Historically, sponsorship involves money that is given to support a cause or benefit an organization. This typically includes a “sponsor” receiving assets such as signage or other proposed items that we “the seller” think will be desirable to the sponsor. And while this is still a common approach, I feel that highlighting the intangible assets and value are equally as important. Sponsorship should be an exchange that occurs where both parties involved receive equal or meaningful value, and as a result leads to a prosperous and gratifying partnership.

So, are partnership and sponsorship synonymous? Not exactly, but they certainly go hand in hand.