Sponsorships
Overview
Sponsorships are a deliberate, strategic tool for building and scaling the Kyndryl brand. Approved sponsorships not only drive visibility, they reinforce credibility, create meaningful emotional connection and clearly align to our brand strategy and values.
At Kyndryl, we focus on sponsorship opportunities that demonstrate progress in action, showcasing our purpose, people and expertise in ways that feel authentic and relevant. These partnerships create platforms to engage through shared passions, build lasting relationships and reinforce Kyndryl as the partner powering progress for the world’s most mission-critical systems.
Note
All sponsorships, global or local, must align to our brand strategy and are centrally governed by the Global Brand team to ensure consistency, maximize impact and protect Kyndryl’s reputation.
Sponsorship strategy
Our sponsorship strategy is focused on one objective: build the Kyndryl brand through Points of Progress. This means using sponsorships to show how we help progress the world, strengthen relationships and enable the next generation of innovators.
We invest in sponsorships that advance three key areas:
01 Progress relationships through passions
Create meaningful moments that connect with customers, partners and employees in authentic, human ways
02 Progress the world through our mission
Align with organizations and initiatives that reflect the mission-critical work that we do
03 Progress the next generation of innovators
Support platforms that inspire future talent and reinforce Kyndryl as a purpose-driven, people-first company
How we evaluate opportunities
All opportunities are assessed against the four core pillars below. Every opportunity must show clear alignment across these pillars before moving forward.
01
Global relevance:
Can it scale awareness and position Kyndryl on a global stage?
02
Values and reputation:
Does it reflect our brand standards and strengthen our credibility?
03
Showcase potential:
Can we demonstrate what Kyndryl does in a distinctive way?
04
Experience:
Does it enable meaningful engagement with priority audiences?
Additional guardrails
To maintain focus, credibility, and brand consistency, we are selective in where and how we engage. This ensures that every sponsorship strengthens the brand, reflects our values, and delivers impact.
We do not support:
Individual athletes, sports teams, or traditional sports sponsorships
Our strategy prioritizes platforms that reinforce our purpose, expertise, and role in progress, not passive brand placement
Political or politicized organizations
We do not engage in sponsorships that could create perceived bias or reputational risk
Organizations that do not meet our standards for ethical practices
Alignment to our values is a requirement for partnership
How to begin a sponsorship discussion
All sponsorship opportunities — whether local, global, or tied to a sales engagement — must involve the Global Brand team from the very beginning of any conversation. To ensure alignment and protect the integrity of the brand, please follow these guidelines:
A Global Brand Sponsorship focal is required before engaging any third party:
Involve the Global Brand team at the start of any sponsorship discussion, before outreach or commitment.
Do not negotiate independently:
Markets and sales teams are not permitted to initiate or negotiate sponsorships directly with third parties.
Leverage central evaluation:
The Global Brand team will assess opportunities for strategic fit, audience alignment, ROI and reputational risk.
Centralize discussions:
All sponsorship conversations and negotiations are managed through the Global Brand team to ensure consistency and scale.
Note
Following this process ensures that every sponsorship is aligned, impactful and supports Kyndryl’s global brand strategy.
Please contact Melinda Kretz to discuss any questions or to review an opportunity for your local market.