subsponsor

A subsponsor is a type of sponsorship agreement that involves one company signing up with a second company, which is already sponsoring an event, speaker, or athlete. This arrangement allows the first company to piggyback on the second company's sponsorship and gain visibility, credibility, and access to a specific target audience.

In a typical subsponsorship arrangement, the first company pays the second company an agreed-upon fee to join the sponsorship. The second company, in turn, provides the first company with a variety of benefits, including co-branding opportunities, joint marketing efforts, and access to exclusive events or experiences.

Subsponsors often provide a range of products or services that complement the main sponsor's offerings. For example, a software company might become a subsponsor of a sports team by providing its software solutions to the team's fans and staff. In return, the software company gains exposure to the team's large and engaged fan base.

Subsponsors may also be referred to as secondary or co-sponsors. The benefits of subsponsorship include increased marketing reach and visibility, enhanced credibility through association with a well-known sponsor, and cost savings through shared marketing and event production expenses.

However, subsponsorship arrangements can also create potential risks and liabilities for both parties involved. These can include conflicts over branding and marketing messaging, disagreements over sponsorship fees and benefits, and reputational risks if the main sponsor's activities are perceived as negative or controversial.