Key Takeaways

  • Partnership businesses often use co-branding to reach new markets, build awareness, and share resources.
  • Notable partnership business examples include global brands like Red Bull & GoPro, Sherwin-Williams & Pottery Barn, Spotify & Uber, and many more.
  • Partnerships come in many forms, including strategic alliances, product integrations, and social impact collaborations.
  • Successful partnerships are typically “win-win” relationships where each company benefits from the other’s audience or expertise.
  • Small and local businesses, as well as startups, use partnerships to drive innovation and scale quickly.

There are many partnership business examples. One type of partnership is co-branding, which is an advertising partnership and strategic marketing that exists between two brands. The success of one company depends on the success of the other. This can be a good way to get into new markets, build more business, and increase awareness. A partnership needs to be a win-win situation for both sides in order for it to be successful.

Red Bull & GoPro

One example of a partnership business is the relationship between Red Bull and GoPro. GoPro sells more than portable cameras, while Red Bull sells more than energy drinks. They are both lifestyle brands that have similar goals. They have the following in common:

  • Fearless
  • Adventurous
  • Extreme
  • Action-packed

These make them the perfect fit to pair up for campaigns, particularly when it comes to action sports. GoPro gives adventurers and athletes the tools they need to capture their stunts, sports events, and races from the athlete's perspective. In turn, RedBull puts on and sponsors the events.

These companies have done many projects and events together, with the biggest being "Stratos." In this campaign, Felix Baumgartner had a GoPro strapped to him and jumped from a space pod that was 24 miles above the surface of the Earth. He set three world records but also showed the potential humans have that defines Red Bull and GoPro.

Sherwin-Williams & Pottery Barn

One of the largest advantages of doing a co-branding campaign is having the opportunity to showcase a service or product to a new audience. That's what Sherwin-Williams and Pottery Barn did when they got together in 2013. They created an exclusive line of paints together, and then put a new section up on Pottery Barn's website to allow customers to easily pick which paint colors they wanted so it would go with their furniture choices. This was mutually beneficial for both brands, and they wrote articles to show how customers could decorate and paint on their own.

West Elm & Casper

Casper is an online bedding and mattress store that is known for selling mattresses in a box. They have popular YouTube videos that show the mattress unboxing process and even have a 100-day return policy. However, some shoppers might not want to buy the mattress if they can't test it for themselves first. Casper decided to partner with West Elm so people could try out the mattress in person before they bought it. West Elm was also able to show off their stylish bedroom furniture.

This was a co-branding partnership that was mutually beneficial, as both brands reached a wider group of shoppers. It also gave shoppers more options to see both what it'd be like to sleep in a bed frame and to try the mattress first.

Dr. Pepper & Bonne Belle

Bonne Belle first launched the first flavored lip balm in the world, Lip Smacker, in 1973. The original flavors included lemon, strawberry, and green apple. In 1975, they decided to partner with Dr. Pepper to create one of the most popular flavors of lip balm ever, the Dr. Pepper lip balm. They even teamed up for their new slogans to promote the lip balm.

Louis Vuitton & BMW

Louis Vuitton and BMW may seem like a strange partnership initially. However, they have several traits in common. They both promote travel, as Louis Vuitton is known for their elegant luggage lines. They both consider luxury to be important, and they're both popular brands that are known for their high-quality products. BMW created a car named the BMW i8, and Louis Vuitton created a four-piece set of bags and suitcases that seamlessly fit into the rear parcel shelf in the BMW. This partnership showed the shared values of technological innovation, creativity, and style.

Spotify & Uber

Spotify partnered with Uber because they both had the same goal of getting more users even though they had different products. Uber riders can pick out a Spotify playlist to choose what they'll listen to during their ride. This helps both Spotify and Uber fans have a better experience during their ride in the car.

Other Famous Partnership Business Examples

Partnership business examples go beyond just co-branding between big brands. Businesses of all sizes use partnership strategies to reach new audiences, increase value for customers, and solve mutual challenges. Here are more standout examples that illustrate the diverse ways partnerships can drive success:

Nike & Apple

Nike and Apple joined forces to create the Nike+iPod Sports Kit, and later, the Apple Watch Nike edition. This partnership combined Nike’s expertise in sportswear with Apple’s technology, allowing runners to track workouts and receive real-time feedback. The collaboration is a prime example of how technology and lifestyle brands can co-create new, value-added products.

