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FROM THE EDITORS

Innovation Forum Panel Will Discuss How Brands Evaluate Sponsorship Deals

Photos: Courtesy of Andrew Klein and Lisa Pfenning

How do big brands decide where to spend their sponsorship dollars? How can event hosts stand out from the crowd of people asking sponsors to support their events? And what makes a sponsor return to an event year after year?

A panel of marketers with experience pairing sponsors with events will address those questions at the Event Innovation Forum, a new conference at the BizBash IdeaFest at the Javits Center on October 24.

The session will include insights from three panelists: Lisa Pfenning oversees all marketing activity for Stolichnaya, including its sponsorship activations at the Tribeca Film Festival and the Barclays Center in Brooklyn. Andrew Klein oversees festival sponsorship efforts at AEG Live, representing properties including Coachella, Jazz Fest, Justin Bieber’s tour, and Best Buy Theater. And Tammi Montier works with clients including Honda, Red Bull, and Virgin Mobile at Revolution Marketing, a sponsor representation and experiential marketing firm.

The panelists will offer suggestions for marketers on both sides of the process—planners wooing sponsors, and sponsors weighing their opportunities.

“This is a chance for marketers to hear directly from the people deciding where brands are putting their money,” said Chad Kaydo, editor in chief of BizBash, who is programming the conference with Howard Givner, executive director of the Event Leadership Institute.

Here’s the description of the session:

How Sponsors Evaluate and Measure Event Sponsorships
Andrew Klein
Senior Vice President, Global Partnerships, AEG Live
Tammi Montier
Senior Vice President of Partnership Marketing, Revolution Marketing
Lisa Pfenning
Category Director, Stolichnaya and Elit by Stolichnaya, William Grant & Sons


With increasing pressure to drive event revenue, more and more events are turning to sponsors for financial support. Yet many event properties don’t go about pitching sponsors the right way. In this interactive panel, marketers who have put together deals with major events—including Coachella and the Tribeca Film Festival— and big brands—Stoli, Red Bull, Intel—will discuss what makes sponsorships successful for everyone involved. The panelists will share what they look for in evaluating sponsorship proposals, offering suggestions for marketers on both sides of the process—planners wooing sponsors, and sponsors comparing their opportunities.


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