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Ads on bride’s gown, brand mascot officiating the ceremony among bold ideas to cut costs
In A Nutshell
- Six in 10 Americans would consider a brand-sponsored wedding.
- Brands must cover about two-thirds (67%) of costs to be included.
- One in three would invite a mascot; one in six would wear a logo.
- Rising costs are making corporate sponsorships more acceptable.
NEW YORK — With the average American wedding topping $30,000, couples are getting creative about paying for their big day. According to new research, a majority of Americans would accept corporate sponsorship for their wedding, a finding that shows how rising costs are changing attitudes toward one of life’s most personal milestones.
A Talker Research survey of 2,000 Americans found that of those who had ever been married or were considering marriage, six in 10 said they would consider having a brand sponsor for their big day. Just 37% of respondents would reject all brand offers if additional financing was offered for wedding costs.
Financial pressures appear to be reshaping what was once considered untouchable. As wedding expenses climb, couples show increasing openness to unconventional funding sources.
Brands Must Cover Most Costs for Wedding Access
Americans aren’t giving away their big day cheaply. Organizations would need to cover 67% of wedding costs to earn a presence at the ceremony or reception, according to the survey.
That bar drops if a brand pays for everything. When asked what they would allow if their favorite brand covered 100% of wedding costs, respondents showed flexibility that might surprise traditionalists.
More than half (53%) would have a brand sponsor as a signature cocktail or brand presence on their wedding stationery, napkins, or table plans. Over half (54%) would let the brand hand out freebies and merchandise to guests.
From Mascot Guests to Logo Wedding Dresses
These scenarios reflect what people say they would accept if their favorite brand covered all costs. One in three respondents said they would invite their favorite brand’s mascot to attend as a guest, meaning characters like the Geico Gecko or Ronald McDonald could show up in wedding photos.
A fifth would even let the brand mascot officiate the wedding.
Some were willing to incorporate branding into highly visible elements. One in six would even put their favorite brand logo on the wedding dress if their wedding day could be free. Perhaps surprisingly, men were more likely to agree to this than women.
Rising Costs Drive Changing Marriage Traditions
Wedding expenses have climbed steadily over the past decade, covering venues, catering, photography, flowers, and more. Many couples already rely on family contributions or take on debt to fund their ceremonies.
For many Americans, a free or heavily discounted wedding seems like a fair trade for some commercial presence. Brand sponsorship could allow couples to afford celebrations they might otherwise scale back or skip.
However, 37% said no amount of money would persuade them to include brand sponsorship, even if additional financing was offered. For these respondents, the personal and emotional weight of the event outweighs financial considerations.
Still, the majority appear ready to at least consider the option, especially if the financial burden could be eased or eliminated. As wedding costs rise and creative funding solutions become more common, corporate-sponsored ceremonies might become less unusual than they sound.
Survey Methodology
Talker Research surveyed 2,000 Americans between August 15 and August 21, 2025. The survey was administered and conducted online. Respondents were sourced from non-probability frames, primarily through traditional online access panels where individuals opt in to participate in market research for incentives, and through programmatic methods where online users are offered surveys in exchange for virtual incentives.
The survey was conducted in English, and respondents received points with small cash-equivalent value for completing it. Only respondents who had been married or were considering marriage were included in the final sample. Cells with fewer than 80 respondents were not analyzed, and statistical significance was calculated at the 95% level. Data were not weighted. Quality control measures excluded speeders, inappropriate responses, bots, and duplicate entries. Because the survey was conducted online using non-probability sampling, results may not represent Americans without internet access.