Last Updated on August 21, 2025 by Rajeev Bagra
When exploring opportunities to collaborate with IBM, you’ll quickly come across two major initiatives: IBM Partner Plus (formerly IBM Business Partner Program) and the IBM Champions Program. At first glance, they might seem similar — both recognize and support those who work with IBM technologies. But there’s a crucial difference: one is designed for registered businesses, while the other is tailored for individual advocates.
Let’s break it down.
What is the IBM Champions Program?
The IBM Champions Program is all about recognizing individuals who go above and beyond in sharing their expertise and enthusiasm for IBM products.
- Who can apply? IBM clients, freelancers, consultants, educators, retirees, or anyone passionate about IBM technologies.
- What do they do? Champions contribute by blogging, hosting webinars, speaking at conferences, creating tutorials, mentoring peers, and building communities.
- Why join? Champions gain recognition, exclusive networking opportunities with IBM experts, and early access to technologies.
- Important note: IBM employees cannot be IBM Champions at the same time — the program is specifically for external advocates.
👉 If you’re an individual who loves teaching, writing, or speaking about IBM products, this program is for you.
What is IBM Partner Plus?
IBM Partner Plus is IBM’s official program for companies that want to build, sell, or provide services around IBM solutions.
- Who can apply? Only legally registered businesses (startups, consulting firms, service providers, resellers, etc.).
- What do they do? Partners deliver IBM-powered solutions, integrate IBM technologies, and resell IBM software/hardware.
- Why join? Businesses gain access to sales enablement resources, technical training, co-marketing funds, and financial incentives.
👉 If you run a company and want to do business with IBM, this is the right program.
Key Difference at a Glance
| Feature | IBM Champions Program | IBM Partner Plus |
|---|---|---|
| Eligibility | Individuals (IBM clients, freelancers, educators, retirees, enthusiasts) | Registered businesses only |
| Focus | Advocacy & knowledge sharing | Sales, solutions & services |
| Recognition/Benefits | Thought leadership, community recognition, early tech access | Partner resources, incentives, business collaboration |
| IBM employees | Cannot be Champions | Can interact with partners as part of IBM’s business model |
| Best for | Personal advocates & influencers | Companies building with IBM |
The Overlap: Many Champions Are Also Business Partners
An interesting point is that many IBM Champions are also employees or leaders within IBM Partner companies.
For example:
- A consultant working at an IBM Partner firm might be recognized as an IBM Champion for their thought leadership, while their company benefits from IBM Partner Plus resources.
- This creates a powerful synergy: the individual earns credibility as a Champion, while the company gains business growth through the partner ecosystem.
So, while the programs are distinct, they often complement each other in practice.
Real-World Examples
- IBM Client: Imagine you work at a large enterprise that uses IBM Cloud or IBM Watson for digital transformation. While your company is an IBM client, you as an individual could still be recognized as an IBM Champion if you actively share your expertise and advocate for IBM technologies in the broader community.
- Freelancer/Consultant: An independent data scientist who blogs about IBM Watson and speaks at local meetups could apply to be an IBM Champion, gaining recognition and community support without needing a company structure.
- Consulting Firm: A small IT services company that builds AI solutions for clients using IBM Cloud would apply for IBM Partner Plus to gain business advantages and grow revenue.
- Hybrid Case: An IBM Champion working inside a partner consulting firm benefits personally from recognition, while the company benefits from the credibility and visibility the Champion brings.
Which One Should You Choose?
- If you’re an individual looking to share knowledge and influence the IBM community → Go for IBM Champions.
- If you’re a business aiming to collaborate commercially with IBM → Join Partner Plus.
- If you’re both an individual advocate and part of a company using IBM products or owner, employee of IBM PartnerPlus entity → consider applying for both to maximize opportunities.
✅ Learn more and apply:
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