BW Events Tech On Building Sponsor ROI Through Relationships

Victoria Rasmussen, marketing director at BW Events Tech, joins Rachel Moore to talk about what actually drives event sponsorship ROI. Her team sponsors around 19 events a year, and she explains why prioritizing long-term partnerships over one-off transactional deals leads to better outcomes for both sides. Victoria gets specific on sponsor reporting: why the data problem starts before registration even launches, and why she considers full attendee lead lists largely overrated unless a sponsor had major visibility. She also shares what makes a sponsor experience feel like a true partnership rather than a checkbook exercise, plus her predictions for more personalized, tactile swag heading into 2027. If you manage sponsor relationships or event ROI reporting, this episode offers a candid, sponsor's-eye view worth building into your strategy. For transcripts and more episodes, visit: https://www.bizzabo.com/podcast