Introduction into event sponsorship management

Apr 18, 2023 / 12 min
By: Edyta Gorzon, Director of Customer Success

Sponsors are one of the key players when organizing an event. They contribute not only to the event's profitability but also to its content and overall appeal. However, event sponsorship management is anything but simple. Quite often, you don't know who actually will be present on the venue premises from the sponsor's side until almost the event date. There are always some changes happening, and many sponsors are regularly behind schedule with their tasks.

Furthermore, suppose you organize an event year after year or multiple events per year. In that case, you will likely have a number of recurring sponsors across different events and years, which makes event sponsorship management additionally difficult. 

When it comes to event sponsorship management, it all starts with your CRM, where you will store basic information about your sponsors. You will want to create one or more sponsor tickets as separate categories for event ticket types. You will also need a service catalog listing all your services, such as booths, advertisements, speaking sessions, etc. Inside are called 'sponsorship items,' and can be grouped into “sponsorship packages.”

When they decide to participate in your event, your deal with them is called a 'sponsorship.' A sponsorship can contain one or more sponsorship contracts, each containing one or more items or packages.

Based on the items and packages in their contracts, they will receive sponsor tickets for your event, which can then be assigned to their staff. Sponsor staff are all the people on the sponsor’s side with whom you will deal before, during, and after the event. Sponsor staff can have the following event roles: Lead Managers, which will enable them to acquire leads and analyze them, and Task Managers, which will enable them to view and manage tasks you assign.

All clear? Good. Let’s jump into each of the above-mentioned terms further!

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1. Creating sponsor ticket types

To create sponsor ticket types, start by opening your event and creating the various sponsorship ticket types you want to offer. You don't need to assign these tickets yet, but it's important to create them. You may choose to have only one ticket type for sponsors, or you may create multiple types for different levels of access. For example, you can create a ticket type for expo floor access only, a ticket type that includes access to both the expo floor and sessions/panels, and a ticket type that enables access to the VIP dinner. The types of tickets you offer depend on the nature of your event.

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2. Creating items and packages

Next, what you need to do is to define all the services that you will be selling to your sponsors. In, we call those services “sponsorship items”. Then you can group those items into “sponsorship packages”.

The idea is actually simple: sponsorship items are individual points such as “3m x 2m sponsorship booth”, “Sponsorship session”, “Advert in the event brochure”, “Branding of the event swag”, and a sponsorship package can contain some or all of those items. For example, a “Gold sponsorship” can consist of that 3m x 2m booth and an advert in the event magazine.

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3. Creating sponsorships

Once you have defined your sponsorship items and packages, it's time to start dealing with sponsors. Our goal at is to enable you to navigate sponsorships year after year, event after event. Many of these sponsors will be your regular customers, and you will often be dealing with the same people for many years.

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4. Managing sponsorship contracts

The expected result of negotiations with the sponsor about their sponsorship is a sponsorship contract, and we at want to congratulate you every time you click on the “Add new contract” button within the sponsorship screen.

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5. Custom fields for sponsorships and sponsorship contracts

As you have seen previously, has built-in quite a few capabilities for storing data about sponsorships and sponsorship contracts. However, we know that each event is specific and different, so we have built a feature where you can add your own fields to sponsorships and sponsorship contracts.

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6. Managing sponsor staff

Sponsor staff is one of the most important elements in managing sponsorships for your event: they are the people with whom you will be dealing prior to the event, during the event, and after the event. They will be the people who will be scanning and analysing leads, and, last but not least, they are the people whom you will ask to sponsor your next event. As we see, managing sponsor staff is one of the key features in managing sponsorships, and alas, the whole event. 

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7. Generating and managing event tickets for sponsor staff

As we saw earlier, organizers can define sponsor ticket types and set how many tickets of each type a sponsor will receive based on their contract. However, this doesn’t automatically generate actual tickets with ticket numbers and owners. To create those tickets, you will usually wait until the sponsorship contracts are finalized and an Event Sponsor Representative has been added to the sponsorship.

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8. Creating and managing tasks and deadlines for your event sponsors

Frequently, you will need to assign tasks and deadlines to, such as deadlines for submission of materials or session abstracts. With, you can create these tasks quickly and easily. You can define the task properties such as task name, description, start and end date, priority, and progress and completion status.


9. Configuring mobile app and lead retrieval for your event sponsors

Lead retrieval is the essential process that enables sponsors to achieve their main goal at an event: lead generation. With lead scanning capabilities built into mobile app, sponsors do not need to rely on any third-party software or badge scanner to scan leads and analyse data.

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10. What do your event sponsors see in their Sponsor Dashboard?

All that we have been discussing so far is managing sponsors from your perspective – as an event organizer. But what do sponsors see? When sponsors log in to with their valid sponsorship ticket, they will be presented with a sponsor dashboard. What they see there will depend on their sponsorship roles.


11. Showing sponsor information on the event web and in the event mobile app

Which sponsors are displayed in the mobile app and on the event depends on their sponsorship package - you can set those properties when you are creating sponsorship packages.