The Value of Event Sponsorship

Corporate sponsorship has become one of the fastest growing types of marketing in the United States because it offers a diverse way to communicate with key audiences. There are many benefits event marketing provides that cannot be obtained through other traditional forms of marketing for the same amount of investment.


Increase Visibility
Sponsoring an event typically includes the opportunity to display your corporate brand name or logo on event signs, buildings, equipment, programs, uniforms and/or promotional materials. Even more importantly, sponsors receive TV and print exposure through media covering the event, which would be unaffordable if purchased directly. This is especially beneficial to small-medium sized business, as it allows them to compete with the giants in their industry who have substantially larger advertising budgets.

Focused Marketing Programs
Event sponsorship is an easy way to focus a marketing program and give it longevity. In-store displays can be used to start promoting participation months before an event actually takes place. Any special deals or contests can be continued on-site at the event and concluded in a follow-up afterwards.

Sales Generation
In addition to the opportunity for on-site sales, event marketing allows businesses to generate leads, both B2B and B2C. Contests, coupons or special deals offered to attendees can be used to drive traffic to stores or a website. Promotional materials can also be handed out to remind people of your participation long after the event has ended, and encourage additional sales down the road. This makes it possible to obtain a positive return on sponsorship investments.

Targeted Audiences
Many events attract a specific type of audience, which allows sponsors to focus their message based on the type of attendees. Depending on the event, the audience can be detailed by age, gender, income level, geographic location, etc.

Consumer Research
Participating in events allows businesses to encourage product/service trail through sampling or demonstrations. Business owners and marketing executives are given the opportunity to record consumer feedback from the direct interaction, which is more effective than surveys and less expensive than focus groups.

Strengthening Brand Image and Loyalty
More and more, consumers base their impressions of a brand based on the social responsibility of the company. Tying your brand to a well respected charity or community event enhances your reputation by linking your products & services to the issues your customers care about. Building consumers' emotions about your brand through this type of association has more authenticity than attempting to make the same statement through any type of paid advertising. It is far more effective and separates you from your competitors.


Event marketing should not be used to replace other forms of marketing, but instead integrated into a complete program. The benefits of becoming a sponsor are numerous and the returns can be vast if the events are chosen wisely. Research any organization before you get involved and make sure their reputation is a good fit with your corporate image. It is also important to research the past history of the event to be sure the right type of audience attends and that it will offer the media exposure you hope to gain. If you have clear objectives you want to achieve and pick your level of sponsorship based on those goals, event marketing is sure to benefit your bottom line.