Sign More Sponsors At Association & Trade Shows Events

Sponsorship remains a vital revenue stream for association and trade show organizers. In fact, a 2019 survey revealed that 20% of U.S. trade show revenue came from sponsorships and grants.

However, securing high-value sponsors has become more challenging amid rising inflation, economic uncertainty, and growing concerns around environmental impact. According to the 2023 CEIR Index Report, the B2B exhibition industry is projected to recover only 72% of its 2019 revenue levels, placing added pressure on sponsorships to bridge the gap.

Exhibitors are also holding back on expenditures—94% expect to adjust their spending programs over the next three years, becoming more strategic and selective with their investments. For event organizers, this means one thing: to grow and retain sponsorship revenue, you must demonstrate clear, measurable ROI to both sponsors and exhibitors.

In this article, we’ll share expert insights and a step-by-step approach to help you attract, convert, and retain high-value sponsors for your next association event or trade show.

What is Event Sponsorship?

Before exploring strategies, let's clarify fundamentals—what exactly is event sponsorship?

In short, event sponsorship is a partnership between a business and an event that is mutually beneficial for both parties. 

Benefits of event sponsorships for event organizers

Enhanced Resources 

Sponsors often provide valuable resources, expertise, and technology that enhance the event experience.

Wider Reach

Sponsorships allow organizers to tap into their sponsors' networks to reach a broader audience.

Increased Credibility

From attracting more attendees and exhibitors to securing additional sponsors, having well-known and reputable sponsors co-sign your event is highly beneficial.

Diversified Programming

Sponsors aren’t limited to logo placements and ads. They can contribute to your event's program by creating engaging content or hosting workshops, Keynotes, and demonstrations that enrich the attendee experience.

Financial Support

Sponsors provide essential monetary support for organizers to cover event expenses and increase their revenue.

Benefits of event sponsorships for sponsors

Brand Visibility 

NFL sponsors Nike, Pepsi, and Bose earned millions of dollars in media exposure during the 2022 Super Bowl. While sponsors at association and trade show events are unlikely to see that much of an impact, the brand exposure and recognition they receive from a big-name event are anything but negligible.

Targeted Marketing

Association events and trade shows draw niche, professional communities. Sponsors can engage with attendees who are already invested in the industry, increasing relevance and ROI.

Lead Generation

From dynamic booths and demos that draw attendees in, to the latest lead scanning technology for quick and seamless data capture, association and trade show events offer sponsors to the latest lead scanning technology for quick and seamless data capture, association and trade show events offer sponsors the opportunity to collect attendee data and monitor their behavior to determine who’s most qualified. 

Networking and Relationships

Sponsors benefit from curated networking with key decision-makers, stakeholders, and influencers, whether through VIP events, speaker panels, or one-on-one meetings.

Types of sponsorships for association & trade show events

There are many ways a business can partner with an event, but most sponsorship opportunities can be grouped into five types. 

1. Financial Sponsorship

This is a straightforward type of collaboration where the business pays the event to promote its brand. This revenue is typically used to pay for the upfront costs of running the event, such as venues and staff salaries. For associations, these sponsorships can help keep member rates affordable while maintaining quality programming. For trade shows, financial sponsors can help offset exhibitor costs and enhance overall event experiences.

2. In-kind Sponsorship

Rather than providing monetary contributions, businesses can offer their products or services free of charge to support an event. For association events, this can be especially valuable as it helps reduce operational costs while enhancing member experience. Industry-specific service providers might offer their expertise for educational sessions, and professional service firms might contribute consulting hours or member resources. In most cases, the products or services represent the brand, so a ride-share company may offer transport services for an event, or a soft drink company may supply all the beverages for the day.

3. Media Sponsorship

Media sponsorship is when a business does marketing for your event on their platforms (e.g., social media). For both association events and trade shows, industry publications, specialized media outlets, and professional networks that already reach your target demographic are ideal media sponsors. They can promote your event to qualified audiences and help establish industry authority.

4. Promotional Sponsorship

Promotional sponsorship involves individuals or organizations actively promoting your event through their personal influence and networks. For association events, effective promotional sponsors include:

• Industry thought leaders who can host pre-event webinars highlighting conference topics
• Professional certification bodies offering continuing education credits for attendance
• Association board members promoting through LinkedIn Live sessions about event benefits
• Committee chairs hosting roundtable discussions to drive registration among their networks

For trade shows, promotional sponsorships might feature:

• Industry influencers creating "behind-the-scenes" content of exhibit preparations
• Technology reviewers previewing innovations that will debut at the show
• Podcast hosts interviewing exhibitors and encouraging listeners to attend
• Social media personalities documenting their "must-see" exhibitor lists

In both contexts, these sponsors function differently from media sponsors by leveraging personal credibility rather than institutional platforms.

