Sponsorship is one of the most competitive revenue streams in the events industry. Brands have more options than ever, and they're asking harder questions before they sign. According to the Event Marketing Institute, 72% of sponsors now expect measurable ROI data from the events they back.

That brings the question: how do you give sponsors what they're asking for?

What do sponsors actually want?

Beyond logo placement, modern event sponsors want three things: visibility, data, and a direct line to their target audience. Traditional sponsorship packages — a banner on stage, a logo in the programme — struggle to deliver any of them convincingly.

An event app changes that.

What can an app offer sponsors?

A well-built event app opens up sponsorship inventory that print and signage simply can't match.

• Branded directory listings — sponsors appear in a searchable exhibitor directory with logo, description, and stand number

• Screen view analytics — you can tell a sponsor exactly how many attendees viewed their listing

• Push notification sponsorship — a sponsor-funded announcement blast ("Stage 2 brought to you by...") reaches every app user directly

• Featured placement — homepage banners, pinned announcements, or sponsored schedule filters

• Lead capture — attendees tap to register interest; the sponsor gets the contact

Each of these is a line item you can put in a proposal. And unlike a logo on a banner, you can prove the reach.

How does it change the sales conversation?

When you're selling sponsorship for next year's event, you can now walk into that meeting with real data: 3,200 app downloads, 1,800 directory views, 4,100 push notification opens. That is a fundamentally different conversation than "we had 5,000 people on site."

Sponsors pay more for measurable. An app gives you the numbers.

How much does it cost?

A native event app with full sponsor directory and analytics starts at around £1,999. Annual maintenance runs around £799. If the app helps you sell one additional mid-tier sponsor package — which typically runs £500 to £2,000 at a regional festival — it has paid for itself before the event opens.

How to get started — 3 simple steps

1. Build your app with sponsor features included — directory, analytics, and push infrastructure from day one

2. Package the data into your sponsorship deck — screen views, download counts, and notification reach are your new metrics

3. Sell the upgrade — offer featured placement and push sponsorship as premium add-ons

The bottom line

Your event app is not just an attendee tool. It is a sponsor asset. Treat it like one and it pays for itself — then some.