Schools Want Brand Support: New Data Reveals Why

Introduction

School brand activations are emerging as one of the most effective community-based marketing strategies. Unlike traditional sponsorships, these partnerships integrate brands directly into meaningful student experiences—athletics, arts programs, academic enrichment, and school events.

According to a recent survey, K-12 schools are not only open to brand partnerships—they actively want them.

About this Survey

This survey was conducted by Campus Multimedia via Centiment’s online research panel to examine the needs of K-12 schools and perceptions of brand involvement by school staff.

• Market: US

• Sample Composition: N=289

• Respondent Qualifications:

  • Primary job function is Teacher, Administrator, Athletic Director, or Counselor/Support Staff

  • Current staff within an elementary, middle, high, or K-12 school

  • Work in a Public, Private, Charter, or Magnet School

• Data fielded in November 2025

Key Findings at a Glance

• 46% say schools are underfunded

• 97% are open to local business or brand sponsorship support

• 88% trust brands more when they are involved in schools

• 85% prefer brands that support their school

Why Schools Are Open to Brand Partnerships

The 2025 funding climate tells the story clearly:

• 46% of educators do not believe their school is adequately funded

• 60% believe the cost of school-related activities is too high for many families

• 45% believe traditional fundraising is insufficient

National funding trends reported by the National Center for Education Statistics (https://nces.ed.gov) show similar resource pressures across districts.

At the same time:

• 69% of respondents believe local businesses should play a larger role in supporting schools

• 97% are open to local business or brand sponsorship support

Schools are not resistant to partnerships—they’re resource-constrained and ready to fill in the gaps.

Budget Relief that Builds Buyer Loyalty

Funding Gaps and Dissatisfaction

The data reveals widespread concern about:

• Facility upgrades

• Classroom supplies

• Student incentives

• Teacher morale

Despite consistent effort, traditional fundraising is not closing the gap. Only 27% of educators believe individual school fundraising efforts are sufficient to meet school needs–suggesting that traditional, school-by-school fundraising alone is not closing the gap.

Trust and Purchasing Influence

Here’s where school brand activations can become powerful:

• 88% would trust a brand more if it were involved in their school

• 85% would likely purchase from brands supporting their school

"It's a sense of community when you have brands/businesses that support their local school. They get their name out there while supporting schools. It's a win-win." - 39-year-old parent

Few marketing channels deliver that level of emotional alignment, and brands that are getting involved are seeing the benefits.

What Schools Actually Need from Brands

Athletics and Sports

Over 70 survey mentions identified athletics as the most urgent funding need.

High-impact activation ideas include:

• Equipment sponsorships

• Travel funding for competitions

• Girls’ sports empowerment campaigns

• Branded game-day experiences

Sports connect entire communities, and are a prime opportunity for brands to get involved with meaningful support.

Arts and Academic Enrichment

More than 45 mentions emphasized arts and academic programs.

Effective activations include:

• Art supply grants

• Band uniform sponsorships

• Theater production partnerships

• STEM competition funding

These programs often face early budget cuts—making brand support highly visible and appreciated.

Teacher Appreciation and Morale

Only 26.7% of educators feel teachers receive appropriate recognition.

Brands can boost teacher morale through:

• Recognition programs

• Staff appreciation events

• Classroom mini-grants

• Volunteer engagement

Supporting educators creates ripple effects across families and communities. At a time when morale and retention are critical challenges, meaningful investment in teachers signals authentic brand goodwill, reinforces shared values, and builds lasting trust within the community.

School-Requested Brand Activation Opportunities

1. Community-Centered Experiences

• Family nights

• Athletic tournaments

• Graduation sponsorships

• Back-to-school events

These create emotional brand association with entire families.

2. Equity-Focused Support

• Meal programs

• Field trips

• Mental health services

• Technology access

When activations reduce access barriers, the impact multiplies.

3. Long-Term Program Investment

Instead of one-time sponsorships, brands can:

• Fund multi-year STEM initiatives

• Sponsor athletic programs

• Support recurring academic competitions

Instead of one-time sponsorships, brands can build trust through consistent support of the annual touchpoints.

Conclusion

School brand activations represent one of the most underutilized, high-trust marketing channels.

The data shows:

• Schools need support.

• Educators welcome partnerships.

• Consumers reward brands that invest in their communities.

Brands that activate thoughtfully within schools will build stronger trust, deeper loyalty, and long-term community equity. Interested in other ways your brand can impact entire communities through purpose-driven brand activations? Campus Multimedia specializes in creating meaningful connections through tailored, turn-key activations that resonate with school audiences. Request your brand activation guide and get a closer look at in-school visibility and engagement opportunities for your brand or organization.