In addition to building visibility in new markets, wireless handset companies use sponsorship to demonstrate their latest products and drive preference in a hyper-competitive category.

Below, four sponsorship hot buttons in the wireless handset category.

Create brand envy. Manufacturers of high-end phones often use sponsorship to reward current customers and draw new ones.

Samsung activated the Lollapalooza music festival with the Galaxy Lounge, a branded experience that offered customers the opportunity to watch DJ performances by festival artists and access to a special viewing area for the Samsung stage.

The lounge featured smartphones, VR headsets and other Samsung products.

Demonstrate cultural relevance. Handset manufacturers are increasingly using sponsorship to demonstrate cultural relevance and drive social conversations.

Samsung offers sports fans an unfiltered look at Richard Sherman’s life and thoughts via sponsorship of The Players’ Tribune Out of Context series, a series of first-person videos featuring the outspoken Seattle Seahawks cornerback.

Sherman records the videos using a Galaxy smartphone and notebook.

Create custom phones. Smartphone companies often leverage sponsorship with property-themed phones.

Samsung is celebrating the 2018 PyeongChang Winter Olympic Games with a phone that features the five Olympic rings, while Vivo plans to leverage the 2018 FIFA World Cup with a special-edition phone for FIFA staff and athletes.

In addition, Oppo in 2015 created a special-edition phone to celebrate its new three-year partnership with Barcelona FC.

Access demonstration opportunities. Like Samsung and the Galaxy Lounge, handset manufacturers often use sponsorship to demonstrate their products in a one-on-one environment.

ZTE activates the PGA Tour, RBC Canadian Open and other properties with the ZTE Experience Tour, an interactive experience where consumers can check out the company’s phones.

ZTE in 2017 extended its sponsorship of the RBC Canadian Open with a new three-year agreement.