SonicWall, a global leader in cybersecurity solutions, has leveraged its sponsorship of IT Nation over the past three years to deepen its engagement with Managed Service Providers (MSPs) and elevate its brand presence across the US. 

Bryan Holleman, Lead Channel Account Manager at SonicWall, shared how IT Nation sponsorship has been a cornerstone of the company’s outreach strategy, enabling high-quality interactions and long-term industry relationships.

Sponsorship as a Gateway to Meaningful MSP Engagement

IT Nation hosts premier conferences that bring together MSPs, vendors, and thought leaders for collaboration, education, and innovation. For SonicWall, the event offers a unique opportunity to connect with a diverse and influential audience. Sponsorship has allowed SonicWall to stand out among vendors, ensuring consistent visibility and access to key decision-makers in the MSP space.

“The sponsorship gave us a front-row seat to the most important conversations happening in the MSP space,” said Holleman, SonicWall representative. “It’s not just about visibility—it’s about being part of the dialogue.”

Building Trust Through Visibility

By sponsoring IT Nation, SonicWall gained premium positioning at the industry’s most respected events. The sponsorship enabled the company to engage directly with MSPs from across the country, facilitating high-quality conversations and fostering trust. Holleman emphasized that the event’s structure and scale allowed SonicWall to maximize traffic while maintaining depth in interactions—something rarely achieved at other conferences.

“The quality of conversations we had at this event was unmatched,” added Holleman. “It’s clear that ConnectWise is committed to the MSP community.”

Sponsorship also fostered camaraderie among vendors, creating opportunities for collaboration and shared learning. SonicWall’s presence as a sponsor signaled its commitment to the MSP community and reinforced its role as a cybersecurity thought leader.

Driving Growth, Reach, and Relationships

SonicWall’s sponsorship of IT Nation has delivered measurable benefits:

• Expanded National Reach: Sponsorship facilitated engagement with MSPs from diverse regions, extending SonicWall’s influence beyond its core markets.
• Enhanced Brand Credibility: As a sponsor, SonicWall was recognized as a key player in the cybersecurity ecosystem, strengthening its reputation and visibility.
• Stronger Industry Relationships: Sponsorship enabled deeper connections with both MSPs and fellow vendors, fostering long-term partnerships and collaborative opportunities.

Holleman noted that while the decision to sponsor is made at the organizational level, IT Nation’s consistent value and impact make it a clear priority for SonicWall’s future engagement strategy. “Our sponsorship presence makes it easy to connect and collaborate.” said Holleman. “We’ve built relationships at IT Nation that will turn into long-term partnerships.” 

SonicWall’s strategic sponsorship of IT Nation has proven to be a powerful tool for driving engagement, building relationships, and reinforcing its leadership in the cybersecurity space. IT Nation events continue to be a vital part of SonicWall’s commitment to supporting and growing the MSP community nationwide.

Key Takeaways

• Strategic Sponsorship Matters: SonicWall’s sponsorship of IT Nation has been central to its partner engagement strategy, offering unmatched visibility and access to MSPs nationwide.
• Quality Over Quantity: The event’s structure allows for high-volume traffic without sacrificing the depth of conversations—enabling SonicWall to build meaningful, long-term relationships.
• National Reach: Sponsorship helped SonicWall expand beyond regional markets, connecting with a diverse and influential MSP audience across the U.S.
• Brand Credibility: As a sponsor, SonicWall reinforced its leadership in the cybersecurity space and demonstrated its commitment to the MSP community.
• Partner-Centric Approach: SonicWall’s presence was consistently praised by partners for being approachable, collaborative, and invested in their success.
• Ongoing Value: IT Nation’s consistent ROI has made sponsorship a strategic priority for SonicWall’s future engagement plans.