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In the lead up to the Vilnius Summit (July 11-12, 2023), the private sector’s importance to NATO came into sharp focus. From the provisioning of “cybersecurity support” to refilling arsenals, observers commented on some of the ways that partnerships with the private sector can help the alliance and its members fulfil NATO’s mandate. But what is the significance of these partnerships for the private sector? This essay considers three functions—buyer, consultative partner, and incubator—that NATO serves for the private sector.