4 Types of Sponsorships to Increase Your Reach

Types of Sponsorships

Last Updated on December 25, 2022 by Selina Parker

types of sponsorships

Sponsorship is a term used to describe contributing money, goods, or services to help promote someone else’s activity. It can be difficult for many types of brands and businesses to grow without corporate sponsorships from other companies with more resources than they do.

Sponsorship is the foundation of any event’s success, and it is one of the most popular forms of marketing. When done correctly, sponsorship opportunities may provide several advantages for both the corporate sponsors and the organization, including higher ROI or new sales opportunities.

What is a corporate sponsorship?

You can define sponsorship as an arrangement between a business and an event or nonprofit organization. Companies sponsor events to increase their exposure and foster goodwill among the local community.

When a good fit between an event and a corporate sponsor, it’s easier to negotiate an agreement benefits both parties.

Types of Sponsorships

types of sponsorships

Financial Sponsorship

Financial sponsorship is the most common type of sponsorship. Cash sponsors provide money to small business owners in exchange for promotions, brand recognition, or other perks stipulated in the sponsorship package.

It is the leading corporate or event sponsorship type because it is the most straightforward. The company sponsors will have the most say in spending the money, which can be good or bad depending on how much control you’re willing to hand over.

In-kind Sponsorship

In-kind sponsors donate goods or services to an organization instead of money. The following are a few examples:


The event’s location is crucial for the event participants to attend or not if you are holding an event for your startup. While planning is essential, you should also choose a venue that appeals to the right demographic and aligns with your organization’s brand.

In this context, choosing the right venue partner and event sponsors is essential to an event’s success. It enables businesses to host events for a reduced or free fee at their location. If the event’s location is inconvenient, it will be challenging to get people there.

Food and Beverages

Sponsors can provide food or drinks at the event for attendees that may improve the attendee experience considerably. Offering free food might also increase everyone’s attention.

Because of the higher workforce costs, catering is more expensive. As a result, finding a food sponsor for your following major events is critical. It might produce significant results, such as boosting attendance and encouraging participants to interact with one another.

Digital Goods

With the technology change, digital sponsors are becoming increasingly common in event planning. Your business may need an app, for example, to serve as a virtual check-in tool.

Digital goods like apps and software can be available for free or reduced costs if you obtain sponsorship from suitable companies. It’s all about finding relevant brands to your event that will benefit from this type of product placement.

Media Sponsorship

Media sponsorships allow a company to cover the expenses of advertising your company. The ads could be radio commercials, television commercials, or print advertisements.

It is beneficial if the company wants to know about its startup and doesn’t have the financial resources. It’s essential, however, to make sure that any media sponsorships align with your brand and the tone of your event.

Promotional Partners

Promotional partners are people with a considerable following on social media who act as media sponsors. They may promote your products/services to their fan base on social media.

Instagram has evolved into a new way for businesses to market their goods and increase sales. According to the photo and video app startup, 60% of users claim they’ve discovered new goods on the platform, and 20% say they visit a company page daily.

According to a study, 71% of customers feel they are more likely to buy goods they see on social media; hence one of the most efficient ways to reach your audience is by using social media influencer marketing.

Having promotional partners to advertise your startup on social media is an excellent way to promote your company. You should find influencers that align with your brand and have a similar audience. This way, their followers are more likely to be interested in what you’re selling.

Steps in Choosing the Right Sponsorship for Your Company

1. Analyze your current situation

2. Determine what sponsorship you need

3. Consider the sponsor’s goals and objectives

4. Review the financial sponsors’ history of success with other sponsorships

5. Evaluate the time commitment required by both parties

6. Find out how much money will be involved in this sponsorship agreement

7. Follow through on obligations to maintain a positive relationship with the sponsor (examples include promoting their business on social media channels, providing feedback, etc.) 

8. Evaluate whether or not you need another sponsorship at this time or if it’s time to move on to other things in life (career-wise)

Final Words

Sponsorship works with nonprofit organizations and startups, and small and local businesses that need more exposure to their company’s brand. As a small business, it’s essential to weigh your options and look for the correct type of sponsorship that will work best with your company.



Selina Parker

“What began as a life and career coaching services company to aide entrepreneurs through the early-stage challenges and tough transformations of starting a social venture has evolved over the years to include mergers and acquisitions, organizational consulting, and business growth advisory services to mission-driven organizations that strive to improve access to basic physiological, safety, and security needs while increasing their profit margin. Clients include founders and organizations with the purpose of addressing deficiencies in delivering quality healthcare and mental health services, sufficient employment, access to clean water and air, safe shelter, adequate food, and more.”

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