When most people think of sponsorship, they picture one thing: money. A company writes a check, you deliver visibility, and everyone goes home happy. But there’s a whole other side to sponsorship that often gets overlooked and that’s in-kind.
Handled well, in-kind sponsorships can be just as valuable as cash deals. Sometimes even more so. They reduce costs, bring in expertise, and deepen partnerships in ways that feel more collaborative and less transactional.
This guide breaks down what in-kind sponsorship really is, when it makes sense, and how to make it work in your favor.
What Is In-Kind Sponsorship?
In-kind sponsorship is when a brand or company provides goods, services, or resources instead of money in exchange for visibility, access, or other benefits.
Think catering for your event, printing for your signage, software to run your campaign, or even media space to promote what you’re doing. The sponsor isn’t giving you cash, they’re giving you something you’d otherwise have to pay for.
It’s still a trade. It’s still a deal. And it still needs to be treated with professionalism and clarity. The difference is, you’re paying each other in value and not currency.
When In-Kind Sponsorship Makes Sense
In-kind deals aren’t second-rate. They’re strategic. You just have to know when they’re the right fit.
Let’s say you’re organizing a community event with a small budget. Getting a local restaurant to provide food in exchange for on-site signage, sampling of their menu and shout-outs might save you thousands and generate new customers for them.
Or maybe you’re running a podcast and a software company offers you free access to their editing suite in return for being mentioned as a tool that powers the show. That’s real value on both sides.
In-kind sponsorships also work well when:
- The brand’s offering directly supports your event or project
- You want to build long-term partnerships with mutual benefit
- Your ask aligns naturally with their business model
Sometimes, an in-kind deal is just the opening move in a relationship that later grows into a full cash partnership.
The Value of In-Kind Sponsorship
They should be treated exactly the same as cash sponsorships, because if they cover an expense you would otherwise pay for, they directly lower your bottom line. That’s real value.
Think of it this way: if a sponsor provides catering, venue space, or tech support you’d normally need to budget for, that’s the same as receiving money to pay for it. Their contribution deserves the same visibility, benefits, and recognition as a financial sponsor.
The question then becomes: how do you showcase their role? Offer the same sponsor deliverables you would for cash partnerships, well you can start off with brand presence in materials, shoutouts across channels, on-site visibility, and meaningful opportunities to engage with your audience.
Whether they’re powering your website, feeding your guests, or equipping your event, make sure everyone knows who made it possible. When you treat in-kind support as equal to cash, you elevate its impact and build stronger, longer-term partnerships.
How to Pitch In-Kind Sponsorship Like a Pro
Too many in-kind requests feel like one-sided favors. “Hey, can you donate food to our event?” That’s not a pitch, it’s a handout request.
Instead, treat your in-kind pitch like any other sponsorship conversation. Focus on value and alignment.
Here’s how:
Start by showing that you understand the brand and what they care about. Then present a clear, specific request: “We’d like to offer you the opportunity to provide refreshments for our 200-person business summit. In return, we’ll promote your brand to a targeted audience of working professionals, include you in our email campaign, and provide a branded lounge space at the venue.”
Don’t apologize for the ask. Don’t act like it’s a “lesser” deal. Frame it as a smart exchange of value and back it up with clear deliverables.
If possible, include the in-kind option right in your sponsorship proposal alongside your cash options. Some brands will choose it over cash if it’s a better fit.
The key here though, is to only put forward this as an option, if the value in kind is something you would have to pay for regardless. If it lowers the bottom line, then go for it.
And whatever you do, track the value. If a sponsor gives you $2,000 worth of services, treat that like a $2,000 partnership. Show that you respect the investment.
Mistakes to Avoid With In-Kind Sponsorships
It’s easy to fumble in-kind deals if you treat them too casually. Here are a few missteps to steer clear of:
Undervaluing the contribution
Just because money didn’t change hands doesn’t mean the sponsor didn’t spend the real budget. If you wouldn’t skimp on deliverables for a paid sponsor, don’t skimp here.
Being vague about what’s expected
In-kind deals fail when expectations aren’t written down. What are they providing? When? What do they get in return? Spell it out. Treat it like a real agreement, because it is one.
You should put a contract in place, the same way you do for a cash sponsorship.
Offering scraps in return
If your idea of “thanks” is a single logo on a flyer and a name drop in a speech, don’t be surprised when the sponsor doesn’t bite. Be generous with what you offer, and make it feel worthwhile.
Forgetting to follow up
Just like with cash sponsors, in-kind partners deserve a proper wrap-up. Send a thank-you, share photos, report results, and let them know the impact they made. It builds goodwill and sets the stage for next time.
Final Thoughts
In-kind sponsorships aren’t backups. They’re partnerships, real ones, that just happen to trade services instead of dollars.
They can save you money, upgrade your event, and build trust with brands that might otherwise be out of reach. The trick is treating them seriously, pitching them professionally, and delivering on your end of the deal.
When done right, in-kind deals can unlock just as much value as any cash check and sometimes even more.
If you want help with sponsorship, we help people like you to earn 3 x more sponsorship revenue on average. Book a call with us today to see how we can help.
