Sponsorship is a business model based on performance and consideration . The sponsor supports the sponsored party (person, group, organisation) with money, goods or services in the sporting, media, cultural and/or public-social environment in order to achieve its internal and external corporate strategy goals. In addition to communication goals such as awareness, sympathy and image, these can also include marketing and sales goals and increasing turnover, sales and profits.

Donations are to be distinguished from sponsoring. If the Hanebutt Group's contribution in kind is not associated with a specific, equivalent consideration with regard to the Hanebutt Group's marketing communication, it is not a sponsorship but a donation in kind. Donations are generally the responsibility of the Hanebutt Group.

Donations are the responsibility of the Hanebutt Group, provided your project meets the eligibility criteria. Non-profit organisations can only apply for a monetary donationas part of the annual call for applications if their project meets the Hanebutt Group 's eligibility criteria. The Hanebutt Group's monetary contribution is not linked to any specific, equivalent consideration with regard to the Hanebutt Group's marketing communication.