Use the Value of Sponsoring an Event


Sponsoring an event can give your business or organization a lot of exposure.  Are you taking full advantage of the potential opportunities?  If you’re wondering if you should sponsor a particular event, here are some reasons you should consider it.

Get in front of your potential customers.  Determine first if your target market will be in attendance at the event.  Make sure your business is a good fit with the group and the type of event.  Then you’re likely to have access to many people you can build a relationship with.


Present your business as an expert in your industry or field.  Even though you pay for the sponsorship, there is still the perception that you are an authority in your industry and attendees pay attention.  Take advantage if you get the floor for a minute.  Be prepared with concise information, but not a sales pitch.  Give information that leaves them wanting to contact you for more.

Increase brand awareness.  Event sponsorship will increase awareness of your brand, and a large event could gain media exposure for you and your business.  If you paid for certain level or event naming rights, your brand will be promoted or mentioned during the pre-event advertising and throughout the event.  Look into opportunities to sponsor portions of an event such as happy hour, break time or entertainment.

Expand your reach beyond the event.  Your sponsorship could reach way beyond just the attendees.  As the event is promoted, so will your company be promoted – that could be through social media, TV and radio ads.  You may reach people or companies you didn’t know were potential customers.

Reconnect with current clients.  There’s a strong chance you will see current clients.  That is a terrific opportunity to reconnect outside of your normal meeting.  It may give you the chance to expand on your offerings.  Plus, they can introduce you to other attendees you may not know.


Generate leads.  Of course, that is the whole intention of sponsoring events – generate quality leads.  Most attendees are eager to learn, absorb and gain new opportunities themselves.  What you offer could be a big benefit to them.




Final suggestions:  Take full advantage of your sponsorship – Ask the organizers of the event if you can provide a gift at each seat (if there is a meal or education session).  Or you could offer a gift at the registration table – a tote or business bag with your logo, or that notepad and pen they will need during the day.  Thinking of the Happy Hour again…you could provide logo napkins and cups as part of your sponsorship.   What a great chance for repeated exposure of your company brand.


Please contact me for additional ideas for a specific event.  Whether it’s a business meeting, golf outing or community fund raiser, you can benefit greatly from sponsorships!



Mary Anne Kennedy
Primary Source Promotions
p. 515.727.8774

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A little more about us:
Primary Source provides businesses, schools, non-profits and organizations with promotional products, decorated apparel, personalized awards plus executive and incentive gifts. We help clients choose the products that will fit their budget and recipients, AND give them RESULTS:

  • Increase tradeshow traffic
  • Enhance marketing plan
  • Boost sales
  • Reward employees
  • Recognize supporters
  • Increase attendance at events
  • Promote your brand
  • Market you services
  • Recruit members
  • Support your community or cause

At Primary Source, we want your promotional product choice to bring you the results intended – we are Promotional Products with a Purpose!

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