From the Live Performance Venue Accelerator Program 2025
The panel, facilitated by Mick Gibb, CEO NTIA, comprised industry experts:
Naysla Edwards, VP Customer Marketing & Market Engagement, American Express
Ryan Anderson, Marketing Manager, Vanguard Luxury Brands
Oscar McMahon, Co-Founder, Young Henry’s Brewing.
Here are their Top 10 Tips when approaching brand partnerships:
1. Think long-term, not just one-off events
Brand partnerships aren’t just about a single night’s trade—they’re about creating a long-term relationship that benefits both parties. Oscar emphasised that the real value of brand activations comes from ongoing engagement with patrons and staff, building brand advocacy over time.
2. Engage brands proactively
Instead of waiting for brands to approach you, be proactive in seeking partnerships. Identify brands that align with your venue’s values and audience and pitch a clear and compelling opportunity. Consider how their customer base and culture align with a brand’s objectives.
3. Align with the right brands for your audience
Brand activations need to feel authentic. Oscar warned that mismatched partnerships (e.g., pairing an EDM-focused venue with a craft beer brand known for rock music) can feel forced and ineffective. Instead, seek out brands that genuinely fit your venue’s identity and patron demographics.
4. It’s not about just plastering logos everywhere
Ryan debunked a major misconception: brands don’t just want visibility—they want meaningful engagement. Successful activations focus on creating a great experience for patrons, not just covering a venue in corporate branding.
5. Understand what brands are looking for
To attract brand partners, venues need to demonstrate their value. Brands typically look for:
Audience demographics that match their target market
Opportunities to engage with patrons in an authentic way
The ability to showcase their product effectively (e.g., spirits brands wanting customers to try their products in cocktails)
Having data about your audience and engagement levels strengthens your pitch to potential brand partners.
6. Be flexible on commercial terms
Naysla highlighted that a good cost model for both a brand and the venue hosting an event, is to charge based on minimum food and beverage spend instead of a flat venue hire fee. Venue hire fees can be a significant cost which may preclude some brands from progressing with their plans, so this is a creative way of letting a brand use your space while driving significant guaranteed revenue for your business at the same time.
7. Think beyond the event-leverage pre and post engagement
The value of a brand partnership extends beyond the event itself. Oscar suggested looking at the full lifecycle of an activation, including:
Pre-event promotion (social media, EDMs, posters)
During-event engagement (on-site activations, giveaways)
Post-event follow-ups (recap posts, thank-you messages, continued engagement)
This multi-touchpoint approach helps brands maximise their ROI while keeping your patrons engaged.
8. Provide data and insights, not just numbers
Ryan pointed out that brands don’t just need raw numbers—they need insights into consumer behaviour. Instead of just sharing foot traffic stats, venues should highlight:
What patrons are drinking and eating
What music or events they respond to
What experiences resonate most with them
This kind of qualitative data makes a venue more valuable as a strategic brand partner.
9. Build strong relationships with staff and patrons
Brand activations aren’t just for customers—engaging your staff is just as crucial. Oscar noted that bartenders and floor staff are key influencers, as they can recommend products and promote activations organically. Brands that invest in staff training or incentives can create lasting brand loyalty within venues.
10. Be honest, communicate clearly, and deliver on promises
The foundation of any successful partnership is trust. Both Ryan and Oscar stressed the importance of:
Being transparent about goals and expectations
Having open and honest communication throughout the partnership
Following through on what was promised
This not only ensures a successful activation but also makes it more likely that brands will return for future collaborations.
Keen to connect with brands and partners?
Join the NTIA: ntia.org.au/membership/join/
Join Neon Marketplace: neonmarketplace.nsw.gov.au/sign-up
We acknowledge that we live and work on Aboriginal land and recognise the strength, resilience and capacity of First Nations Australians. We also acknowledge all of the traditional owners of the land in NSW, and pay respect to First Nations Elders, past and present.
