Sponsorships can be a powerful way for law firms to build visibility, connect with target audiences and strengthen client and industry relationships. To ensure that each opportunity delivers a strong return, firms need a clear process to evaluate the event, audience, deliverables and overall value before making an investment. This checklist provides a structured approach to assess sponsorship opportunities, compare costs with benefits and plan for follow-up so that every sponsorship supports broader business development goals.

Event Overview

•  Event name, date(s), and location.
•  Host organization and industry relevance to firm’s practice areas.
•  Event format (in-person, virtual, hybrid).
•  Audience type (in-house counsel, executives, industry leaders, referral sources, peers).
•  Alignment with firm’s strategic goals and target markets.

Audience & Past Performance

•  Request historical attendee lists or demographics.
•  Evaluate quality and seniority of attendees from past years.
•  Confirm geographic reach of the event audience.
•  Compare past attendance data with the firm’s client/prospect targets.
•  Identify competitors’ presence at the event.

Sponsorship Deliverables

• Speaking opportunities included? If so:
  • Topic approval process.
  • Ability to propose firm attorneys as panelists or moderators.
  • Opportunity to submit speaker bios.
• Booth or exhibit space included?
  • Booth size and location on floor plan.
  • Electricity, internet, and furniture provided or extra cost.
  • Who from the firm will staff the booth (attorneys, BD/marketing staff)?
•  Opportunity to give branded giveaways?
•  Inclusion in conference materials (logo placement, program ad, website link).

Marketing & Lead Generation Opportunities

•  Access to press list before, during or after the event.
•  Inclusion in event press releases or media coverage.
•  Ability to send a direct email to attendees (pre-event and/or post-event).
•  Social media promotion by the event organizer (tags, shares, or featured posts).
•  Listing in event mobile app or attendee portal.

Add-On Opportunities

•  Additional sponsorship tiers or packages available.
•  Option to sponsor receptions, meals or networking sessions for higher visibility.
•  Exclusive VIP or speaker receptions for relationship building.
•  Advertisement in program guide or digital app.
•  Branded materials in attendee gift bags.

Cost Analysis

•  Base sponsorship fee: $____
•  Additional add-ons cost: $____
•  Travel and lodging for attorneys/staff: $____
•  Booth shipping/setup costs: $____
•  Giveaways production cost: $____
•  Total projected investment: $____
• Division of cost:
  • Firm marketing budget.
  • Specific practice group budget.
  • Client team budget.

Staffing & Logistics

•  Identify attorneys and staff attending.
•  Confirm booth staffing schedule.
•  Arrange shipping for booth materials and giveaways.
• Assign point person for:
  • Event logistics.
  • Booth setup/teardown.
  • Tracking leads collected.

Post-Event Follow-Up Plan

•  Process leads from booth or attendee list within 48 hours.
•  Send thank-you emails or LinkedIn connection requests to contacts met.
•  Share event recap internally with key takeaways.
•  Track business development opportunities generated from the sponsorship.