MD at Sound City. Income generation specialist. Mum of three
Liverpool
Joined March 2009
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I am absolutely over the moon 🌛 to be inducted into this year’s @MusicWeek Women in Music Roll of Honour 😍
It’s truly an honour to be recognised alongside so many incredible women and female identifying individuals 💛
I am so thankful 🙏 ✨💫
Looking forward to being in my second favourite UK city tomorrow where I went to uni doing a fast 15 minutes on income - including sponsorship, funding, memberships and more, excited to be in Leeds again
Vote for “Fix Festival Funding for Good” @sxsw panel picker 2026 - sign up to the SXSW website, only takes 10 seconds participate.sxsw.com/flow/sx…
I’m interviewing the man, the myth, the legend @johnrobb77 @SoundCity today, I’m so honoured
🎥 What no one tells you about festival sponsorship…
They’ll tell you sponsorship brings in money 💷, but here’s what they don’t tell you….🧵
👉 It’s not just about your event – Sponsors care more about your audience than your festival. Know your attendees: who they are, what they like, and how they engage.
💡 Sponsorship isn’t just about asking for money – it’s about real relationships. Get it right, and you could transform your festival’s finances.
Want practical steps to raise £20k+ in sponsorship and make your festival sustainable? DM me to learn more.
#FestivalTips
👉 Post-event reporting matters – If you can’t show sponsors the value you delivered (audience reach, engagement, results), don’t expect them to come back.
👉 Creativity trumps templates – Generic sponsorship packages rarely work. Tailor your proposals to each sponsor’s brand for a higher chance of success.
👉 Big brands aren’t always best – Small, local companies are often more invested in your community and your audience. Don’t overlook them.
👉It’s a partnership, not a transaction – The best deals benefit both sides. Think about how you can help the sponsor grow, not just fund your event.
Post 1:
Want to generate real money from festival sponsorship? Here are 5 mistakes you must avoid if you want to secure deals and build long-term sponsor relationships. A thread 🧵👇
1. Failing to understand your audience
Sponsors aren’t just buying into your event – they want access to your audience. If you can’t define who your audience is (demographics, behaviours, preferences), it’s game over. Data is king.
5. Neglecting post-event reporting
Sponsors expect proof of ROI. No detailed post-event report? No future deals. Share data on audience engagement, brand visibility, and results to show the value of their investment.
4. Overpromising and underdelivering
Broken promises = broken trust. Don’t promise more than you can deliver. Be honest about what you offer and make sure you exceed expectations to keep sponsors coming back.
3. Focusing only on cash sponsorship
It’s not always about cash. In-kind support (product donations, equipment, services) can save you serious money. Be open to creative sponsorship deals that benefit both parties.
2. Offering generic sponsorship packages
A “one-size-fits-all” approach doesn’t cut it. Sponsors need opportunities tailored to their objectives. Don’t just send pre-made packages – take time to customise offers that meet their specific goals.
Aside from ticket sales, how much extra income does your festival generate each year? And more importantly, how much do you think it could?
With rising costs and unpredictable consumer habits, cash flow can feel like a guessing game. Running a festival in 2025 is no small feat 🧵
I’ve learned this the hard way with my own events. I made mistakes along the way, but now, 16 years in, my festival is supported by multiple income streams.
I’ve developed a system that works – and you can copy it to generate cash for your festival too.