Sponsorship FAQs & Glossary
Find answers to common questions about sponsorships, contracts, approvals, university marks and more, and explore the glossary for definitions of key partnership terms.
Frequently Asked Questions
A sponsorship is a contribution of money, goods, or services from a non-University entity in exchange for use or acknowledgment and/or other agreed-upon return benefits. Sponsorships are marketing-driven and distinct from gifts, research partnerships, or supplier relationships.
Advertising includes qualitative claims, calls to action, pricing, inducements, or endorsements. Sponsorships must remain value-neutral and factual. If return benefits exceed value-neutral acknowledgment, the sponsorship may be classified as non-qualified and subject to UBIT.
Donations, supplier relationships, research partnerships, and licensed vendors.
Yes. All sponsorships must be documented in a written agreement processed through Contracting Services.
Units must engage Brand Development when a sponsorship:
- Is $25,000 or more annually
- Suggests or includes exclusivity
- Falls within a Limited Sponsorship Category (e.g., Alcohol)
- Involves multiple units
- Uses enterprise-level University Marks
- Involves a foreign entity
Units should submit through the Sponsorship Review Form. Strategic Partnerships will guide next steps.
Exclusivity means a sponsor engages in sponsorship with the stipulation that they are the only sponsor within their specific category of goods or services. Units may not grant exclusivity without approval from the Sponsorship Advisory Group (SAG). Please visit our Sponsorship Guidelines & Resources page for more information on the Sponsorship Advisory Group.
Yes, campus units may use their school or unit level logo as part of the sponsorship deliverables. Please reference our Sponsorship Guidelines & Resources for additional guidance.
Yes, but supplier relationships do not automatically include sponsorship rights. Sponsorship benefits must be outlined in a contractual arrangement and approved accordingly.
No. Suppliers that provide goods or services to the University do not receive automatic rights to use University trademarks, names, logos, or other brand assets. A supplier relationship — whether established through procurement, contracting, or a purchase order — does not constitute a sponsorship and does not grant marketing, promotional, or co-branding privileges unless explicitly stated in the supplier agreement and approved by University Marketing & Brand Development.
The Sponsorship Advisory Group (SAG) is a cross-campus review body that provides guidance on sponsorships with university-wide implications, multi-year terms, “Exclusive/Official Sponsor” designations, or those within Limited Sponsorship Categories (i.e. alcohol). SAG includes representatives from, Athletics, Facilities/Planning, Finance/Budget, Marketing & Communications, the Office of General Counsel, Research & Partnerships, and Student Affairs.
UBIT (Unrelated Business Income Tax) may apply when a sponsorship provides substantial return benefits beyond value-neutral acknowledgment. Units must report non-qualified sponsorships to Tax Services and are responsible for any resulting tax liabilities.
The university will not enter into sponsorships involving organizations in the following industries:
- Tobacco or cannabis products
- Firearms, weapons, or weapon manufacturer
- Sexually explicit products, content or imagery
- Political parties, candidates, or political campaigns
- Activities violating university policy, or applicable local, state, or federal laws
Please refer to the Sponsorship Guidelines for a full list of prohibited activities and categories.
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Glossary
Donor
A Donor is an individual who makes a voluntary philanthropic contribution to support the University’s mission without receiving promotional or marketing benefits.
Licensee / Officially Licensed Vendor
A Licensee or Officially Licensed Vendor are authorized individuals or companies that hold a formal licensing agreement with the university (through the Trademarks & Licensing office) and the university’s licensing agent to manufacture and sell officially licensed products.
Partner
A Partner engages in a collaborative, mission-aligned relationship with the university that advances shared goals. Partnerships are not primarily marketing-driven and may not provide promotional benefits.
Sponsor
A Sponsor provides financial or in-kind support in exchange for marketing or promotional benefits. Sponsorships are transactional relationships where sponsors receive defined acknowledgments, recognition, or activation opportunities based on the agreed-upon sponsorship.
Sponsorship Asset
A sponsorship asset is a tangible item, program, service, or activity owned by the university that provides a benefit to a sponsor as part of a sponsorship agreement. Assets may include use of marks, signage, websites, social channels, events, or other brand visibility opportunities. Sponsorship assets are also commonly referred to as return benefits.
Supplier
A Supplier is any individual, company, or organization that provides goods, services, or materials to the university in exchange for payment.
Supporter
A Supporter is an individual or organization that contributes to the university in a non-financial, non-contractual, or informal capacity. Support may include advocacy, volunteerism, participation, or community engagement. Supporters do not receive promotional or marketing benefits
