Abstract: A sponsor or another establishes a pool of incentive funds to be used by designated merchants to fund sponsored incentive programs for at least one of a sale and a lease of a product. An amount of each incentive fund is allocated for a designated merchant. One or more credit plans are designated, where each credit plan is associated with or eligible for each incentive fund. The discretionary distribution of each incentive fund is supported. For example, each incentive fund may be distributed to one or more selected customers based on a customer loyalty program or other parameters.