Firms Find Success in Co-Sponsorship

Some companies are taking sponsor-ship of marketing events to a higher level. More than simply contributing money in exchange for their name to be printed on a banner or brochure, companies with synergistic but non-competing businesses are collaborating to play central roles meeting branding and production.

Co-sponsored marketing events have become more popular during the past few years as companies searched for more ways to stretch their marketing dollars.

One such company is Accenture, the global management-consulting firm, which actively sought co-sponsoring opportunities beginning about three years ago and now participates in about 10 to 15 co-sponsored events annually, according to Robbi Ott, the company's director of marketing service for global events, in Charlotte, NC.

"As budgets got tighter, we realized that it meets our objectives to do events with alliance partners," says Ott.

Co-sponsored events have become particularly popular with management-consulting firms, according to Ott; their business is, after all, to stay abreast of best-business practices.

Ott couldn't cite the total return on investment from co-sponsorships in terms of money saved or a specific number of additional meetings the company has held.

But she did say, "I can think of times when we wouldn't have done an event if we hadn't taken a co-sponsorship approach."