7 Things Sponsors Want Right Now

From intellectual property control to dependable Wi-Fi, here’s what sponsors are asking for in return for their event investments.

By Alesandra Dubin March 20, 2013, 7:30 AM EDT

Photo: Eamonn MacCormack for Getty/P&G

Gone—long gone—are the days when sponsors and event hosts were content to bathe a party space in logos and consider their work done. Increasingly innovative experiential marketing, new and expanding digital platforms, and stiffer competition for sponsor dollars have given rise to a savvy set of decision makers—at brands and event hosts alike—who intend to elevate sponsors’ return on investment and build symbiotic partnerships. From click-worthy content to intellectual property control, here’s what sponsors are looking for—and getting—from events right now.  

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