Why Do Event Companies Struggle to Reel in Sponsors?

I have come across thousands of sponsorship proposals during my career and what I have found to be common among many of them is the notion that sponsors are only interested in their logo presence being excessively spread out in the entire event, which 90% of the time, is an incorrect approach.

Commercial Event companies have 3 main sources of revenue in the following order:

  1. Ticket Sales
  2. Sponsorships
  3. F&B and Merchandise

Depending on the objetive and target audience of each event separately, some events will rely more on sponsorships than they would on ticket sales.

With Saudi’s Vision2030 and the establishment of the General Entertainment Authority GEA, commercial events are on the rise, which will make it more difficult for Event Promoters to acquire sponsors. Event promoters will need to be more creative in order to diversify their sponsorship proposals. The approach of simply promising your sponsors logo visibility will not be enough to entice sponsorship.

Before I share some tips to help you build your sponsorship kit, let us first take a step back and remind ourselves why a sponsor would be interested to participate and invest. (What the sponsor aims to achieve from their investment): Increasing brand awareness

  • Increasing brand awareness
  • Engaging with existing and potential customers
  • Use your event as a space to launch or sell a new product
  • Tapping into your event data to generate leads and purchases

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