The 5 true reasons why brands want to sponsor events

What do your sponsors really want to achieve? Right, if you ask yourself this question, you are already on a good way to find out for yourself.

Many people assume that these are mostly pure image campaigns of a company or brand, but this has not been the case for a long time anymore.

In this short article we give you information about the true, important motivations for brands seeking sponsorship. Take these tips on heart in order to be able to put together optimal packages for sponsors.


1. Increase sales of a product or service

For some sponsors pure image gain or brand awareness is simply not enough. With the intention to sponsor one of your events, your sponsors will at best want to put their product or service directly into the hands of your event attendees – usually for example by offering a free product sample or lure offers for services.


2. Increase brand awareness

Brands often sponsor your event so that they reach your qualified target group directly at the event and the event attendees perceive the brand in a positive sense.


3. Repositioning the brand

Unlike other forms of marketing and advertising, your event can help change the public perception of a brand in an incredibly effective way.


4. Block competition

Be aware that your event can not only help a brand reposition its product or service, it is also an opportunity to stay ahead of the competition.


5. Social responsibility

It may not be the absolute number 1 anymore, as already described at the beginning, but still: The last, but not least motivating factor for brands looking for event sponsoring is more than just earning money. Instead, they’ll want to sponsor your event simply because it will align their brand to a cause or mission their customers are passionate about.



Sponsorship is a partnership between your event and your sponsors. It’s a two-way street that requires sincere interest in the sponsor’s objectives and how you can help them achieve goals. With a solid understanding of a potential sponsor’s needs and objectives, you’ll be better equipped to win valuable sponsorship deals.


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