Sponsoring the UW
Strategic Partnerships within University Marketing & Communications (UMAC) is responsible for UW-wide sponsorships and relationships must be coordinated through this office and working together with relevant stakeholders on campus. UMAC鈥檚 process to prepare sponsorship proposals includes reviewing opportunities and collaborating to develop a good fit:
- Understand focus, goals, and objectives of sponsors
- Explore events, programs, and initiatives the UW has that match these.
- Meet with UW stakeholders to gather data and discover opportunities.
- Present sponsor with identified opportunities. Modify with input from both parties as necessary.
- If interested, move forward with strategy, planning and implementation.
In addition, the expectation is for recipients of UW-wide sponsorships to ensure the completion of the items below to build strong relationships and showcase the success of the engagement:
- Sponsor approval on marketing assets that incorporate sponsor logos or other creative.
- Activation on all agreed upon assets/benefits included within the proposal as approved.
- Development of a fulfillment report which can be a collaboration with UMAC Strategic Partnerships with information including:
- Overview of how the initiative, project or event went
- Evidence of activations which may include images, screen shots, etc.
- Success metrics which may include marketing outreach (website views, email + social outreach), attendance, etc.
Sponsorships not involving UW-wide sponsorships or UW-wide categories are explored independently, directly with potential sponsors with the following understanding:
- Ensure compliance with the .
- The UW has exclusivity with Alaska Airlines, PepsiCo, and Starbucks in the airlines and beverage categories鈥攐ther sponsors within these categories are prohibited.
- The UW has preferred status with BECU in the finance category 鈥� other sponsors within this category are allowed.
Sponsorships and UW exclusive partnerships
Guidelines for UW colleges, schools and departmental business units
Beverage Distribution
Our partners support the 乱伦社区 in meaningful ways, including funding scholarships, enhancing events, and engaging with our community. To honor these partnerships, we ask that all UW departments and business units follow a few simple guidelines when planning events.
These apply to department-hosted events (galas, luncheons, lectures, donor events, community celebrations, etc.) whether held on or off campus, and whether catered internally or by an external vendor.
Exclusive partners
The UW has three sponsors who are contractually granted campus exclusivity: Alaska Airlines, PepsiCo, and Starbucks. This means UW must ensure these are the only brands in their categories that are on campus and can be sold, served, advertised, or promoted at UW events and programs. Because of this agreement, competing brands cannot be promoted, advertised, or displayed alongside the UW or its marks.
What does this mean for your department鈥檚 event?
- At UW events and programs on campus, beverages should be exclusively PepsiCo brands and Starbucks coffee and tea. Both are strong partners to the UW and provide support to the university in various ways.
- At UW events and programs held off campus, the preference is for beverages to be exclusively PepsiCo brands and Starbucks coffee and tea. We understand this might not always be possible given venue limitations.
For third party catering, we recommend communicating with vendors in your initial communications, to ensure awareness of the beverage exclusivity on campus. For clarity: UW departments and units may not accept monetary sponsorship from companies that compete with the UW鈥檚 exclusive partners in the airline or beverage categories. For example, Delta Airlines or Coca-Cola may not sponsor department galas, donor luncheons, or other hosted events. Sponsorship in these categories is reserved for the UW鈥檚 exclusive partners鈥擜laska Airlines, PepsiCo, and Starbucks鈥攚ho provide significant support to the university community.
While the financial services category does not have an exclusive partner, BECU does maintain the exclusive right to have the co-branded UW debit and credit cards.
Use of UW trademarks
If your department or unit would like to use UW logos, marks, or other trademarks in event materials, approval is required from the UW Trademarks and Licensing Office.
This ensures that all university communications stay consistent with UW brand guidelines and protect the integrity of our marks. More information and request forms are available on the UW Trademarks website.
Support for departments and units
- Free product opportunities: In some cases, departments and units may be eligible to receive Pepsi or Starbucks products to support their events.
- Sponsorship and Promotion Guidance: Strategic Partnerships can walk you through options to stay within the guidelines while making your event successful.
- General Event Questions: Strategic Partnerships can also connect you with the right UW resources to help navigate policies and ensure your event runs smoothly.
Questions?
For more information, and to ensure your department or unit operates within these guidelines, please contact Strategic Partnerships at sponsorships@uw.edu.
Coming on campus
Organizations wishing to come on campus are required to go through the Office of Special Programs鈥� program.
Sponsoring your organization
Would you like the UW to sponsor your organization? Strategic Partnerships handles these requests – please reach out to sponsorships@uw.edu to inquire about more details.
