The importance of value-­in-­kind sponsorships (VIK) is often under-estimated. Very often sponsorships are related only to cash income in an organisation, but for many sponsors, providing their...

The importance of value-­in-­kind sponsorships (VIK) is often under-estimated. Very often sponsorships are related only to cash income in an organisation, but for many sponsors, providing their products (e.g. cars, food, drinks, IT solutions) is cheaper; the products can be tested on potential clients and gain increased visibility among potential consumers. For the organisers, VIK helps obtain services which would otherwise have been bought which, in turn, helps save money; a typical win–win situation, which in practice often does not receive enough attention.