Examine an event or company’s track record before deciding whether or not to sponsor them. If the event is new, make sure the organiser is reputable and experienced. Find out details about the average attendance and attendees’ demographic profiles.
The more information you have, the better you’ll be able to judge whether the sponsorship suits your brand and will grow your business. As well as getting the statistics, talk to some of the event’s existing sponsors. Ask them what they like and dislike about the event and what they get out of their sponsorship.
Often, an event may have an existing sponsorship package, but these can sometimes be tailored to suit your needs. For example, instead of free tickets you could ask for a larger ad in the event program. Once you’ve agreed on the sponsorship package, get it in writing so there’s no room for disagreement later.
Discuss with the event organiser how the event will be marketed and see if there are any additional promotional opportunities for you, such as putting up your own billboard or offering a gift to the first people who register.
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