In order to build the perfect virtual event, you will often need support: either financially or in organizing the meeting. A good idea can be to seek sponsorships from external companies, which can help you get rid of a lot of hassle and rake in even more benefits. But how to properly approach getting the right sponsors? Or how to create virtual event sponsorship packages?
Don't worry, you will find the answer in this article!
The Importance of Virtual Event Sponsorship
Let's start with an explanation of what virtual event sponsorship actually is. As you may have guessed, virtual event sponsorship takes place when a particular third-party company (sponsor) provides your company with the funds necessary to carry out your virtual event. You, in return, offer them other services, such as advertising their business, promoting their corporate image, brands, and products, assisting with brand exposure, enhancing customer engagement, or access to some data.
In other words, one or more businesses agree to cover the cost of your event and provide you with a measure of revenue in exchange for promoting their company or other benefits.
Such virtual networking can narrow the bonds between many brands.
Both the choice of sponsor and the webinar topic should be made carefully. Always keep your most important goal in mind: the content you create should appeal to the event audience and provide them with valuable information. So, attract sponsors who fit into the theme of the meeting, give value to your event and satisfy your target audience.
How does virtual event sponsorship look?
Unlike in-person events sponsorship, a sponsorship for virtual events can have different rules. That's why it's so important to make sure you're on the same page with your sponsor from the very beginning. There is no doubt that different types of digital events may have a different impact on the weight that sponsorship offerings are given.
That is, one offer won't equal another because your online events can vary a lot. For example:
- the duration of the meeting,
- the chosen event platform,
- the size of the meeting,
- whether the meeting is recorded and sent to the audience's email address or not.
In order to make your cooperation as beneficial to potential event sponsors as possible, they might ask for different requirements.
But the cooperation needs to be mutually advantageous. Therefore, it will be necessary to create virtual sponsorship packages. Such packages should meet certain requirements for the sponsor's brand and your online event to make it more successful.
Of course, your company can offer several sponsorship packages, from basic ones to more extended ones. Then you can enter into partnerships with multiple companies at different sponsorship levels.
How to create virtual event sponsorship packages?
The creation of virtual event sponsorship packages by event planners is quite a challenge. You have to satisfy both event organizers and event sponsors - after all, everyone has to be satisfied.
How best to accomplish this? Consider our tips below.
Tip 1: Outline the goal
At the very beginning, it is a good idea to define the goals of your cooperation so it is clear that you are playing to the same target. Not every company has the same aims, so you need to be aware of this. Therefore, right from the start, clearly define the main objectives of the package and describe what it is designed to achieve.
Since the Internet has great potential to fulfill your and the sponsor's requirements, the goals can be varied. Whatever objectives you choose, they are to be attractive to potential sponsors.
Tip 2: Describe the terms of cooperation
After defining the objectives of the virtual event sponsorship package, it is worth writing out the terms of cooperation, i.e., what the sponsor and your company commit to during the virtual event.
What obligations does the package cover? Is your company able to fulfill them? Will the sponsor agree to your terms? And is the sponsor's content suitable for virtual attendees?
Answer all these questions to make your offer as viable and relevant as possible to all interested groups. It's not just about getting a sponsor to bear the cost of your event, but that audience members get the most out of the content you develop together with third-party businesses.
Tip 3: Speak the language of benefits
To make the sponsorship package seem even more attractive to sponsors, speak to them in the language of benefits, that is, tell them what they will get in return for using your package. In simplest terms, let sponsors know what benefits you offer. Therefore, clearly answer the question - what's in it for them?
Put yourself in the sponsor's shoes and think about what you would like to get in return for virtual sponsorships.
Tip 4: Provide a sample plan of action
Draw up a sample/template action plan. You can prepare a webinar script outlining at what times the sponsorship materials will appear, in what quantity, how long they will last, etc. Of course, different sponsorship packages may include different options for cooperation between the event organizer and the sponsor, which are included in terms of cooperation.
With such a webinar script, you will also be better able to conduct the entire meeting, as it will ensure that you do not forget any important element of the sponsorship.
Tip 5: Be open to negotiation
Be open to negotiating with potential sponsors, as your idea of cooperation may differ. Instead of giving in and giving up on many sponsorship opportunities, be open to discussion. And maybe you will find a thread of agreement and, with the help of compromise, find the golden mean.
And, of course, your event attendees will have the chance to attend a great meeting.
Best ideas for virtual event sponsorship
#1 Entertainment breaks
If your live event provides breaks, then give the sponsor the opportunity to fill that space in their own way.
For example, they can offer interactive games to loosen people up, incorporate the most interesting commercial their team has created, or introduce their company from the other side of the camera and tell what goes on behind the scenes at the company.
Either way, sponsored entertainment breaks should be a respite for attendees, so at this stage, you can bet on entertainment or noncommittal content for those willing to participate.
#2 Branded waiting rooms
Another idea for the sponsorship will be creating branded waiting rooms. Before meeting attendees join the event, they will have the opportunity to get to know the sponsor. Therefore, include the sponsor's logo, colors, maybe an advertising slogan, or other details.
Such activity can boost their brand recognition right from the start. Many virtual event platforms offer custom waiting rooms, so you can use the sponsor’s branding to ensure they can benefit from this feature.
