Syndicated Event Report: Fair & Festival Sponsorship Benchmarks

Are Your Fair & Festival Sponsorships Delivering Real ROI?

Sponsoring fairs and festivals is a big investment. But if you can’t measure success, how do you know it’s worth it?

Without clear benchmarks, sponsorship teams struggle to prove value, optimize spending, and justify budgets.

This Fair & Festival Sponsorship Benchmark Report gives you the data you need to:

Compare your sponsorship performance to industry leaders.
Justify your sponsorship budget with real data.
Optimize future event investments for higher ROI.

Download the Free Sample Report Now

Get the Right Report for Where You Are in the Journey

Not every sponsorship team needs the full playbook; yet. That’s why we’ve made it easy to start with a free sample, dive deeper with an executive summary, or go all-in with the full strategic report.

No matter where you are, this benchmark data helps you stop guessing and start making sponsorship decisions with confidence.

Choose the level of detail that fits your needs today – and upgrade anytime.

	Free Download	★ Recommended Executive Summary	Full Strategic Report
OVERVIEW
● Full Report Overview ? A high-level walkthrough of what’s included — from benchmarks to strategic frameworks — so you know exactly what you’re getting.	✔	✔	✔
● Use Case Scenarios ? Real-world examples of how sponsorship teams use this data to justify spend, secure buy-in, and optimize results.	✔	✔	✔
● Industry Benchmarks ? Access national performance benchmarks across spend, engagement, ROI, and targeting — segmented by event type and category.	Select Data	Key Metrics	Detailed & Segmented
STRATEGIC INSIGHTS
● Data-Driven Design ? Frameworks and examples for building campaigns around what actually works — based on the data.	❌	Summary	Detailed & Segmented
● Consumer Targeting ? Event patron insights that show who engages and how to reach them at live events.	❌	Summary	Detailed & Segmented
● Marketing Impact ? Understand how your campaigns is affected by brand awareness, and the anticipated impact on consumer advocacy and future purchase — with proven benchmarks.	❌	Summary	Detailed & Segmented
● Budget Benchmarks ? Compare your spend against top brands across categories, event types, and market tiers.	❌	Summary	Detailed & Segmented
● Campaign Value/ ROI ? See how your sponsorship returns compare across spend, engagement, and cost-per-interaction. Or project returns based on historical sponsorships.	❌	Summary	Detailed & Segmented
SUPPORT & DATA ACCESS
● Analyst Support ? Get one-on-one guidance from a PortMA analyst to apply the insights directly to your sponsorship strategy.	❌	❌	✔
● Raw Data Download ? Access the full de-identified dataset for custom analysis and internal reporting — ideal for analysts and data teams.	❌	❌	Add-on *
		$695 $695 Future Credit Included** PURCHASE	$1,295 $1,295 Future Credit Included** PURCHASE

* Want the data behind the report? You can purchase the full raw survey dataset for an additional $2,605

** Includes credit toward any future report or upgrade

Not quite ready to purchase?

Download the free sample report to preview the data and explore the benchmarks risk-free.

A Clear Plan for Proving Sponsorship Success

Step 1: Download the Report

Get instant access to high-level benchmarks and explore what’s possible with data-driven ~~sponsorship~~ planning.

Step 2: Choose Your Report

Select the Executive Summary or Full Report to unlock deeper insights, ROI modeling, and full campaign performance breakdowns. Every dollar you spend becomes credit toward future purchases. That means you can explore other industry reports, upgrade when ready, or access updates at no additional cost.

Step 3: Apply Insights with Expert Guidance

Your purchase of the full report purchase includes up to 3 hours of direct one-one-one support with an account manager to help you put the data into action.

What’s Inside: The Sponsorship Benchmarks You Need

Most sponsorship teams guess at their impact. But you don’t have to. This report gives you hard numbers, including:

ROI by venue and region
Cost per interaction benchmarks
Demographic targeting performance
Purchase intent and advocacy lift
Engagement volume and efficiency by event type

Industry Data You Can’t Get Anywhere Else:

6,225 Event Days – Across top fairs and festivals.
41,437 Consumer Exit Interviews – Real audience insights.
3.67M Consumer Interactions – See how engagement compares.
4.08M Product Samples Distributed – Benchmark sampling effectiveness.
$17.7M in Sponsorship Spend Analyzed – Compare your event budgets.
23.4M Estimated Event Attendance – Understand your potential reach.

