10 Ideas To Retool & Reignite Your Sponsorship Program

Includes a Live Web Event on 03/10/2027 at 10:30 AM (CST)

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Exhibitors and sponsors are asking for measurable engagement and pipeline impact, while attendees are demanding smarter, more relevant experiences on and off the show floor. Too often, sponsorship programs are still built around logos, lanyards, and generic lounges. This highly interactive session is designed for exhibition and event organizers who want to reimagine sponsorships as experience design without blowing up their floor plan. From theater-style seating, participants will audit how sponsors currently show up at their events, pressure-test what’s working (and what’s falling flat), and then co-create new sponsor-supported touchpoints that actually serve their key buyer and attendee segments. Using a simple “sponsor experience canvas,” small clusters will design content, on-floor, and digital moments that solve real attendee problems while giving sponsors better stories, better data, and better ROI. We’ll close with a rapid-fire share-out so everyone leaves with a prioritized list of sponsorship experiences they can take back to their next budget cycle or prospect meeting. You’ll walk away with practical concepts, language you can use with your sales teams and boards.

Learning Objectives:
1: Use a “sponsor experience canvas” to align audience segments, exhibitor/sponsor categories, and delivery formats (content, on-floor, and digital).
2: Generate at least three new sponsor-supported experiences that integrate into the expo environment and can be sold in the next 12–18 months.
3: Build a prioritized sponsorship idea list tailored to their own event that can inform prospectus updates and sales conversations.

Sean Soth

CEO

Hi-Fidelity Group, Inc, and Founder of Professionals for Association Revenue (PAR)

Sean Soth is the Founder of Professionals for Association Revenue (PAR), a community of association leaders focused on advancing business development and non-dues revenue strategies. Through flagship initiatives such as the RevUP Summit, Association Business Week, and a growing library of member resources, PAR equips organizations with the tools and insights needed to innovate and sustain revenue growth across the industry. A frequent conference speaker, Sean shares practical perspectives on audience development, strategic partnerships, and modern sales leadership.

Sean also serves as CEO of Hi-Fidelity Group, Inc., a leading sales and marketing firm specializing in non-dues revenue generation for associations and organizations. Under his leadership, the firm delivers high-impact strategies that drive tens of millions of dollars in annual revenue, supporting clients that range from global brands to emerging start-ups. Based near Baltimore, Maryland, Sean enjoys life with his family, their Goldador, Ginny, and a good playlist to end the day.

Dan Cole, CEM-Fellow

Senior Director, Partner Relations

eMerge Americas

Dan Cole serves as Senior Director, Partner Relations for eMerge America, headquartered in Coral Gables, Florida.

Formerly Senior Vice President of Strategic Relationships at the International SPY Museum, and Head of Sales at AVIXA's InfoComm show, Dan' Cole's previous roles include executive positions at Hargrove, Inc. and over 16 years at the helm of business development for the Consumer Electronics Show (CES) and its parent organization.

With over 35 years of professional sales and leadership experience, Dan Cole is a renowned executive, writer, and speaker known for his expertise in sales fundamentals and team succe Dan's career began in sales at Lanier Worldwide, leading to notable roles at National Trade Productions, Advanstar, and Yellowbrix. Along the way, he has earned prestigious awards such as IAEE’s Most Outstanding Sales and Marketing Executive, esteemed designation IAEE CEM Fellow, a PAR (Professionals for Association) G.O.A.T and the International Business Awards Most Outstanding Sales Executive. Dan's dedication to excellence continues to shape the industry landscape, making him a sought-after figure in sales and leadership. Dan remains an established top authority in sales and leadership, sought after throughout the industry.

This session is eligible for 0.75 clock hours towards CEM Recertification.