#3 Sponsored materials during the presentation
When creating sponsorship packages, you may also want to consider including sponsored materials in your presentation.
Don't treat this as pushy advertising, but more as content that will fit into the theme of the presentation or be a perfect example for the issue being presented. Such a procedure will further demonstrate the cooperation between you and the sponsor and raise the quality of the meeting.
#4 Q&A with sponsor
To increase direct audience engagement, you can also offer sponsored sessions. For example, if you introduce a Q&A session with a sponsor, not only will you encourage the audience to ask questions, but you will also allow the sponsor to introduce their brand as an expert in the industry.
As well as creating a memorable marketing opportunity for them, they will have a chance to promote their brand through their answers. So when event planning, don't forget such a section.
#5 Sponsored gifts
Successful events also provide contests or other fun activities with prizes. You can cooperate with a sponsor in this field as well, and to anyone willing to participate in a contest or win a quiz, you provide a prize from the sponsor. It doesn't have to be anything big, but the prize must be of value to the participants.
Create your virtual events with LiveWebinar
You may wonder what the appropriate webinar platforms have to do with sponsors.
Well, the answer is short: a proper virtual event platform can provide sponsors with tons of data that, when properly analyzed, bring them value, for example, in the form of better leads, decreased cost of reaching customers, and optimization of activities. Therefore, by using the right virtual event platforms, you are able to attract more interesting cooperation offers.
Having a platform that provides sponsorship metrics, data, and analytics will be especially beneficial for your business that frequently holds sponsored sessions.
What's more, a digital event platform like LiveWebinar is a game-changer in the virtual events world. For example, it streamlines event communications, easily runs large online meetings and supports live, on-demand, prerecorded, evergreen, or hybrid events.
Take advantage of LiveWebinar and offer sponsors wonderful cooperation.
Over to you
Virtual event sponsorship can change the face of your online meetings. Not only will it bring a number of benefits to your events, but it will increase interest in the sponsor's brand and provide valuable content to the community.
If you've never used sponsorship for virtual events before, we hope this article will change your mind. Sign up for an account at LiveWebinar and create online meetings with us.
Frequently Asked Questions (FAQ)
What is virtual event sponsorship?
Virtual event sponsorship is a partnership where a company provides financial or in-kind support for an online event in exchange for brand exposure, lead generation opportunities, and audience engagement. Sponsors may receive benefits such as logo placement, speaking opportunities, branded virtual booths, or sponsored sessions.
Why is sponsorship important for virtual events?
Sponsorship helps offset event costs while creating value for attendees through expert content, networking opportunities, product demonstrations, and exclusive resources. It also enables organizers to invest in a better event experience.
What should a virtual event sponsorship package include?
A strong sponsorship package typically includes:
- Logo placement on event materials
- Sponsored sessions or keynote presentations
- Virtual exhibitor booth
- Email and social media promotion
- Attendee lead generation (where permitted)
- Speaking opportunities
- Branding within the webinar or event platform
- Post-event analytics and reporting
How do you price virtual event sponsorship packages?
Pricing depends on factors such as:
- Expected audience size
- Industry and niche
- Event duration
- Number of sessions
- Marketing reach
- Sponsorship benefits
- Lead generation opportunities
Many organizers offer tiered packages, such as Gold, Silver, and Bronze, to accommodate different budgets.
What are the most popular virtual event sponsorship ideas?
Some effective sponsorship ideas include:
- Sponsored keynote sessions
- Branded networking lounges
- Sponsored breakout rooms
- Virtual swag bags
- Product demos
- Sponsored polls and surveys
- Contest or giveaway sponsorship
- Branded waiting rooms
- Sponsored coffee or networking breaks
How can sponsors generate leads during a virtual event?
Sponsors can collect leads through registration forms, virtual booths, downloadable resources, live chat, Q&A sessions, meeting scheduling, product demos, and post-event follow-up campaigns, while complying with applicable privacy regulations.
What metrics should sponsors track?
Common KPIs include:
- Booth visits
- Session attendance
- Click-through rate (CTR)
- Leads generated
- Meeting requests
- Engagement rate
- Content downloads
- Chat interactions
- Return on investment (ROI)
How do you attract sponsors for a virtual event?
To attract sponsors, clearly define your audience, provide detailed attendee demographics, create flexible sponsorship packages, showcase previous event success, and explain the expected return on investment through measurable metrics.
What makes a virtual event sponsorship successful?
Successful sponsorships focus on meaningful audience engagement rather than just logo visibility. Interactive experiences, educational content, networking opportunities, and measurable outcomes deliver greater value for both sponsors and attendees.
What is the difference between webinar sponsorship and virtual event sponsorship?
A webinar sponsorship typically focuses on a single online session with limited branding opportunities, while a virtual event sponsorship covers larger events with multiple sessions, networking features, exhibitor booths, and more comprehensive branding and lead generation opportunities.
Can small businesses sponsor virtual events?
Yes. Many organizers offer entry-level sponsorship packages that allow startups and small businesses to increase brand awareness and connect with targeted audiences without the budget required for large enterprise events.
Which platform features help maximize sponsorship value?
LiveWebinar offers customizable branding, registration pages, virtual booths, breakout rooms, live chat, polls, Q&A, analytics, integrations with CRM and marketing tools, and support for live streaming to social media. These features help sponsors engage attendees and measure campaign performance effectively.