Before you dive in, if you are interested in sponsorship strategy and partnership development, check out these related resources:
- Resource Page for Sport and Athlete Sponsorship
- How to Write a Sports Sponsorship Proposal
- Why is Sponsorship Important in Sport?
- The Definitive Guide to Sports Fan Engagement
- The Rise of Insurance Companies in Sports Sponsorship
- The Advantages and Disadvantages of Alcohol in Sport Sponsorship
- Sponsorship Trends in eSports: Understanding the Horizon
Navigating through the intricate world of sponsorship and partnership marketing can be daunting. But we’ve created a glossary that comprises all the commonly used terms across sponsorship, events, nonprofits, associations, and brand partnerships.
You can be a seasoned professional or just dipping your toes into sponsorship, but you are sure to find terms to broaden your vocabulary and communicate more clearly with partners.
You no longer have to wonder what to call a certain activation, asset, or measurement approach when building or selling sponsorship opportunities.
This sponsorship glossary includes anchor links, emerging terms, and ongoing updates to reflect how sponsorship language continues to evolve. Don’t forget to bookmark this page, as we regularly add new terms and clarifications.
How to Use This Sponsorship Glossary
Use this glossary as a reference when building sponsorship proposals, valuing assets, measuring ROI, or aligning internally with sales, marketing, and leadership teams.
You can jump directly to a letter using the table of contents, explore emerging concepts, or follow internal links to see how terms are applied in real sponsorship scenarios.
Anchor Link Table of Contents
A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | R | S | T | U | V | W
What Is Sponsorship?
Sponsorship is a business relationship between a sponsor and a sponsee. A sponsor is usually a company or an organization that provides financial support in exchange for promotional opportunities.
The monetary exchange benefits sponsors with recognition and brand visibility, and sponsees gain the resources to deliver programs, events, or initiatives.
A sponsorship is a mutual and beneficial agreement between two or more parties that goes beyond traditional advertising. It’s often a long-term relationship that helps sponsors connect directly with their target audience.
If you want to learn more about building effective sponsorship partnerships, explore our blog for practical guidance.
Emerging Sponsorship Terms & Concepts
Metaverse Sponsorship: Sponsorship opportunities that take place in virtual or immersive: digital environments, allowing brands to engage audiences through avatars, virtual events, or branded spaces.
NFT Activation: The use of non-fungible tokens as part of a sponsorship activation, often tied to digital collectibles, gated access, or loyalty benefits.
Creator Economy: An ecosystem where individual creators build audiences and monetize partnerships directly with brands through sponsored content and collaborations.
Phygital Activation: An activation that blends physical and digital experiences, such as onsite activations connected to digital rewards, content, or data capture.
AI-Powered Sponsorship Measurement: The use of artificial intelligence to analyze sponsorship performance, including sentiment analysis, engagement patterns, and predictive ROI modeling.
AR/VR Engagement: The use of augmented or virtual reality to create immersive brand or audience experiences within sponsorship activations.
Web3 Sponsorship: Sponsorship models that leverage blockchain-based platforms, tokenized access, or decentralized digital experiences.
Zero-Party Data: Data intentionally shared by audiences, such as preferences or interests, often collected through quizzes, gated content, or interactive sponsorship activations.
A
Above-the-Line: Above-the-line is an advertising tactic that targets a broad audience through mass media such as television, radio, or large-scale digital placements.
Activation: Activation is the process of bringing a sponsorship to life through various marketing initiatives. It aims to engage the target audience with the sponsor. Modern sponsorship activation often includes experiential elements, digital touchpoints, and measurable engagement.
Agency Effect: The agency effect is an agency or intermediary representing clients such as brands, events, or organizations to negotiate sponsorship agreements.
Agreement: A sponsorship agreement is a formal contract that outlines the terms and conditions of a sponsorship deal.
Ambush Marketing: Ambush marketing is a strategy in which a brand gains exposure around an event or initiative without paying official sponsorship fees.
