Sponsorship items put brands in the spotlight

Event partnerships are a ticket to success

By Michelle Banks

As competition for attention increases, live experiences offer a unique opportunity for brands to connect, build relationships and drive real results. In particular, event sponsorships provide a powerful way for organizations to reach for their goals—and they can benefit event organizers and sponsors alike. While sponsorships are expected opens in new window to become the fastest-growing revenue source for the events industry in the coming years, nearly nine in 10 event marketers opens in new window now see sponsorships as the leading revenue driver. Pepin Academies opens in new window^® and ClearSign Technologies opens in new window™ are two organizations using event collaboration and support to raise their profile. Offering attendees branded sponsorship items only helps those experiences resonate more deeply.

Pepin Academies understood the assignment

Branded event swag earns high marks

Each year, the alternative weekly publication Creative Loafing^® Tampa hosts a Best of the Bay awards event. Readers and critics vote on hundreds of categories related to the Tampa Bay area, celebrating everything from the best auto mechanic and comic book shop to the best public school teacher. It was the latter category that brought Pepin Academies—a network of public charter schools for students with learning disabilities—into the fold. An elementary teacher from the school’s Tampa campus won top honors.

Because a staff member would be receiving an award, organizers of the Best of the Bay awards event connected with Pepin Academies about sponsorship opportunities. Christina Diaz, executive assistant, said they jumped at the opportunity to support their colleague while also increasing brand awareness. “We wanted to be involved not only to make sure we’re reaching as many students as possible, but because we’re always looking for opportunities to partner with other businesses in the community,” Diaz said.

Pepin Academies provided carabiner keychains that were included in event swag bags given to hundreds of attendees at the event. The keychains, chosen for their practicality, were imprinted with the Pepin Academies logo and attached to a promotional card with information about an upcoming fundraiser.

ClearSign tees up sponsorship success

Golf promo items drive brand awareness

ClearSign Technologies is another organization seeing the benefits of event sponsorships. The Oklahoma-based combustion engineering company helped sponsor a golf outing hosted by GPA Midstream, a nonprofit trade association for the oil and gas industry. Best known for designing one of the industry’s lowest nitrogen-oxide emissions burners, the ClearSign team sponsored a tent on the ninth hole, creating an opportunity to connect with nearly 200 event participants face-to-face as they made the turn.

“We are a small company, so while we do have some significant customers in different regions of the U.S., we’re not super well known,” said Ashley Fuller, marketing and promotions specialist. “We got involved to increase brand awareness. It was really about getting our name out there with people in the oil and gas industries.”

ClearSign is one of many companies looking to sporting events to broaden their reach. In fact, experts predict sports sponsorship spending will steadily rise over the next five years, growing from about $115 billion in 2025 to roughly $160 billion by 2030—a nearly 40% increase.

Beyond large signage and ready-to-chat team members, visitors to the ClearSign tent were offered drinks, snacks and branded event swag, including golf ball-themed can coolers and microfiber golf towels. Each served a practical purpose and fit the event perfectly.

Tee up your brand using fun golf promos

The real ace giveaways, however, were rechargeable hand fans. With the event held in late summer, temperatures reached the 80s and golfers were seeking ways to cool down. The hand fans accomplished just that—reminding potential customers and collaborators that when they face a challenge, ClearSign may have the solution.

“People were really happy about the fans,” Fuller said. “There was a reception afterward, and my colleagues said people there were using them. That was awesome.”

Promo items for events make small moments resonate

Like many organizations, ClearSign and Pepin Academies took thoughtful approaches to sponsorship opportunities to ensure the best return on their investment. And their well-chosen sponsorship items helped make impressions that lasted long after the events ended.

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