For example, they are helping bring more value to the festival attendees. Educating the consumer is important. They are a sponsor who brings experiences to people. It's not just the cash that a sponsor can bring. The sponsor's promotion might drive more attendance and build up the festival's recognition level.
Promotion can drive incremental ticket sales or concession or merchandise sales.
Getting promotion can turn into more value. And if the NBA feels they need that help, every park district in America does too. Basically people know about the parks but sponsors can drive people to park programs or events and increase concessions, incremental park registrations or event attendance. It's no skin off the taxpayer's back. People are always responsive to that if it's something meaningful.