Sponsorship
Sponsorship is an arrangement in which a brand provides money, products or services to an activity, event, person, piece of content or organisation in return for associating its name with it and gaining visibility
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It applies to sport, culture, events, television programmes, podcasts, content creators or sections of a digital publication. Beyond brand exposure, it usually includes specific rights such as use of images, hospitality, content or access to the community.
It differs from conventional advertising because the brand buys not just space but an association with particular values and audiences, and from patronage, which aims to support without such a direct commercial return. When sponsorship affects content, it should be clearly disclosed so as not to mislead audiences.
Also known as
Sponsoring
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