Sometimes it pays to ‘think small’

Don't always try to sell the "Big Guys." More and more smaller companies and smaller brands are activating sponsorship as they recognize the value of reaching their customers at the grassroots level.

Keep in mind, too, that smaller companies can often move faster on a decision to participate and are interested in smaller, community-based opportunities to build brand loyalty and awareness and keep their sponsorship costs at a level they can afford.