On-demand food delivery companies use sponsorship to accomplish multiple objectives, with a primary focus on gaining scale and driving sales.

Below, five hot buttons in the food delivery category and how companies are activating sponsorship to achieve those goals.

#1) Drive App Downloads   
Driving sales is objective number one for food delivery companies.

Companies look to accomplish that goal by offering discounts, merchandise offers and other perks to drive app downloads.

Foodpanda leverages its partnership with the Pakistan Super League by offering cricket fans discounts on food purchases, free delivery and the opportunity to win exclusive PSL merchandise.

Gamification plays a key role in the activation. The company offers the discounts via the FoodpandaPSL, an online food tournament that runs side by side with the Pakistan Super League. Fans can score a win for their favorite team by downloading the Foodpanda app and purchasing food from select restaurants.

The promotion also helps drive traffic to Foodpanda’s Facebook page—fans need to visit the page to see which restaurants can help earn a score for their team.

#2) Promote Restaurant Partners 
Food delivery companies frequently use sponsorship to promote their own brands as well as their restaurant partners.

Those partners can range from national quick-service restaurant chains to regional and local dining establishments, as well as their beverage partners.

Case in point: DoorDash this month partnered with Jack in the Box and The Coca-Cola Co. (Coca-Cola Freestyle) to “crash” Comic Con San Diego.

Consumers who visited the #CrashTheConExperience could create an “epic photo” and receive Comic Con T-shirts and other swag at the Jack in the Box Crave Van.

Jack in the Box distributed menu items twice daily for the first 100 visitors and ran a social media promotion dangling $100 gift certificates. Consumers entered the contest by posting a photo with the #CrashingTheCon hashtag.

DoorDash in 2016 partnered with Dog Haus and Sony Pictures to promote the release of Sausage Party. DoorDash leveraged the tie by offering free food, T-shirts and tickets to a Sausage Party screening.

#3) Promote New Market Launches
Companies in the food delivery category are increasingly using sponsorship to build presence in new markets.

Waitr partnered with the July 15-16 Sloss Music & Arts Festival in Birmingham, Alabama to promote its June launch in the Magic City.

The partnership included sponsorship of two water stations and a 10-by-10 footprint where Waitr brand ambassadors interacted with attendees.

“They saw a large spike in downloads at our festival so I do believe this was a great experience for them. We were able to utilize ticket giveaways to help provide some ammunition for their launch in Birmingham,” said Jim Trotter, director of sponsorships with Red Mountain Entertainment, the producer of the event.

Waitr, which also offers service in Arkansas, Louisiana and Texas, sponsors a handful of other properties in its marketing territory. Those include the Louisiana Winter Beer Festival, the New Orleans Pelicans and University of Louisiana at Lafayette athletics.

Waitr also sponsors the New Orleans Saints; Saints quarterback Drew Brees is an investor in the company.

#4) Drive Scale  
Just Eat is activating its new partnership with The X Factor with the “Chef Factor,” a nationwide hunt for “real chefs who sing along to their favorite songs” in the kitchen. The company will feature the chefs in promotional spots at the start and end of commercial breaks during television broadcasts.

“It is a great fit for both brands as we each play a key role for millions of people every weekend,” said Barnaby Dawe, Just Eat chief marketing officer, in an interview with The Guardian. “The partnership will give the business a fantastic opportunity to reach an even broader audience.”

The London-based company also plans to offer exclusive behind-the-scenes content on its Facebook page and Twitter feed. The tie includes sponsorship of The X Factor TV show app and the show’s annual live tour.

#5) Promote Healthy Food Offerings
Just Eat is leveraging its new partnership with Triathlon Ireland with the Just Eat Food Club Competition, an initiative that dangles an annual membership to Triathlon Ireland, a food and fitness training plan, a bicycle and Just Eat gift cards redeemable at “Fit Food” restaurant partners.

Just Eat earlier this year reported a 100 percent year-over-year increase in healthy food orders. Orders of gluten free food options grew 158 percent.

“We know from our data that our customers are looking for more variety and cuisine options, from the very healthy to the more traditional. The huge growth in the triathlon sport in Ireland, 20 percent year-on-year since 2005, also reflects Irish consumers’ wish to lead a healthier and more active lifestyle, and we hope to meet this lifestyle need where possible on Just Eat,” said Edel Kinane, Just Eat Ireland marketing director, in a statement announcing the partnership.

Triathlon Ireland members receive Just Eat vouchers in member packs and at the finishing line at TE events throughout the season.