Starbucks & Barnes & Noble

When Barnes & Noble integrated Starbucks cafés into its bookstores, both brands benefited. Customers enjoyed premium coffee while browsing books, and both companies saw increased foot traffic. This symbiotic relationship highlights how in-store partnerships can boost customer satisfaction and sales for both partners.

McDonald’s & Coca-Cola

For decades, McDonald’s has served only Coca-Cola beverages in its restaurants, creating a mutually beneficial partnership. The exclusive relationship has helped Coca-Cola become synonymous with the McDonald’s dining experience worldwide, while McDonald’s benefits from the global appeal of Coca-Cola products.

Apple & Mastercard

Apple’s launch of Apple Pay was strengthened by its partnership with Mastercard. By integrating Apple Pay into Mastercard’s payment network, the service gained instant credibility and access to millions of consumers, demonstrating the power of strategic alliances in the fintech space.

GoPro & Red Bull (Reinforced)

This partnership goes beyond marketing; Red Bull not only sponsors events where GoPro cameras are featured, but GoPro and Red Bull co-produce action-packed content and campaigns like the "Stratos" space jump, showcasing both brands’ adventurous spirit and leveraging each other's audiences.

Uber & Spotify (Reinforced)

By allowing Uber riders to control music during their rides using Spotify, both companies enhanced the user experience and reached wider audiences, illustrating how product integration can make brands more attractive to customers.

BMW & Louis Vuitton (Reinforced)

BMW’s partnership with Louis Vuitton for the BMW i8 demonstrated how luxury brands can combine design and function, as Louis Vuitton designed luggage to perfectly fit the sports car, reinforcing both brands’ association with innovation and luxury.

Casper & West Elm

Casper, an online mattress company, partnered with West Elm so customers could try out Casper mattresses in West Elm stores. This helped Casper reach more customers and provided West Elm with a new draw for shoppers—a win-win for both brands.

Airbnb & Flipboard

Airbnb partnered with Flipboard, a content discovery platform, to offer curated travel experiences and stories, helping both brands reach new audiences and enhance the user experience for travelers seeking inspiration.

Target & Lilly Pulitzer

Target’s collaboration with fashion brand Lilly Pulitzer brought exclusive, limited-edition collections to Target stores. The partnership created major buzz, drawing new customers to Target and expanding Lilly Pulitzer’s brand reach.

Small Business & Local Partnerships

Partnership business examples aren’t limited to major brands. Local bakeries might team up with coffee shops for cross-promotion, or gyms may partner with wellness providers to offer bundled services. These grassroots collaborations often have outsized impact in their communities, driving mutual growth with minimal investment.

Types of Partnership Business Models

Some common partnership models include:

  • Co-branding: Two brands combine efforts on a joint product, campaign, or service.
  • Strategic alliances: Companies work together to share resources, expertise, or markets.
  • Distribution partnerships: Brands expand reach by leveraging each other’s distribution channels.
  • Product integrations: Two or more companies create a combined offering (e.g., hardware/software, food/beverage pairings).
  • Social impact partnerships: Brands work together to address social or environmental issues, increasing their positive impact and public image.

Frequently Asked Questions

1. What is a partnership business example?

A partnership business example is when two or more companies collaborate for mutual benefit, often to reach new audiences, launch new products, or share resources.

2. What are the benefits of business partnerships?

Benefits include increased brand exposure, access to new markets, shared resources, product innovation, and enhanced credibility for both partners.

3. Do partnerships work for small businesses?

Yes, small businesses often form partnerships to increase reach, offer bundled services, or cross-promote, driving mutual growth with minimal cost.

4. How do you create a successful business partnership?

Start by identifying shared goals, ensuring the partnership is mutually beneficial, setting clear expectations, and communicating openly.

5. Can partnerships be temporary or one-off?

Absolutely. Some partnerships are formed for a single campaign or product launch, while others are ongoing, strategic alliances.

If you need help with partnership business examples, you can post your legal need on UpCounsel's marketplace. UpCounsel accepts only the top 5 percent of lawyers to its site. Lawyers on UpCounsel come from law schools such as Harvard Law and Yale Law and average 14 years of legal experience, including work with or on behalf of companies like Google, Menlo Ventures, and Airbnb.