Sponsorship packages: examples, tiers, and how to price them

Lumina Events7 min read

Sponsorship sells far better as a clear ladder than as a negotiation from scratch. When a sponsor can see three tiers and immediately understand what each one gets them, the decision is easy — and so is the upsell. This is a practical set of example packages you can adapt, with the logic behind what goes where.

Build packages around outcomes, not inventory

Before the tiers, remember what sponsors are buying: measurable return, not a logo. Every element in a package should ladder up to reach, leads, or stage time — the outcomes we cover in attracting sponsors. With that lens, a three-tier structure falls out naturally.

Three example tiers

Named here as metals; use whatever fits your congress.

Gold (premium)

  • largest exhibition booth, prime location;
  • a sponsored symposium or keynote slot;
  • top billing in the app and program, plus push notifications;
  • lead retrieval for the whole team;
  • the largest delegate pass allocation.

Silver (mid)

  • mid-sized booth;
  • a workshop or shorter speaking slot;
  • prominent app and program placement;
  • lead retrieval for a smaller team;
  • a moderate pass allocation.

Bronze (entry)

  • a compact booth or shared exhibition space;
  • standard app and program listing;
  • basic lead capture;
  • a small pass allocation.
The gap between tiers should be obvious. If a sponsor cannot instantly say why Gold is worth more than Silver, the ladder is not doing its job — and everyone defaults to the cheapest option.

Add à la carte options

Not everything fits a tier. Offer add-ons any sponsor can buy: the lanyard, the coffee break, the Wi-Fi, a dedicated push notification, a digital booth, or bag inserts. À la carte items capture budget from sponsors who want one specific thing, and let tier sponsors top up.

Price against value

  1. Anchor the top tier as clearly premium — it sets the scale.
  2. Make each step down remove specific, visible value, not just shrink the booth.
  3. Check every tier still makes sense in your budget — sponsorship is a major income line.

Make every package measurable

The element that lifts every tier is proof. Bundle lead retrieval and a post-event report into each package so sponsors leave with numbers — the single strongest driver of renewal.

Where this fits

Packages are how the sponsorship strategy becomes something you can sell. See the strategy in attracting sponsors, the tools on the sponsors page, and for what one platform covers, the pricing page.

Frequently asked questions

What should a sponsorship package include?

A strong package bundles physical presence (booth or exhibition space), digital visibility (app and program placement, push notifications), stage time at higher tiers, and lead capture — with each element tied to a measurable outcome the sponsor can report.

How many sponsorship tiers should a congress have?

Three is a reliable default — often named as metals such as Gold, Silver, and Bronze. Enough to create a clear value ladder without overwhelming sponsors with choice. Add à la carte options on top for flexibility.

How should sponsorship packages be priced?

Price against the value delivered — audience reach, leads, and stage time — not just the cost of the space. The top tier should feel clearly premium, and each step down should remove specific, visible value.