Research is key to finding potential sponsors for your event. You want to identify companies that align with your event’s theme, target audience, or industry and are likely to benefit from sponsoring it.
Here are some tips to help you get started:
Industry Reports
Start by researching industry reports, whitepapers, and studies related to your event’s topic or niche. These can provide valuable insights into the companies driving innovation in your field. Look at sources like Statista, IBISWorld, or Nielsen for relevant market research. Reports from associations like the Events Industry Alliance or sector-specific bodies (e.g., tech, health, or retail) can reveal which companies are investing in events like yours.
Social Media
Utilise social media platforms like LinkedIn, Twitter, and Facebook to identify potential sponsors. Look for companies that have engaged with similar events, industry leaders, or thought-provoking content related to your event’s theme. On LinkedIn, search for professionals active in event sponsorships. Use hashtags like #eventprofs on Twitter to track companies engaging with similar events. Tools like Brandwatch or BuzzSumo can help analyse trends and spot potential sponsors.
Trade Shows and Conferences
Attend trade shows and conferences in your industry to network with potential sponsors. Note the companies exhibiting, presenting, or sponsoring these events—they may be a good fit for your own event. Use directories from Trade Show News Network or 10times to discover upcoming events. Observe sponsorship activities of companies at major industry conferences, which you can use as a benchmark for your event. The entrepreneur Andrew Wilkinson revealed in his book ‘Never Enough’ that he built his successful design company, Metalab, entirely on the back of attending events and conferences. So don’t be afraid to attend industry events to see what exhibitors, speakers, and sponsors are already active in your space.
Company Websites
Visit company websites to learn more about their products, services, mission, and values. Look for companies that align with your event’s goals and target audience. Browse corporate sections on websites for partnership opportunities or sponsorship pages. For example, SAP or Cisco have dedicated sections discussing past event sponsorships. Identify companies that publicly promote their involvement in events.
Networking Events
Attend networking events like industry meetups or association gatherings to connect with potential sponsors in person. Consider joining industry groups like Delegate Wranglers, ABPCO, or the Association of Event Organisers. These are ideal places to find business decision-makers and sponsors. Local chambers of commerce or industry-specific associations also offer regular networking events where sponsors may be present.
Evaluate Potential Sponsors
Once you’ve identified potential sponsors, create a list of leads to prioritise and research further. Consider the following factors when evaluating potential sponsors:
Relevance: How closely do they align with your event’s theme, target audience, or industry?
Size: Are they large enough to significantly impact your event but still small enough to be approachable and engaged?
Budget: Do they have the budget to support your event, and are they willing to invest in sponsorships?
Goals: What do they hope to achieve through sponsoring your event – is it brand awareness, lead generation, or something else?
By carefully researching and identifying potential sponsors, you’ll increase your chances of securing meaningful partnerships that drive value for both your event and the sponsors.
Sponsorship Series
See other articles in our sponsorship series.
