Types of Event Sponsorship
What are the types of event sponsorship?
Event sponsorship comes in several forms. Sponsors can pay cash, supply goods or services, promote the event through their own media, or pay for one specific part of the program. The same sponsor can mix more than one form.
This guide sorts the types by what the sponsor gives (cash, in-kind, media, promotional), by how much of the event they own (title, presenting, supporting) and by what they pay for (a session, a lounge, a badge). It then shows how to pick the mix that fits your event.
If you want the definition first, read what is event sponsorship. To turn the types into priced offers, see event sponsorship packages.
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Types of sponsorship by what the sponsor gives
The first split is the form of the support. Most sponsor agreements fall into one of four kinds.
Cash sponsorship
The sponsor pays a fee. It is the simplest form and the one that funds the venue, speakers and production. In return the sponsor receives agreed benefits such as logo placement and a speaking slot.
In-kind sponsorship
The sponsor supplies goods or services instead of money: catering, AV equipment, printing, hotel rooms or software. Value it at what you would otherwise have paid, and write the figure into the agreement.
Media sponsorship
A publication, podcast, broadcaster or newsletter promotes the event to its audience in exchange for visibility at the event. The value is reach rather than cash or goods.
Promotional sponsorship
A brand co-markets the event: it emails its list, posts to its channels or offers its customers a discount code. Often paired with a cash or in-kind gift.
Types of sponsorship by level
The second split is how much of the event a sponsor is attached to. The names vary between organizers, so define yours in writing. The logo placement guide explains the terms in detail.
| Level | What it usually means | Typical number |
|---|---|---|
| Title sponsor | The event carries the sponsor's name | One |
| Presenting sponsor | Prime billing, often with a keynote or main-stage role | One or two |
| Premier or platinum | Top tier of a ladder, with the largest set of benefits | A few |
| Supporting or gold, silver, bronze | Lower tiers of the ladder, with fewer or smaller benefits | Several |
| Contributing or friend of the event | Small gift for a listing and a thank you | Many |
Types of sponsorship by what is sponsored
Sponsors also pay to own one part of the event. These are called category or activation sponsorships, and they are how you add revenue without adding tiers.
| Sponsored item | What the sponsor gets | Works best at |
|---|---|---|
| Session or keynote | Name on the session and a short introduction | Conferences |
| Registration and badges | Logo on the badge or lanyard | In-person events |
| Event app or app section | Splash ad, banner or a branded section | Any event with an app |
| Networking lounge or reception | Naming and branding of the space | Conferences and galas |
| Attendee giveaways | Their product or logo in the bag or gift | Trade shows |
| Contest or game | A branded scavenger hunt or prize | Hybrid and virtual events |
| Livestream or webinar | Host mention and a sponsored slot | Virtual and hybrid events |
How to choose the mix for your event
Work through these steps before you write the sponsor prospectus.
List what you need
Write down the costs sponsorship should cover and the goods you would otherwise buy. This tells you whether to ask for cash, in-kind help or both.
List what you can offer
Count the assets you control: logo spots, speaking slots, app placements, lounge naming, emails to attendees. Anything you cannot deliver should not be sold.
Match types to sponsors
A software vendor may want a session. A caterer may prefer an in-kind trade. A local newspaper may suit media sponsorship. Ask each what they want before offering a package.
Limit exclusivity
Decide which items go to one sponsor only, such as title or category exclusivity. Exclusivity is worth more to the sponsor and must be protected in the agreement.
Write it down
Record each benefit, its size or placement, the deadline for the sponsor's artwork and how an in-kind gift is valued.
Where Eventdex fits
Eventdex does not sell or price sponsorships. It gives you places to deliver them, and its sponsorship page describes these.
Virtual and hybrid visibility
Sponsor logos can appear on the landing page, the lobby and other virtual spaces, and a virtual exhibition floor can be tailored to a sponsor's brand.
Event sponsorship featuresBadges and the event app
Badges can carry sponsor colors and logos. The event app can show sponsors with splash and banner ads and video pop-ups on entry.
Event badgesBranded games and sponsored webinars
A scavenger hunt can feature sponsors, and sponsored webinars or keynotes can be promoted with push notifications.
Event gamificationExhibitor booths
Booths sit on an interactive floor plan, so an exhibit sponsor can see where they are placed.
Floor plan software
The Eventdex platform
Places to deliver sponsor benefits
- Event sponsorshipSponsor logos, booths, app placements, games and live stats.Learn more about Event sponsorship
- Event badgesBadges that carry sponsor colors and logos.Learn more about Event badges
- Event mobile appSplash ads, banners and sponsor content in the app.Learn more about Event mobile app
- Exhibitor managementBooths, exhibitor profiles and lead retrieval.Learn more about Exhibitor management
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FAQ
Types of Event Sponsorship: common questions
What are the main types of event sponsorship?
Cash, in-kind, media and promotional sponsorship describe what the sponsor gives. Title, presenting and supporting describe the level. Session, badge, app, lounge and contest sponsorship describe what is sponsored.
What is in-kind event sponsorship?
The sponsor provides goods or services, such as catering, equipment or software, instead of paying cash. Agree a value in writing so both sides know what the benefits are worth.
What is the difference between a title and a presenting sponsor?
A title sponsor's name is part of the event's name. A presenting sponsor gets prime billing and often a main-stage role, but the event keeps its own name. Organizers use the terms differently, so define them in the agreement.
Can one sponsor combine types?
Yes. A common deal is cash plus an in-kind gift, or a tier plus a sponsored item such as the badges. Write each part into the agreement.
Which types suit a small event?
In-kind help, a single sponsored item and a few low-level listings. A small event often has fewer assets to sell, so do not build a ladder of tiers you cannot fill.
Does Eventdex sell or price sponsorships?
No. You set the prices and sign the agreements. Eventdex's pages describe where sponsors can appear, such as virtual lobbies, badges, the app and booths, and the live stats and post-event report sponsors can use.
Give your sponsors places to be seen with Eventdex
Start with a free interactive floor plan, or talk to an event specialist on +1 (866) 434-5088.