From breakout unicorns like Lovable (valued at $4B) and n8n (which jumped from $1.5B to $2.3B in just one month) to pivoting incumbents like Sage and Adyen – the European market is at the forefront of rapid change in the AI and SaaS industry. Add US companies making the journey across the Atlantic, and you’ve got a market that’s buzzing with opportunity.
Together, the European AI and SaaS markets are exploding: SaaS hit $95B in 2024 and AI $66B), making Europe an exciting place to play.
At the same time, in-person connections have become a key differentiator as online communications become increasingly AI-generated. This trend has pushed events to the top of marketing strategies as companies look for new ways to cut through the noise.
The result of these market shifts is a booming SaaS and AI events scene in Europe.
For founders and leaders looking to deploy budget and get the best ROI, it can be hard to know where to spend those dollars (or euros).
We’ve been in the SaaS events space for over 10 years – building our own events and watching the space evolve.
In this post, we’ll take you through the events that are most likely to deliver real results, how to figure out which is right for your goals, and share our top tips for maximising your sponsorship ROI.
Why sponsor events?
We get it – budgets are tight and events can feel like a risky expense that’s hard to attribute to actual revenue. But the predictions are clear: in the AI era, in-person connections are key.
Here’s why:
- AI noise is only getting louder
Despite dominating headlines for almost three years, we’re still early in the AI hype cycle. Hot takes, rage bait, and AI slop are getting worse before they get better. People are also getting savvy to AI personalisation too as Jen Igartua explained at SaaStock USA: “In the past, if you emailed me and mentioned my college, I’d think ‘wow, you know me’. Now, you’re getting deleted.”
- Buying patterns are shifting
Nearly 60% of Google searches end without a click and conversational searches in LLMs are growing too. If people don’t land on your website, traditional lead capture breaks down. You need new ways to reach prospects.
By sponsoring the right events, you can overcome these challenges, fast-track deals, and build relationships. Depending on the event, there will be a number of ways to do this, including:
- Pipeline expansion and revenue: Get face-to-face with decision-makers actively looking for solutions like yours.
- Brand awareness and thought leadership: Position yourself as an industry expert through speaking and content opportunities
- Customer relationships and feedback: Deepen existing relationships and gather real-time product insights.
- Networking and making new connections: Find the people and companies that can help accelerate growth beyond what you can do alone.
- Market intelligence: Experience the competitive landscape, new tech, pricing trends, and customer pain points firsthand.
Event sponsorship criteria: Choosing where to show up
Before you commit your budget, get clear on what you’re trying to achieve. Is it pipeline generation? Brand building? Meeting investors? Upskilling your team?
Maybe it’s two or three of these.
Whatever the objective, evaluate events to determine which will help you to achieve it.
Use this criteria as a guide:
Event audience:
Who are you looking to meet, and does the event have a good track record of getting them in the room? Most organisers should give you a breakdown of past audiences.
Key things to consider:
- ICP Alignment: How closely does the typical attendee match your ideal customer profile?
- Decision-makers: Can attendees actually buy your product, invest in your company, or lead partnership processes?
- Company stage: Are you targeting startups, scale-ups, or enterprise customers?
- Geographic focus: Can you serve this audience? Do you have customers or prospects in the region that you could meet?
Sponsorship opportunities
Do the options for sponsorship align with your goals? If you want solid leads or deals, a booth at the back of an expo hall might not cut it.
Look for:
- Brand visibility: Logo placement, branded spaces, pitching opportunities.
- Structured networking: Facilitated meetings, matchmaking programs, and interactive content.
- Content & thought leadership: Speaking slots, roundtable discussions, podcast recordings, onsite press and media.
- Engagement formats: Demo zones, meeting areas, activations.
- Side Events: Hosted dinners, networking receptions, other experiences.
ROI measurement opportunities
Check the event’s track record. Have similar companies sponsored before? Check the website for Sponsor testimonials and see what others have achieved.
In the sales process, ask about:
- Lead tracking: Does the event provide technology for organising, capturing, and tracking interactions?
- Post-event support: What follow-up programmes and data sharing does the organiser provide?
- Long-term relationship building: Are there other events throughout the year or community benefits beyond the event itself?
Event location
Events are a chance to lift your head and experience somewhere new. As well as the logistical side of attending an event, consider what else the location has to offer.
Think about:
- Travel and logistics: Can your team easily get there? What are the accommodation and travel costs?
- Market relevance: Does the location align with your expansion or customer base priorities?
- Networking opportunities: Are there additional business opportunities in that city or region?
- The energy: The best events are in places bursting with energy outside of the conference. Are there things to see, great food, or new experiences to try?
Eight top European SaaS and AI conferences to sponsor
1. SaaStock Europe
When: October 14-15, 2025
Where: Royal Dublin Society, Dublin
Audience Breakdown:
- 4,500+ attendees from SaaS, AI, Fintech, and Professional Services
- 50% Founder & C-Suite executives
- 28% VP/Director/Head of level
- 10% Investors and VCs
- 12% Other
Best for: Early and growth stage SaaS and AI founders and their leadership teams seeking strategic partnerships, pipeline generation, and investment opportunities.
Why sponsor?
SaaStock Europe is the world’s largest AI and SaaS meetings event. Our new Meetup programme will facilitate 15,000 meetings over two days. It is your fastest route to AI and SaaS decision makers. Turn meetings into customers, build your pipeline and accelerate revenue growth.
