Practices: by Petri

There are five different types of sponsorship. This section provides detailed information on “corporate” sponsorships. Organizational sponsors (hosts & co-hosts) include Chambers of Commerce and other business membership organizations, and are described briefly here.

Event Sponsorship

Event sponsors receive an impressive set of perks that no other presenters or exhibitor receives. While some sponsors are not involved in the event

Event, or community, sponsorship allows organizations to reach their target market with less clutter than other communications methods, exposes the product/service directly to the market, and provides an excellent mechanism for the organization to give back to the community by which it is supported. Event sponsorship, or sponsorship marketing, refers to supporting various types of event ranging from local Little League teams, educational partnerships, and health fairs, to college basketball teams, around-the-world sail boat races, professional auto racing, and even to the Olympic Games. Sponsorship varies widely in a number of aspects including event type, dollar expenditure, extent of professional planning and objectives, number and type of participants, media exposure, and geographic context. Whether the type of sponsorship is financial, media, or in-kind support (Cicora 1991), the list of company benefits derived from it can range from publicity, to product sales, image enhancement, or even improved employee morale (Decker 1991). Many organizations are now investing in sponsorships of the arts and education to enhance their corporate image.

Title Sponsorship

The difference between event sponsors and title sponsors is a matter of scope and flexibility. Event sponsors receive high profile opportunities on the day of the event, but title sponsors are involved often from the very beginning of the marketing campaign.



Event sponsors are entitled to participate in sponsorship activities related to the event day itself, including hosting almost any aspect of the event itself. Title sponsors have access to our attendees before the event and can actually piggy-back on our extensive enrollment marketing campaign.



Most importantly, whereas event sponsorship is limited only by space available, title sponsors enjoy some industry exclusivity in their positions. We endeavor to place title sponsors in different categories, avoiding, where possible, direct competition in the primary business focus of two title sponsors.


Activity Sponsorship

Activity sponsors contribute a specific service and are recognized in non-traditional ways. Activity sponsors are often Title sponsors who wish to further advance their profile at the event by giving away gifts, hosting a bar, etc. However, any good idea, something that will improve the experience for the attendees, will be considered under an activity sponsorship program.


Media Sponsorship



Media sponsors play the role of independent voice at our events. At this point, the term “media” may be a misnomer, because Connect has already involved several different non-media organizations in this role at past events. The following is a list of likely players:

- Local Daily Newspaper

- Regional Business Journal

- Technology Magazines

- National Business or Technology Publications

- Technology e-Zine

- Technology Radio or TV programs

- Public or Private Universities & Colleges

- Government Technology Offices (ECRC)

- Government Business Organizations (SBA)

- Technology Industry Association

- User Groups



Participation through a media sponsorship program usually involves a trade of services.


Facility Sponsorship



A facility sponsorship is available to the location that hosts the event. In many cities, the Connect event will be the largest gathering of top executives ever in that city. This is an excellent opportunity to promote your facilities to top CEOs who rarely attend conferences outside of their board rooms. Most facility sponsorships involve hosting the mixer at the end of the day.


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http://www.horizonevents.com/connect/typesofsponsorship.htm