Large festivals sell sponsor packages for 1–50 million ₽, local ones for 100–500 thousand. But inside the packages there are still mostly logos and brand zones without measurable results. Sponsors bargain because there are no metrics.
Why standard packages do not work
Banners, logos on the scoreboard and brand zones are “for show”. The viewer looks at the phone, not at the boards. Organizers are looking for ways to make the package stand out to sell it for more.
What to add to the package
Interactive show + sponsor promo in the browser of every participant with 25–30% conversion and a report. This is not a banner, but an activation with numbers.
Examples from cases: at a match with Pari NN FC, viewers received a free bet after the show, high conversion. At the Krylya vs Lokomotiv match a prize draw with Dodo Pizza prizes collected 32% promo clicks. Brands see the result and pay more.
How to price the position
Base cost of the show according to the calculator + sponsor package (promo page, branded patterns, report). The package is calculated for the task. The organizer does not spend, but earns from the sponsor.
More about post-show promo in a separate article. The case with betting infographics in the post about the 2026 World Cup. Format for brands in the Brands section.
What a typical package consists of
- Logo: visible on materials, but hard to measure the effect
- Brand zone: physical space, reach only for those who pass by
- Scenario integration: mention from the stage, but no participation metrics
- Digital: banners and screens, the viewer often does not look
Example position calculation
Show per calculator + sponsor package: promo page with UTM, branded patterns in the show, conversion report. The position in the package sells for more than the show cost because it delivers measurable results. The organizer gets margin and data for future sales.
Sponsor objections and answers
“What if viewers do not scan?” In cases 15–30% of the hall participates even on first launch. Each new launch grows the number. You pay for results, not impressions.
“How to verify the numbers?” Full report from Metrika with UTM, number of transitions, time on page and geography. Numbers are visible right after the event.
“How is this better than a banner?” A banner is seen by a passive viewer, here the viewer already holds the phone and participates. Conversion is 25–30 times higher than standard placements.
It also helps to look from the other side of the table: what brands will demand from your package is covered in the article event sponsorship through the brand’s eyes.
