What’s your Type? The 4 Sponsorship Categories Explained

October 26, 2023
SponsorPulse Staff

Image courtesy Christina @ wocintechchat.com via Unsplash

There are many different ways to approach sponsorship depending on your organizational goals. Find out whether financial, in-kind, media, or promotional partnerships are right for your brand.

If you’ve been following us for a while, you know the undeniable power of sponsorship marketing. However, depending on organizational goals, there are different ways to approach it.

There are four types of sponsorship: financial, in-kind, media, and promotional, each with its distinct advantages and applications. These forms of sponsorship go beyond mere financial transactions; they represent collaborative partnerships that yield mutual benefits for sponsors and beneficiaries alike. So, let’s unpack and uncover the key sponsorship strategies and their unique impact on the marketing landscape.

Financial

Financial sponsorship is perhaps the most well-known form of sponsorship. It’s defined by when a company provides financial support to an event, organization, or individual in exchange for exposure and branding opportunities. Here’s a popular example of financial sponsorship:

Coca-Cola and the Olympics

Coca-Cola is a renowned example of a company that leverages financial sponsorship to the fullest. The company has been an official sponsor of the Olympic Games for decades—supporting the games since 1928! By providing substantial financial support, Coca-Cola gains exclusive marketing rights and the opportunity to feature its products prominently during the games. Among Coke drinkers, engagement with the Summer and Winter Olympics is 51% and 50%, respectively. This partnership has no doubt contributed to the company's global visibility and brand recognition.

In-Kind

In-kind sponsorship involves providing goods or services rather than direct financial support. This type of sponsorship can be mutually beneficial, as it allows companies to showcase their products or expertise while supporting a cause or event. Here’s a prominent example of in-kind sponsorship:

IKEA

IKEA, the global furniture and home furnishings retailer, is committed to sustainability and community engagement. In addition to financial donations, IKEA is known for its in-kind sponsorship efforts. The company often donates furniture, bedding, and other home essentials to organizations that support refugees and vulnerable populations. These donations help create comfortable living spaces for those in need, reinforcing IKEA's mission to create a better everyday life for people around the world. The data reflects the value of this type of support—with 31% of people who have purchased household products reporting excitement about supporting new immigrants, and 37% echoing that same about housing and community involvement causes.

Media

Media sponsorship involves partnering with media outlets to promote events, campaigns, or products. This type of sponsorship often includes advertising space, coverage, or media support. Here’s a notable example of media sponsorship:

Apple News+ and The Wall Street Journal

Tech giant Apple partnered with The Wall Street Journal, a renowned financial newspaper, providing WSJ subscribers with free access to its digital news platform, Apple News+.

Subscribers to The Wall Street Journal can access a wide range of digital magazines and newspapers, including those available through Apple News+. This partnership benefits both parties: The Wall Street Journal enhances its digital offerings, attracting new subscribers, while Apple gains access to The Wall Street Journal's established audience of business and finance professionals.

Through this media sponsorship, Apple leverages the credibility and reach of The Wall Street Journal to promote its digital news service to a specific target audience. It's an example of how traditional media outlets can partner with tech companies to expand their digital presence while offering added value to their subscribers.

Promotional Partners

Promotional sponsorship involves aligning a brand with a specific event, activity, or influencer to enhance its image and reach a target audience. This type of sponsorship often includes endorsements and co-branded marketing efforts. Here’s a notable example of media sponsorship.

TED Conferences and TEDx Events

TED is a global platform for sharing innovative ideas through short, powerful talks. TEDx events are independently organized, community-driven conferences that follow the TED format. TED often collaborates with influential thought leaders, speakers, and experts as promotional partners for TEDx events.

These individuals, often renowned experts in various fields, promote upcoming TEDx events through their communication platforms, such as blogs, social media channels, and podcasts. In return, they may receive a speaking slot at the event to share their insights and expertise with the TEDx audience. This mutually beneficial partnership expands the reach of TEDx events and provides promotional partners with a prestigious platform to showcase their ideas. Furthermore, the TED Talks Daily Podcast, engaged with by 39% of Americans weekly, provides an additional avenue for partners to expand their reach across the TED-sphere.