Arts Marketing: Arts marketing associates a sponsor or brand with cultural programming, performances, or creative initiatives.
Audience Segmentation: Audience segmentation divides a broader audience into smaller groups based on shared characteristics such as demographics, interests, or behaviors.
B
Below-the-Line: Below-the-line is a strategy that targets specific audience segments using direct, experiential, or digital tactics.
Best Alternative to a Negotiated Agreement (BANTA): BANTA is an alternative path a negotiating party can take if a sponsorship agreement cannot be reached.
Best and Final Offer (BAFO): BAFO refers to the strongest offer presented during sponsorship negotiations.
Brand Activism: Brand activism reflects a sponsor’s commitment to social, environmental, or cultural values beyond commercial objectives.
Brand Ambassador: A brand ambassador represents and promotes a brand through association, credibility, or influence.
Brand Equity: Brand equity is the perceived value of a brand based on awareness, trust, and audience loyalty.
Brand Experience: Brand experience encompasses all interactions audiences have with a brand across physical and digital touchpoints.
Brand Image: Brand image is how a brand is perceived by its audience.
Branding: Branding is the process of creating a recognizable identity for a brand or organization.
Broadcast Analysis: Broadcast analysis evaluates how branded messaging performs across broadcast or streamed media.
Buzz Marketing: Buzz marketing focuses on generating conversation and attention around a brand or initiative.
C
Cause Marketing: Cause marketing connects brands with nonprofit or social initiatives to create shared value.
Clutter: Clutter refers to excessive promotional messaging that overwhelms audiences.
Co-Sponsors: Co-sponsors are multiple brands participating in the same sponsorship initiative.
Community Engagement: Community engagement involves involving local or stakeholder groups in sponsorship activities.
Competitive Advantage: A competitive advantage is a distinguishing attribute that sets a brand or organization apart.
Congruence: Congruence refers to perceived alignment between a sponsor and the sponsored property.
Content Marketing: Content marketing involves creating valuable content to engage audiences.
Corporate Social Responsibility (CSR): CSR reflects an organization’s commitment to ethical and socially responsible practices.
Cost/Benefit Ratio: The cost/benefit ratio compares sponsorship investment to outcomes.
Cost Per Thousand (CPM): CPM calculates cost per thousand impressions.
Cost Per Point (CPP): CPP measures cost efficiency per audience reach point.
Cross-Promotion: Cross-promotion is a collaborative promotional effort between brands.
Customer Relationship Management (CRM): CRM focuses on managing relationships with customers and stakeholders.
D
Demographics: Demographics describe population characteristics such as age, income, or location.
Digital Marketing: Digital marketing uses online channels to promote brands or initiatives.
Direct Marketing: Direct marketing communicates directly with targeted audiences.
Discovery or Exploratory Session: A discovery session explores sponsor goals, needs, and alignment opportunities.
Distribution: Distribution refers to how products, services, or content are delivered.
E
Engagement: Engagement measures audience interaction with a brand or activation.
Endorsement: Endorsement involves a person publicly supporting a brand.
Event Marketing: Event marketing promotes a brand through live or virtual experiences.
Experiential Marketing: Experiential marketing creates memorable, interactive brand experiences. Experiential sponsorships often prioritize participation, immersion, and emotional connection.
F
Fair Market Value: Fair market value is the price an asset would reasonably command in an open market.
Fan Engagement: Fan engagement refers to audience interaction and loyalty-building efforts.
Frequency: Frequency measures how often audiences are exposed to a message.
Fundraising: Fundraising involves raising funds through donations, sponsorships, or events.
G
Guerilla Marketing: Guerilla marketing uses unconventional tactics to create attention with limited resources.
H
Hospitality: Hospitality includes entertainment, access, or perks provided to sponsors or partners.
I
Impression: Impressions count how many times content is displayed.
