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How SponsorshipX grew their global community and drove engagement with real-time and relevant content
Founded in 2005, SponsorshipX has been at the forefront of evolving the sponsorship marketing landscape for nearly two decades.
Their mission is to navigate the constant changes in sponsorship marketing by offering cutting-edge insights, curating dynamic content, and facilitating sessions that are informative and predictive of future trends.
SponsorshipX is more than a conference or a hub (as many of their delegates have shared) ; it's a movement towards a more interconnected and digitally savvy sponsorship ecosystem.
Here’s a snapshot of SponsorshipX through the lens of Sidekick’s Entrepreneurial Design ™ Framework that looks at their 4Ps – Purpose, Passion, People and Profit:
The Challenge
SponsorshipX aims to grow their global community through total event registrations and registrations per country. With global events featuring an excellent speaker line-up and unique delegate experience, part of the growth strategy is to replicate the in-person experience—relevant, fun, insightful, and authentic—across online channels. This needed to be achieved without the large production budget typically required for content capture and social media management. Ensuring engagement and excitement for those not physically present, both during events and throughout the year, was essential to keeping their community connected and growing.
The Solution
Sidekick ensured that SponsorshipX’s social presence generated FOMO by showcasing both the excitement and valuable insights from the event in real-time, capturing real people immersed in the experience. The content kept audiences engaged and created buzz on their channels.
Sidekick developed and executed a content capture strategy in collaboration with SponsorshipX, ensuring alignment with their growth objectives on event registrations. On the ground, we captured content and provided live editing via iPhone, delivering daily Reels, stories, and posts to highlight key moments, along with high-quality photos.
"Working with Sidekick Consulting has been a game-changer for SponsorshipX. Their ability to craft strategic social content with a creative flair was instrumental in amplifying our event's reach." - Mark Harrison, Founder, SponsorshipX
With strategic partnerships like the 2024 Olympics in Paris, Crankworx in Whistler, the NHL All-Star Game in Toronto, and the JUNOS in Halifax, timely posting was critical to engage both in-person attendees and those following from home.
Additionally, Sidekick shared all media files with SponsorshipX, also creating a delegate-friendly version for easy sharing.
The Impact
"Through their efforts, they didn’t just deliver content—they sparked genuine FOMO among our global followers. Their strategic lens ensured that every post aligned with our broader goals, while their creativity brought energy and excitement to our social presence. Thanks to their expertise, our engagement skyrocketed, making SponsorshipX a must-follow and must-attend experience!" - Mark Harrison, Founder, SponsorshipX
Sidekick’s timely and consistent content capture and live editing resulted a significant rise in their online community with a follower increase of over 32% in 14 months. Sidekick produced and published content at and between each event to maintain connection with their growing global community and ultimately support events registrations objectives.
In addition to growing their community, there was an overall increase in engagement from their community with over 70% of top performing content in the last year and a half being produced by Sidekick.
The real-time posts and behind-the-scenes content not only showcased the fun and insights from the event (and created FOMO) but also amplified SponsorshipX's reach and produced ever-green content to support ongoing growth of SponsorshipX.
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