Event sponsorship is one of the most effective ways for companies to enhance their visibility, build credibility and get noticed by target customers. When carefully executed, event sponsorship marketing can accomplish goals like heightening brand awareness, making important connections and generating a significant return on investment.
But how do you really stand out from the crowd as a sponsor? Creativity and striking campaigns is one key.
Why Event Sponsorship Works
Event sponsorship marketing is where you team up with events or organizations to get your brand in front of and actively interact with the participants. The reason this strategy works so well is simple: events draw a highly targeted and confined audience, which offers brands the opportunity to:
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Build Up Goodwill From Exposure: Being associated with an event or cause that is popular among people will rub off favorably on your brand.
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Talk Directly with Audiences: Events mean actual face-to-face contact, making it easier for your brand to be related to and accepted.
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Add to Credibility and Trust: Sponsoring known events can leave you appearing in the business and/or as a standard bearer for one of the causes.
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Get Out There Widely: If any attendees or featured in event marketing products echo what’s happening at events, your visibility rises ten-fold due to sponsorship efforts.
Creative Event Sponsorship Marketing Examples
1. Coca-Cola at the Olympics
The Coca-Cola Company has a long-term Olympic sponsorship history and they have mastered how to use event sponsorship for brand connection. During the 2012 London Olympics, Coca-Cola launched a campaign encouraging spectators to recycle plastic bottles in exchange for a lottery ticket that was branded merchandise. This entertaining and environmentally friendly approach spoke to the people.
Key Takeaway:
Align your sponsorship with a theme or message that resonates with the event and your brand values.
2. Red Bull and Extreme Sports
Red Bull is on a different level when it comes to event sponsorship. The energy drink brand does not simply sponsor extreme sports events such as cliff-diving tournaments and backcountry motocross competitions; it creates them. This high level of integration enables Red Bull to turn events into unforgettable, adrenaline-pumping experiences.
Key Takeaway:
Don’t just passively sponsor an event. Find ways to become an integral part of the experience.
3. Salesforce at Dreamforce
Salesforce takes sponsorship one step further than most by hosting its very own mega-event, Dreamforce. For example, brands sponsoring Dreamforce have set up themed lounges, held confidential meet-and-greets with keynote speakers, and supplied tailored demos to attendees.
Key Takeaway:
Sponsor a B2B-focused event and use the opportunity to forge connections between yourself and the attendees.
4. Nike Women’s Marathon
Nike introduced its most eye-catching representation for women’s marathon shoes: a pink, award-winning design. By focusing on the empowerment and involvement of the runners, Nike changed the marathon from a mere sales tool into an opportunity to reinforce its brand message.
Key Takeaway:
Focus on the attendee experience. Tie into emotions or desires of those in attendance that match up well with your own brand image.
5. Spotify and Pop Culture Events
Spotify partnered with Coachella to produce custom playlists and interactive listening booths. This sponsorship advanced Spotify while making people understand how vital it is for music discovery.
Key Takeaway:
Integrate tech and interactivity into your sponsorship. You want your brand to seem timely and useful.
Utilize Technology
Incorporating digital experiences into your sponsorship such as VR activations or branded apps is a great way to produce a life-generating buzz on social media in-the-moment updates and breaking news.
Testing the Results
Clearly define your sponsorship’s goals (e.g., increasing brand awareness, generating leads, etc.) and track metrics such as impressions, engagement rates and feedback from attendees to determine return on investment.
Integration with Event Mission
Your sponsorship will feel more authentic and impactful if it aligns with the mission or vibe of the event. This way you are not only better serving your sponsor but building a stronger connection between your brand and those attending.
The Importance of Being Innovative in Event Sponsorship
Event sponsorship is no longer simply about putting a logo on an event banner. The most effective sponsorships provide memorable moments, meaningful experiences, and advantages for all partners.
By emulating Coca-Cola, Red Bull, Nike and others, you can raise your sponsorship game to the next level and create campaigns that are not only seen but also fully experienced.
My Thoughts on Marketing an Event Sponsorship
Creative event sponsorships provide a powerful means to reach out to and engage with your target audience, while demonstrating what you stand for and increasing brand visibility. Whether you’re investing in large-scale events or on a smaller scale, the secret is to think beyond traditional sponsorship models and create for yourself unforgettable experiences.
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