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.
Photo: Eamonn MacCormack for Getty/P&G
1. Compelling Content
Photo: Eamonn MacCormack for Getty/P&G
2. Broad Distribution
Photo: Howard Wise
3. Fast, Reliable Wi-Fi
Illustration: Joey Bouchard/BizBash
4. Nonprofit Tie-Ins
Photo: Donato Sardella
5. Control Over Intellectual Property
Illustration: Joey Bouchard/BizBash
6. Accessibility to a Wide Audience
Photo: Courtesy of Audi
7. Authentic, Experiential Programming
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