What Is a Presenting Sponsor?

What a presenting sponsor is

The presenting sponsor presents the event to the public. Its name is linked to the event's name in the way the event describes itself: on the website, in the program, in announcements and on signage. The word "presented by" tells the audience the event happens with this company's backing.

It is a role, not a standard product. One event may give a presenting sponsor exclusive use of a category, another may give it a broad bundle, and a third may use the label for the top paid tier. Always read the benefits, not the name.

• One per event, usually

  The value of the role comes from being the only one. Offering it to several sponsors makes it a tier, not a role.

• Name beside the event's

  The sponsor's name is attached to how the event is introduced, not only listed among supporters.

• Highest priority

  A presenting sponsor typically gets first choice of placements and the fullest set of them.

• Agreed in writing

  Because the role touches the event's name, the agreement should state exactly how the name may be used.

Presenting, title, lead and category sponsors compared

These labels overlap and events use them differently. This table shows the usual meanings, so you can tell what you are being offered.

What a presenting sponsor typically receives

There is no fixed list, but a presenting sponsorship is usually built from the elements below. Eventdex's sponsorship page describes the placements marked with a link, which is how an organizer using it can deliver them and show the results.

• Naming

  "Presented by" wording in the event's name line, on the website and in announcements.

• Logo placement everywhere

  On the landing page and lobby, and on branded onsite badges and lanyards.

  Sponsor logo and badge placements

• App presence

  Splash ads, banner ads and a video pop-up when attendees enter the app, and, with a white-labeled app, the sponsor's content in the resources section.

  Event mobile app

• A content slot

  A keynote, a welcome address or a sponsored webinar, promoted by push notification.

• A branded experience

  A scavenger hunt or branded trivia round that carries the sponsor's name.

  Event gamification

• Priority access

  First choice of booth position, hospitality or tickets for guests, as agreed.

• Results

  Live attendee stats and a post-event report. See the section below.

What an organizer should agree before offering the role

Because the presenting sponsor's name rides with yours, settle these points in the agreement before you announce anything. This is a checklist, not legal advice. Have the written agreement reviewed.

Presenting sponsor agreement checklist for [event name]

Role and exclusivity
[ ] Exact wording of the name line (for example: "[Event name], presented by [Sponsor]")
[ ] Whether the sponsor is the only presenting sponsor
[ ] Categories the sponsor holds exclusively (for example: app, badges, lanyards)
[ ] Which competitors of the sponsor may not be sponsors

Use of names and logos
[ ] Where the sponsor's logo may appear and who approves artwork
[ ] Where the event's name and logo may be used by the sponsor
[ ] Approval steps and turnaround time for each

Benefits
[ ] List of placements, with quantity and position
[ ] Content slot: format, length, date and who writes it
[ ] Tickets, passes and hospitality included
[ ] Booth size and position, if included

Fee and dates
[ ] Amount, what it covers and payment dates
[ ] Any in-kind support and its agreed value
[ ] Deadlines for the sponsor's logo, copy and content

If things change
[ ] What happens if the date, format or venue changes
[ ] What happens if the event is cancelled or moved online
[ ] Who may end the agreement and on what notice

Reporting
[ ] Which figures the sponsor will receive, and when
[ ] Who the sponsor's contact is, and who ours is

Signed by both parties and reviewed by legal counsel: [ ]

Showing a presenting sponsor what they got

The largest sponsor will ask the most about results. Agree the figures in advance and keep them in view during the event, not only afterward.

• Live attendee stats

  Eventdex's sponsorship page describes live stats that let sponsors gauge impact during the event.

  Live stats for sponsors

• A post-event report

  The same page describes a complete post-event report. Agree what it will contain before the event.

• Booth metrics

  Exhibitors can see real-time booth metrics in their dashboard, which suits a sponsor who also has a booth.

  Exhibitor management software

• What is not described

  Eventdex's pages do not describe a sponsor-specific scorecard or a calculation of return. Build that from the figures, using the event marketing ROI guide.

  Event marketing ROI