Brand sponsorships can lead to significant revenue growth by reaching consumers based on their passion for an event or special interest. The key is designing a value-generating program and activating the sponsorship by fulfilling promises. - By Karen White

Brand sponsorships are everywhere and take many different forms. They have focused on charities, sports and special events, but sponsorships now include deals like paying to put the company name on a stadium, building or road sign. Suppliers sometimes bring their corporate clients into their sponsorship fold as a way to strengthen the relationship while generating revenues for the sponsored and the sponsoring.