CHICAGO — As B2B events and trade shows continue to evolve in response to shifting expectations of attendees and other stakeholders, sponsorship offerings are being reimagined to provide greater ROI and impact.
From curated activations to data-driven engagement strategies, event organizers are creating sponsorships that feel more personalized, strategic and meaningful.
Trade Show Executive connected with MK Granados, Director, Sponsorships – North America at Informa Markets, to find out how event sponsorships have evolved, what kinds of sponsorships are hot with attendees and how organizers can lean into today’s trends.
Imagining and Designing Thoughtful Sponsorships
“The most innovative sponsorship packages today are flexible frameworks, not fixed menus. They blend structure with freedom through a few well-defined entitlements paired with space for storytelling and customization. That allows organizers to protect operational consistency while giving brands the freedom to align their presence with specific goals,” Granados said. “The result feels personal, strategic and authentic — and less ‘insert logo here.’”
When it comes to finding inspiration for these kinds of sponsorships, Granados said she looks at places that are masters at vying for attention and story-telling, like theme parks, concerts, sports broadcasts, children’s museums, malls and casinos.
“Take malls for example: next time you’re there, allow yourself to strip away the retail and take in the experiences and brand marketing. Take note of what breaks through the noise and draws you in,” Granados said. “Increasingly we’re seeing the experience economy inviting communities to play, craft, experience thrills and tap into global trends. Something as simple as a window display is an unstaffed brand activation. So, when a venue says you can’t stage an experience in the corridor, I ask: Would they let you install a display instead?”
Granados also advised organizers to take a look at post-event surveys and find some pain points and frustrations that can be reverse engineered into sponsorship opportunities.
“At one event we discovered attendees were desperate for seating. That insight led us to rethink lounge-based sponsorships and design them with intention, not as an afterthought. We saw the opportunity to add renderings and data-backed storytelling to help sponsors see the opportunity,” Granados said. “One of my favorite solutions was a retro gaming lounge, including comfy couches, nostalgia and channels for real participation. It turned a basic ‘we need more seats’ complaint into a playful, engaging experience.”
Evolving Formats that Deliver More Value
While the tiered package model for sponsorships has been the traditional format for a long time, Granados believes it’s time for the industry to move beyond it to provide higher value.
“If I had my way: the tiered package model would be retired. I cringe when I see a wall of logos: no one stands out or benefits from that moment. Our attendees don’t stand there studying 3” tall logos at knee height on a meter board, thinking ‘wow — this brand gets me,’” Granados said. “Brands can deliver that impact through activations and experiences. Surprise and delight, hospitality, thought leadership and inclusivity could be vehicles to become memorable. Even exclusivity can be a powerful piece to layer into a sponsorship format: ‘We’re creating a premium experience for this specific audience segment. They’ll walk away knowing we’re the brand that sees and values them.’”
Another growing consideration for B2B event sponsorships is incorporating storytelling and brand identity into packages.
“Brands are more than their logo and I like to give them ways to show that. That could mean custom copy, video, testimonials or even case studies,” Granados said. “I saw one great activation where, instead of hiring brand ambassadors, they brought developers and customer service staff to facilitate their experience. It introduced the people behind the brand and they demonstrated so much enthusiasm that it energized the space.
“And sometimes, storytelling is about guiding traffic. The sponsor’s booth is where they’ve invested substantially in the brand identity, so look for touchpoints throughout the event that create a natural path leading attendees straight there.”
Measuring ROI and Technology’s Growing Role
The industry has room to grow when it comes to measuring ROI from experiential sponsorships.
“ROI can’t be an afterthought — you’ll never have enough data, or fast enough, if it’s not planned from the start. Organizations like the Experiential Marketing Measurement Coalition are doing great things to define metrics for marketers,” Granados said. “For Informa, I recently created a guide to post-event reporting, outlining a ton of data sources and platforms to tap into, as well as ways of presenting that data in more powerful ways. Instead of reporting badge scans, we’re moving toward layering insight: performance vs. last year, session ratings, booth traffic overlap, even firmographic data from scans. They deserve more than a .csv file of badges scanned.”
When it comes to the role technology has in modern sponsorships, data collection is a top-of-mind answer.
“But for attendees, technology’s biggest impact is convenience and discoverability,” Granados said. “At Money20/20, I loved how many brand activations were integrated directly into the event agenda. Attendees could add them to their schedule, get reminders and actually plan to catch all the fun experiences. It’s a small tech detail with a big impact: It makes sponsors discoverable and attendees intentional.”
Creating Impactful Sponsorships on Limited Budgets
“Hire a theatre kid! We’ve never had access to big budgets and we’re willing to get scrappy to tell great stories,” Granados said.
She also shared that small details can create a big impact. For example, a quiet room sponsorship could include throw pillows, blankets and sensory tools that are cost effective and reusable.
“I like to structure sponsorships in two columns: what we provide, and what you as the sponsor are empowered to do. That balance lets us protect margins while giving sponsors creative freedom,” Granados said. “For example, a brand sponsoring an afterparty might be invited to bring their own entertainment element (a palm reader, photo op or temporary tattoo bar) as their custom activation. I’d rather deliver an unforgettable experience and a happy sponsor than include too many deliverables and risk a runaway budget.”
Trends Shaping Sponsorships in 2026
“At the SISO Leadership Conference in August, Explori and UFI presented research about the emphasis exhibitors are placing on engagement with their existing customers at events,” Granados said. “It makes sense: With so many digital relationships, a trade show might be the first time you get to shake hands with a client.
“On the sponsorship front, I think we need to adapt our offerings accordingly. Promises of leads and brand awareness in packages might be missing the critical value of deepening relationships. Imagine a premium package that includes ten VIP wristbands for a keynote meet-and-greet. It’s an inclusion they can gift to their best customers or use to build new ones. That’s the next wave: sponsorships as relationship capital.”
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