Corporate sponsorship of events is a great way for event operators to shore up much-needed cash to hold their events or to garner profits—either in addition to ticket sales or as an exclusive source of income if there are no ticket sales.
Why Do Corporations, Mid-Size Companies, and Small Businesses Sponsor Events?
There are several reasons why companies consistently sponsor events. Companies sponsor:
- To enhance brand loyalty—perhaps by connecting their brand to the fun and excitement generated from the event
- To create visibility/awareness of their brand by putting it in front of the eyes of a captive audience
- To reinforce/change their image—perhaps by connecting it to an event which has a better message than what customers have come to expect from them
- To drive in traffic to their stores
- To stimulate usage of their services or products
- To display sample products and services
- As a venue for experiential branding
What are Corporations Hoping to get out of Event Sponsorship?
Companies want to get a lot out of event sponsorship. They might want:
- Exclusivity in their category
- Signage onsite
- Access to a database or mailing list (such as a list of the attendees at an event)
- Opportunities for broadcasting ads
- A presence on a company’s website
- Retailer promotion participation
- Ad placement in a program book
Corporate event sponsorship might be the ticket your event needs to make ends meet or to drive in record profits. If you’ve got an event with a big attendee list, you just might be able to rake in the big bucks.
Silvia Pellegrini
Silvia Pellegrini is an entrepreneur, event consultant, author, mentor, event manager, founder and managing director of Silvia Pellegrini Consultancy (www.silviapellegrini.co.uk). SP Consultancy is located in the heart of London, yet her consultancy and event planning enjoys an international reputation.
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