--- title: "Sponsorship Options With Value for Everyone" id: "61366" type: "post" slug: "sponsorship-options-with-value-for-everyone" published_at: "2022-09-20T14:00:18+00:00" modified_at: "2026-07-11T18:07:47+00:00" url: "https://associationsnow.com/2022/09/20/sponsorship-options-with-value-for-everyone/" markdown_url: "https://associationsnow.com/2022/09/20/sponsorship-options-with-value-for-everyone.md" excerpt: "More member access, thought leadership opportunities, year-round conversations: Sponsors are looking for more than just signs and shout-outs at meetings. Smart associations are finding ways to deliver more value to sponsors and members alike." taxonomy_category: - "Meetings / Events" taxonomy_post_tag: - "Associations Now" - "Sponsor" taxonomy_content_format: - "Article" taxonomy_role: - "Director" - "Manager" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Sponsorship Options With Value for Everyone Part of the Deep Dive[Renewal](https://associationsnow.com/deep-dives/renewal-meetings-in-the-post-pandemic-era/) Lead sponsors at association meetings have always wanted something more than a banner and a mention at the opening plenary. But as more associations and sponsors make their return to in-person meetings—and take some lessons from virtual events—the asks have become more sophisticated. “Ten years ago, some sponsors were saying they didn’t want the 20-by-20 booth because they didn’t have time to staff it. They would rather be talking to members or wanted sponsorships beyond the conference,” said sponsorship consultant Bruce Rosenthal. “What the pandemic did was accelerate those trends.” Now, he says, sponsors are looking for year-round opportunities to be featured speakers at meetings, trusted presenters on webinars, and points of contact for targeted segments of association membership that are likeliest to find value in their message. And many associations are delivering on these new expectations. ### More Matchmaking Sponsors are increasing the pressure on associations to help them connect with high-value prospects, but associations need to ensure value for members too, says Dr. Tina DeNeen, associate executive director, meetings and partnerships, at the American Association of Collegiate Registrars and Admissions Officers. “We’re trying to match our members with our corporate partners so they can have productive conversations,” DeNeen said. As AACRAO returned to in-person meetings in the past year, it’s done more to create customized membership groups that sponsors can speak to and has become more comfortable sharing attendee lists from those events. That kind of customization requires more staff attention—AACRAO has added a new director-level position to secure and manage new partnerships. This approach also requires more boundary-setting to ensure that members can connect with potential vendors but don’t feel explicitly sold to. “We want to make sure that members aren’t just being inundated with emails from people when they have no interest in what they’re providing,” DeNeen said. “It’s a matching project.” To get that right, the association should set specific guidelines for sponsored focus groups, webinars, talks, and content, including that sponsorship must be clearly disclosed. And audiences should never feel captive to a sales pitch, says Dave Lutz, managing director at the meetings consultancy Velvet Chainsaw. “You can’t hold attendees hostage in a general session with a sponsored pitch,” he said. “But if you’re doing 10 concurrent sessions, there’s nothing wrong with having two of them that are sponsored content.” [Mark Athitakis](https://associationsnow.com/author/mark-athitakis/) Mark Athitakis, a contributing editor for Associations Now, has written on nonprofits, the arts, and leadership for a variety of publications. He is a coauthor of The Dumbest Moments in Business History and hopes you never qualify for the sequel. [More articles by this author](https://associationsnow.com/author/mark-athitakis/) Tags: [#Associations Now](https://associationsnow.com/tag/associations-now/) [#Sponsor](https://associationsnow.com/tag/sponsor/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## More in this Deep Dive - [New Pricing Models for Meetings](https://associationsnow.com/2022/09/20/new-pricing-models-for-meetings/) - [Tips for Budget-Conscious Meeting Planners](https://associationsnow.com/2022/09/20/tips-for-budget-conscious-meeting-planners/) - [Three Reasons to Host Your Next Meeting in a Smaller City](https://associationsnow.com/2022/09/20/three-reasons-to-host-your-next-meeting-in-a-smaller-city/) - [Clear Your Conference-Design Blind Spots](https://associationsnow.com/2022/09/20/clear-your-conference-design-blind-spots/) - [Keys to Creating Inclusive Meeting Content](https://associationsnow.com/2022/09/20/keys-to-creating-inclusive-meeting-content/) - [Digital Strategies to Extend In-Person Events](https://associationsnow.com/2022/09/20/digital-strategies-to-extend-in-person-events/) [View the full Deep Dive →](https://associationsnow.com/deep-dives/renewal-meetings-in-the-post-pandemic-era/) ## You Might Like - [PodcastAssociations NOW Presents: Industry Partner Edition-Sponsorships That Deliver Real ValueJuly 9, 2026](https://associationsnow.com/2026/07/09/associations-now-presents-industry-partner-edition-sponsorships-that-deliver-real-value/) - [Video2025 Sponsorship Recap VideoJune 17, 2026](https://associationsnow.com/2026/06/17/2025-sponsorship-recap-video/) - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [VideoGenerate Leads and Brand Awareness: Master the ASAE MarketplaceJune 18, 2025](https://associationsnow.com/2025/06/18/generate-leads-and-brand-awareness-master-the-asae-marketplace/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2022%2F09%2F20%2Fsponsorship-options-with-value-for-everyone%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !