TV sponsorship, also known as TV sponsorship, involves a company associating its brand with a television program in order to gain visibility and potentially improve its image, depending on the program’s content. This association is generally manifested through a visual animation at the beginning of the program or through short on-screen segments during sporting events. The brand may also be mentioned and its products highlighted when they are used as prizes in a game show.

Compared to the traditional format of a television commercial, TV sponsorship is often considered a more economical way to achieve reach and increase brand awareness and/or image. However, due to the more limited exposure time, it does not allow for the development of an advertising message as detailed or persuasive as in a traditional television commercial. Before television advertising slots were opened to these sectors, program sponsorship was commonly used by brands from various fields such as print media, publishing, and retail.

According to 2016 figures from IREP, TV sponsorship represented approximately €155 million in television advertising space, or just under 5% of total TV advertising space. The effectiveness of TV sponsorship varies depending on several factors, such as the target audience and the relevance of the sponsored program.

A concrete example of a TV sponsorship opportunity could be a brand associated with the broadcast of a sporting event. Testimonials from advertisers explaining their strategies for using television sponsorship are also available.