Use this report to make smarter, data-backed sponsorship decisions. The full, industry-exclusive, strategic report is available for $1,295, less than the cost of a single event sponsorship mistake.

Start Using Industry Benchmarks Today

This Report Helps You Avoid Common Sponsorship Pitfalls

Many brands waste sponsorship dollars because they:

Invest in the wrong events – Without data, they choose sponsorships that don’t reach the right audience.

Struggle to prove value to stakeholders – Without clear benchmarks, budgets shrink and sponsorships get cut.

Fail to optimize activations – They don’t track key engagement metrics, leaving money on the table.

The Fair & Festival Sponsorship Benchmark Report helps you avoid these mistakes and make sponsorship decisions with confidence.

Your Executive Summary Pays for Itself

Buy Once. Save Later. Upgrade Anytime.

When you purchase the Executive Summary, you’ll receive an exclusive coupon code that can be applied toward any future purchase — including:

A second Executive Summary from a different industry (essentially a 2-for-1)
A future edition of this report when it’s updated (usually every 1–2 years)
The Full Report — making the upgrade cost even less than what you’ve already paid

This lets you get started with zero pressure. If and when you’re ready for more depth, you’ve already locked in your discount.

Buy with confidence. Your investment carries forward.

What Other Sponsorship Teams are Saying

“PortMA understands how to analyze the true value of experiential marketing.”

Matt Sincaglia, VP, Strategy & Analytics at RedPeg Marketing

“Since our agency opened for business back in 2008, we’ve understood how important it is to measure the effectiveness of our programs – that’s why we’ve turned to PortMA.”

Jeff Snyder, Chief Inspiration Officer at Inspira Marketing Group

“Great communication, always prompt with timeliness, super helpful + knowledgeable, information/data provided is clear and concise and the team is always willing to walk through it with you!“

Alexandra Eischen, Connections Planning Specialist at fairlife, LLC

Get Instant Access to the Full Report

You Have a Choice: Keep Guessing or Start Optimizing

Option 1: Keep making sponsorship decisions without data—and risk wasting budget.
Option 2: Get industry benchmarks, apply proven insights, and make sponsorships a powerful revenue driver.

Benchmark your performance.
Justify your sponsorship budget.
Optimize future events for better results.

Most brands spend $50,000+ on event sponsorships each year. For just $695, you can make sure every dollar is spent effectively. How much would it cost to keep guessing? Invest in data that drives results.

Download the Fair & Festival Sponsorship Benchmark Report Now

Frequently Asked Questions

Q: What’s the difference between the Executive Summary and Full Report?

A: The Executive Summary includes high-level benchmarks and insights for the fairs and festivals category as a whole. It's ideal for planning and stakeholder conversations.

The Full Report goes deeper with segmented data by industry, region, age or generation, gender, and parental status. It also includes ROI modeling tools and 3 hours of expert support to help you apply the insights directly to your campaigns.

Q: Can I upgrade later if I start with the Executive Summary?

A: Yes! When you buy the Executive Summary, you’ll receive a $695 credit to apply to any future purchase — including the Full Report. That means you only pay the difference if you decide to upgrade.

Q: If I buy the Full Report or Raw Data, can I use that as credit later?

A: Yes. The full price of your purchase becomes a credit for future reports, industries, or upgrades. If you buy the Full Report ($1,295), you get a $1,295 coupon. If you include the Raw Data Add-On ($2,605), your total credit increases to $3,900. Your investment carries forward.

Q: Can I use the credit for other reports too?

A: Absolutely. Your $695, $1,295, or $3,900 credit can also be applied toward another report in a different industry — or used when the report is updated in the future (usually every 1–2 years). Your investment rolls forward.

Q: How current is the data in this report?

A: The report is based on over 1.27 million consumer interactions across 680+ event days. Benchmarks are updated every 12–24 months to ensure ongoing relevance. If you're purchasing close to an update, you'll be notified when the next edition is released — and you can use your credit toward it.

Q: What types of organizations use this data?

A: This report is trusted by experiential agencies, brand managers, and sponsorship teams across CPG, beverage, finance, and more. It’s designed for professionals who need to justify spend, win buy-in, and optimize event ROI.

Q: What if I need help interpreting the data?

