A sponsorship is a form of affinity marketing that provides certain rights and benefits to the sponsors in conjunction with a community event or activity. Most downtowns rely on the support and partnership of sponsors to help fulfill their mission of creating a healthy, vibrant downtown. Communities can be successful with sponsorships by keeping three key practices in mind: knowing the purpose of these sponsorships, creating an effective sponsorship packet, and choosing the right type of sponsorship to fit the community’s needs.