What a Sponsorship Activation Can Do for Your Brand

And Now, a Word About Sponsorships

Signing on to sponsor an event used to be about writing a check to get your brand’s logo on a banner. That’s still a valid option, but increasingly, brands are recognizing that what consumers want and expect is connection.

A recent blog post on visme.co cited an Eventbrite study that found 69% of attendees prefer events that offer “meaningful, transformative experiences,” and a report by Freeman that found 77% of consumers trust brands more after directly interacting with them at a live event.

By taking sponsorship a step further, into real involvement with an event, brands can make connections that count with consumers.

What Is a Sponsorship Activation?

Sponsorship activations are commonly seen around sports and sporting events, though they apply to other kinds of events, too, such as conferences and music and arts festivals.

Athlete marketplace Opendorse defines sponsorship activation as “taking a sponsorship and ‘activating’ it … through the right kinds of corresponding marketing activities to truly connect with your desired audience.”

Put another way, if a classic sponsorship is about paying for the right to be associated with an event and included in its list of sponsoring organizations, sponsorship activation is about bringing that sponsorship to life through engaging activities that involve and connect with the audience.

Sponsorship activations share some common characteristics that distinguish them from traditional, logo-on-a-billboard sponsorships:

Brand Engagement

A key characteristic of sponsorship activations is engagement by the brand. “This should be the main objective of implementing an activation,” says a blog post by multimedia creative and production company Go2 Productions, “as it involves creating opportunities for attendees to interact with the brand in meaningful ways.”

This engagement might involve interactive displays, interactions with street team members or brand ambassadors, hands-on demonstrations, product sampling, games, and contests. Go2 gives the example of a beverage company running a branded hydration station at a sports event, so attendees can try new flavors and participate in a hydration challenge.

Where a brand that’s merely sponsoring an event might take a hands-off approach after donating money, a brand doing a sponsorship activation is decidedly hands-on, interacting directly with participants in ways that enhance their experience.

Memorable Experiences

A successful sponsorship activation is still very much an activation, with the same emphasis on creating a memorable, often interactive experience for current and prospective customers. “This could be an immersive AR/VR display, a social media marketing campaign, an interactive kiosk or an autograph session” with event VIPs, says visme.co. The brand’s goal is always to engage with potential customers to boost brand awareness and connection, going beyond mere logo placements.

Go2’s example: At a music festival, a sunglasses company offers an AR experience where attendees can experiment with different virtual sunglasses filters to use in their social media photos or reels.

Seamless Integration into the Host Event

Effective sponsorship activations enrich the experience of the hosting event, rather than overshadowing it. “This means that the activation should feel like a natural part of the event rather than a standalone advertisement,” says Go2 Productions, citing as an example a fitness brand sponsoring fitness classes or workshops at a community health fair.

Brand Messaging

Clear and consistent brand messaging is crucial for a successful sponsorship activation. The activation should communicate the brand’s values, products, and services in a way that is engaging and relevant to the audience. Again: a sponsorship activation is still an activation. Planning should involve the same level of thought and research into developing messaging that’s appropriate and appealing to the audience.

Go2’a example: A fashion brand could host a pop-up shop featuring recycled materials and sustainable products at an eco-friendly festival. Messaging could include information about the brand’s commitment to sustainability and the ways it reduces its environmental footprint.

Making a Sponsorship Activation Work for Your Brand

In print, on television, and online, your audience sees and hears a lot of advertisements. In this marketing-saturated world, sponsorship activation can help your brand stand out. “By creating engaging and meaningful experiences around sponsored events, brands can enhance visibility and build stronger relationships with their audience,” says the AnyRoad blog.

Analyze the Audience

As with any experiential marketing, understanding the audience is essential to the success of a sponsorship activation. “Brands must delve into these details to design an activation strategy that resonates with their intended audience,” says AnyRoad.

Before the event, collect and use data to “tailor your activation approach, ensuring it resonates with your target audience,” says SponsorUnited. Insights into audience preferences, behaviors, and trends can guide you in creating personalized, impactful campaigns.

Take a Creative Approach

Creativity is key in sponsorship activation, says AnyRoad. Offer the audience “something beyond the usual that sets the brand apart and generates conversation.”

Develop Strategies for On-Site Activation

On-site activation strategies are the beating heart of your sponsorship activation, says SponsorUnited. “This could involve branded booths, product samples, interactive games, or pop-up shops. On-site activations are a direct way to engage with attendees, providing them with a tangible experience of your brand and allowing them to interact with your brand in a meaningful way.”

Leverage Social Media and Other Digital Platforms

Social media is both a place to engage and where engagement begins for many consumers, says SponsorUnited. Use your social platforms to tell your sponsorship story through regular updates, behind-the-scenes content, user-generated content, and interactive posts. Create a presence on other digital platforms that can host sponsorship-related virtual events, interactive advertising, and sponsored content. “These platforms offer a broad reach and the flexibility to experiment with various content formats, from live streams to webinars, ensuring you engage with your audience where they spend most of their time online.”

Whatever you do and however you do it, be consistent. Regular posts build momentum and keep the audience engaged.

Use Data to Measure Results

Determine your KPIs for the sponsorship activation, just as for any other brand activation. These could include metrics such as brand awareness, engagement levels, social media mentions, lead generation, and sales.

By putting your brand in front of a large, relevant, receptive audience, sponsorship activations can significantly improve brand visibility, attract attention and create buzz. Pair that high-level exposure with unique and engaging experiences, and your brand gains the ability to create connection with its audience, translating into loyalty and even evangelism for your brand.

Promobile Marketing is a dynamic experiential marketing agency based in New York City. For over a decade, Promobile Marketing has collaborated with a range of brands—from budding startups to major CPG brands—on immersive marketing campaigns. Get in touch to discuss your next project.