How To Create An Event Sponsorship Package That Sells!
16th Dec 2021
What are Sponsorship Packages?
A sponsorship package is essentially a partnership agreement with a list of deliverables from the event in exchange for cash and/or merchandise from a brand.
Event sponsorship is very similar to advertising, except that it adds a layer of engagement brands don't get from an ad campaign. Brands don't just want branding at the event; they want to create a unique interactive experience through activations.
Take the Coachella Valley Music and Arts Festival in California, for example. The festival is incredibly popular worldwide.
And what's the first thing that comes to mind when you think of Coachella? The colossal art installations with thousands of people posing and taking pictures.
These sorts of sponsored activations transform a great event into a magical immersive experience.
How to Create a Sponsorship Package
When putting together their event proposals, organizers generally develop a tier system. There is no set rule to create sponsorship tier packages, but you must clearly define (and deliver) an ROI for brands.
For example, the most basic sponsorship package is cash in exchange for a brand's logo on promotional material. In contrast, a more complex sponsorship package could include activations, separate branded stages or experiences, giveaways, naming rights to the event, and more.
Your sponsorship packages may also include a breakdown of before, during, and after the event.
- Before the event: giveaways, paid ads, media coverage.
- At the event: promotional materials, activation spaces, product/service exclusivity.
- After the event: mention in the official event "after movie" and a minimum of 100,000 views on YouTube within one month.
Payments might be tied to these milestones or key performance indicators.
Sponsorship Package Tiers
Sponsorship tiers allow you to identify and limit the number of sponsors needed for your event. You want to secure funds for your event, but you also don't want too many brand logos plastered everywhere.
By identifying your sponsorship tiers, you create opportunities to partner with a wide range of sponsors while also creating exclusivity.
You can call these whatever you like. For example:
- Platinum (tier 1 - only one, most exclusive)
- Gold (tier 2 - two available)
- Silver (tier 3 - four available)
- Bronze (tier 4 - ten available)
Alternatively, your tiers might be more relevant to your event:
- Title Sponsor (tier 1 - only one, most exclusive)
- Acoustic stage and dance area sponsors (tier 2 - two available)
- Food and drink sponsors (tier 3 - six available)
Here is a quick example of what festival sponsorship packages might look like:
Tier 1 - one sponsor, your most expensive package
- Naming rights to the event
- Branding on all promotional material
- Branding on ticket stubs
- Dedicated full page on the event's website
- Exclusivity for main stage branding
- Exclusive VIP marquee
- Additional space for activation at the event
- Branded giveaway leading up to the event - run on social media, radio, TV, other media partners
- Product or service exclusivity at the event
Tier 2 - two sponsors
- Branding on all promotional material and website
- Space for activation or entertainment area at the event
- Product or service exclusivity at the event
- Two dedicated social media posts leading up to the event
Tier 3 - four sponsors
- Branding on the event's website
- Product or service exclusivity at the event
- Small assigned activation space in the bar or food court area
How to Price Sponsorship Packages
There are several factors you need to consider when pricing a sponsorship package.
- The cost of the activations - including labor, equipment, logistics, compliance certificates, etc.
- The value of the activation space at your event
- The cost of the branding materials and the value they offer
- The value of the people attending the event
- The value of your website traffic and social media reach
- The value of airtime or readership with media partners
You also have subjective costs. For example, the value of your event as a brand.
Sponsorship Package Examples
Designing sponsorship packages for events can be challenging. Brands with big budgets are always looking to outdo each other or make it bigger and better than the previous year.
Here are some ideas for creating sponsorship packages in 2021.
Festival art installations are nothing new, but they are a fantastic way for brands to make an impression. These installations also create great "Instagrammable" moments attendees love to share on social media.
If you're looking for something different, why not have an NFT (non-fungible token) art installation? NTF art is very trendy at the moment and, because it's digital, could even be adopted by virtual events.
Virtual Reality Installations
Another growing trend is virtual reality (VR) installations, which could become a remote VR festival experience too! Creating a VR experience can be expensive, but you could do something as simple as a VR headset linked to a 360° camera mounted on stage.
Participants will get an up-close view of the artist performing and get a sense of what it's like looking out over the audience. This type of content can even stream live to YouTube. Strategically placed sponsor branding will be viewable at the event and online.
Brands love being linked to celebrities or public figures, even if it's just their logo in the background during a photo opportunity.
For brands willing to pay, access to an artist, meet and greets, or even an exclusive performance are fantastic opportunities to provide a memorable experience for fans.
For a virtual event, this could be a private meeting room for a select group of attendees to meet a public figure or artist.
For multi-day events, attendees might want a break from the regular programming to have fun with friends. Creating branded game areas provides value for ticket buyers and a positive experience for sponsors.
Games could include:
- Beer pong/ping pong
- Pool tables
- Gaming stations (X-Box, Playstation)
- Inflatable games
- Scavenger hunts
The possibilities are endless. And the more silly and ridiculous, the more fun people will have.
Who doesn't love a swag bag? It's an excellent opportunity for brands to get products into customers' hands while adding value to your event.
Sponsored merchandise is also great for virtual events, as attendees get something tangible delivered to their door.
A sponsored giveaway is always a great way to increase the reach of your event. This is an opportunity to create hype and excitement, so don't hold back!
VIP tickets and a complimentary bottle of champagne? Probably not going to get a lot of attention.
What about VIP tickets, a glamping package, a helicopter ride into the festival, a meet-n-greet with the headlining artist, and one year's supply of the sponsor's product.
For large events sponsored by multi-national brands, you could extend your giveaway to an international audience, including flights and accommodation.
If you're going to do a giveaway, make sure it has viral potential to get eyes and ears on your event and the sponsor's brand.
Sponsored Activation Zone
One thing sponsors love is their own real estate within the event—a space where they can interact with their customers by creating a memorable experience.
When developing your idea, it's essential to use the sponsor's product or service as the theme.
- A refreshing cider - they want people to feel refreshed. Have a bar at the lake, pool, or even install pools.
- A mobile phone company - they want to connect people. Why not a speed dating activation.
- Wellness brand - want people to be healthy. What about a wellness center with yoga, meditation, and healthy food stalls.
If you're pitching to a sponsor investing lots of money, you might want to consider paying an agency or consultant to help develop these sorts of ideas with you.
Corporate Social Responsibility
Brands love to look good, especially when it comes to charitable and environmental causes. People are also more likely to choose purpose-driven brands.
Giving back could be as simple as choosing the right ticketing provider.
Humanitix donates 100% of their booking fees to fund education for disadvantaged kids. By including the sponsor's logo on your ticket and letting people know they've just donated to charity, you're putting your event and the sponsor in a good light.
Book a demo with Humanitix to find out how your event can give back.
Over to you
The biggest thing to keep in mind when creating sponsorships is the value you're creating for the event, your sponsor, and ticket buyers. How can you create a win-win-win scenario?
Don't think about a sponsorship package as a way to extract as much money as possible. Think of a long-term strategy where you can increase your event's desirability for sponsors and the public.
Humanitix can help you list your next event. In as little as two minutes you can make your event live, delight your guests, and change lives through supporting education projects. A ticketing platform that is good for you, and good for others! Be sure to mention us to your sponsors. Get Started!
Em Meller lives and works in Sydney, Australia on the unceded lands of the Gadigal people. Her work has appeared in places like The Lifted Brow, Cordite, and Going Down Swinging. She has studied creative writing at the University of Technology, Sydney, and at Oxford University.