Hybrid Events… Why Not Hybrid Sponsorships?

For the typical event planner, recognizing the monumental landscape change in how perceived sponsorship value is evolving in a digital world is key to survival for your event revenue growth. 

The concept of ‘hybrid events’ has now sunk in, referring to a physical event taking place alongside some form of digital replication of what is happening in real life. The many forms this can take, from simple pre- and post-event on-demand content via your website and social channels, to more complex, integrated virtual platforms and immersive experiences for attendees in the digital space, all cater to audience demand.  

Have your sponsorship packages evolved to match the ‘event’ format you are putting out? 

If you are not sure... read on. 

Technology has permanently transformed the landscape of event sponsorship value. While traditional approaches centred on the physical realm—like banners, on-site signage, and in-person branded hospitality and networking — sponsors today expect more dynamic, data-driven, and integrated sponsorship opportunities that bridge both live and virtual presence, increasing qualified lead capture and brand building. In lay terms, they expect more sales to result from events they sponsor. 

The good news is, from an event planner's perspective, you have never been armed with more powerful weapons to attract sponsors. You already own your audience via the unique content your event curates. Now, you must own and ‘master’ your data and your digital event format and resulting sponsorship opportunities to sell.  

Rethinking Event Planning for Hybrid Sponsorships 

Adopting a new approach involves a matchup of your digital assets and event formatting. Yes, the simple can sound complex! It is not, let me assure you, however, it must be based on several pillars: 

• Tech-Enabled Sponsorships: Any event technology you consider should address offering robust branding, analytics, virtual booths, and interactive engagement tools with your digital audience to deliver measurable returns for sponsors. 

• Integrated Packages: Combine pre-event digital campaigns, in-session educational content, and post-event lead-nurturing opportunities for sponsors. Consider year-round engagement, not just presence at the physical event. 

• Community Building: Foster ongoing connections between sponsors, speakers, and attendees through dedicated forums, virtual networking, and active social media channels. 

• Measurement: Have your analytics at the ready or even in real time, providing data-rich reporting back to sponsors on audience engagement, social impressions, downloads, and more—demonstrating clear ROI and deepening trust. 

The Bottom Line 

Hybrid sponsorships are about unlocking new value for brands that sponsor your event and new revenue sources for your event. By embracing a mindset focused on data, digital formatting, content, and ongoing engagement, event planners can create sponsorship packages that savvy brands and marketers will embrace. 

Walter Willett  

Founder of WW Consulting