What is Event Sponsorship?

Event sponsorship is a deal where a brand gives money, products or services to an event or festival in return for marketing rights, such as branding, naming rights or access to the audience. It is a major source of income for many festivals and conferences. Deals range from a single bar sponsor to a headline partner whose name is in the event title.

How event sponsorship works

Most sponsorship deals follow the same path:

  1. Build packages: the event lists what it can offer, such as stage naming, logos, sampling or hospitality, at different price levels.
  2. Pitch: it approaches brands whose audience matches the event's, with a sponsorship deck.
  3. Agree the deal: a contract sets out fees, rights, deliverables and exclusivity.
  4. Deliver: the event gives the agreed branding, activations and tickets.
  5. Report: the event shares results such as attendance, footfall and social reach.

Sponsor activations, hospitality and branding all add to festival planning, which teams manage with Crescat for festivals.

Sponsorship vs partnership

A sponsorship is usually a paid deal for marketing rights. A partnership is broader, often involving no fee: a brand might supply goods, such as drinks, in exchange for being the official supplier. In practice, the two words are often used interchangeably.

Types of event sponsorship

  • Title or headline sponsorship, with the brand in the event name
  • Stage or area naming rights
  • Product or "official supplier" sponsorship
  • Brand activations, such as pop-up experiences
  • Logos on tickets, wristbands, screens and the website
  • VIP and hospitality packages for the sponsor's guests

Frequently asked questions

How do you find sponsors for an event?

Start with brands that already target your audience, local businesses and your existing suppliers. Share clear audience data and show what the brand will gain. Smaller events often begin with in-kind deals before winning paid sponsors.

What should a sponsorship package include?

The audience profile, the rights on offer at each level, the price, and how results will be reported. Clear, measurable benefits make it easier for brands to say yes.

Do sponsors affect an event's artists or programme?

Sometimes. Sponsors may ask for exclusivity, such as only their drinks being sold, and artists may have rules about brand association in their contracts. Check for conflicts before signing.

Related terms