Influencer Marketing: Influencer marketing involves partnerships with individuals who influence audience behavior. Influencer sponsorships often emphasize performance-based outcomes and content integration.
Integrated Marketing Communications (IMC): IMC aligns messaging across channels.
Integration: Integration embeds sponsor messaging seamlessly into content or experiences.
Intellectual Property Rights: IP rights protect names, logos, and creative assets.
J
Joint Venture: A joint venture is a collaborative business arrangement between parties.
K
Key Performance Indicators (KPIs): KPIs measure success against defined objectives.
L
Lead Scoring: Lead scoring evaluates prospects based on engagement and potential value.
Licensing: Licensing grants permission to use intellectual property.
Loyalty Program: A loyalty program rewards repeat engagement or participation.
M
Make-Goods: Make-goods compensate for unmet sponsorship deliverables.
Media Equivalencies: Media equivalencies estimate the value of earned exposure.
Merchandising: Merchandising involves selling branded products.
Mobile Marketing: Mobile marketing targets audiences on mobile devices.
N
Naming Rights: Naming rights grant naming privileges in exchange for sponsorship.
Networking: Networking builds professional relationships.
Niche Marketing: Niche marketing targets specialized audience segments.
O
Out-of-Home Advertising (OOH): OOH advertising appears in public spaces.
P
Partnership: A partnership is a collaborative relationship built on shared goals.
Pass-Through Rights: Pass-through rights allow limited use of brand assets.
Presenting Sponsor: A presenting sponsor receives prominent recognition.
Product Placement: Product placement integrates brands into content.
R
Reach: Reach measures how many people are exposed to a message.
Return on Investment (ROI): ROI measures financial return relative to cost.
Return on Objectives (ROO): ROO evaluates non-financial sponsorship outcomes.
S
Sampling: Sampling distributes free product samples.
Search Engine Marketing (SEM): SEM increases visibility through paid and organic search.
Sell Rights: Sell rights allow the display of branded advertising.
Signage: Signage refers to physical or digital branded displays.
Social Media Marketing: Social media marketing promotes brands via social platforms.
Sponsee: A sponsee receives sponsorship support.
Sponsorship Asset: A sponsorship asset is any benefit offered to a sponsor.
Sponsorship Category: A sponsorship category defines industry exclusivity.
Sponsorship Entitlement: Sponsorship entitlement outlines granted rights.
Sponsorship Exclusivity: Exclusivity limits category competition.
Sponsorship Fee: A sponsorship fee is the cost paid by a sponsor.
Sponsorship Fit: Sponsorship fit measures alignment between parties.
Sponsorship Fulfillment: Fulfillment ensures delivery of agreed assets.
Sponsorship in Kind: In-kind sponsorship provides goods or services.
Sponsorship Levels: Sponsorship levels define tiered offerings.
Sponsorship Portfolio: A portfolio showcases past partnerships.
Sponsorship Proposal: A proposal outlines sponsorship opportunities.
Sports Marketing: Sports marketing promotes products through sports-related channels.
Strategic Alliance: A strategic alliance is a cooperative agreement between organizations.
T
Target Audience: The target audience is the intended recipient of sponsorship messaging.
U
User-Generated Content (UGC): UGC is content created by audiences. UGC is commonly used as an engagement and performance indicator.
V
Value: Value reflects the worth of a sponsorship partnership.
Venue Marketing: Venue marketing promotes a physical or virtual location.
Viral Marketing: Viral marketing spreads messaging rapidly through sharing.
Virtual Signage: Virtual signage integrates digital ads into content. Virtual signage may include dynamic or data-driven elements.
W
Word-of-Mouth Marketing: Word-of-mouth marketing relies on organic recommendations.
Glossary Update Notes
This glossary is reviewed and expanded regularly to reflect changes in sponsorship strategy, technology, and measurement.
New or evolving terms may be added as sponsorship practices continue to mature.