Key opportunities:
- Pipeline generation: Our new meetings programme allows Sponsors to buy Hosted Meeting packages, connecting you with vetted Founders, C-Suite leaders and senior decision makers who are ready to meet you. Pay only for confirmed meetings with qualified prospects. No wasted spend. No risk. Just predictable growth.
- Brand visibility: Position yourself among Europe’s most active SaaS and AI buyers with opportunities across signage, digital promotion, event branding, and exhibition space.
- Thought leadership & credibility: Establish your authority through speaking slots, workshops, and our ‘Tabletalks’ roundtable programme.
- Targeted experiences: Host VIP dinners, invite-only product previews, or private networking sessions.
Over 90% of sponsorship for this year’s SaaStock Europe is already sold out. Get in touch today to secure one of the last remaining packages.
2. SaaSiest
When: 1-2 October, 4 February, 5-6 May
Where: Amsterdam, London, Malmö
Best for: SaaS professionals seeking tactical insights and peer learning.
Why sponsor? SaaSiest events bring together between 750 and 1000 founders, CEOs, and executives to share experiences and best practices. According to their website, event sponsors have the opportunity to establish brand awareness, associate with key thought leaders, strengthen employment branding, and support the SaaSiest Community.
3. SaaStr London
When: 2-3 December
Where: London
Best for: AI-First founders, B2B executives, and VCs with a focus on AI applications.
Why sponsor? Formerly SaaStr Europa, SaaStr London leverages SaaStr’s global community and content-driven approach, adapted with an AI focus for the European market. According to their website, SaaStr offers a range of sponsorship packages and exhibit opportunities to fit any budget.
4. SaaS Summit Benelux
When: 4 November
Where: Amsterdam
Best for: SaaS founders and management teams in the Benelux looking to learn and connect.
Why sponsor? SaaS Summit Benelux is a full-day curated event for SaaS leaders and investors. Promising learning and peer-to-peer contact, this event offers exhibiting, speaking, workshop hosting, and media opportunities for its sponsors.
5. WebSummit
When: 10-13 November
Where: Lisbon
Best for: CEOs, founders, investors, media, and politicians looking to connect with and learn from others in the tech industry.
Why sponsor? WebSummit is one of the world’s largest technology events (70,000 attendees). Partners are promised the chance to get in front of a global tech and investment audience, establish authority in the tech space, and stay abreast of new technologies.
6. Cloud and AI Infrastructure Expo Paris
When: 5-6 November
Where: Paris
Best for: SaaS and AI companies selling to enterprise IT and infrastructure buyers.
Why sponsor? This event’s technical focus attracts IT decision-makers and technical evaluators looking for infrastructure solutions and cloud services. According to the website, sponsors and exhibitors can: connect with decision-makers, take part in VIP events, and generate leads through matchmaking programmes.
7. World Summit AI
When: 8-9 October
Where: Amsterdam
Best for: AI-focused companies targeting AI early adopters.
Why sponsor? World AI Summit brings together AI early adopters from startups to FTSE 100 and large global enterprises. Sponsorship opportunities include exhibition space, branding and thought leadership, networking events, and workshops.
8. Big Data and AI World London
When: 4-5 March
Where: London
Best for: Data and AI companies targeting the UK and European markets.
Why sponsor? Part of The London Tech Show, Big Data and AI World attracts technology professionals and leaders looking to discover new tech and innovation. Sponsors are invited to share their experience in cloud, cyber security, and AI through networking, exhibition space, and demonstrations.
How to maximise sponsorship ROI
Being in the room with your ICP, your brand on display, and a demo at hand is a great start but there are other things you can do to get the most out of your sponsorship.
Here are our top tips:
- Do some of the work up front*: Take a look at who’s attending, who’s speaking and get meetings booked in advance. This could be prospects, opportunities in the pipeline, customers or investors.
*With SaaStock, this work is done for you through our AI-powered app.
- Be ready to work the room: Don’t just attend the event, use these top networking tips and arrive ready to share, learn, and build a network.
- Brief your team and align on the goal: Make sure everyone attending is clear on the goal. Train them on your lead generation practices, encourage them to network and approach people, rather than waiting for people to approach them.
- Follow up after the event: Whether it’s booking a meeting, nurturing leads with relevant content, or getting a coffee in with one of your peers, don’t let those connections go cold.
SaaStock Europe: Your fastest route to AI and SaaS buyers
We’ve spent ten years working with Sponsors to make sure our events deliver impactful return on investment.
This year, we’ve added brand new sponsorship opportunities that will move your business forward.
- Hosted meetings: Pitch your products to qualified AI and SaaS Founders & C-Suite who have expressed an interest in meeting you. Hosted Meetings are pay-for-performance, so there’s no risk!
- Tabletalks: Get in front of a targeted group of attendees in a thought leadership context around timely and meaningful topics.
- Exhibition hall: A booth on the showfloor acts as a hub for conversations and a place to meet your prospects.
- Brand awareness: Get your brand in front of 1000’s of attendees and forge deep, long-lasting connections with customers, prospects, peers, and investors.
- Thought leadership: Sponsorship that gives you a platform to share insights and perspectives that captivate and inspire, fostering credibility and trust among your audience.
Over 90% of Sponsorship has already sold out! Get in touch with our team today.
