Author: Sean Connell

Sean Connell is Editor of The Sponsor. He regularly publishes articles, interviews senior marketing leaders, hosts private events and leads The Sponsor's valuation research, market analysis and annual industry studies.

Business conference sponsorship: What brands really want (and what they don’t)

Business conference sponsorship: What brands really want (and what they don’t)

Mar 11, 2025 |

Business conference sponsorship should be one of the smartest marketing investments a B2B brand can make. They’re targeted, measurable, and — done right — put you in front of exactly the right audience. Yet all too often, brands get sold a sponsorship package filled with "logo-on-a-lanyard" opportunities that do little to deliver what really matters: meaningful exposure,...
Sponsorship agreements: What to do when your partner decides to walk away

Sponsorship agreements: What to do when your partner decides to walk away

Feb 21, 2025 |

For sponsorship managers there are few words more terrifying than: “We need to talk about our sponsorship agreement.” Sponsorship agreements are meant to be long-term partnerships. But when a sponsor decides to pull out early—whether due to financial pressures, a change in strategy, or simply a loss of interest—it can send rights holders into a commercial tailspin. ...
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