Event Sponsorship Logo Placement and Program Book Terms
What do sponsor logo placement and program book terms mean?
Sponsorship offers use a short vocabulary: presenting, title, supporting, in-kind, logo on signage, full-page ad, inside front cover. If you are a sponsor, knowing the terms stops you paying for the wrong thing. If you are the organizer, defining them stops arguments about what was promised.
This guide explains the tier names, the places a logo can go, the generic terms used for program book advertising and a checklist for the artwork and wording of a placement.
The terms are generic and used differently from event to event, so an agreement should always say exactly what is meant. No prices appear here, because they depend on the event.
Updated by the Eventdex team
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Sponsor tier terms
These words describe how prominent a sponsor is. Events do not agree on them, so treat the meanings below as common usage rather than a standard.
| Term | Usual meaning | Logo treatment |
|---|---|---|
| Title sponsor | The sponsor's name becomes part of the event name | In the event name and logo wherever the event is named |
| Presenting sponsor | Prime billing: "presented by" the sponsor | "Presented by" line with the logo, close to the event name |
| Premier, platinum or headline sponsor | Top level of a tiered ladder | Largest logo on signage, website and program |
| Supporting sponsor | A level below the top, or a sponsor of a specific item | Medium logo, usually grouped with other supporters |
| Contributing sponsor or friend | A smaller gift | Name or small logo in a list |
| Category or exclusive sponsor | The only sponsor in a category, such as coffee or registration | Logo wherever the category appears |
| Media sponsor | Promotes the event through its own media | Logo, often with a mention in its coverage |
| In-kind sponsor | Provides goods or services instead of cash | Listed as a supporter of the item provided |
Where a sponsor logo can go
A placement is a place the logo appears. List each one in the agreement, with the size and who supplies the artwork.
Printed and physical
Stage backdrop, entrance banners, step-and-repeat wall, signage, table tents, lanyards, badges and the printed program.
Digital
Event website, registration confirmation, emails to attendees, event app and screens in the venue.
Virtual spaces
Landing page, lobby and virtual booths. Eventdex's sponsorship page describes sponsor logos in the landing page and lobby of a virtual event.
Event sponsorship featuresBadges and the app
Badges and lanyards can carry sponsor colors and logos, and the event app can show sponsors with splash and banner ads.
Event badges
Program book terminology
A program book is a printed guide to the event, often sold as advertising space at galas and association events. The terms below are the generic words used. Sizes and positions differ by publication, so the organizer's ad specifications are the final word.
| Term | Meaning |
|---|---|
| Full-page ad | An advertisement that fills one page of the book |
| Half-page ad | Half of a page, horizontal or vertical |
| Quarter-page ad | A quarter of a page |
| Business card ad | A small listing the size of a business card, often in a grid with others |
| Inside front cover and inside back cover | The inside of the covers, normally the most noticed positions after the outside covers |
| Back cover | The outside of the book's back, often sold to one sponsor |
| Center spread | Two facing pages in the middle of the book |
| Sponsor page or listing | A page that names all sponsors, grouped by tier |
| Bleed | Artwork that runs past the trim edge so that no white edge shows after cutting |
| Trim size and live area | The final page size, and the inner area where text and logos must stay |
| Camera-ready | Artwork that is final and needs no changes before printing |
| Ad copy deadline | The date the organizer must receive the artwork |
Placement checklist for organizers
Put these items in every sponsor agreement so the terms cannot be read two ways.
Name the tier and its benefits
Say what "presenting" or "supporting" gives, in a list.
List each placement
Where the logo goes, at what size and for how long.
Specify the artwork
File type, color mode, minimum size, whether a transparent background is needed, and who approves the proof.
Define exclusivity
State any category that no other sponsor may have.
Give the deadlines
Dates for logos, program ad copy and any proof approval.
Describe in-kind value
Write down what the goods or services are, and the value both sides agree.
What Eventdex covers and what it does not
Eventdex's pages describe sponsor logos in virtual lobbies and landing pages, on badges and lanyards and in the event app. They do not describe producing a printed program book, so design and print it with your own tools. Eventdex can publish the schedule and exhibitor details to the event app.
The Eventdex platform
Where sponsor logos can appear on Eventdex
- Event sponsorshipLogos in the lobby and landing page, app ads and booths.Learn more about Event sponsorship
- Event badgesBadges and lanyards with sponsor colors and logos.Learn more about Event badges
- Event mobile appSplash ads, banners and sponsor content.Learn more about Event mobile app
- Exhibitor managementExhibitor profiles with logos and a floor map.Learn more about Exhibitor management
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FAQ
Event Sponsorship Logo Placement and Program Book Terms: common questions
What is the difference between a presenting sponsor and a title sponsor?
A title sponsor's name is part of the event's name. A presenting sponsor is billed as presenting the event, usually with a "presented by" line. Many organizers use the terms loosely, so spell out the meaning in the agreement.
What does in-kind sponsor mean on a sponsor list?
The sponsor provided goods or services, such as catering or printing, instead of cash. Lists often name the item provided.
What is a supporting sponsor?
A sponsor below the top level. It can also describe a sponsor of one item. Check what the organizer means by it.
What do bleed and live area mean on an ad?
Bleed is artwork that extends past the trim edge so no white shows after cutting. The live area is the inner part of the page where text and logos must stay so they are not cut off.
What are the standard program book ad sizes?
Full, half, quarter and business card are the common names, but the exact dimensions depend on the book's trim size. Ask the organizer for the specification sheet.
Does Eventdex produce printed program books?
Eventdex's pages do not describe it. Eventdex covers the digital side, including sponsor logos in virtual spaces, badges and the event app. Use a design or print tool for the book.
Show sponsor logos across your event on Eventdex
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