Creative Sponsorships That Work Harder

The dilemma:

You want to create a great attendee experience and you need sponsorship dollars to make it happen. Traditional brand advertising feels tired or may be at odds with your event strategy. You need creative sponsorships that work harder.

We get it

Traditional sponsor booths and advertising can be major revenue generators, but may not align with the brand experience you want to deliver. Sponsor logos plastered around every corner quickly becomes cluttered and salesy—unappealing to sponsors and attendees alike. How can sponsorships be more authentic and less like a hard sales pitch?

Today’s innovative conferences are experimenting with creative sponsorships that engage and fit seamlessly into the attendee journey. This gives sponsors valuable access to attendees and opportunities for brand-building.

The best sponsorships are triple-threats

1.) They're valuable to attendees,

2.) appeals to sponsors and

3.) a natural fit in your design and programming strategies.

Evaluate new sponsorship ideas against this criteria to determine the best fit.

Below are a few B2B event creative sponsorships with unique offerings that break from traditional models.

There’s no expo hall at GitHub Universe. But, there are sponsored art installations like 30 ft. balloon sculptures as well as sponsored custom cocktails and cuisine stations at the Afterparty. These are big and small brand sponsorship ideas that fit perfectly with such a playful annual developer conference experience.

Tech conference Collision offers both traditional exhibits and less traditional partner opportunities like Happy Hour Host and Night Party Sponsorships. They also offer bespoke options, inviting brands to work with Collision’s in-house creative team to produce custom activations.

takes over San Francisco with a variety of creative sponsorships that impact the Salesforce community of technology “trailblazers,” from traditional banners and exhibit space to branded pedicabs and sponsored breakfast treats on morning shuttles. Other unique options include 20-minute partner theater sessions, hosted book signings and co-branded collectible buttons.

Argyle Forums
offer direct access to executive-level attendees with paid opportunities for panel participation, roundtable moderation, session introduction and custom polling questions—natural integrations for these intimate, one-day business forums.

Today’s events are more immersive, more experiential and more digital than ever. It’s time to get up to speed on creative sponsorships that support both the experience and the bottom line.

Need help developing a creative sponsorship strategy? Let’s talk.


Check out brand activations and sponsorships designed and produced by Sparks.


Posted by Lyndsay Merbach | Request as a Speaker

Strategist and explorer. Lover of sudoku. Energized by coffee, learning and smart people. Typically found outdoors.