5. Merchandise Sponsorship

Who doesn't like freebies? By providing branded merchandise as event swag, your sponsors can increase their visibility and make themselves more memorable. For association events, consider professionally valuable items that members will actually use in their work—branded notebooks, high-quality pens, professional development resources, or industry-specific tools.

Make sure you opt for sustainable options when selecting merchandise to help reduce waste.

How to attract sponsors for trade shows & association events

Once you select the types of sponsorships that are right for your event, you have to set about trying to attract sponsors. Here are six steps you can take to secure sponsorship opportunities that provide greater visibility and drive more revenue:

1. Clearly define your target sponsors.

Not every sponsor is going to be a good fit for your event. Sometimes it’s as clear as day (Coca-Cola may not be the best choice to sponsor a health foods conference), while other times, you have to look closely at the details. 

Here are some factors you should consider when defining your target sponsors:
• Audience Alignment: Do your attendees match their ideal customer profile?
• Industry Relevance: Sponsors from adjacent or complementary industries are more likely to see ROI—and stick around.
• Budget Compatibility: Be realistic—smaller events may not appeal to global giants. Match your sponsor prospects with your scale.
• Shared Values: Prioritize companies whose mission aligns with your event’s goals—particularly important for associations with ethics-based positioning.
• Flexibility: Some sponsors may require exclusivity or have strict branding guidelines. Look for those open to collaboration.
• Marketing Objectives: Understand their KPIs. Are they seeking brand exposure, leads, or thought leadership? Your proposal should reflect those goals.

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2. Reach out to sponsors. Get creative.

Once you’ve defined your ideal sponsor, you must research and create a list of businesses or brands that align with your trade show event's theme, industry, and target audience. Don’t hesitate to leverage your existing network—association board members, industry groups, and LinkedIn connections can all help with warm introductions.

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You can reach out to potential sponsors through personalized emails, phone calls, or virtual meetings. The aim of the first contact is to communicate as clearly as possible, in as few words as possible, the value your sponsors can gain from sponsoring your event.

We know how important first impressions are, so we’ve created three message templates that are sure to capture the attention of potential sponsors!

3. Craft personalized sponsorship packages

If successful, you may receive a request for a proposal, where you’ll be asked to detail the sponsorship packages that you offer. Traditional sponsorship packages have a one-size-fits-all approach that may not fully cater to each sponsor's unique needs and objectives. To stand out from the crowd, make sure you offer your sponsors custom-made packages with a menu of customizable benefits to choose from. 

Benefits should be tailored to sponsor preferences, budget, marketing goals, and target audience. Benefits should represent the diverse lead-generation opportunities your association event or trade show event can provide. From attendee data capture to exclusive networking events, look for strategies that help your sponsors to connect and generate quality leads.

Here is a list of exclusive benefits that event organizers can consider including in their sponsorship packages to provide added value to sponsors:

Speaking Opportunities

Alternatively, invite them as thought leaders or prominent guest speakers on webinars, keynotes, panels, workshops, or other promotional events.

VIP Networking Events

Host exclusive networking events that allow your sponsors to connect with other sponsors, high-profile attendees, and the movers and shakers in your industry.

Attendee data

Data is arguably the most valuable resource in the events sphere. Attendee data and insights enable sponsors to segment their audience better and better their marketing efforts, and performance data can show which strategies had the most impact on revenue and leads.

Sponsor branding

If your event is a hybrid or a smart in-person event, make sure to include a mix of branding opportunities to make the most of both settings. For in-person events, you can offer branded decor on interactive displays, giveaway stands, stage backdrops, and of course, lanyards and event guides. For virtual events, you can brand every square inch of your website, mobile app, and all digital marketing materials. 

Product Demos

Product demos and showcases are highly effective at getting attendees to stop and take notice of a brand. Offer your sponsors a prime location near the entry of your trade show event to maximize exposure and engagement.

VIP passes, or tickets

VIP events help sponsors feel valued and provide an environment where sponsors can network with other key stakeholders and industry leaders. VIP events and experiences can range from gala dinners to behind-the-scenes tours to networking parties.

Visibility in marketing campaigns

Whether it’s a logo at the bottom of a press release or a quick mention during an interview, mentioning your sponsor outside of your event can still generate leads and boost brand visibility.

