Strategic alliances pair two independent brands to create something neither could pull off alone — a co-branded product, a shared experience, or a joint campaign that reaches both audiences.
The examples below range from retail partnerships (Starbucks in Target) to luxury collaborations (Louis Vuitton for BMW) to content deals (BuzzFeed with a nonprofit). Each shows what makes an alliance work and why both sides benefit.
What is a strategic alliance?
A strategic alliance (or strategic partnership) is a relationship where two companies stay independent but partner to pursue shared goals, tap into each other’s audiences, and amplify brand visibility together.
This can take the form of affinity marketing where brands share audiences, or co-branding new products that leverage both brands’ strengths.
Top 10 strategic alliance examples
Here are 10 examples of brands that have formed successful strategic alliances.
1. Uber and Spotify
Uber’s partnership with Spotify lets riders stream their personal playlists during rides, making every trip feel personalized while nudging riders toward Spotify Premium subscriptions.
This gives Uber a differentiator its competitors can’t match. And since not all Uber riders use Spotify (and vice versa), both brands unlock access to each other’s audience.
2. Starbucks and Target
When it comes to strategic alliances, Starbucks and Target wrote the playbook. The moment you step into Target, there’s a Starbucks counter ready to fuel your shopping.
These brands share the same audience: busy shoppers looking for affordable small luxuries and quick escapes from everyday routines. The partnership has been going strong since 1999, with thousands of Target stores now hosting Starbucks cafes.
3. Starbucks and Barnes & Noble
Starbucks created another strategic alliance with Barnes & Noble. While many brick-and-mortar bookstores have struggled against Amazon, Barnes & Noble has stayed in the game partly thanks to those co-branded Starbucks “B&N Cafes” inside most locations.
A hot drink and a good book are a natural pairing. This gives bookworms an extra reason to visit physical stores instead of ordering online, while Starbucks reaches more customers and differentiates from competitors.
4. Disney and Chevrolet
At Walt Disney World’s EPCOT, Disney and Chevrolet teamed up to create Test Track, an immersive brand experience. As guests move through the queue, they see behind-the-scenes Chevrolet design videos and showcases of current and future models. Then they design their own custom Chevrolet in an interactive game before “test driving” their creation on the ride.
After the ride, visitors can check out real Chevrolet vehicles, chat with reps, and star in their own Chevrolet commercial featuring their designed car.
Chevrolet gets massive brand exposure to millions of annual visitors, while Disney leverages the car company’s design expertise to create an unforgettable guest experience.
5. Red Bull and GoPro
When Red Bull teamed up with GoPro in 2012 to document a record-breaking stratosphere skydive, they weren’t just creating content. Red Bull backed the jump, while the skydiver wore a GoPro camera to capture every moment.
The partnership was such a success that the two brands forged a long-term alliance for Red Bull extreme sports events like Red Bull Rampage. GoPro cameras now exclusively capture the POV shots that make these events so compelling to watch.
This works because both brands speak to the same audience of thrill-seekers. By joining forces, both have cemented their association with extreme sports.
6. Target and Lilly Pulitzer
Lilly Pulitzer is known for vibrant, colorful patterns, but its luxury price tags put it out of reach for most shoppers. With stores mainly in eastern and southern states, many fashion fans could only admire from afar.
In 2015, Lilly Pulitzer and Target launched an affordable, limited-edition collection available nationwide. This gave Lilly Pulitzer fans budget-friendly options while generating buzz for Target by offering designer goods at accessible prices.
The collection sold out within hours (sometimes minutes), prompting multiple follow-up collaborations with the same results.
7. T-Mobile and Taco Bell
During the 2019 Super Bowl, T-Mobile and Taco Bell unveiled a partnership: T-Mobile customers could claim a free taco every Tuesday through the T-Mobile app, no purchase necessary.
This boosted T-Mobile customer loyalty while driving Taco Bell foot traffic. Most customers grabbed their free taco plus other menu items, and many made Tuesday Taco Bell runs a weekly habit.
Why did this pairing work? As Convince and Convert noted, both brands’ customers “skew male, they skew younger, and they skew toward value seekers.” Combine that natural alignment with Super Bowl exposure, and the partnership generated significant buzz.
8. Louis Vuitton and BMW
Louis Vuitton and BMW operate in different industries (fashion vs. automotive), but both are elite luxury brands focused on exceptional craftsmanship.
The logic is simple: if you can afford a BMW, you can probably afford Louis Vuitton. Sharing this high-end audience and core values, the brands collaborated to create a collection of Louis Vuitton bags custom-designed for the BMW i8.
As Patrick-Louis Vuitton, Head of Special Orders, put it: “This collaboration with BMW epitomizes our shared values and creativity, technological innovation and style.”
The four-piece luggage set features carbon fiber construction (the same material used in the i8’s passenger cell), and the entire set fits perfectly into the car’s parcel shelf. At $20,000 for the set, it was a finishing touch for someone spending $135,000+ on the car.
9. Apple Pay and Mastercard
When Apple unveiled Apple Pay for contactless payments, it needed credit card companies willing to embrace the future.
Mastercard arrived first. When Apple Pay launched, only Mastercard customers could pair their cards with iPhones to make purchases without physically having their cards present.
By jumping on this opportunity early, Mastercard aligned itself with Apple’s cutting-edge reputation and positioned itself as a forward-thinking financial player. This early alliance paid dividends later when Apple partnered with Mastercard again to launch the Apple Card
10. BuzzFeed and Best Friends Animal Society
Strategic alliances aren’t just for profit-seeking companies. Partnering with nonprofits can work too, as long as the connection feels authentic.
BuzzFeed and Best Friends Animal Society proved this with their content partnership. One viral hit featured Emma Watson answering fan questions while playing with adorable kittens. The twist: all the kittens were available for adoption through Best Friends Animal Society.
BuzzFeed got heartwarming, shareable content that aligned with their values. Best Friends gained exposure to BuzzFeed’s 200-million reader audience. The result: more adoptions and more awareness.
Types of strategic alliance
Strategic alliances come in different flavors. Here are the three main types:
- Joint venture: Two companies come together to launch a new business entity, where profits are shared
- Equity strategic alliance: One or both partners purchase shares in the other company
- Non-equity strategic alliance: Partners pool resources to launch a joint initiative or project, but they both remain fully independent companies. They don’t form a new entity, and no equity changes hands.
The examples we’ve showcased in this article are non-equity strategic alliances, the most common type.
Strategic alliances vs. referral programs
Strategic alliances and referral programs are both partnership-based growth strategies, but they work differently:
Strategic alliances pair two brands to create something together: a co-branded product, a shared experience, or a joint campaign. Both brands contribute resources and share the visibility.
Referral programs turn your existing customers into advocates who recommend you to their network. Instead of partnering with another brand, you’re partnering with the people who already know and trust you.
When to use which:
- Strategic alliance:Â You want to reach a new audience through another brand’s credibility
- Referral program:Â You want to systematically capture and amplify the word of mouth that’s already happening
Many businesses use both. A strategic alliance can introduce you to new customers, while a referral program keeps those customers bringing in more.
Next steps for exploring a strategic alliance
As these examples show, partnering with another brand can be rewarding when both sides benefit from the relationship.
Look for potential partners with similar audiences and goals. Be clear about what each brand brings to the table and what each takes away from the partnership.
You don’t need to be a corporate giant to benefit from strategic alliances. Small businesses and startups can create equally powerful partnerships. Clarity on your objectives and having valuable resources to contribute matters more than size.
For more tips on starting a partnership with another brand, be sure to read our article on affinity marketing.
Or check out related articles focused on partnerships:
