Success with Corporate Sponsors

Success with Corporate Sponsors

Business and Sponsorship Success

Discover How to Fund Your Dreams – Even if You’re Just Starting Out

Presenting Sponsorship: What It Is and How It Works

3 People Attracting Corporate Sponsors

Table of Contents

Key Takeaways

  • Balanced Exposure: Presenting sponsorship offers strong visibility for sponsors while preserving the event’s identity.
  • Attract Top Sponsors: It helps gain credibility and unlock resources like funding and media support.
  • Strategic Branding: The “Presented by” label gives sponsors recognition without overtaking the event.
  • Clear Agreements: Well-defined contracts ensure both parties understand expectations and deliverables.
  • Track Success: Measure key metrics like media reach and engagement to evaluate ROI and improve future partnerships.

If you’re looking for some of the best sponsorship strategies, you’ve come to the right place. Today, I’d like to discuss one of my favorite strategies that I always personally recommend to my clients—presenting sponsorship.

I Love Presenting Sponsorships and You Will Too

Love Presenting Sponsorship

Photo by Linda Hollander, Sponsor Concierge

My clients love presenting sponsorships because they are easy and profitable for you. Whenever you see an event, podcast, creator content, business, or personal brand that says either “Presented by” or “Presents”, that’s a presenting sponsorship.

It’s not just for big properties. You can have presenting sponsors. Their name, brand and service marks appear on everything, so they get maximum branding and you can get amazing recurring revenue.

Don’t worry about the cost. You can promote your presenting sponsors with low-cost or no-cost methods that have a high perceived value.

Presenting sponsorships are a flexible and impactful way for your event to gain significant visibility while aligning with high-profile companies and brands. As the primary sponsor, the presenting brand not only gets its name featured prominently but also establishes a deeper connection with the audience through exclusive exposure and heightened association with your event. This level of visibility allows for stronger brand recognition for your sponsor. This, in turn, increases their customer loyalty, and also helps to enhance their credibility by aligning with meaningful events. The power of presenting sponsorship lies in its ability to create long-lasting impressions and foster a sense of partnership between the sponsor, the event, and the audience.

Understanding Presenting Sponsorship

Photo by Pablo Heimplatz via Unsplash

If you’re an entrepreneur looking to create a high-impact event, securing a presenting sponsorship from a prominent business can be a game-changer. A presenting sponsorship not only gives your event credibility and visibility but also attracts the resources and support needed to elevate its scale and reach. By partnering with a leading brand, you can have your event branded as “Event Name Presented by [Sponsor’s Name],” keeping your event’s name in front of a larger audience while leveraging the sponsor’s marketing power.

This type of partnership can provide funding, media exposure, and access to a network of potential attendees and influencers, all while enhancing your reputation as an event organizer capable of attracting top-tier sponsors. With the right presenting sponsor, your event can stand out, gain instant legitimacy, and make a lasting impact.

How Title Sponsorship is Different

Title sponsorship is a unique and high-profile partnership where a brand’s name becomes the official title of an event, venue, or initiative—like the “Pepsi Super Bowl Halftime Show.” Unlike other sponsorship types, which may focus on smaller elements (like signage or product placement), title sponsors take center stage, with their brand integrated into the very identity of the event. Key characteristics include prominent logo placement, branding rights, and often, exclusive exposure. 

Some of the most recognizable examples of title sponsorships include the Coca-Cola 600 in NASCAR and The Wells Fargo Championship in golf, showing how powerful this form of sponsorship can be. Let’s dive into why title sponsorship is such a game-changer for brands!

I usually don’t recommend title sponsorship for my clients because the title sponsor may cannibalize your brand. Examples are the FedEx Golf Tournament. You don’t know who is putting on the event. Many of my clients are building their brands and presenting sponsorship gives them more benefits. With a presenting sponsor, you can keep your brand identity.

Benefits of a Presenting Sponsorship

While title sponsorship certainly offers unparalleled exposure by integrating the sponsor’s name directly into the event’s identity, a presenting sponsorship provides more flexibility and forms a more strategic partnership for both the organizer and the sponsor. Unlike title sponsorship, which often demands a higher financial commitment and full integration of the sponsor’s name, presenting sponsorship allows for a balance between prominent visibility and maintaining the unique identity of your event. Worst case scenario, your event might get cannibalized by your sponsor and fall out of your influence and ownership.

The “Presented by” label still gives the sponsor substantial recognition and elevates them, all while preserving the core branding of your event. This makes it a more accessible and cost-effective option for both you as the organizer and potential sponsors, allowing you to attract a wider range of top-tier brands without compromising your event’s identity. In addition, a presenting sponsor can still leverage the event’s marketing power—media exposure, social media mentions, and exclusive partnerships—without taking over the entire branding. This creates a mutually beneficial situation where both the sponsor and the event can shine without one overshadowing the other. Plus, if you ever need to change sponsors, it’s an easy process!

Key Components of a Presenting Sponsorship Agreement

A presenting sponsorship agreement typically outlines key components such as the sponsor’s level of visibility, branding rights, and financial commitment. It specifies how the sponsor’s name will be integrated into event materials, signage, and promotions, as well as the type of exposure they will receive through media, social platforms, and on-site activations. 

