Unlocking Success

Is there a difference between sponsorships and brand partnerships? After all, both are effective tools that help build brand visibility and engage with target audiences, right? On the face of it, they seem to be the same. But on delving deeper into the details, it becomes clear that there is, indeed, a difference.

Sponsorships are basically transactional, exchanging cash or in-kind contributions for a defined list of benefits, which usually includes marketing rights, social and traditional media exposure, on-site branding and so on. Sponsorship tends to be short term, often to achieve specific goals such as a new product launch, driving a sales or marketing campaign or celebrating a corporate milestone.

Brand partnerships, on the other hand, tend to be longer term, more cooperative and involve greater integration between the parties. They tend to create more authentic engagement, as they focus on aligning the values and missions of both brands. Key features of brand partnerships include shared objectives and goals; they may include joint marketing initiatives, such as Haagen-Dazs’s recent partnering with the hit Netflix show ‘Emily in Paris’ for a worldwide campaign.

Brand partnership objectives vary from brands partnering to access each other’s customer base – as seen with Carlsberg’s recent partnership with Grab – to alignments aimed at mutually reinforcing key product attributes, such as legendary past alliances between Fearless Yachts / Porsche and Riva Yachts / Gucci and the more recent collaboration between luxury Italian design house Fornasetti and the Ferretti Group.

The imperative to portray corporate social responsibility (CSR) is another brand partnership driver, witness leading broker TJB Super Yachts partnering with UK based charity, Blue Marine Foundation and Princess Yachts partnering with the Marine Conservation Society.

 According to Asia Sponsorship News (ASN), brand partnerships – especially in luxury lifestyle, sports and sustainability – have been steadily rising in Asia. ASN says that brands demonstrating a commitment to shared values through partnerships are more likely to succeed in building brand loyalty.

“Brand partnerships allow companies to go beyond traditional marketing. They’re built on collaboration and trust, leading to more meaningful experiences for the audience,” said Paul Poole, founder and managing director of Paul Poole (South East Asia) Co., Ltd, adding, “It’s not just about being seen, but about being part of something bigger, which resonates more deeply with today’s consumers.”

Regional events like the Thailand International Boat Show demonstrate how partnerships can create a rich, immersive brand experience. These partnerships extend beyond logos and banners, offering customers a chance to interact with brands in ways that feel authentic and aligned with their lifestyles. This unique show boasts a comprehensive commercial sponsorship and partnership programme that enables corporate Asia to get involved with the high-end luxury and boating lifestyle.

Sponsorships and brand partnerships offer opportunities to engage with and target a company’s audience but, while sponsorships offer quick visibility, brand partnerships foster deeper connections that lead to longer term success.

Paul Poole summarises, “In today’s market, it’s no longer enough to simply sponsor an event – you need to actively engage and build a meaningful relationship with your audience. That’s where partnerships truly excel.”

Paul Poole will participate in a panel discussion on New Ways to Create Publicity and PR in the Yachting Industry at the Thailand Yacht Conference 2025, held on 8 January 2025 in conjunction with the Thailand International Boat Show.

Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand. The company specialises in commercial sponsorship and partnership marketing, working with both rights holders and brands. Paul Poole (South East Asia) Co., Ltd. has packaged, sold, and managed sponsorship and partnership opportunities for several of Southeast Asia’s leading yachting events. www.paulpoole.co.th / [email protected]

Asia Sponsorship News (ASN) is the leading market intelligence service for the sponsorship industry in Asia, distributing independent news, analytics and insights on a subscription basis, with a bespoke consultancy and training service. ASN has been instrumental in the continued success of the sponsorship industry in Asia through its unrivalled data set of over 270,000 commercial sponsorship and partnership marketing deals in Asia which has allowed sponsorship professionals to trade faster and more efficiently, in an environment of greater transparency. ASN is operated by Asia Sponsorship News Co., Ltd., a subsidiary of Paul Poole (South East Asia) Co., Ltd. asiasponsorshipnews.com / [email protected]