From email messaging to post-event data, here’s how to keep sponsors happy during your virtual transition. Virtual event sponsorship activations for email Email is one… - [Full Stop! Now What?](https://thesponsorshipguy.com/2020/03/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 thought of learning a new format while you are still in the middle of undoing the event you just canceled might be overwhelming. Ask yourself: Do you want to go dark for a year or more? There is a reason that events have been growing at… - [Publishers put Virtual Events to the Test as In-Person Gatherings Disappear](https://thesponsorshipguy.com/2020/03/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 as SXSW and Collision, have been postponed or gone digital. And several publishers, including Protocol and the Texas Tribune, have converted planned in-person events to virtual events, with an eye toward doing more of them long-term in order to supplement their live events portfolios. Virtual events can,… - [Guest Blog: The Five Stages of Sponsorship Sales](https://thesponsorshipguy.com/2020/03/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. - [Talking Super Bowl Advertising with SB Nation's The Big E](https://thesponsorshipguy.com/2020/02/talking-super-bowl-advertising-with-sb-nations-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. - [Pro Tips: Who is Your Sponsor Prospect?](https://thesponsorshipguy.com/2020/01/pro-tips-for-effective-outreach/): 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 many other objectives. As a result, their frame of mind and very likely their job doesn’t have sponsorship in the title. They are sales leaders, marketing executives, business owners, event producers, and a variety of specialties from each of those categories. So, when they think about… - [2-Min Video: The Top Tip for Sponsor Seekers](https://thesponsorshipguy.com/2020/01/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. - [2-Min Video: Dealing with the Increasing Dissatisfaction of Sponsors](https://thesponsorshipguy.com/2019/12/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](https://thesponsorshipguy.com/2019/11/2-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 (Full Presentation)](https://thesponsorshipguy.com/2019/11/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 of the breakout session “Sponsorship in the Digital Age”. Sponsorship in the digital age for ICCA from The Sponsorship Guy™ - [2-Min Video: Is Email Still Relevant?](https://thesponsorshipguy.com/2019/10/2-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. - [Why I’m an Evangelist for Digital Sponsorship](https://thesponsorshipguy.com/2019/10/why-im-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 is to review their website, sponsorship deck and media kit (if they have one). By far the biggest unrealized opportunity that most are missing is digital. Here is a quote that sums it up well: “…digital is no longer just a tool in the toolbox but… - [Julio Jones' Waffle House Cleats Worth $1M+ for Restaurant](https://thesponsorshipguy.com/2019/09/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 be upwards of a million dollars or more … Read Full Article Here - [2-Min Video: Building Long Term Relationships with Sponsors](https://thesponsorshipguy.com/2019/09/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](https://thesponsorshipguy.com/2019/09/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. - [17 Creative Event Sponsorship Ideas](https://thesponsorshipguy.com/2019/08/17-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 you get to work putting your sponsorship ideas in motion, keep in mind three important factors. First, why people attend your event and the problems they’re experiencing. Second, your sponsor’s needs and how your event can meet them. And third, the brand activations that will bring… - [Activation Trends in Sponsorship](https://thesponsorshipguy.com/2019/08/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. - [6 Apps to Increase Productivity](https://thesponsorshipguy.com/2019/07/6-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 for plenty of other businesses, but they have become a necessity for me. And no, I’m not getting compensated for clicks, some of these are free: Instapaper. One of my most used apps, Instapaper allows you to save article, webpages and pretty much anything you are… - [Innovative New Technology for Events](https://thesponsorshipguy.com/2019/07/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](https://thesponsorshipguy.com/2019/07/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. - [How the US Women's National Team could Approach Sponsorships after World Cup Win](https://thesponsorshipguy.com/2019/07/how-the-us-womens-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 ## Pages - [Blog Test](https://thesponsorshipguy.com/blog-test/): Subscribe on LinkedIn 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. Learn More About Sponsorship - [Test page](https://thesponsorshipguy.com/test-page/): Webinars Learn practical sponsorship strategies in quick, actionable sessions. Watch Webinars - [Press Releases](https://thesponsorshipguy.com/press-release/): Press Releases Learn More About Sponsorship - [Resources](https://thesponsorshipguy.com/resources/): Resources Larry Weil, better known as The Sponsorship Guy, is a trusted resource for sponsors, sponsorship seekers, and marketing professionals seeking to unlock the full potential of sponsorship. The recommended resources below have been gleaned from Larry’s years of expertise and will provide valuable insights and guidance for anyone navigating the dynamic world of sponsorship. Resource Description Notes from Larry Link Pipedrive Pipedrive is a powerful CRM (Customer Relationship Management) software that helps sponsors and sponsorship seekers manage their sales processes effectively. It offers features such as contact management, deal tracking, pipeline visualization, and email integration, empowering users to streamline their… - [Newsletter Signup-Social Media](https://thesponsorshipguy.com/newsletter-signup-sm/): The Sponsorship Magnet© Newsletter Join The Sponsorship Magnet© community on LinkedIn and get valuable sponsorship insights and updates every couple of weeks. Subscribe on LinkedIn Set up a phone consultation Featured on - [Newsletter Signup-Apollo](https://thesponsorshipguy.com/newsletter-signup-ap/): The Sponsorship Magnet© Newsletter Join The Sponsorship Magnet© community on LinkedIn and get valuable sponsorship insights and updates every couple of weeks. Subscribe on LinkedIn Set up a phone consultation Featured on - [Sponsorship Consultation](https://thesponsorshipguy.com/sponsorship-consultation/): Sponsorship Consultant Book a consultation to get direct access to sponsorship expert, Larry Weil.Working with Larry is unique for each person. We’ll work with you to meet your needs. No two consultations are alike. Book a Sponsorship Consultation Now Sponsorship Services The Sponsorship Guy offers various sponsorship services and packages to fit the needs of our clients. Our services range from sponsorship advisory to full sponsorship sales and marketing packages. Feasibility Study Before you invest in a new concept, let’s do a deep dive to evaluate ROI. Get In Touch Hourly Sponsorship Consulting Great for groups and anyone new to sponsorship.