While Southwest Airlines has moved away from in-kind deals, most airlines continue to pay for local sponsorships with tickets.

Airlines are the third most active category behind media and hotels that pay for sponsorship with barter, according to IEG research.

So how can properties upsell airlines from in-kind to cash sponsors? Below, sponsorship buyers and sellers weigh in on the topic.

Melissa Millice, manager of customer engagement, Southwest Airlines
All too often, properties try to sell you what they have available instead of listening to your needs.

Partners that ask questions and listen are few and far between. It’s more about ‘here is what’s available, and this is what it costs.’ Smart properties ask questions, listen and build partnerships around a sponsor’s specific needs.

Jason Pearl, senior vice president of business development, San Francisco Giants
In-kind trade that offsets expenses is good. If you do barter, you need to eliminate all barriers for using the inventory. You need to make sure they are as flexible as possible with no blackout dates and incremental fees.

If an airline tells you they’ll only do an in-kind deal, you have to create leverage. If an airline wants to give you $100,000 worth of in-kind, talk to one or two other companies and see if you can get a $50,000 cash sponsorship. That gives you leverage.

Howard Freeman, executive producer, Quick Chek New Jersey Festival of Ballooning
Airlines are like hotels: they want to provide experiences to surprise and delight. Let people buy one-of-a-kind experiences with frequent flier points. That’s where airlines are finding the most value with sponsorship. If you come up with the right assets, they’re willing to pay cash.

How Do Sponsors In Each Category Pay: Cash, In-Kind Or Combination?
How Do Sponsors In Each Category Pay: Cash, In-Kind Or Combination?
Source: 2015 IEG Property Sponsorship Survey