Sponsorship Ready: Event Planners, Check Out This Exclusive List of Brands for Your Next Event Pitch

by  Komal Darji Industry Watch | November 27, 2023 | Feature

Event Sponsorship Tata Group PespiCo Honda Bacardi

Event sponsorship has become a cornerstone of modern marketing strategies, offering businesses a unique opportunity to connect with their target audience through shared experiences. Whether you are organizing a music festival, tech conference, or a sports event, securing the right sponsors is crucial for success. Lets explore the intricacies of event sponsorship and highlight brands to approach for sponsorship opportunities.

Spotlight on Brands that are Sponsoring Upcoming Events:

Sunburn Arena Ft. Dimitri Vegas & Like Mike :

The upcoming Sunburn Arena featuring Dimitri Vegas & Like Mike is poised to be a music extravaganza supported by strategic sponsors. Prospective contributors such as Absolut Glassware, Croma, Kingfisher, Jack & Jones, Appy Fizz, Bingo, and Ballantines are expected to enhance the event experience through diverse sponsorship collaborations.

Ed Sheeran’s ‘+ – = ÷ x’ Tour :

​Ed Sheeran's highly anticipated ' + – = ÷ x ' Tour is set to captivate audiences worldwide. Prospective sponsors include AEG Presents and Kotak White Credit Card, reflecting a strategic blend of music and brand engagement that promises to shape the tour's success.

Lollapalooza India 2024 :

With a stellar lineup, Lollapalooza India 2024 is anticipated to be a spectacle of music and culture. Prospective sponsors include Budweiser, Johnnie Walker, Nexa, RuPay, Levis, Maybelline New York, Vedica Himalayan Spring Water, Mirchi, and PVR Inox, highlighting the significance of brand partnerships in creating memorable experiences.

NH7 Weekender :

NH7 Weekender, a staple in India's music festival scene, is gearing up for success with prospective sponsors. Key contributors such as BACARDÍ, Social, Impresario, Radio City, Phoenix Marketcity Pune are expected to play pivotal roles, demonstrating the impact of strategic partnerships in creating lasting impressions.

Sponsors List for the Biggest Sporting Event in India: 

In IPL 2023, TATA led as the Title Sponsor with a notable INR 670 crore deal, succeeding VIVO. Dream11 remained a stalwart Official Sponsor with a commitment of INR 210 crores since March 2019. STA forged a groundbreaking partnership as the official sponsor with a foreign government. CRED, Upstox, Herbalife, RuPay, and Swiggy Instamart contributed vibrancy as Official Partners. Star Sports and JioCinema dominated as the Official Broadcast and Digital Streaming Partners, ensuring widespread viewership. Paytm served as the Official Umpire Partner, while Aramco returned as the Orange and Purple Caps Partner. CEAT, the Strategic Timeout Partner since 2018, added to the IPL experience. Assistant sponsors included Vodafone, Yes Bank, Freecharge, Maruti Suzuki, and more, enriching the league's global appeal.

Check Out This Exclusive List of Brands for Your Next Event Pitch!

What Makes Brands Want To Sponsor Music Festivals?

In the ever-expanding world of music festivals, the partnership between organizers and sponsors remains pivotal. Despite growing attendance and hopes of self-sufficiency, sponsors continue to play a crucial role, contributing substantially to event costs. Here are some key points:

Financial Dependency on Sponsors: Despite the increasing popularity of music festivals and growing attendance, sponsors continue to be a major source of funding for these events. The typical split between sponsorship and ticket sales is around 60% sponsorship and 40% ticket sales.

Essential for Festival Survival: According to industry experts, without sponsorship, it would be nearly impossible for organizers to stage a music festival. Sponsorship is considered a vital component of the financial structure that supports these events.

Limited Pool of Major Sponsors: While the number of festivals is on the rise, the pool of major brands willing to sponsor them has not expanded at the same rate. Only a handful of major brands, such as Budweiser, Bacardi, Johnnie Walker, and Nexa, are consistently associated with various festivals.

Preference for Alcohol Brands: Alcohol brands, particularly beer, have a strong association with music festivals. These brands often use festivals as a platform to create brand loyalty, offering consumers opportunities to sample their products in a live music environment.

Types of Sponsorships: Brands can engage in various levels of sponsorship, including title sponsorships, powered by sponsorships, and associate sponsorships. The type of sponsorship chosen depends on the brand's objectives, with title sponsors receiving the highest visibility and benefits.

Brand Engagement and Impressions: Brands assess their return on investment by evaluating factors such as digital reach (impressions), on-site visibility, and engagement. The goal is to create a strong connection with the festival attendees, both during the event and through digital platforms.

Post-Event Evaluation: Brands calculate their return on investment based on factors such as footfall, sales, and trials generated during the festival. The success of a festival is measured through key performance indicators, which can vary depending on the festival's target audience and niche.

Content Creation and Social Media Engagement: Brands increasingly focus on creating meaningful content and leveraging social media platforms to extend their association with festivals beyond the event day. This approach helps in building and maintaining connections with the target audience.

Brand-Festival Association: Brands often associate with specific festivals or genres to tap into the community surrounding those events. The choice of association reflects the brand's desired image and target audience, such as Budweiser's association with electronic music and Bacardi's alignment with indie music.

Changing Dynamics: Younger brand managers with a better understanding of culture and the broader impact of sponsorships are contributing to easier conversations between organizers and sponsors. Sponsorship is seen as more than just logo presence, emphasizing meaningful engagement and content creation.