The power of exposure

When it comes to attracting sponsorship, media exposure is everything. Brands don’t just invest in events—they invest in audiences. The more people see, hear about, and engage with your event, the more valuable it becomes to sponsors.

Wrexham Football Club offers a striking example. Last year, despite playing in League One -the third tier of English football—Wrexham reportedly generated around £30 million in sponsorship revenue. That’s seven times more than many clubs in the Championship, a full division higher. How? It’s not about the football alone. Clubs like Wycombe and Rotherham played the same fixtures in front of similar crowds. What set Wrexham apart is visibility: they benefitted from the ownership by Ryan Reynolds and Rob McElhenney, and global exposure through the Welcome to Wrexham TV series on Disney+.

This kind of media presence creates global attention, fan engagement, and ultimately eyeballs - the key currencies in sponsorship. For events and festivals, the same principle applies. It’s not just about the product; it’s about the platform. The more visible and talked-about your event is, the more attractive it becomes to brands looking for reach, relevance, and return on investment.

In short: visibility equals value