Corporate event planning isn’t a “one-person” show. It’s a team effort based on collaborating with a number of partners to ensure an event’s overall success. Every event planner, vendor, venue, entertainer, and brand sponsor holds a piece of the puzzle, and when all those pieces fit together, there’s a pretty good chance your guests are in for a fantastic event. These mutually beneficial partnerships work because there is a collaborative effort to elevate each event and maximize the guest experience.
Event sponsors are a big part of your corporate events. They support the event in various ways, and in return, they are afforded certain perks to gain exposure to the event’s audience. Attracting and securing event sponsors can have its challenges, but we dive into some tried and true ways to approach landing those coveted sponsors.
How Do Sponsors Add Value to an Event?
First, it’s important to understand why event sponsorships matter to your event planning business. Securing corporate event sponsorships is generally worthwhile and brings value to every event.
1. Boost Your Corporate Event Budget
Events can be costly, and relying solely on ticket sales often isn’t enough to cover expenses. This is where event sponsors come in. Sponsorships help boost your budget, with financial contributions, in-kind donations, discounted services, event promotion, and more. A bigger event budget creates more opportunities for every aspect of your event-planning process, from high-level guests and speakers to top-notch entertainment and catering.
2. Take Your Corporate Event’s Credibility Up a Notch
Having well-known sponsors lends immediate credibility to your NYC corporate event. If a major brand supports an event, attendees are more likely to perceive it as legitimate and worth attending. Partnering with respected brands, whether large or small, yet reputable, can boost your event’s status and attract a bigger audience.
3. Broaden Your Reach
Corporate event sponsors can provide more than just funding. They can also increase exposure by sharing the event through their networks, attracting attendees who trust those brands, and encouraging more people to attend.
Recognize the Needs of Your Event Sponsors
When you can recognize the needs of event sponsors before making your pitch, you’ll be better prepared to address their challenges and how your event can help them. Understand how the partnership is mutually beneficial so you can explore those needs with each sponsor.
The needs of every sponsor may differ. But there are some common perks corporate event sponsors are looking for that may include brand exposure, social media impressions, in-person engagements, access to attendee demographics, and measurable ROI. Be prepared to offer your event as the value they’re looking for, making it irresistible for them.
How to Identify the Right Sponsors for Your Corporate Event
Choosing the right sponsors is key to building valuable partnerships and maximizing event success. Follow these steps to target the best prospects:
✔ Align with Your Event’s Audience & Goals – Focus on companies that share your event’s industry, values, or target market.
✔ Research Past Sponsorships – Look for brands that have sponsored similar events to increase your chances of interest.
✔ Understand Their Business Needs – Identify their growth objectives or challenges and position your event as a solution.
✔ Personalize Your Approach – A tailored pitch that reflects their mission and goals will set you apart from other sponsorship requests.
Offer Tiered Packages
Maximize sponsorship opportunities by creating structured, tiered packages that cater to different budgets and levels of involvement. Offering flexibility ensures sponsors get the right level of visibility and engagement at your NYC corporate event.
✔ Platinum Sponsor – Premium branding across all event materials, keynote speaking opportunities, VIP access, and exclusive activation spaces.
✔ Gold Sponsor – High-visibility logo placement, featured mentions in event promotions, and a branded booth in a prime location.
✔ Silver Sponsor – Standard logo placement, on-site signage, and inclusion in digital marketing materials.
✔ Bronze Sponsor – Budget-friendly option with basic brand exposure, such as logo inclusion on event programs or websites.
Bonus Tip: Allow sponsors to customize their packages with add-ons like social media shoutouts, branded giveaways, or sponsored breakout sessions for additional value.
Level Up Your Sponsorship Game at the Event Planner Expo 2025
The Event Planner Expo 2025 is coming this October! And it’s the perfect opportunity to learn from industry leaders and the best practices and techniques for landing event sponsors. This three-day, high-energy, networking experience is a place to gain valuable insights and approach event planning with fresh new perspectives through networking events, learning from speakers and panelists, and connecting with potential partners in the industry. Mark your calendars and get your tickets today!
