Okuzeka
Marketing vocabulary · Advertising & Promotion

Sponsorship

Meaning in marketing, with examples

/ˈspɑːnsərʃɪp/nounCommon term

In marketing, sponsorship means: Supporting an event, team, programme or person with money or products in return for showing the brand's name and logo to their audience.

In Turkish: sponsorluk

How it is used

Common in sports, music festivals, TV programmes and cultural events. Brands sign, renew or end a sponsorship deal, and a title sponsor gives its name to the event. Sponsorship usually aims at brand awareness and image rather than direct sales.

Example sentences

  1. Our sponsorship of the city marathon puts our logo on 10,000 race shirts.

  2. The sponsorship deal with the basketball club runs for three seasons.

Common collocations

  • sponsorship deal
  • title sponsorship
  • event sponsorship
  • sponsorship rights
  • brand awarenessHow well people in the target market know and recognise a brand, for example whether they can name it without help or recognise its logo.
  • below the lineDescribes marketing that targets specific groups more directly, such as in-store promotions, events, sampling, direct mail and sponsorship, rather than mass media.
  • endorsementPublic support for a product by a well-known person or a trusted expert, usually in ads and often in return for payment.
  • public relationsManaging how an organisation is seen by the public and the media, mainly through news coverage, events, statements and relationships rather than paid ads.

More terms: Advertising & Promotion

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