Beyond the Booth explores how exhibitors really think about sponsorship opportunities — and what those attitudes mean for event organizers designing and selling sponsorship programs.
Sponsorships play a critical role in the trade show and conference ecosystem. For exhibitors, they represent a meaningful investment tied to brand awareness, booth traffic, and lead generation. For event organizations, sponsorships are a vital non-dues revenue stream that supports both the event itself and year-round initiatives.
This report takes a closer look at the exhibitor mindset. Based on original research, it uncovers how exhibitors evaluate sponsorships, what they value most in the event experience, and where gaps and frustrations emerge. The findings offer clear opportunities for organizations to better align sponsorship offerings with exhibitor expectations — driving stronger engagement, satisfaction, and long-term participation.
