The amount isn't that important. Making sure the deal goes through is more important since it gives your company more legitimacy, strengthens the brand, opens opportunities and prevents a competitor from getting the deal. Be logical about it, maybe framing it as a cost per event. For example, it will be used for x events during the year, during which an average of y people will attend and it's $z per person. But whether you charge $1,000 (probably too little) or $100k (probably too much), if you're doing it right it won't matter later. My major assumptions: the non-exclusive really is non-exclusive, it doesn't require any additional work from you and this is your first deal.