A Sponsorship Playbook for Visit San Antonio's Event Calendar

Client Challenge

Visit San Antonio operates one of the country's busiest tourism event calendars, producing more than 30 annual events across downtown San Antonio that drew over 2.1 million attendees in 2024. To strengthen its corporate partnership program and package these assets for sponsors and potential naming rights partners, Visit San Antonio needed an independent fair market valuation grounded in comparable deals, real attendance data and a defensible methodology.

Approach

Victus Advisors conducted sponsorship and naming rights planning and valuation services covering Visit San Antonio's full event portfolio. The work included demographic and reach analysis for the San Antonio market, comparable deal benchmarking, a detailed sponsorship asset inventory for each event and event series and fair market valuation of both tangible and intangible benefits. Victus also developed a potential partner analysis across the San Antonio market, the broader Texas market and the Mexican market to identify prospective sponsors and naming rights partners.

Benefits to Client

The valuation equipped Visit San Antonio with a defensible, asset-level pricing roadmap for its entire 2025 event slate — from standalone events to multi-event series packaged together for greater sponsor appeal. Victus priced each sponsorship opportunity, surfaced recommendations for maximizing partnership value (including custom social campaigns, email activations and premium hospitality) and identified a target list of corporate partners across the San Antonio and Mexican markets. These findings positioned Visit San Antonio to pursue new and renewed sponsorships with clearer pricing, packaging logic and prospect targeting.