… - [Thank You-General](https://thesponsorshipguy.com/thank-you/): Thank you! Thank you for contacting The Sponsorship Guy. We typically respond within 24 – 48 hours during normal business hours.P.S. We do not share your information. Check Out Our Blogs Testimonials “I have had the pleasure to work with Larry on several occasions with different properties and every time I have found Larry to be creative, resourceful and a forward thinker who manages to negotiate the best possible partnership for his client/company and deliver results. All the while maintaining very positive relationships with the property and staff.” -Sergio del Prado, VP Corporate Partnerships – San Diego Padres “Larry was able… - [Blog Archive](https://thesponsorshipguy.com/blog-archive/): View Primary Blog Sponsorship Blog – ARCHIVE 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. Learn More About Sponsorship - [About Us](https://thesponsorshipguy.com/about/): 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… - [Newsletter Signup](https://thesponsorshipguy.com/newsletter-signup/): The Sponsorship Magnet© Newsletter Join The Sponsorship Magnet© community on LinkedIn and get valuable sponsorship insights and updates every couple of weeks. Subscribe on LinkedIn Set up a phone consultation Featured on - [Thank You-Newsletter](https://thesponsorshipguy.com/thank-you-newsletter/): Thank you for signing up! The Sponsorship Guy is dedicated to providing you great insight into the world of sponsorship. Expect to receive an update with insights, info and updates once or twice a month. P.S. We do not share your information. Return to Blog Set up a phone consultation - [Privacy Policy](https://thesponsorshipguy.com/privacy/): PRIVACY POLICY   Last updated November 01, 2023 This privacy notice for Weil & Associates LLC (doing business as The Sponsorship Guy) (“we,” “us,” or “our“), describes how and why we might collect, store, use, and/or share (“process“) your information when you use our services (“Services“), such as when you: Visit our website at https://thesponsorshipguy.com(opens in new tab), or any website of ours that links to this privacy notice Engage with us in other related ways, including any sales, marketing, or events Questions or concerns? Reading this privacy notice will help you understand your privacy rights and choices. If you do… - [Clients in the News](https://thesponsorshipguy.com/clients-in-the-news/): Clients in the News Learn More about Sponsorship - [Contact](https://thesponsorshipguy.com/contact/): Contact The Sponsorship Guy As a sponsorship marketing agency, I work with clients and sponsors all over the world but with high influence in the markets around Dallas/Fort Worth (DFW), New York, Chicago, Los Angeles, London, and Dubai. Sponsors, Marketers, Advertisers: Are you currently a sponsor? Would you like assistance identifying opportunities, negotiating with properties, getting out of a sponsorship, valuations, training, or outsourcing? Please fill out the form and let us know. Larry Weil 📈 Let’s Get Started In order to prioritize our requests we use the quality and amount of information you provide below to rank your inquiry. By… - [Blog](https://thesponsorshipguy.com/blog/): Subscribe on LinkedIn 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. Learn More About Sponsorship - [Testimonials](https://thesponsorshipguy.com/testimonials/): Testimonials During his virtual presentation to the Association of Fundraising Professionals, Larry shared enlightening tips and how to’s on how to use digital marketing to raise sponsorship revenue. TheSponsorshipGuy rocks! – Anne Robillard Member of the Association of Fundraising Professionals, Fort Worth Chapter “I have had the pleasure to work with Larry and his sponsorship agency on several occasions with different properties and every time I have found Larry to be creative, resourceful and a forward thinker who manages to negotiate the best possible partnership for his client/company and deliver results. All the while maintaining very positive relationships with the property and… - [Sponsorship](https://thesponsorshipguy.com/sponsorship/): What is Sponsorship? IEG, a well-known publisher in the $57.5 billion sponsorship industry, defines sponsorship as: “a cash and /or in-kind fee paid to a property in return for access for the exploitable commercial potential associated with that property.”Meaning that it isn’t like philanthropy where you are supporting a cause without any commercial incentive. In fact, it is the exact opposite – “sponsorship is undertaken for the purpose of achieving commercial objectives.”I would further define sponsorship as a channel of marketing and advertising focused on customer engagement, education and lead generation primarily utilized in live or recorded content, that benefits from… - [Home](https://thesponsorshipguy.com/): LEADING SPONSORSHIP AGENCY Brand, Corporate & Event Sponsorship Sponsorship is all we do. Sponsorship is all we do. I have been buying and selling sponsorships for over 20 years. From the Super Bowl to Monster Trucks, Tech Conferences to BBQ Festivals I have seen most every kind of sponsorship tactic and activation that events use. We have been on the forefront of moving our clients into digital features for nearly three years. In person, virtual or hybrid, we help you achieve your sponsorship objectives.You are busy growing your business, sponsors are swamped with offers. We step in to provide the bandwidth… ## Optional - [Agent (MCP protocol)](websites-agents.hostinger.com/thesponsorshipguy.com/mcp) [comment]: # (Generated by Hostinger Tools Plugin)