10 Event Sponsors Reveal Why They Chose to Support Events

December 29, 2017

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If you want to win over the right sponsors, you need an understanding of why brands choose to support events in the first place. Read on to discover their top five reasons.

LinkedIn's Rooftop & Studio

Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity

Visitors embark on a rescue mission with a team of fellow Minecrafters.

Block Party: See How Minecraft Was Transformed Into an IRL Video Game

The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.

50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More

During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.

See Inside This High-Tech, Multisensory Experience from Don Julio

Experiential Marketing, Activations & Sponsorships

Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity

LinkedIn, Spotify, Canva, Pinterest, Meta, and dozens of other top brands showed up in a big way at the world’s most creative week. Take a look inside their splashy activations.

LinkedIn's Rooftop & Studio

Experiential Marketing, Activations & Sponsorships

Block Party: See How Minecraft Was Transformed Into an IRL Video Game

The popular game has been turned into an interactive in-person experience that just opened in Canada.

Visitors embark on a rescue mission with a team of fellow Minecrafters.

Experiential Marketing, Activations & Sponsorships

50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More

Here’s a look at some steal-worthy ideas we spotted in June 2025.

The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.

Experiential Marketing, Activations & Sponsorships

See Inside This High-Tech, Multisensory Experience from Don Julio

Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.

During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.

Experiential Marketing, Activations & Sponsorships

This Event Turned Home Decor Into a Celebration of Latinas' Life Moments

Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.

The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.

Experiential Marketing, Activations & Sponsorships

Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival

The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.

It included an iconic cassette tape photo backdrop.

Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity

Industry Innovators 2025: Sephora

Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level

50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More

Industry Innovators 2025: Netflix

Industry Innovators 2025: Chase

Experiential Marketing, Activations & Sponsorships

Summer Lovin': See How These Brands Celebrated Romance

From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.

Them x Destination DC's WorldPride DC Kick Off Event

Experiential Marketing, Activations & Sponsorships

Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up

Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.

Washington, D.C., is hosting this year’s WorldPride celebration.

Experiential Marketing, Activations & Sponsorships

50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More

Here’s a look at some steal-worthy ideas we spotted in May 2025.

Max's 'Mothers of Max' Art Installation

Brands & Event Pros

Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands

Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.

2025 Industry Innovators Article Image Experiential2 B

Experiential Marketing, Activations & Sponsorships

See How Keebler (And Its Elves) Created Some Experiential Marketing Magic

The brand brought its Hollow Tree to life with creative pop-up experiences in three major cities.

Keebler brought its iconic Hollow Tree to life through pop-up experiences in New York, Chicago, and Cincinnati.

Experiential Marketing, Activations & Sponsorships

Netflix Rebuilds a Bookstore for 'YOU' Fan Experience—See Inside Joe Goldberg's Twisted Reality

The streaming service tapped longtime agency partner Invisible North to transform a blank-canvas venue in New York into Mooney’s Bookstore—creepy cage and all.

The YOU event took place April 22 and 23 in a completely transformed, 5,000-square-foot space located at 489 Broome St., just ahead of the release of season five, the final season of the beloved show.

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