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Building Great Sponsor Packages for Music Festivals.

Andy Robertson

Sponsors make up the bulk of contribution revenue for most festivals and have become an essential part of these events. Ticket sales revenue rarely covers the costs involved in hosting a music festival and organisers rely on revenue form sponsors and vendors to make a profit or for non-profit organisers to raise funds for charities. 


The first music festivals did not have corporate sponsors and simply relied on ticket sales and vendor fees which may explain why so many had short runs of just a few years. Corporate sponsors become more popular in the 80s and the music festival sector has not really looked back since then. Securing a major alcoholic drinks sponsor can mean bountiful returns for the festival organisers and with such large sums of money involved it’s no surprise that the corporate festival organisers continue to acquire music festivals around the world. For any smaller music festival that is expanding year on year what can they do to attract the right sponsor to their event? Sponsors are unlikely to reach out to organisers and offer sponsorship, organisers are going to have to ‘sell’ their festival to any potential sponsors. Part of the preparation for any sponsor sales pitch is building the right packages.

Understanding Event Data. 
The festival organisers need to collect their event goer data (under the auspices of GDPR requirements) and conduct some analysis of that data. Understanding the typical event goer profiles helps sponsors determine if the festival fits with their target audience. Key data should indicate the total number of visitors, breakdown of ticket types sold, the age spread, typical expenditure patterns, geographic data (where event goers come from), interests along with any data that can
reasonably be collected.

Acts Secured and Reviews of Previous Events.
If the festival has already secured acts these should be listed and profiles included, if it's still early in the planning process it will be essential to include summary reviews of previous festivals including the acts that performed on each day along with relevant video clips.

Flexible Packages with Negotiable Pricing. 
It is likely that organisers will be targeting a variety of sponsors and it is therefore vital to offer a scale of sponsor packages. This would normally take the form of Gold, Silver and Bronze for example. The most expensive packages should include sizeable pitch spaces for erection of the sponsor’s own promotional construction. Inclusion in all advertising and branding opportunities both online and on-site will be essential for any Gold sponsor. There are many other types of sponsorship packages than can be offered so that even a sponsor with limited budget can participate. Consider offering sponsorship of lanyards, shows, stages or bars for example. Always start with a higher price to allow for negotiation with interested sponsors. 

Logistics and Support. 
Also key to attracting potential sponsors is the provision of dedicated account management and assistance with logistics to make the sponsor experience as painless as possible whilst maximising all potential benefits.

For any event organiser planning their music festival using a software management platform like
Festival Pro gives them all the functionality they need manage every aspect of their sponsors and festival logistics. The guys who are responsible for this software have been in the front line of event management for many years and the features are built from that experience and are performance artists themselves. The Festival Pro platform is easy to use and has comprehensive features with specific modules for managing artists, contractors, venues/stages, vendors, volunteers, sponsors guestlists and ticketing. 

Image by Rattakarn_ from Pixabay

Andy Robertson
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