Social media is a highly effective marketing channel, and if you have a sizeable follower count, you can charge a pretty penny for a social media shout-out or takeover. If you have a good email sign-up or open rate, you can also get in on the act by charging sponsors for an email blast or sponsored section.

Sponsored content

With the rising demand for valuable educational content, why not offer a select number of your sponsors (up to 20%) the chance to create exclusive content as part of a personalized sponsorship package?

A white paper distributed to association members or a video case study played between trade show sessions can extend reach beyond the event.

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Remember that sponsorships are built on mutual value. The key to acquiring and retaining sponsors lies in offering tangible ROI. By tailoring sponsorship packages to align with sponsors' specific needs, you encourage sponsors to invest in your event.

4. Showcase previous success

Social proof is a powerful tool for enticing sponsors, as it demonstrates the positive impact and value of sponsoring your event. When pitching your event, don’t be shy or hold back. Showcase success stories and testimonials from past sponsors who had achieved success in their partnership with your event. Interview past sponsors and create visually appealing case studies that delve deeper into your partnerships.

By sharing testimonials from past sponsors, you establish your event as a reputable platform that delivers on its promises and make it easy for sponsors to envision themselves succeeding at your event.

5. Leverage data and analytics

To attract sponsors for your event, it’s not enough to tell them about the success of your event; you have to show them. In other words, put your data where your mouth is!

Below are some data points you can provide to sponsors at the end of your partnership to demonstrate your event's value and ROI.

Attendee demographics and behavior

Here are some metrics you can offer your sponsors if they partner with you:

• A list of qualified leads and contact information. Some lead scanning and tracking tools assess the quality of the leads in real time so that sponsors can prioritize their follow-ups for higher conversion rates.
• Feedback from surveys. The feedback should relate to the sponsors' products or services and either help them to refine their marketing strategies or boost their brand credibility.
• Engagement metrics. Valuable data includes session attendance, booth visits, dwell time, session duration, and participation in gamification or Q&A. These are meaningful for sponsors at both content-rich association conferences and large-scale exhibitions. Swapcard captures this data across formats, giving sponsors full visibility into attendee engagement, whether in person or online.
  

Stats from past sponsors

As mentioned previously, social proof is a highly effective tool for acquiring sponsors. But don’t just stop at positive testimonials. If your past sponsors give you permission, be sure to include concrete data to quantify and back up your achievements. You can mention increased brand visibility, lead generation, and sales growth in percentages. 

For example, you might showcase a sponsor who saw a 45% increase in newsletter signups at a nonprofit leadership summit, or another that recorded 300 new sales-qualified leads at a construction trade expo.

When presenting results from association events, include metrics like post-event member engagement with sponsored content or the proportion of attendees who requested follow-up. These figures help sponsors understand their value in a professional, influence-driven community.

Digital marketing performance

Offer your sponsors a comprehensive view of your event's potential by sharing data and analytics from your digital marketing campaign. Metrics like social media interactions, website traffic, blog traffic, email open rates, and click-through rates vividly demonstrate the impact and extensive reach sponsors can achieve with your engaged audience.

6. Build (and maintain) good relationships

In the events industry, relationships are everything. Maintaining strong, positive working relationships with sponsors, exhibitors, attendees, and other stakeholders is crucial for success.

The 3 C's of building a successful professional partnership are:

• Communication: To foster successful partnerships, it is crucial to listen to your sponsors' needs, clearly articulate the value of your event in your proposal, and respond promptly and professionally to all communications. Professional communication does not have to be boring. Show off your storytelling and graphic design chops to really capture the attention of your sponsors and leave a lasting impression. 
• Collaboration: Successful sponsorships thrive on shared goals and collaboration. Your success is the success of your sponsors, and vice versa. Therefore, it's vital to ensure that sponsorship packages reflect this mutual cooperation and thoughtfully consider your sponsors' individual needs and objectives.
• Consistency: Maintaining consistent communication, delivering on promises, and providing reliable support is essential for building trust and credibility with your sponsors.

By applying these 3 C's, you can guarantee satisfied sponsors who will likely renew their partnership with you and advocate for your event within their networks. Once you have a series of successful partnerships under your belt, your reputation in the industry will begin to open doors to even more exciting opportunities.

Summary

Securing sponsors for your association event or trade show is essential to long-term success. To attract and retain them, highlight clear ROI, deliver tailored packages, and build strong relationships.

Swapcard’s platform supports every step, from lead scoring and engagement analytics to branding and communication, making it easier to prove value and performance.

As sponsors see tangible returns on their investment, they'll want to stick around for the long haul, ultimately ensuring the sustained growth and success of your trade show event.