Partnership announcements: Writing guide for partnership press releases (with examples)

So, you’ve teamed up with another company, and it’s a match made in business heaven. But how do you share this news without sounding like a corporate robot?

Crafting a business partnership press release that’s as dynamic as your new duo can generate buzz, boost brand visibility, and build trust. Whether you’re a PR pro at a brand or an agency, this guide will help you create an announcement that even your competitors will admire.

A partnership press release is your official “We’re together!” statement to the media, announcing a new partnership.

It’s designed to:

• Inform the public and industry insiders about your exciting collaboration
• Highlight the mutual benefits and goals of your alliance
• Elevate brand awareness and maybe even make your competitors a tad jealous

Not every coffee chat needs a press release. Save the spotlight for significant collaborations, such as:

• Strategic partnership – Joining forces to leverage each other’s superpowers
• Merger – Two companies becoming one, like a business version of a rom-com
• Acquisition – One company welcoming another into the family
• Product launch – Collaborating to unveil the next big thing

To make your announcement shine bright, ensure it has a:

• Headline – Snappy and captivating
• Introduction – Covers the who, what, where, when, and why
• Value proposition – Explains why this partnership is the best thing since sliced bread
• Executive quotes – Includes insights from key executives to add a human touch and credibility
• Media contact information – Ensures interested parties know where to find you and facilitates effective communication
• Call-to-action (CTA) – Encourages readers to learn more or get involved

Writing a new partnership press release isn’t just about stating the facts; it’s about telling a compelling business story.

A well-structured release should grab attention, communicate key details clearly, and highlight why this partnership matters.

Your press release headline should be concise and informative. Mention both companies and the significance of their collaboration. Keep it under 100 characters.

A strong opening paragraph should include:

• The partnering companies’ names
• The partnership’s purpose and goals
• Its potential impact

Your press release needs to demonstrate the benefits of the new partnership for both companies and customers, including essential information about each partnering company, such as their background, expertise, and mission. You should explain:

• How it enhances products or services
• Competitive advantage gained
• Innovations involved

Including executive quotes personalizes the announcement and gives it credibility. A well-placed quote can add a human touch, reinforce the significance of the partnership, and provide insight into the strategic vision behind the collaboration. In a strategic partnership press release, these quotes are crucial for highlighting the goals and industry impact of the collaboration.

When crafting quotes, avoid generic statements like “We’re excited about this partnership.” Instead, focus on the impact, value, or innovation the partnership brings.

Example:

“This partnership allows us to deliver superior solutions to our customers by combining our expertise in [industry] with [Partner Company’s] cutting-edge technology. Together, we’re setting a new standard for innovation in the market.” – [Name], CEO of [Company]

You can also include testimonials from clients, investors, or industry experts to further validate the partnership’s significance.

Once you've got people interested, make it easy for them to follow up. Whether a journalist needs more details, an investor wants to connect, or a potential customer is intrigued by what you offer, providing clear and accessible contact information is crucial.

Here’s what to include:

• Media contact details – The name, email, and phone number of the best person to handle press inquiries. This should be someone who can respond promptly and provide additional information
• Relevant company representatives – If applicable, include a spokesperson or executive available for interviews. Some reporters may want direct quotes beyond what’s in the press release
• Links to press kits – Make it easy for journalists to access high-resolution images, logos, company backgrounders, and other supporting materials. A well-organized press kit can make the difference between getting full coverage or just a brief mention

Additionally, consider adding a call-to-action (CTA) that encourages next steps, such as visiting a website for further details, scheduling a media briefing, or signing up for updates about the partnership’s progress.

To ensure your partnership announcement reaches the right audience, optimize it for search engines. Use relevant keywords like “partnership press release” and “strategic partnership” naturally within the content. 

Avoid keyword stuffing–clarity and readability should come first. Also, add hyperlinks to key resources, such as company websites or press kits, to provide extra context and boost visibility. 

A well-optimized release increases the chances of journalists and industry professionals discovering your news.

Now that we’ve covered the essentials of crafting a strong partnership announcement, let’s take a look at some real-world examples that showcase these best practices in action.

One of the best ways to improve your press release is by studying successful real-world examples. Observing how top companies structure their announcements, use compelling quotes, and highlight partnership benefits can provide valuable insights. 

Pay attention to how they integrate keywords and media assets to maximize reach. We’ll go through some standout examples later in this article to help you apply these best practices to your own release.

A great press release doesn't just inform – it excites, engages, and leaves a lasting impression. Below are some standout examples of partnership announcements that do just that. 

This collaboration between Porsche Motorsport and Iron Dames is making waves in motorsports, pushing for greater inclusivity in racing. The press release effectively highlights the partnership's goals and the impact on the industry.

Example: Porsche's partnership launch press release

See full example

Decathlon teams up with football star Antoine Griezmann to inspire young athletes and make sports accessible for all. The announcement emphasizes the shared values and objectives of the partnership, appealing to a broad audience.

