Sponsorship

Sponsorship in advertising and marketing is a commercial agreement where a company provides financial or other support (e.g., products, services) to an event, organization, individual, or piece of content in exchange for publicity, brand association, and access to a specific Target Audience. This can range from sponsoring a local sports team to major event sponsorships or underwriting content like podcasts or videos. Sponsorship aims to enhance Brand Awareness, improve Brand Image by associating with positive entities, and engage with potential customers in a less direct advertising context. It's a form of Paid Media that often generates Earned Media as well.