Millennials’ preference for experiences over physical products has created a new sponsorship category: experience providers.

Companies ranging from ski resorts to indoor skydiving and sports-themed gaming experiences are increasingly using sponsorship to build awareness, showcase their offerings and gain new customers.

Recent deals include iFLY and Live Nation, Topgolf Crush and Circuit of the Americas and Mammoth Resorts and the LA Kings.

The deals reflect the growing trend of consumers spending less of their discretionary income on physical goods (cars, clothes, etc.) and more on experiences.

The trend has been building over the past decade. Personal consumption expenditures on consumer experiences have grown faster than overall spending on goods and services in 12 of the past 16 years, according to William Blair & Co.

Sales of experience-related services, which includes sports events, theme parks, golf courses and ski resorts, reached an estimated $250 billion in 2016, per the financial services firm.

Experience providers use sponsorship to accomplish multiple objectives, with a focus on raising awareness of their offerings.

IFLY this year partnered with Live Nation to build awareness of its indoor skydiving locations in Chicago, Dallas and Houston. Live Nation promoted the company in a :15 second promotional video distributed via social media.

Mammoth Resorts is using its partnership with the LA Kings to increase awareness and its customer base across Los Angeles, while providing the Kings with enhanced programming, exclusive benefits and game-day giveaways throughout the season.

"The Kings are a huge source of pride in Los Angeles," said Jimmy Huh, Mammoth Resorts director of business development, in a statement. "Partnering with such an iconic team provides us with a unique opportunity to further showcase our big mountain skiing and riding experiences to Southern California's legendary sports fan base.”

Mammoth Resorts’ activation includes an interactive booth in the Staples Center and ski-themed in-game activations including snow reports at Mammoth Mountain and Big Bear Mountain Resorts.

Topgolf this year partnered with professional sports facilities, golf tournaments and motorsports tracks on behalf of its Topgolf Crush entertainment experience. Topgolf Crush features music, food and games wrapped around a competition in which attendees hit golf balls at targets from 40 to 150 yards away.

Topgolf showcases Topgolf Crush as a standalone experience or as an add-on to sponsor activations. BMW in September incorporated Topgolf Crush into its fan experience program at the BMW Championship.

Topgolf does not typically purchase official sponsorship status at the events.