Emerging Sponsor Categories

Dating Apps

Looking for some sponsor love? Try dating apps.

Sponsor seekers are increasingly finding a match with online dating sites and mobile dating apps.

Spritzr this year has partnered with three properties in California: the Zappos.com Bay to Breakers footrace in San Francisco; Bottlerock music festival in Napa Valley; and Abbott Kinney Festival in Los Angeles. Match.com is sponsoring Major League Baseball Advanced Media.

Direct-to-Consumer Mattresses 

Companies ranging from Casper to Leesa are upping pressure on brick-and-mortar retailers by selling mattresses directly to consumers. The companies offer competitive pricing, free shipping and generous return policies, all of which are designed to appeal to millennial consumers.

Casper this year sponsored the Casper Podcast Lounge at New York City’s Vulture Festival, while Leesa last month announced a multiyear partnership with the Washington Redskins.


More Emerging Sponsor Categories

Do you want to know the new and emerging places to look for sponsors with money to spend?

Here’s a list of some sponsor opportunities for you to consider.

Home Security 

People are buying more home security systems and the consumer choices are overwhelming. Companies like Bay Alarm have sponsored marathons and events like the Oaktoberfest in Oakland, California to help them stand out from the pack and connect to their core consumers.

Real Estate

Real Estate firms are always trying to be part of the community, create brand awareness and give back. Realtor.com sponsored the Secret Life of Pets movie. I just went to Shen Yun, the Chinese dance show, and saw a local realtor as one of the sponsors. Check out Abio Properties and Red Oak Realty who also sponsored the Oaktoberfest.


Airports around the world are increasingly using sponsorship to build their reputation in the local community, gain a point of differentiation, and, perhaps most importantly, prevent passenger leakage to other airports.

Cincinnati/Northern Kentucky International Airport uses partnerships with the Cincinnati Reds, Flying Pig Marathon and other properties to gain a point of differentiation from airports in Columbus, Dayton, Indianapolis, Lexington and Louisville, all of which are under two hours away.

My Failure

At the National Speakers Association Convention in Phoenix with Mimi Brown

I’ll Tell You about My Biggest Failure, But First Let Me Tell You My Story

I was asked to speak on a panel about “Failing Forward.”

I started listing all of my failures. Soon I had filled up 3 pages and then I had a revelation.

My Biggest Failure in Life Was Believing What Other People Said About Me

I’ve been told that

  • I’m not smart enough to start a business
  • I don’t deserve to be in a loving relationship
  • Nobody would want to read my book

 But the Biggest Lie Was that I Couldn’t Qualify for Corporate Sponsors

I’ve been told that I couldn’t get sponsors because

  • I didn’t have a big audience
  • I don’t have enough experience
  • My business was too small

Luckily, I didn’t believe the lie for very long. I had people who encouraged me and my first sponsors were Bank of America, Wal Mart and IBM. I haven’t stopped since.

Which Sponsor Has Olympic Fever?

Staples, the place where you get office supplies, is supplying more than 20 million promotional products including apparel to this year’s Olympic games in Rio de Janeiro.

The office supply retailer paid for the right to sell the Olympic sponsors all the co-branded merchandise they need. Staples is working with 80 percent of the USOC’s partners

According to Donna Armstrong, the company’s director for sponsorship activation, “People don’t realize Staples is the largest promotional products company in the world, by far.”

What You Can Learn from the Olympics

Even though you’re not as big as the Olympics, you can work with their sponsors. I’ve had Staples as a sponsor and they were awesome.

Although the summer Olympic games in Rio are controversial, watch them to see how they promote their sponsors. You can apply those strategies to getting funding and sponsors for what you do.

Top 4 Revenue Sources from Events

Pop Art Version of Me in Chicago by My Friend Jared Silver of At a Glance Marketing

A Very Nice Lady Told Me that She Heard You Can’t Make Money from Events

This Made Me Feel Mad and Sad at the Same Time

Think of the popular events, Coachella, Comic-Con and South by Southwest. These events generate lots of revenue as well as benefits for their sponsors.

The Tragedy

There are other people who do great events. The attendees give them rave reviews and everyone walks away with an amazing experience.

But the person who put on the event lost money. This is a tragedy that never needs to happen. I’ve never lost money because my events have been sponsored.

Top 4 Revenue Sources from Events

Here are some ways that you can create life-changing and profitable events.

  1. Attendees

    This is the money or tuition that people pay to attend your event. If you do a free event, make sure you have a way of collecting the contact information and data of your attendees. This makes you more attractive to your sponsors.

  2. Exhibitors and Vendors

    Exhibitors and vendors are great for generating revenue because they sign up in advance and help you pay for your deposits and event expenses.

  3. Product Sales

    Product sales include merchandise as well as consulting and training packages. Some people do events to get new clients. These are also called back-end benefits.

  4. Sponsors

    Sponsorships and advertising are true win-win partnerships. They provide branding, exposure, marketing and goodwill for the sponsor and give you great resources and revenue.