Why your Sponsorship Strategy isn’t bringing you new business.

By Tamara Reid

We’ve all had the in-house September budgeting conversation surrounding industry investment before - where, how and why do we show up within industry the following calendar year? You’ll ask yourself; what events are happening, who can we sponsor, and where can we best spend our money to maximise awareness, drive advocacy and increase acquisition.

Sure, investing in event or award sponsorships can seem like a surefire way to attract new stockists or customers. But if you’re banking on sponsorship activation alone to grow your brand, you may find yourself disappointed by the results. Here’s why—and what you can do to make sponsorships work for your brand in 2025.

1. Sponsorship Alone Won’t Deliver New Stockists

Many brands assume that simply sponsoring an event, awards night, or industry conference will result in a flood of new stockists. The reality? While these activations give your brand visibility, they rarely convert on their own. Your potential accounts need more than just to see your logo on a banner or product in a goodie bag—they need to understand your brand’s value proposition and connect with your product or service in a meaningful way.

2. “Sponsorship Doesn’t Work for Us” –Or Does It?

When brands claim that “sponsorships don’t work for us,” it’s often because they haven’t aligned the right strategy with their brand objectives. Not all sponsorship opportunities are created equal. For example, the industry segment or your ideal stockist might not be attending the events or engaging with the awards that you’re sponsoring, or (more likely) you may not be maximising your engagement during and after the event. Rather than dismissing sponsorships entirely, it’s worth refining your approach to ensure you’re investing in the right opportunities.

3. Make Your Money Work: Pre & PostEvent Content is Key

If you’re not creating content before and after the event, you’re missing out on crucial touch points to extend the life of your sponsorship. Preevent content (such as social media posts, email campaigns, and PR) creates anticipation and awareness. Post-event content solidifies your presence and keeps you top of mind. Consider sharing behind-the-scenes insights, exclusive interviews, or testimonials from the event to reinforce your brand’s impact.

4. Develop a Sponsorship Funnel

Creating a sponsorship funnel is essential for turning event exposure into meaningful leads. Think of the event as the top of your funnel, where you generate interest. Next, ensure you have a solid strategy for collecting leads—whether that’s through giveaways, sign-ups, or direct conversations. Then, nurture those leads with targeted follow-up communications that guide them through the buying journey for the purpose of building brand trust. Without a structured funnel, your sponsorship investment can quickly lose momentum.

5. Build a Nurture Sequence for Event Attendees & Award Winners

Finally, it’s critical to have a structured nurture sequence for following up with event attendees or award winners. This outreach should feel personal, relevant, and timely. Whether you’re sending a series of educational emails, offering exclusive deals, or hosting post-event extras, your goal is to keep your brand top of mind and build deeper connections with the people who matter aka prospective accounts. Don’t let valuable contacts go cold—engage them consistently and with purpose.

By aligning your sponsorship strategy with a clear, actionable plan that spans pre-event, event, and post-event activities, you can transform what might feel like a passive investment into a powerful business growth tool.

Sponsorships aren’t a one-size-fits-all approach, so stop rinsing and repeating them and hoping for a different outcome. With the right mix of preevent hype, post-event content, a well-designed sponsorship funnel, and a nurturing outreach strategy, you can make sponsorships a key driver for new stockists and business opportunities. Evaluate your current approach, refine your strategy, and make every sponsorship dollar work harder for your brand.

Tamara Reid Managing Director Inside Industry