Unlocking Sponsor Success: A Guide to Securing, Retaining, and Delighting Your Event Sponsors

As an event professional, you know that securing sponsorships is crucial to hosting a successful event. However, it’s not just about finding sponsors—it’s about building long-term relationships with them, ensuring they receive a strong return on investment (ROI), and encouraging them to return as sponsors in future events.

At VenuIQ, we’re passionate about helping event managers like you create unforgettable experiences for attendees while generating revenue through strategic sponsorships. In this guide, we’ll share our expertise on how to get sponsors on board, keep them happy, and prove ROI – all while leveraging the power of event apps to enhance their experience.

Getting Sponsors On Board

Before approaching potential sponsors, make sure you have a clear understanding of your event’s value proposition. What sets your event apart from others in the industry? How will it benefit attendees and drive engagement?

1. Research and Identify Potential Sponsors:

Look for companies that align with your event’s theme, target audience, or industry. Utilise social media, industry reports, and trade shows to identify potential sponsors. Find out more here ->

2. Craft a Compelling Sponsorship Package:

Develop a customised package outlining the benefits of sponsoring your event. This should include information on attendee demographics, event marketing strategies, and sponsorship levels with corresponding benefits.

3. Build Relationships and Follow-Up:

Attend industry events, engage with potential sponsors on social media, and schedule meetings to build relationships and discuss partnership opportunities.

Keeping Sponsors Happy

Once you’ve secured sponsorships, it’s essential to maintain open communication and provide ongoing value to keep them happy and engaged:

1. Personalised Support:

Assign each sponsor a dedicated point of contact to ensure their needs are met, and any issues are addressed promptly.

2. Customised Sponsorship Materials:

Provide sponsors with branded materials, such as logos, banners, and signage, that align with your event’s overall aesthetic.

3. Regular Updates and Feedback:

Share regular updates on event marketing efforts, attendee engagement, and sponsorship ROI to keep sponsors informed and invested.

Proving Return on Investment (ROI)

To demonstrate the value of sponsoring your event, consider the following metrics:

1. Attendance and Engagement:

Track attendance numbers, session participation, and social media engagement to showcase the reach and impact of your event. At VenuIQ, we’ve completely solved attendance tracking with our Bluetooth tracking solution. With our clever lanyards or badges connected to gateways around your event, you can track where, when, and for how long your guests interact with various areas of your event. Perfect for proving the success of your event to sponsors, exhibitors, and speakers.

Get more information on attendance tracking

Call +44 121 796 5800 to book your demo and see what’s possible for your next event.

2. Lead Generation:

Provide sponsors with leads generated through exhibitor profiles, speaker sessions, or networking opportunities. Collected either through the app, QR scans, or attendance tracking, leads can be sent to sponsors, exhibitors, and speakers straightaway or at the conclusion of each day of an event.

3. Brand Awareness:

Measure brand mentions, hashtag usage, and social media impressions to demonstrate increased brand awareness.

Ensuring Sponsors Return in Future Events

To encourage repeat sponsorship, focus on building long-term relationships and providing ongoing value:

1. Sponsor Retention Program:

Develop a program that rewards loyal sponsors with exclusive benefits, priority access to future events, or customised marketing packages.

2. Event App Analytics:

Utilise VenuIQ’s event app analytics to provide sponsors with detailed insights on attendee engagement, session attendance, and lead generation – helping them make informed decisions for future sponsorship.

3. Continuous Improvement:

Solicit feedback from sponsors and incorporate their suggestions into your event strategy to demonstrate a commitment to improving the overall experience.

Leveraging Event Apps for Sponsor Success

VenuIQ’s event management platform is designed to enhance sponsor experiences, increase engagement, and provide valuable insights:

1. Sponsor Profiles:

Sponsors, as well as exhibitors and speakers, can showcase their products or services through customisable profiles.

2. Speaker Sessions:

Allow sponsors to present sessions, workshops, or keynotes that align with their brand goals and target audience interests.

3. Networking Opportunities:

Facilitate connections between attendees, speakers, and sponsors through customised networking tools, like VenuIQ’s award-winning AI-powered meeting tool.

4. Advertising

Advertising in-app can be a powerful tool in your negotiations with sponsors. You can offer headline naming, splash screen, reserved space, and pop-up notifications in your event app to sponsors. Find out more about VenuIQ’s sponsor monetisation opportunities here -> and read our guide on how to monetise your event here ->


Securing sponsorships is just the beginning – building long-term relationships, providing ongoing value, and proving ROI to keep them happy and engaged is essential. By leveraging VenuIQ’s event management platform and following the tips outlined in this guide, you’ll be well on your way to creating successful events that attract repeat sponsors and drive revenue.

Ready to unlock sponsor success for your event? Book a demo of VenuIQ today!

Click to schedule a personalised demonstration of our award-winning event management platform. Our expert team will show you how to create powerful event apps, streamline sponsor relationships, and drive attendee engagement.


See other articles in our sponsorship series.

  • Crafting a compelling sponsorship package for your event.

    Crafting a Compelling Sponsorship Package

  • A Guide to Securing, Retaining, and Delighting Your Event Sponsors

    Unlocking Sponsor Success: A Guide to Securing, Retaining, and Delighting Your Event Sponsors

  • How to research and identify potential sponsors for your next event.

    How to research and identify potential sponsors for your event

Successful events use VenuIQ

Call +44 121 796 5800 to talk through the options for your next event