5 Ways Event Sponsors Can Maximize Their Investment with Photo and Video

Sponsoring an event is a major investment. Therefore, it shouldn’t be treated as something as simple as slapping a logo on a banner or handing out some company swag. Sponsors deserve a worthwhile ROI for such event spending. And one of the smartest ways to extend and increase the value of that sponsorship is through strategic use of event video and photography.

When done correctly, your photo and video assets can add value for your company long after the event ends. Here are 5 ways sponsors can maximize their investment with professional media:

1. Capture Branded Moments 

The key to valuable media is planning. Don't leave your brand exposure up to the events media team. Work with your own production partner to map out branded moments ahead of time:

• Step-and-repeat backdrops
  
  
• Stage signage
  
  
• Branded activations (products)
  
  
• Product placements
  
  
• Branded giveaways (products or prizes)
  
  

Tip: Provide a “must-capture" list before the event, that way you will have a solid gameplan ahead of the event, leaving less up to chance. Make sure photographers and videographers know where your brand appears and when to be there.

2. Show Engagement, Not Just Presence

A logo on a backdrop is not bad, but real engagement tells a better story. You want photos and footage of people interacting with your brand: testing your product, visiting your booth,  interacting with your people, reacting to activations.

Engagement is what sells on social media, in recap decks, and in future sponsorship pitches.

Action Tip: Encourage activations that naturally generate action and emotion — and make sure your media team is ready to capture the moment. 

3. Turn One Event Into a Year of Content

A single event can generate dozens of assets for months to come after the event wraps:

• Social media posts (highlight reels, graphics)
  
  
• Website banners
  
  
• Client case studies
  
  
• Sales decks
  
  
• Paid ad creatives
  
  
• Internal newsletters
  
  

By investing in high-quality photos and video, you're essentially stockpiling content that can be stretched across marketing channels for several months.

Action Tip: Ask for both highlight reels and micro-content (short clips for social) when you hire a videographer.

4. Use Media to Prove and Pitch ROI

Sponsors can often struggle to show the full impact of their participation in an event. With the right photo and video coverage, you can visually prove your value:

• Attendance numbers and crowd shots
  
  
• Booth traffic
  
  
• Audience engagement during presentations
  
  
• Branded signage visibility
  
  
• Social media impressions
  
  

Action Tip: Combine media with data (like social reach and traffic numbers) for a powerful post-event report and a head start on justifying next year’s budget.

5. Don’t Forget the Post-Event Push

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Too many sponsors go quiet once the event ends. Smart sponsors use the post-event window (when interest is still high) to post fresh content:

• Thank-you posts featuring highlight videos
  
  
• Behind-the-scenes footage
  
  
• Testimonials or case studies made up of event footage
  
  

This not only reinforces your brand’s presence but also keeps the event momentum alive.

Action Tip: Plan a post-event content calendar before the event even happens, and have posts ready to launch within 48 hours after.

Conclusion

If you're investing money into event sponsorships, you need to think beyond the one day.. Photography and video are critical tools for amplifying your investment, proving your impact, and building a long-term content library. By planning for media coverage strategically, and using the content wisely, your sponsorship dollars can be stretched out much further. Looking for a full service production partner for your next event sponsorship? Contact BW today!

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