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4 Reasons Why You Shouldn’t Underestimate Event Sponsorship

4 Reasons Why You Shouldn’t Underestimate Event Sponsorship

As a follow up to a previous post on the value of event sponsorship, here are 4 more reasons why you should make it a strategic marketing priority and grow your brand to new heights of engagement.


If you haven’t been considering putting your marketing dollars in event sponsorships, you are missing out massively – the creative and authentic engagement of live experiences, direct customer insights and a whole lot of valuable data are just some of the reasons more and more brands are aligning themselves with popular industry events. 


No other marketing vehicle can match the level of customer intimacy that event experiences bring. Here are 4 more reasons why it’s high time to invest in event sponsorship and grow your brand to new heights of engagement. 


Reason # 1 – Dig into Descriptive Customer Data 

Events provide insightful and descriptive customer data beyond demographics, such as work and lifestyle profiles, buying habits, preferences and much more. 


If you want to know your customers intimately – how they work, where they live and how they spend their leisure time for example – events are a gold mine of information.  


So where is this data coming from? Here are the top data-gathering tools that events have at their disposal: 


  • Event management apps – real-time view of who is coming to the event 
  • Social media – Event pages and ad campaigns generate feedback, impressions and comprehensive attendee profiles 
  • Attendee feedback – Events are a great opportunity to capture direct customer feedback, ask questions and get the information you need.  


Reason #2 – Create Bespoke Customer Experiences 

If you want to communicate your brand message beyond fleeting ads, consider the creative, experiential possibilities of event sponsorship. 


Event partners love nothing more than to collaborate with you and develop a unique and lasting experience for your audience. It’s a winning “pay-to-play” approach – you get to enjoy a bespoke brand activation, connect, and have fun with your customers at the event.   


Reason #3 – Expect to be a Pampered Guest  

As a valued sponsor, you will enjoy the same event amenities as a VIP attendee.  


Free tickets, meals, passes, speaker meet-and-greets, networking opportunities, swag and so on, are usually extended to sponsors. 


Sharing the same event experience with your target lets you forge relationships, showing them that there are real people behind the brand, and keeps you top of mind long after the event has passed. 


Reason #4 – Expect Transparency with Real-time Performance Data 

Event partners nowadays are measuring more than ever to ensure attendee success. They are tracking and reporting activities before, during and after the event. 


As a sponsor, you can expect to receive immediate transparency and monitor event performance and its impact on your marketing in real time. 



An event partnership with The Leadership Institute positions your business right in front of Australia’s most important decision makers.  

Contact Josh Hooper for bespoke sponsorship opportunities 
02 8806 0524 or 0412 049 750 or email