Good sponsorship is all about relevance

Whether you're looking to boost brand awareness at an exhibition, generate buzz on the congress floor or provide a solid financial foundation for an event—sponsorship is the way to create extra impact. Congress by design has developed a range of sponsorship packages that offer structure for both organisers and sponsors, and that genuinely add value.

“Sponsorship is about making conscious choices,” says Jort Leget, project coordinator and sponsorship specialist at Congress by design. “When you structure your congress sponsorship packages wisely, you increase relevance, for the organiser, the sponsors, the delegates and even the host country. It’s not about a random mix of exhibition stands and generic products, but about a well-thought-out plan that takes away the hassle. From stand design to floorplans, and from transport support to invoicing. After many years of experience, including some trial and error, I can confidently say we’ve got all the angles covered. And we make sure it gets done.”

Avoiding logistical pitfalls
“It often sounds so simple,” Jort reflects. “A sponsor wants to showcase innovative medical instruments at an exhibition, only to discover during transport that special certification is required or that customs won’t clear the goods.
It’s a complex logistical process—aligning sponsors, their materials, and their services, and making sure everything and everyone arrives safely and on time. We understand the logistical and content aspects of sponsorship and offer them as an integral part of our congress services.”

Bridging concept and practice
Because sponsorship is a discipline in itself with many moving parts, Jort is fully dedicated to it.
“With a background in hotel management, I’ve always been focused on hospitality and providing the best possible service. In sponsorship, that means relevance, tailored to the congress, and whenever possible, tailored to the sponsor.”Good sponsorship management starts with advice: understanding sponsor goals and conducting a site visit at the congress location. That’s where concept and practice come together. From there, we create a sponsor brochure, outlining packages specifically designed for that event. Options range from basic floor space to fully furnished stands of 6, 9, 12 or 18 m². Add-ons include industry sessions, dinner tickets, social media mentions, or sponsoring a social activity, such as becoming title sponsor of a charity run.

From throwaway to added value
“When a congress is hosted in multiple locations or countries, reuse becomes even more important,” Jort explains.
“By choosing sustainable stand materials that are durable or recyclable, you can reduce waste.” For instance, at ESVS in Krakow we opted for printed banners that were later repurposed to support a tree planting initiative. We actively consider the ecological footprint of sponsorship and see it as our responsibility to add value, not waste.

Structure is satisfying
Around three to four months before the congress, sponsors receive an exhibition manual with everything they need to know: from transport and branding to build-up, registration and arrival. A site visit can also be arranged in advance, if needed. “Then my real work begins,” says Jort. “Coordinating all the details, print materials, stand builders, caterers, furniture and AV suppliers, customs paperwork and registration. I act as the link between the organiser, the sponsor and all involved partners. It’s months of work, and it gives me a real buzz to be able to walk the congress floor in peace once it all comes together."