As you look to 2025 and develop new plans to step up your event planning game, consider your approach to landing event sponsors. It’s one of the most essential avenues for generating event revenue. And, ultimately, it’s a game-changer for producing wow factor-level NYC events. And there’s no shortage of brands, companies, and potential sponsors in the New York City area. Imagine the possibilities, too, when you can attract more regional or national sponsors. To maximize your event sponsorship efforts, consider improving the following three concepts. Make improvements in these three areas and set yourself up for big event sponsorship wins in 2025.
Sponsorships are big business
Sponsorships are a big business. Statista estimates that the sports sponsorship industry alone will swell to $19.8 billion this year. As an event planner, you can be tapping into this monumental industry for all your events. Imagine the benefits of infusing each conference or fundraising gala with an added five or six figures from New York event sponsors.
You can, too. Build a replicable process and template to follow for every event that allows you to customize your sponsorship appeal. Moreover, learn how to really step up your event sponsorship game when you focus on these three pillar aspects of your strategy.
1. Get strategic about knowing where to find event sponsors
It’s easy to fall into an event sponsorship rut. For example, you might feel like you’re targeting the same few brands or companies with every event you produce. However, it’s important to branch out, getting strategic about where you look to find new sponsors.
Consider all the ways to find new event sponsors:
- Leverage Your Industry Network – Tap into existing relationships with vendors, suppliers, and past sponsors. Further explore new sponsorship opportunities.
- Research Companies with a Target Audience Match – Focus on brands whose audience aligns with your event attendees. Look for a better sponsorship fit.
- Use Social Media – Use platforms like LinkedIn to connect with companies. Find those actively sponsoring similar events or targeting your demographic.
- Attend Industry Events – Networking at trade shows, conferences like The Event Planner Expo, and other industry gatherings. These can help identify potential sponsors looking to increase brand visibility.
- Create a Sponsor Database – Build and maintain a list of local and national businesses that frequently sponsor events in your industry.
- Collaborate with Event Planning Peers – Exchange leads and ideas with fellow event planners to discover sponsors you may not have considered.
- Look at Competitor Events – Analyze sponsorships at competitor events. Look to identify companies that have a history of sponsoring events like yours.
- Reach Out to Community Organizations – Local chambers of commerce, business associations, or non-profits can be great resources for finding community-minded sponsors.
- Offer Unique Sponsorship Packages – Tailor your sponsorship opportunities to appeal to potential sponsors’ marketing goals. It’s how you make your events more attractive.
- Use Sponsorship Matching Platforms – Explore online sponsorship marketplaces or matching platforms to find companies looking to invest in event marketing.
2. Get creative about packaging sponsorship opportunities
Think outside the event sponsorship box when you put together your various levels of engagement. Remember, any business or brand can be an event sponsor prospect, so long as you present these core benefits to them:
- Brand visibility and awareness among your captive event audience
- Increased brand favorability with your event guests
- Aligning their brand with a high-value community cause or purpose
Yes, event sponsors will care about generating leads from your event, VIP perks of sponsoring, and post-event ROI. However, if you don’t satisfy the pillar objectives that align with their brand(s), they’ll be tougher to sell. Demonstrate how your event can help them meet their marketing goals; the rest is added value.
3. Get involved and build long-term sponsorship relationships
The business landscape is drastically shifting toward relationship-building and industry partnerships. So, don’t settle for a one-time event sponsorship when you can be grooming that relationship for ongoing mutual benefits. A well-maintained relationship with a key sponsor can be fruitful in other ways, too. Sponsors can share referrals for other important business partners your event planning business might need. Get involved beyond the event and keep your eye on the long-term prize by:
- Providing Value Beyond the Event: Offer ongoing brand exposure through newsletters, social media mentions, and post-event content to keep sponsors engaged.
- Tailoring Sponsorship Packages to Their Goals: Customize your offerings to meet the sponsor’s specific marketing objectives, ensuring they see tangible value.
- Communicating Regularly: Keep open lines of communication with sponsors before, during, and after the event to nurture the relationship and gather feedback.
- Showcasing Results and ROI: Share post-event reports with data on attendee engagement, impressions, and exposure to demonstrate the sponsor’s return on investment.
- Offering Exclusive Benefits for Repeat Sponsors: Provide loyalty perks such as early access to premium sponsorship opportunities, VIP treatment, or additional branding perks.
- Collaborating on Future Events: Involve sponsors in planning future events to give them a stake in the event’s success and foster long-term commitment.
- Sending Personalized Thank You: Acknowledge your sponsors with thoughtful, personalized gestures of appreciation to strengthen the relationship.
- Incorporating Their Brand Authentically: Integrate sponsor branding in ways that resonate with attendees, making the sponsorship feel like a natural fit for the event.
- Engaging Sponsors Post-Event: Follow up with sponsors post-event to discuss future collaboration opportunities and keep the relationship active.
- Inviting Sponsors to Networking Opportunities: Include sponsors in VIP networking events or industry gatherings to deepen their involvement and connections within your community.
Find event sponsors, vendor partners, and new clients at The Expo
Set yourself up for event sponsorship success in 2025 when you step up your game in how you land new sponsors. Additionally, the best way to immerse yourself in all the latest industry trends relevant to boosting your event planning business next year, you need to get tickets while you can to The Event Planner Expo 2024. This premier conference for the events and marketing industry is the one place to be. Moreover, it’s especially important if you want to learn, grow, and improve your skills. Get your Speaker Series tickets today and get in the room with Tim Grover and David Stark! If you’re looking to elevate your business – get to The Expo. This year’s lineup of speakers, panel discussions, and networking opportunities is primed to deliver for all who attend.
