Sponsorships are cash or in-kind contributions to an individual, organization or group, in return for access to commercial visibility associated with that individual, organization, group or an event. Sponsorship is undertaken for the purpose of achieving commercial objectives, namely supporting persons, events, activities of organizations financially or through the provision of products or services.

The sponsorship strategy is to build a link in the target audience’s mind between the sponsor and an individual, to deliver high value and reduce overall costs and expenses, so the latter can be underwritten and raised funds directed to where they are needed most.