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Utilising Allocated Sponsor Pitch Space at Music Festivals.

Andy Robertson

Sponsorship deals are an essential part of every music festival and provide a key revenue stream that contributes towards running costs. Sponsors can vary in size and budget and festival organisers usually offer varying packages to suit potential sponsor budgets. What are the options for sponsors in utilising the pitch space they get as part of their package?


The objectives for any organisation that chooses to sponsor a music festival can include anything from creating brand awareness to generating sales leads and revenue. It is likely that each sponsor will have multiple objectives against which they will measure success and potential return on their investment. Aside from the array of branding opportunities both online and on-site the key aspect of any sponsorship package is the pitch site that will get included in the deal. Pitch location can be a key factor in the sponsorship package price with high traffic locations commanding the highest prices. For sponsors on lower budgets, it is probably better to opt for a smaller pitch in a good location rather than a large space that is more remotely located.

Custom Build. 
Large corporate sponsors will usually go for a custom build option when utilising any pitch space because the design and build can be custom made to fit the space and location selected. Whilst custom build solutions can look great, they are expensive to build and can only be used once with any materials used requiring suitable disposal post event.

Shipping Containers. 
There are numerous suppliers that use shipping containers that come pre-equipped and these can be hired by sponsors. As they are modular in design sponsors can order any number to fit an allocated pitch space. The sponsor only needs to add decoration and their own branding once installed on-site and after the event the containers are simply removed by the supplier.

Mobile and Pop-up.
Similar to the shipping containers there are a variety of suppliers that can provide semi-custom pop-up construction kits. They are inexpensive and are usually modular with the ability to adjust sizes to fit different pitch spaces. The benefit is that they can be reused for future events and advertising and branding messages can be altered as required.

For any business sponsoring a music festival for the first time it would make sense to go for a budget sponsor package with a smaller pitch space and to hire any equipment to create their branded space. If the post event analysis suggests that the sponsorship was worthwhile and achieved their objectives more investment can be made for future music festival sponsorship. Whatever pitch size the sponsor gets they should ensure that they have sufficient budget to create a space that looks professional and showcases their brand as well as attracting festival-goers to engage with them. 

For festival organisers planning their events using a software management platform like Festival Pro gives them all the functionality they need manage every aspect of their event 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, ticketing, cashless payments and contactless ordering.  

Andy Robertson
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