Client Success Story
Connect Marketplace: Sponsorship That Fuels Sustainability
At Connect Marketplace, hosted by Informa Connect, sustainability isn’t just a talking point—it’s a commitment in action. Informa’s FasterForward pledge aims to become a zero-waste and net-zero carbon business by 2030. Eliminating single-use waste at events is a central part of that vision, and Fill it Forward is proud to be a partner in helping make it a reality.
Together, we are proving that events can change the world. By integrating sustainability directly into the attendee experience, Connect Marketplace is setting a new standard for what it means to host responsible, future-focused events.
Bringing Sustainability to Life at Registration
Every year, Connect Marketplace brings together thousands of event professionals, destinations, and suppliers. From the moment attendees arrive, they’re invited to take part in something bigger than the event itself.
As part of the registration process, attendees are reminded to bring their own reusable bottles. For those who forget or want to join the movement, Fill it Forward provides a reusable bottle tied to a sustainability pledge. Attendees signed the pledge on our “Events Can Change the World” backdrop wall, to receive their bottle, making a conscious commitment to reducing single-use plastics.
This small but meaningful action transforms the registration desk into the first step of a sustainability journey. Instead of receiving a disposable welcome item, attendees walk away with a reusable bottle they can use not only during the event but long after it ends. It’s a tangible reminder that sustainability doesn’t stop when the conference closes.
“Sustainability is core to our mission, and this partnership brought that to life in such a meaningful way. By incorporating the reusable Cupanion bottles as part of our hydration sponsorship, we weren’t just reducing single-use waste—we were creating a shared moment where every attendee felt part of the solution.”
Alex Conwell,
Regional VP at BizBash | Connect
The Power of Hydration Sponsorship
Connect Marketplace included hydration sponsorship as part of its official event prospectus—giving brands and destinations the chance to align themselves directly with sustainability in a way attendees could see, touch, and experience.
At the most recent Connect Marketplace, Visit New York stepped in as the hydration sponsor. Their logo appeared on every reusable bottle and on signage at refill stations throughout the convention center. Attendees saw the sponsor’s support every time they filled up their bottle—a subtle but powerful reinforcement of Visit New York’s commitment to responsible tourism and sustainable practices.
The sponsorship goes beyond brand visibility. It was an opportunity to connect their destination’s values with the values of attendees and show them that they care about protecting communities, supporting the environment, and building a more sustainable future for travel and events.
Impact That Scales Across Events
This partnership is more than a one-off activation. Fill it Forward is supporting several more Informa events in 2025-2026, engaging thousands of event attendees. Each reuse adds up, and together these efforts are on track to prevent tens of thousands of single-use bottles from entering our landfills and oceans.
But the impact doesn’t stop there. Every time an attendee scans their bottle using the Fill it Forward app, it unlocks a donation to a global giving project, such as clean water infrastructure or food security programs. That means every refill is not only reducing waste but also creating ripple effects of positive change in communities around the world.
It’s a cycle of impact = less waste, more giving, stronger alignment between events and sustainability goals.
A Model for Events of All Sizes
The success at Connect Marketplace is a blueprint for how sponsorship can fuel sustainable change. By embedding sustainability directly into the registration process and pairing it with sponsor, Connect Marketplace has shown that everyone benefits:
Attendees receive a meaningful, useful gift that helps them live their values.
Sponsors like Visit New York gain powerful, authentic brand alignment with sustainability.
Event organizers deliver on their pledge to eliminate single-use waste while enhancing the attendee experience.
Communities and the planet see the long-term benefit of waste reduction and global giving.
As Connect continues to embed sustainability into the DNA of its events, the hydration sponsorship stands as a shining example of how collaboration can drive measurable, lasting impact. It demonstrates that when event planners, sponsors, and attendees come together around a shared mission, sustainability is not just possible—it becomes the hallmark of a truly world-changing event.
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