Money Talks, But Mission Matters More

Last month, G gave you some insight on Influenceur partnerships in her “Kai Cenat & State Farm: A Masterclass in Authentic Sponsorships” blog post where she breaks down how to successfully reach your audience through partnerships, which we’ve been paying even closer attention to since completing the Sports Marketing and Partnership course. Billboards, ads, commercials, basically any type of publicity placement, it catches our eye. Whether we’re attending events or working on them, sponsorship is always in the mix. “Sponsored by, presented by, title sponsor”… So let’s look at the basics.

What is an event sponsor? Someone or a brand that will give you support financially or through products and service in exchange for visibility. When you’re on the client side, the main driving force in getting sponsors is money. Are there other factors like building relationships and growing networks? Yes, however let’s keep it a buck, pun intended.

On the other side, there are many reasons why companies might want to sponsor an event:

• They need access to your target audience for sales purposes

• Associating with your brand can make them look good

• They have the extra marketing $$$ and they need to spend it

• Your values align and the partnership can create impact

All of the above are valid reasons but in the end, creating impact is really where it's at! Moving the culture, building connections and leaving a long lasting impression on consumers.

It’s crucial to remember the reason behind the event to avoid getting lost in numbers and ending up with logos and banners everywhere that don’t align with your mission, vision or values. 

The average event attendee most likely won’t notice the banner or the logo in a loop on the screen, therefore being intentional with how brands show up goes a long way. 

The next time you go to an event and notice a brand sponsorship that resonates with you, come back to this post and share your thoughts!

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Written by: Jessica F.