The Art of Sponsorships: How Businesses Can Build Smarter Partnerships
It’s Not Really About The Logo
When you hear the word sponsorship, what do you picture? A logo slapped on a banner? Your name tucked into a program? Maybe a table in the back of a ballroom?
That’s the default image—and it’s not wrong—but it’s also not the whole story.
Because sponsorships aren’t really about logos. They’re about people. They’re about the ways you choose to show up, who you show up with, and the stories people tell about you afterward.
Why It’s Worth Putting Your Name On Something
A good sponsorship is one of the clearest ways to say: this matters to us. It’s a signal of what you value, and it speaks louder than an ad ever could. The right sponsorship can:
Put you in front of the people you actually want to reach
Strengthen loyalty with the customers and employees who care about the same things you do
Open doors to new relationships with entrepreneurs, partners, and community leaders
Position you as part of the conversation, not just a logo in the background
Give you real stories to tell about your business and the impact you’re making
When I was leading the sales team at KKCO one thing we would hear again again was “word of mouth is the best marketing.”
And that’s true… but it isn’t the whole story.
Word of mouth doesn’t just happen—it’s fueled by stories worth sharing.
When people see your business showing up for something they care about, that’s what they’ll talk about.
Sponsorships help spark those conversations.
And here’s the key: sponsorships aren’t meant to stand alone. They’re most powerful when they work alongside traditional marketing.
Advertising gives you reach and frequency.
Sponsorships give you connection and authenticity. One builds awareness, the other builds trust. Together, they make each other stronger.
Too Much Of A Good Thing
You might be thinking, “Great! Let’s sponsor everything! Reach everyone!” And I can see the logic, but here’s the problem. When you spread yourself across every ask, every event, every opportunity, two things happen: your budget gets thin and your message gets blurry.
That’s how you end up frustrated, wondering why you’re writing checks without seeing real impact.
Sponsorships aren’t about doing more, they’re about doing the right things. Sponsorships are not about charity, or quick sales.
Sponsorships are investments in trust, credibility, and relationships that actually last.
What’s Worth Your “Yes”
There’s no shortage of opportunities: galas, conferences, festivals, sports teams, nonprofits.
So how do you decide what’s worth your time and money?
Try asking:
Does this put me in front of the people I most want to reach?
Do their values and mine line up?
Can this sponsorship tell a story about who we are, beyond a logo?
Will I have the chance to actually participate, not just write a check?
The best sponsorships give you more than exposure. They give you access, authenticity, and connection.
I’ve seen this play out firsthand.
Back when I was at the Grand Junction Area Chamber of Commerce, we launched the very first Energy Summit.
One of the companies I helped bring in as a sponsor was Atlasta Solar (full disclosure, my husband is one of the co-owners of ASC).
Four years later, they’re still sponsoring the summit.
Why?
Because it makes sense on multiple levels.
Every year it puts them in front of people who care about energy, people they want to know and be known by.
It positions them as a leader not only in solar but in the larger energy conversation, which is exactly where they want to be.
And it signals to the community that not only have they been here for over 40 years, they’re not going anywhere. They’re serious about being part of this community for years to come.
That matters, especially in an industry where so many fly-by-night companies set up shop, only to disappear six months later.
That’s the power of a sponsorship that truly fits. It keeps paying off year after year.
Walking My Own Talk At The Spark Summit
When I launched Hourglass Strategy, I wanted my very first sponsorship to mean something. It had to reflect exactly who I serve—businesses and entrepreneurs in this community.
That’s why I sponsored the Spark Summit.
The Spark Summit brought together entrepreneurs and business leaders for a day focused on growth, tools, and connections.
That’s my lane.
Those are my people.
Sponsoring wasn’t about putting my logo on a flyer.
It was about being in the room where the conversations were happening, standing shoulder to shoulder with other leaders, and planting Hourglass right in the middle of the energy I want to build.
Turning Sponsorships Into Real Impact
Signing the check is the easy part. What you do next is what makes it work:
Show up. Don’t just have your name on it, be there
Activate it. Share your involvement, tell people why you care
Build relationships. Use the moment to meet the people you actually want to meet
Pay attention. Look at engagement, visibility, and goodwill—not just immediate sales
Follow through. Say thank you. Keep the conversation alive
The Art In The End
There are endless sponsorship opportunities out there. You’ll be asked, pitched, emailed, invited.
The art is knowing which ones to choose—and how to make them matter.
So the next time a sponsorship offer lands on your desk, don’t just ask how much it costs. Ask yourself: does this fit who we are?
Does it connect us with the people we most want to reach?
Can we make it more than a name on the back of a t-shirt?
Because in the end, sponsorships aren’t really about logos at all.
They’re about the stories people tell when they see you show up.
And those stories—the ones that get repeated at coffee shops, around dinner tables, in boardrooms—are the ones that stick.
And isn’t that the kind of marketing we all want?
