Brand awareness and exposure

One of the primary motivations for companies to sponsor awards programmes is to increase brand awareness and exposure. Sponsors want to be associated with a positive and reputable event that aligns with their values and target audience. By associating themselves with a prestigious awards programme, companies can improve their visibility and gain exposure to a wider audience. This can be particularly valuable for companies that are looking to increase their market share or expand into new markets. Companies can put themselves in front of their target audience who may not have heard of them before. Sponsoring events ensures their brand is being seen by people that may not have seen their brand via other advertising and marketing channels.

Networking opportunities

Sponsorship can offer opportunities for sponsors to connect with industry leaders, influencers, suppliers and potential new customers. The decision to support an event ultimately comes down to whether that company's target audience will be attending, ensuring lead generation opportunities. Marketing teams want to know that the employees who will be attending the awards ceremony will be interacting with their target audience and generating quality leads. Networking pre and during an award ceremony can also provide sponsors with the chance to interact with other sponsors and industry experts which can lead to new business partnerships.

As well as lead generation, sponsoring awards can lead to collaborations between businesses, as they may meet other sponsors or attendees who are interested in partnering on projects. These collaborations can help businesses achieve their goals more efficiently and effectively. Whilst new business opportunities remain a primary motivator for sponsoring events, networking at awards ceremonies are also opportunities to build relationships with existing customers.

Reputation and credibility of an awards programme sustainable practices

Now more than ever an event's sustainable practices play a key part in a company's decision on whether to sponsor an event or not. As global awareness of climate change and environmental sustainability continues to grow, more and more companies are prioritising sustainability in their business practices. This trend is also reflected in companies that sponsor awards, as they seek to align their brand with sustainability and appeal to customers who are increasingly conscious of their impact on the environment. If a partner does not demonstrate honest and meaningful sustainable practices this will reflect poorly on them, therefore companies will only work with events whose sustainable practices are up to their standards.

Access to exclusive data

One of the most valuable aspects of sponsorship to companies, especially in this digital age, is access to their target audience's data. When viewing sponsorship proposals marketers want to see and look for demographics, statistics and analytics on the event attendees to determine whether the event is right for them to sponsor. Using Google Analytics dashboards to gain stats about your audience and their buying behaviours and interests impresses potential sponsors. Data and reporting are also extremely valuable to sponsors after events. Sponsors are interested in gaining insights into the attendees' preferences and trends in the industry. Providing sponsors with access to exclusive data such as attendee demographics, feedback, and survey results helps contribute to their return on investment by being able to sell their products or services to attendees more effectively. This data can also help sponsors improve their products or services, develop new marketing strategies, and reach new target audiences. Data provided to sponsors enables them to develop more targeted and focused sales and marketing campaigns.

Product or service demonstrations

Awards ceremonies provide an excellent opportunity for sponsors to showcase their products or services. Offering sponsors a booth or exhibit space can allow them to demonstrate their products or services to attendees. This can be particularly useful for sponsors who have new products or services that they want to introduce to the market. Product demonstrations can be equally as effective from being streamed in digital awards as they are at in-person events. Often digital attendees find it easier to network with sponsors and ask questions about the products they're viewing online by sending instant messages.

Hybrid or digital formats

Whilst most awards ceremonies are back in person, many events continue to add digital elements after seeing many benefits of hosting digital and hybrid events. Sponsors have also had success investing in digital events which makes these opportunities more appealing. Adding digital elements expands the event attendance capacity, and this is valuable to sponsors as their brand awareness and new business opportunities are increased as they are reaching more people. There are analytical and tracking tools you get with digital events that you don’t get with in-person events. This is another important consideration for sponsors. Networking digitally has proven to yield better results, read the Free From Awards case study. 

Speaking Opportunities

Offering sponsors speaking opportunities during the awards ceremony can help position them as thought leaders in the industry. Sponsors can share their expertise and insights on industry trends and innovations, which can be valuable for attendees. Additionally, companies that have the opportunity to speak can improve their brand recognition and authority in the industry. Speaking at events can help businesses build their brand and increase brand recognition. By delivering a compelling presentation, sponsors can leave a lasting impression on attendees and build brand awareness.

VIP access

Offering sponsors VIP access to the awards ceremony can make them feel special and appreciated. VIP access can include reserved seating, backstage access, or exclusive receptions with other VIP guests. Differentiation from Other Sponsors can also help sponsors stand out , as they may have access to unique opportunities or experiences that other sponsors do not. This can help sponsors increase their visibility and differentiate themselves from the competition. By providing sponsors with VIP access, they are more likely to support your awards ceremony in the future.

Employee engagement and motivation

Sponsoring an award can boost employee morale and engagement. By associating themselves with an award that recognises excellence and achievement, companies can show their employees that they value hard work and dedication. Companies can involve their employees in the sponsorship process, such as by selecting the award categories or nominating candidates. This can help employees feel more invested in the company and motivated to achieve their goals. Sending employees to awards ceremonies to network, present awards, socialise with colleagues and enjoy themselves makes employees feel valued which ultimately improves employee engagement and motivation.

Sponsors' incentives and motivations for sponsoring an event can significantly impact your ability to secure sponsorship for your awards ceremony. By offering sponsors brand exposure, networking opportunities, access to exclusive data, product or service demonstrations, speaking opportunities, and VIP access, you can make sponsorship attractive to potential sponsors. Sustainability is becoming increasingly important to companies that sponsor awards, an event's sustainability practices can make or break a decision on whether a company sponsors an event. It's important to note that the incentives offered should align with the sponsors' goals and values. By doing so, you can build a long-lasting relationship with sponsors and make your awards ceremony a success.

Get in touch with a member of the team to find out how Evessio's award-winning technology can help grow your in-person and digital events.

Claire Singleton

Marketing Manager

Evessio

Claire is the Marketing Manager at Evessio, an industry-leading event management platform for awards, conferences and exhibitions. Claire has years of experience and specialises in marketing event software, marketing events and sponsorship. Claire has a proven track record of re-branding events and implementing strategies that doubled event participation.