Brand partnerships can elevate subscription services by expanding reach, boosting credibility, and enhancing value. But what makes a partnership truly effective? In the following article Business Director, Craig Gallacher, explores key considerations of brand partnerships before reviewing three examples that nailed it. 

Beans and Toast. Daly and Winkleman. Mark Noble and West Ham. Three examples of partnerships where two entities come together to make an even more perfect whole. But what about brand partnerships? And how can these be successfully created by the Subscription economy?  

What are the main benefits of brand partnerships for subscription brands? 

This is absolutely not an exclusive list by any means, but five that immediately spring to mind include: 

• Expand reach: tap into a new customer base by accessing your partner’s first party data  

• Boost awareness: increase visibility by partnering with well-known brands and sharing marketing efforts  

• Add value to customers: offer exclusive perks to your customers to improve retention 

• Build credibility: strengthen trust by associating with reputable brands 

• Drive innovation: inspire ideas for new products and services 

So, which brands have gained a competitive advantage through smart brand partnerships? Here are three sterling examples. 

Boosting credibility with a like-minded service offering 

ZOE, the brainchild of Professor Tim Spector, tests users’ gut microbiomes amongst other things to provide tailored dietary recommendations for improving health. In late 2024, it announced a clever partnership with Mindful Chef. The collaboration saw a number of recipes from Spector’s latest book feature on the Mindful Chef menu. Customers of Mindful Chef are health conscious enough to demonstrate a commitment to their wellbeing via a food subscription service so the partnership presented ZOE and Tim Spector’s book to a highly receptive audience. For Mindful Chef, the partnership maintained its position of credibility within the healthy eating space and, as Spector is a bit of celebrity himself, may have also inspired people to try a box for the first time or switch from a rival recipe box subscription. 

Successful brand partnerships are about understanding your relationship with your audience 

So, what can we take from these examples? Whether it’s PlayStation and Apple TV+ teaming up to snag gamers, Gymshark helping Surreal reach cereal-loving fitness buffs, or Mindful Chef tapping into ZOE’s science-backed health wisdom, the formula is clear. Brand partnerships in the subscription world are all about reaching the right people, boosting visibility and giving customers more value. 

The key is to find that sweet spot where each brand complements the other and brings something fresh to the table. As subscription services continue to grow, we’re bound see more of these clever partnerships. It’s not just about selling a product, it’s about building a lasting relationship with your audience.