What replacement token to use for counting a specific content-type
I ended up creating a custom module for this to calculate the specific amount of items. Now I can use a token like [partner:partners].

/**
 * Implements hook_token_info().
 */
function partner_token_token_info() {
  $types['partner'] = array(
    'name' =&gt; t("Partner Tokens"),
    'description' =&gt; t("Tokens for partners."),
  );

  $partner['partners'] = array(
    'name' =&gt; t("Partners"),
    'description' =&gt; t("The count of partners."),
  );

  return array(
    'types' =&gt; $types,
    'tokens' =&gt; array(
      'partner' =&gt; $partner,
    ),
  );
}

/**
 * Implements hook_tokens().
 */
function partner_token_tokens($type, $tokens, array $data = array(), array $options = array()) {
  $replacements = array();

  if ($type == 'partner') {
    foreach ($tokens as $name =&gt; $original) {
      switch ($name) {
        case 'partners':

          $query = db_select('node', 'n')
            -&gt;condition('type', 'partner');
          $num_rows = $query-&gt;countQuery()-&gt;execute()-&gt;fetchField();

          $replacements[$original] = $num_rows;
          break;
      }
    }
  }

  return $replacements;
}