United Cultures Sponsoring is the act of supporting an event, health, religion, culture, economy, education, science, politics and technology projects financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is known as sponsor. Sponsorship is a cash and/or in-kind fee paid to a health, religion, culture, economy, education, science, politics and technology projects. In return for access to the exploitable commercial potential associated with that property. While the sponsored may be nonprofit, unlike philanthropy, sponsorship is done with the expectation of a commercial return. While sponsorship can deliver increased awareness, brand building and propensity to purchase, it is different from advertising. Unlike advertising, sponsorship cannot communicate specific product attributes. Nor can it stand alone, as sponsorship requires support elements.