What is the difference between partnership and sponsorship

Firms and business worldwide started to realize that sports could bring visibility, awareness and sure it was a great story to tell, but extra chilli could be added to the mix to make things extra spicy.

Academically speaking, sports sponsorships and sports partnerships are not so different. Honestly, they are quite the same thing. However, on a more conceptual level, sports partnerships could be defined as a new level of sports sponsorships: they represent a tighter-fitting collaboration between sports and business.

Discover What is a Sponsorship Activation. Should we bullet-point some of the major improvements from sports sponsorships to sports partnership, these could be:. Both strategies — donation and sponsorship — are worthy, and definitely have their place. Although both sports sponsorship and donation call for giving money to a third party in an effort to improve their performance, the two things are substantially different from a marketing point of view — or, they should be.

Again, sponsorship involves the sponsoring company acquiring rights from a sports team, athlete, or event — i. Although it may be utilised as a PR move, donation should be considered almost entirely in the realm of goodwill or charity — where companies, individuals or brands donate revenue to those individuals or organisations that they want to support.

To expect anything marketing-wise to come as a result of a donation is not only unethical, but also likely to be illegal and could easily be classed as bribery. Without delving too deeply into the issue, at a surface level campaigns that have a Corporate Social Responsibility CSR angle could be seen to walk the line between charitable donation and long-term strategic sponsorship.

Van Hawke Sports. Recent Posts See All. Women in sports. Choosing the correct sports sponsorship for your brand.

The impact of social media on sports marketing. In business, a sponsorship exists when one entity provides financial support to another to achieve promotional advantages. When a business gives funds to a local cause or event, for instance, it has sponsored that event. A partnership means each entity shares in the responsibilities, risks and earnings of a business arrangement. What should a fundraiser look for in identifying the right approach to make?

Why is the language between sponsorship and partnership shifting? Another reason is the fact that sponsorship has been so often confused with philanthropy. I think the key lies in two things: Really diving into the demographics of your supporter base is the key to understanding whether sponsorship will work for you or whether you might have to try a combination of offerings to appeal to corporates for their support. Knowing things about your community of followers, like: Who are they?

What things do they have in common? What problems are they seeking to solve in their lives? What things, products and services are they buying? Can you see some patterns emerging from the group of people that you call your community? Your ultimate goal is always a win-win-win. Was this helpful?