You can! A cross-promotional partnership can be a great way to grow your customer base and discover new markets As an example of a successful partnership, Spotify and Starbucks joined forces in 2015. Spotify offered free premium subscriptions to Starbucks employees so they could play their own music playlists in-store. Meanwhile, Starbucks gave Spotify users the opportunity to get free coffee and food in their favorite stores. It's important to do your research when it comes to finding the right partner. You need to choose a company that you're not in direct competition with, and that shares your core values.