Events are where B2B deals are made and industries debate their future. But most sponsorship strategies start the week before the event and finish the day after. Having worked on StartCon, Cannes Lions, Mumbrella360, and SxSW, Liam Fitzpatrick shares the content and comms playbook that extends your sponsorship ROI well beyond the logo on a pull-up banner.

A CEO arrived early. She confidently outlined the state of her sector without pause, hitting every cue, as a relatable and articulate spokesperson. The kind journalists don’t think twice about calling first. Before our next meeting, I searched her name. The results were thin. This is the executive profiling problem. And it's far more common than most senior leaders would care to admit.

Oscar Munoz was named Communicator of the Year weeks before United Airlines became the most talked-about brand on the planet — for entirely the wrong reasons. The crisis wasn't inevitable. The response was the problem.