IMEX America 2025 Recap:
The Perfect Mix of Services + Rethinking Sponsorship Sales
This year marked Nth Degree’s first time exhibiting at IMEX America in Las Vegas, and it was a big one. Between packed days of productive meetings, connecting with partners across the global events industry, and helping booth visitors discover the perfect mix of our services (and jellybeans), we also took the stage for our session, “Rethinking Sponsorship Sales.”
Led by Karen Daniele (Nth Degree), Amy Hitchcock (RSAC Conference), and Sara Taylor (Viticus Group), the session explored how sponsorships have evolved from banners and booths to full-blown experiences that attendees actually remember. Here are some of the key takeaways:
- Creativity Wins (as Long as It’s True to the Event)
The most successful sponsorship teams embrace a “try anything once” mindset. If a sponsor comes with an unconventional idea that doesn’t compromise event integrity — go for it. That openness leads to stronger long-term relationships and standout activations that attendees talk about long after the show ends.
- Experiences Drive Real Revenue
Traditional branding is giving way to immersive, experience-based sponsorships, and the ROI speaks for itself. Sara shared how moving to unique venues like the Swingers space at Mandalay Bay doubled sponsor revenue in its first year. The lesson: sponsors will pay more for memorable experiences that capture attendees’ attention.
- Innovation Comes with Risk and Reward
Creating experiential sponsorships takes upfront investment and careful risk management. It starts small — pilot programs, partnerships with venues and cities, securing the right spaces early — but the payoff is worth it. Flexibility and collaboration are key to bringing these ideas to life.
- Treat Sponsors as Partners, Not Customers
The most effective sponsorship programs are built on trust and collaboration. Sponsors aren’t just buying visibility; they’re co-creating experiences. When sponsors feel like true partners in success, it shows in the quality and longevity of the relationship.
- Focus on Attendees First
Modern sponsorship success hinges on understanding what attendees want, not just what sponsors want to promote. Whether it’s tattoos on the show floor, puppy parks, or interactive lounges, it’s all about creating emotional connections that outlast the event itself.
- Measure What Matters
Sponsorship ROI isn’t one-size-fits-all. Organizers aim for engagement and lead generation, but the real value lies in how activations create emotional connections and elevate the brand experience. Profit follows when sponsors, organizers, and attendees all win.
IMEX America was the perfect stage to share these insights and connect with forward-thinking industry leaders. And it was a chance to showcase how we’re helping clients push boundaries and reimagine what’s possible both on and off the show floor.
See you next year in Las Vegas.
P.S. We teamed up with Event Marketer and put together an on-demand webinar on this topic as well. Tune in here!