A well-crafted press release partnership example, such as a collaboration between a sports team and a brand, can highlight the benefits for both organizations and their fans, making it more appealing to media and the public. And you can learn a lot from studying it.

Example: Decathlon announce a groundbreaking partnership for football fans

See full example

Sony partners with World Aquatics to revolutionize sports broadcasting through cutting-edge technology. The press release showcases the innovative aspects of the collaboration and its potential to enhance viewer experiences.

Example: Sony launch official partnership

See full example

Oakley joins forces with Team Rubicon to support veterans and first responders, proving that eyewear can be more than just fashion. The announcement effectively conveys the partnership's mission and the meaningful impact it aims to achieve.

Example: Oakley launches new partnership

See full example

A powerhouse trio, Brussels Airlines, Beobank, and Mastercard, team up to enhance travel experiences with exclusive rewards and perks. The press release highlights the benefits for customers and the strategic advantages for the companies involved.

Example: Brussels Airlines announce strategic partnership

See full example

Create a press release like the above with a free 14-day trial of Prezly →

A great partnership press release should be structured in a way that grabs attention, communicates key details efficiently, and leaves a lasting impression. To make the process easier, we’ve put together a simple partnership press release template you can follow.

Whether you’re announcing a strategic collaboration, a major merger, or an exciting new product launch, this template will help you craft a clear, engaging, and professional press release.

Here’s what your layout should look like:

[Headline]
​[Company A] and [Company B] announce strategic partnership to [benefit]
​​
​[City, Date] – [Company A] and [Company B] announce a strategic partnership aimed at [describe purpose and benefit].
​​
​About [Company A] and [Company B]
​Brief descriptions of both companies and their industry positions.
​​
​Key benefits of the partnership
​- [Benefit 1]
​- [Benefit 2]
​- [Benefit 3]
​​
​Executive quotes
​“[Quote]” – [Name], [Title] at [Company]
​​
​Contact information
​For media inquiries, please contact:
​[Name] – [Email] – [Phone Number]

Now that you’ve crafted a stellar partnership press release, it’s time to get it in front of the right people. The way you distribute your press release partnership announcement can make all the difference in gaining media attention, reaching key stakeholders, and maximizing your partnership’s impact.

A strong distribution strategy ensures your news lands in the inboxes of journalists who actually want to cover it, instead of getting lost in the digital void.

There are two primary ways to distribute your press release: personalized pitching or using a wire service.

Getting your partnership press release in front of the right people is just as important as writing it. But how you distribute it can make or break its success. While wire services might seem like a quick solution, they often fall short when it comes to engagement, targeting, and value for money. 

With Prezly, you get a more effective, personalized way to distribute your news–without the hefty price tag or lack of control that comes with traditional newswires.

Mass distribution doesn’t guarantee media attention. Journalists are bombarded with generic press releases daily–so why not stand out? A targeted, personalized approach increases your chances of securing meaningful coverage.

Here’s how to do it right with Prezly:

• Personalize your pitches – Research journalists who actually cover your industry and tailor your message to explain why your news is relevant to them
• Segment your audience – Different media outlets have different focuses. Prezly lets you create targeted media lists, ensuring each journalist gets the most relevant version of your announcement
• Use Prezly’s built-in email pitching tool – Unlike wire services, Prezly allows you to send trackable, personalized press releases directly to journalists and monitor engagement

Try Prezly’s 14-day free trial to distribute your press release the smart way.

While wire services offer broad distribution, they have some serious downsides:

Wire services charge per word and often require additional fees for multimedia content, making them an expensive option with no guarantee of media coverage.

Unlike Prezly, which helps you build and maintain journalist relationships, wire services simply blast your release to a database–with no way to personalize outreach or follow up.

Wire services send your press release to a random assortment of outlets, many of which bury your news in low-traffic sections or never publish it at all. Prezly, on the other hand, ensures your release reaches journalists who actually care about your story.

Most wire services don’t offer real engagement insights. Prezly’s email pitching tool lets you see who opened, clicked, or engaged with your press release–so you can follow up effectively.

For maximum impact, ditch the generic wire service approach and go for targeted, meaningful distribution with Prezly. Personal pitches secure higher-quality, in-depth coverage, while Prezly’s newsroom feature gives your release a branded, SEO-friendly home.

Writing a great partnership press release is only half the battle–getting it in front of the right audience is where Prezly shines.

With Prezly’s all-in-one PR software, you can create multimedia-rich press releases in a branded, SEO-friendly newsroom and send them directly to journalists using Prezly’s email pitching tool. Plus, with built-in tracking, you’ll know exactly who’s engaging with your story.

Start your 14-day free trial today–no credit card required, just an effortless way to write, distribute, and track your partnership press releases like a pro. Happy announcing!

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