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Include Social Media in Sponsorship Program

Social media is an important asset to include in any sponsorship program.


Because it’s a communication tool that can help amplify brand activations by reaching an audience beyond those who are face-to-face. Not to mention, the right post at the right time has the ability to take a campaign viral.


Social Media Statistics

But which channels should you place at the forefront of your sponsorship program?

Well, insights from the Use of Social Media and Advanced Technologies for Sponsors report featuring research from ESP/IEG revealed that:

  • Facebook, Twitter, and Instagram were the most used social media platforms to support a brand’s sponsorship activations.

Perhaps you’ve heard that Facebook is the most popular social media platform. We wondered, but is it true?

Actually, according to Statista, yes. Reportedly, there were almost 2.45 billion monthly active users and of that—1.66 billion people log into Facebook every day.

Instagram had 1 billion monthly active accounts and Twitter had 330 million global monthly active users.

Undoubtedly, these numbers show us that including social media within the sponsorship will dramatically increase the campaign’s potential reach.

If you’re like us and love statistics, we recommend heading to Avasam’s “59 social media statistics you need to know in 2020.”


Types of Social Media Content

So if we understand social media is a critical component to sponsorships, it might also help to understand the types of content we can include in sponsorship deals.

There are really three types of content that you can offer your sponsors for social media exposure.


Sponsored Content

The first is “Sponsored Content” which is essentially nothing more than logo placement and best for the purpose of increasing brand visibility.

This is a way for the property, or rightsholder, to maintain their own social media content and schedule with the addition of a sponsor mention. Either through the caption, or by visually including the sponsor’s logo on an image.

While this type can offer high frequency, it remains a low value option because it lacks the opportunity for engagement.

As an example, take a look at how Verizon’s logo is prominently placed atop an Instagram video post from the Miami Dolphins below:


Sweepstakes & Promotions

Secondly, there are “Sweepstakes and Promotions” which are used to promote and amplify sponsor promotions. This method is primarily used for lead generation and has both moderate frequency and value.

In this example below, the Dallas Cowboys partnered with WinStar World Casino and Resort on a Facebook promotion offering fans the opportunity to win game tickets, airfare, and a hotel stay at the resort. WinStar World Casino & Resort also partnered on co-branded content sponsoring the “Cowboys Win” announcements—a perfect harmony considering “win” is both important for fans of the team and casino visitors. They also sponsor their digital pregame show as well as their “Rank ‘Em” content series.


Custom Branded Content

Lastly, the third option is for “Custom Branded Content” that is usually co-branded between the property and sponsor. This can be any type of post such as text, photos, videos, articles, and links and can include behind-the-scenes features, insights and tips, or any other kind of exclusive content is produced in tandem by both parties. It’s important to work harmoniously on this kind of content and make sure it is something that enhances the audience’s experience.

Custom branded content can yield significantly more engagement despite its lower frequency and is therefore considered a high value option.

For example, in this Instagram below, Michelob Ultra sponsored a Tastemade recipe video using the beer as an ingredient for a shrimp ceviche tostada dish. The beer is both highlighted in the video as an important ingredient, and further reinforced with a mention in the caption.



View this post on Instagram


Break out the grill for this exotic twist on a shrimp ceviche tostada, which isn't complete without a refreshing Michelob ULTRA Infusions Lime and Prickly Pear Cactus. #Sponsored by @MichelobULTRA #InfuseYourSummer⁠ ⁠ INGREDIENTS:⁠ 1/2 cup olive oil⁠ 1/4 cup chopped fresh cilantro⁠ Zest and juice of 2 limes⁠ 2 teaspoons hot pepper sauce⁠ 2 cloves garlic, grated⁠ 1 tablespoon tomato paste⁠ 1 teaspoon kosher salt⁠ 1/2 teaspoon ground black pepper⁠ 1 pound medium (21 to 26) shrimp, deveined and tails removed⁠ ⁠ CEVICHE:⁠ 1 cup Roma tomatoes, small dice⁠ 1/2 cup dragonfruit, small dice⁠ 1/2 cup fresh mango, small diced⁠ 1/2 cup red onion, small diced⁠ 1/3 cup cilantro leaves, chopped⁠ 1 small Serrano, finely chopped⁠ 1/4 cup fresh lime juice⁠ 1/4 cup mango juice⁠ 2 tablespoons olive oil⁠ 1 teaspoon tomato paste⁠ 1 teaspoon Worcestershire sauce⁠ 1 teaspoon kosher salt⁠ ⁠ GUACAMOLE:⁠ 2 large, ripe avocados, cut in half and pitted⁠ 1 lime, sliced in half⁠ 1 small red onion, cut into 1/2-inch rings⁠ 4 cloves garlic, peeled⁠ 1 small jalapeño, sliced in half and seeded⁠ 3 tablespoons olive oil⁠ 2 teaspoons sea salt⁠ 1 teaspoon ground black pepper⁠ 1/2 cup cilantro leaves, chopped⁠ Tostadas⁠ Lime wedges⁠ ⁠ Steps continued in the comments below.⁠ ⁠

A post shared by Tastemade (@tastemade) on


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If you’re struggling to do this all by yourself, Tandem Partnerships can help. We have the connections, team, and resources you need!



Don't know where to start? Tandem can help you identify your assets and determine their true value using proven methodology.



Take it a step further and invite Tandem to explore your financial objectives, audience, and offerings to receive a personalized strategy that produces results.



Tandem can also secure sales for your sponsorship program and execute successful fulfillment of promised assets to your partners. We'll also do everything we can to renew the deal for you!



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