Financial support of a project or property by a corporation in exchange for publicity and other benefits associated with the property. A trend is emerging to consider sponsorship as a marketing direction rather than a simple donation. See also Strategic Philanthropy.
                                                            
                                                     
                        
                                                
                        
                        
                            Providing support to an event or a cause by devoting corporate resources in exchange for an opportunity to enhance good will, product image and sales.
                                                            
                                                     
                        
                                                
                        
                        
                            Sponsorship by the business partner—for example an event or conference.