The agreement also details the sponsor’s responsibilities, including any exclusive rights, deliverables, and performance metrics. Additionally, it covers the event organizer’s obligations, such as providing access to key audiences and ensuring the sponsor’s brand is prominently featured throughout the event lifecycle. Clear terms on duration, renewal options, and exit clauses are also essential to ensure a mutually beneficial partnership.

Strategies for Successful Presenting Sponsorship

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To ensure a successful presenting sponsorship, it’s essential to align the sponsor’s brand values with the event’s mission, creating a seamless and authentic partnership. Clear communication and regular updates between the event organizer and sponsor help manage expectations and optimize engagement. Maximizing the sponsor’s visibility through prominent logo placement, tailored social media campaigns, and on-site branding ensures they stand out to the target audience. 

Offering exclusive opportunities for the sponsor, such as speaking engagements or VIP access, adds value to the partnership and deepens the sponsor’s connection with the event. Finally, tracking and reporting on key performance metrics helps demonstrate the success of the sponsorship and lays the groundwork for future collaborations.

Challenges and Considerations in Presenting Sponsorship

While presenting sponsorships offer significant benefits, there are several challenges to consider. Ensuring the sponsor’s brand aligns with the event’s values and audience is critical to maintaining authenticity and avoiding potential conflicts. Additionally, managing the sponsor’s expectations around visibility, engagement, and return on investment can require careful negotiation and planning. 

Event organizers must also balance the sponsor’s needs with the integrity of the event, ensuring that the branding integration doesn’t overwhelm the experience or detract from the event’s core purpose. Timing and logistics, such as aligning promotional schedules and coordinating media coverage, can also pose challenges that need to be addressed upfront.

Measuring the Impact of Presenting Sponsorship

Photo by Ruthson Zimmerman via Unsplash

It’s important to be able to present results and KPIs to your sponsor. It also helps you learn about the success of your property. It can also give you ideas on how to improve your future performance. Measuring the impact of a presenting sponsorship involves tracking key performance metrics to evaluate its effectiveness. 

These may include metrics such as brand exposure (media mentions, social media reach), audience engagement (demographics, attendance, media, extended reach, interactions with sponsors), and overall sentiment towards the sponsor (surveys, feedback). Analyzing return on investment (ROI) in terms of both tangible benefits, like sales leads, and intangible benefits, like brand awareness, is crucial for both you and your sponsor. Providing detailed reports on these metrics helps demonstrate the value of the sponsorship and can lay the groundwork for future partnerships.

Dog with Question Marks

Frequently Asked Questions

1. What is a presenting sponsorship?

It’s a partnership where a sponsor’s brand is prominently featured as the “Presented by” entity, providing high visibility without overtaking your brand identity.

2. How does a presenting sponsorship benefit me?

It boosts your credibility, attracts top sponsors, and offers resources like funding, media exposure, and a wider audience reach.

3. How can I measure the success of a presenting sponsorship?

Track key metrics like brand exposure, audience engagement, and ROI to evaluate its impact and inform future partnerships.

Final Thoughts

A presenting sponsorship offers a unique and impactful way to elevate your business, attract top-tier sponsors, and create lasting partnerships. By positioning a prominent brand as the “presenting” sponsor, you not only gain valuable financial and marketing support but also enhance your credibility and reach. With the flexibility to balance visibility and maintain your brand identity, a presenting sponsorship can be the perfect fit for organizers looking to make a meaningful connection between the sponsor, the audience, and you. 

By aligning with the right sponsor and strategically measuring the impact of the partnership, you set the stage for success and future growth. With careful planning and clear communication, a presenting sponsorship can help youstand out and create lasting value for all involved.

Speaking from personal experience, presenting sponsorships can be a huge boon for you. When I first began navigating the world of sponsorships, I was able to feature some of the most prominent companies at my first Women’s Small Business Expo. If I was able to achieve results early on in my entrepreneurial career, I believe you can too! Don’t hesitate—start planning on getting your first presenting sponsorship and contact me today if you have any questions. I’ll be waiting to hear your success story!

Article Written By:

Linda Hollander

Linda Hollander has been featured by Inc. Magazine as the leading expert on corporate sponsorship. She is the CEO of Sponsor Concierge, and the author of Corporate Sponsorship in 3 Easy Steps. Her corporate sponsors have included Citibank, Fed Ex, Health Net, American Airlines, Bank of America, Staples, Wal-Mart, and IBM. She consults with businesses on how to increase their profits and get sponsors. https://SponsorConcierge.com
Linda Hollander
Article Written By:
Linda Hollander has been featured by Inc. Magazine as the leading expert on corporate sponsorship. She is the CEO of Sponsor Concierge, and the author of Corporate Sponsorship in 3 Easy Steps. Her corporate sponsors have included Citibank, Fed Ex, Health Net, American Airlines, Bank of America, Staples, Wal-Mart, and IBM. She consults with businesses on how to increase their profits and get sponsors. https://SponsorConcierge.com
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