If you’re responsible for marketing at a Microsoft Partner, there’s a good chance you’ve heard about Co-op funding — and may even know you’re eligible.
What’s less obvious is how to use it sensibly, particularly for content marketing, without creating unnecessary complexity or risk.
FY26 Co-op funds can support demand generation and brand awareness activity.
But the real challenge isn’t eligibility — it’s deciding what’s worth doing, and when.
What Co-op funding is
Microsoft Co-op funding sits within the Partner Incentives programme.
In simple terms, it’s marketing funding earned by eligible partners based on performance — typically through Microsoft Commerce Incentives (MCI).
Those funds can be used for approved marketing activity that:
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supports demand generation or awareness
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promotes Microsoft solutions or workloads
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can be clearly evidenced after delivery
Co-op isn’t designed to fund every marketing idea.
It exists to encourage focused, well-executed activity that supports growth.
If you’re still unsure what Co-Op funding is actually designed to encourage — and where the boundaries sit — this explainer is a useful place to start.
Who typically has access to Co-op funding
Not every partner receives Co-op funding, but many do.
It’s most commonly available to partners participating in MCI programmes, including:
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Cloud Solution Providers (CSPs)
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Surface and device partners
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Hosting and services partners
Funds accrue based on performance and are then available to spend in the following cycle.
If you’re unsure whether you have Co-op available, Partner Center is the place to check.
How the FY26 cycle works
Co-op follows Microsoft’s fiscal year.
In broad terms:
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July to December: funds are earned
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January to June: funds can be used
Any unused funds expire at the end of the usage window.
That timing matters — not because you need to rush, but because planning early gives you more control over what you spend and why.
What Co-op funding can support — realistically
Co-op funding is often associated with advertising or events, but it can also support content-led demand generation when planned carefully.
That typically includes activity such as:
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blog and insight content
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case studies and customer stories
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landing pages and supporting assets
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coordinated content campaigns across web, email, and social
What matters isn’t the format — it’s that the activity:
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is clearly executed
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aligns to Microsoft solutions
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and can be evidenced once live
In practice, smaller, well-defined pieces of content are often easier to stand behind than large, loosely scoped campaigns.
Why content is often a sensible place to start
Content marketing isn’t flashy.
That’s part of its strength.
For Microsoft Partners in particular, content such as case studies and practical insight pieces can:
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support longer sales cycles
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give sales teams something concrete to share
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demonstrate real customer outcomes
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be reused across multiple channels
A single, well-executed asset can do a lot of work over time.
Which makes content a lower-risk starting point for many partners using Co-op funding for the first time.
A note on Microsoft co-marketing resources
Microsoft also provides ready-made co-marketing assets through the Partner Portal.
These can be useful for speed — but they’re rarely enough on their own.
Most partners get better results when they:
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adapt content to their audience
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add their own experience and perspective
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prioritise clarity over volume
Generic content may be eligible — but it doesn’t always build confidence with buyers.
A final thought on FY26 planning
FY26 Co-op funding isn’t something to “maximise”.
It’s something to use deliberately.
The partners who get the most value over time aren’t the ones doing the most activity — they’re the ones making clear, defensible decisions about what to invest in next.
How we tend to help
We work with Microsoft Partners to deliver practical, audience-first content that supports real sales conversations and can be clearly evidenced once live.
Often that starts with:
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case studies
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core insight content
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or a small set of coordinated assets
Not everything at once.
Just what makes sense now.
Want help with planning Co-Op funded content?
