Sun FM identifies Corporate partners to sponsor the Awards based on mutual benefit packages wherein the value of sponsorships are converted into advertising space on Sun FM Radio and Television for an agreed period. The Station also sets aside some funds from its Corporate Social Responsibility and Marketing to invest in the Awards and negotiates with willing service providers on the same mutual benefit principle. The Corporate Sponsors have the privilege of naming Awards after their brand as part of recognition, while Sun FM retains the overall branding rights to the name of the Awards. The branding rights can change through title sponsorship.