A: If you purchase the Full Report, you’ll receive up to 3 hours of one-on-one support with a PortMA analyst. We’ll help you build models, answer questions, or tailor the data to your specific strategy. Executive Summary purchasers can also contact us to schedule additional support as needed.

REACH

Table of Contents

Index of Tables

Table 1 – Interactions per Activation Hour
Table 2 – Interactions per Event Day
Table 3 – Cost per Interaction
Table 4 – Sampling/ Interaction Type
Table 5 – Interaction Benchmarks by Venue Type/ Industry Category
Table 6 – Cost per Event Day
Table 7 – Cost per Event Day Benchmarks by Venue Type/ Industry Category (where available)
Table 8 – Gender Prevalence Overall
Table 9 – Gender Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 10 – Gender Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 11 – Age/ Generation Prevalence Overall
Table 12 – Age/ Generation Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 13 – Age/ Generation Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 14 – Parental Status Prevalence Overall
Table 15 – Parental Status Prevalence Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 16 – Parental Status Prevalence Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 17 – Consumer Brand Awareness Overall
Table 18 – Consumer Brand Awareness Benchmarks by Gender
Table 19 – Consumer Brand Awareness Benchmarks by Generation
Table 20 – Consumer Brand Awareness Benchmarks by Parental Status
Table 21 – Consumer Brand Awareness Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 22 – Consumer Brand Awareness Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 23 – Consumer Recommend Intent/ Advocacy Overall
Table 24 – Consumer Recommend Intent/ Advocacy Benchmarks by Gender
Table 25 – Consumer Recommend Intent/ Advocacy Benchmarks by Generation
Table 26 – Consumer Recommend Intent/ Advocacy Benchmarks by Parental Status
Table 27 – Consumer Recommend Intent/ Advocacy Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 28 – Consumer Recommend Intent/ Advocacy Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 29 – Consumer Purchase Intent Overall
Table 30 – Consumer Loyalty Benchmarks by Gender
Table 31 – Consumer Purchase Intent Benchmarks by Generation
Table 32 – Consumer Purchase Intent Benchmarks by Parental Status
Table 33 – Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 34 – Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 35 – Current Customers/ Buyers Purchase Intent Benchmarks by Gender
Table 36 – Current Customers/ Buyers Purchase Intent Benchmarks by Generation
Table 37 – Current Customers/ Buyers Purchase Intent Benchmarks by Parental Status
Table 38 – Current Customers/ Buyers Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 39 – Current Customers/ Buyers Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 40 – Win-Back Consumers Purchase Intent Benchmarks by Gender
Table 41 – Win-Back Consumers Purchase Intent Benchmarks by Generation
Table 42 – Win-Back Consumers Purchase Intent Benchmarks by Parental Status
Table 43 – Win-Back Consumer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 44 – Win-Back Consumers Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 45 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Gender
Table 46 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Generation
Table 47 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Parental Status
Table 48 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Venue Type/ Industry Category (1 of 2)
Table 49 – Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Venue Type/ Industry Category (2 of 2)
Table 50 – Sample Impression Benchmark Values by Media Channel
Table 51 – Word-of-Mouth Averages: People Told
Table 52 – Sample Experiential Revenue Model
Table 53 – Metrics Required for Experiential ROI Modeling
Table 54 – Derived Return-on-Investment (ROI) Benchmarks
Table 55 – Derived ROI Variation by Product Price and Event Budget
Table 56 – Derived ROI Benchmarks by Venue Type/ Industry Category (1 of 2; where available)
Table 57 – Derived ROI Benchmarks by Venue Type/ Industry Category (2 of 2; where available)
Table 58 – Direct ROI Benchmarks Overall
Table 59 – Direct ROI Benchmarks by Venue Type/ Industry Category (where available)
Table 60 – Full Database Overview: Generation Exit Interview Counts by Gender
Table 61 – Full Database Overview: Parental Status Exit Interview Counts by Gender
Table 62 – Full Database Overview: Industry and Venue Classification Counts
Table 63 – Full Database Overview: Consumer Interview Counts by Geographic Region and State

Introduction to This Report

Using Benchmarks to Build Best-in-Class Experiential Marketing Campaigns

Experiential Measurement Best Practices – The Theory

Metrics And Definitions For This Report

Event Marketing Reach

Event Marketing Impact

Event Marketing Return-on-Investment

Appendix

Full Report Screen Shots (Click to Expand)