February 12, 2015

The Importance of Sponsorship at Your Event

As summer slowly creeps up on us, so does the festival season (finally). For most, it still seems miles away, but we know you’re probably already planning your upcoming festival, and if you haven’t thought about sponsorship at your event, you should.

Sponsorship is often simply seen as a logo stamped somewhere, however, there’s much more to the process than meets the eye. Sponsorship requires time and attention, and what you’ll notice is that there’s much more to sponsorship than extra income. In this blog we explain why you should utilise sponsorship and what to consider when choosing a partner.

Before you start
Make sure you have all relevant information about your visitors, your events and the location/venue. Create a beautiful document (preferably to be the same style as your event branding), which you can send out. The immediate additional revenue can be quite the eye-catcher, but remember to think about your events’ long-term interests – make a three year plan.

Additional Coverage
A collaboration with an interesting brand can ensure the expansion of your own PR. Imagine this, Red Bull or Heineken announce a partnership (we could also use a local sponsor as another example). You can just imagine how much extra reach this collaboration will do for your event and communities.


Ensure that you are looking for a sponsor that fits your event and its target audience – make it a relevant sponsor. This ultimately reinforces each brand’s image. Your visitors/attendees are not waiting for advertisements, so pro-actively and in detail figure out which sponsor would be most valuable. If this isn’t done correctly, it could adversely affect your brand’s image.

On-site experience
Experience is what counts. Everyone knows the standard logo placements on flyers, advertisements or banners. The future of sponsorship is more advanced, and consists of additional experiences at your event. An example is with Converse Compound at Lowlands Festival. At the festival you could get your trainers painted with cool designs and styles, then take a photo with the newly pimped-out trainers in a photobooth. Pretty awesome right? This cleverly made a link between online and offline, nicely blurring the line.
Perception can also be a type of service. Think about Warsteiner Dekmantel Festival where the outfits of the barmen and women were designed to match the physical layout of the event, with locations of the bars identifiable on the outfits. The organisation also worked alongside the sponsor and a mini documentary series of artists performing was made. Festival experiences are not limited, they can be both online and offline. Attendees/visitors see this as an extra addition to your event. This is great as you are not seen as being there to invest extra money, but to receive positive feedback.

Organisers of smaller events may think “this is irrelevant for my event”. Make no mistake about it, these tips can very well apply to local brands, companies and organisations.
So get to work, do your homework and you’ll soon find out sponsorship is just the ticket for you.

Bob Nagel