Challenges for sponsors in 2021

Sports Value has been doing interesting work with the sponsorship companies and many insights and analyses were produced during the pandemic.

And we continue working, identifying trends, anticipating opportunities and designing disruptive marketing strategies.

Global sponsorships suffered a huge downturn in 2020, a 37% cut from US$ 66 billion in 2019 to US$ 42 billion in 2020, according to IEG and Two Cirlces.

This “new normal” has radically changed the way corporate brands view the sponsorship acquired.

Issues, such as digital marketing, fan engagement, robust environmental and social projects, always generated secondary or even marginal deliveries to ROI with sponsorships.

The COVID-19 crisis brought fundamental reflections to the sponsorship market. Nowadays clubs, leagues and athletes need to understand this urgently. With the pandemic, brands realized the importance of key factors for their sponsorships

According to a recent survey conducted by IEG, 63% of U.S. sponsors are rethinking their investments. Another 31% expect reduction of the amounts paid or more time without paying. 20% will decrease investments and only 15% will do nothing with their sponsorship budgets.

Europe´s survey indicates sponsorship trends

A study conducted by European Sponsorship Association (ESA) showed important trends for sponsorship brands.

If the 1990s and 2000s were centered on the visibility, the current trend is a much deeper look at sponsorship opportunities.

Data analytics, innovation, improve measurement, content marketing and creativity become essential for sponsorships today.

Brazilian sponsorship market needs to change the mindset urgently, in order to be aligned with modern sposorships concepts.

Priority post-pandemic factors for sponsors in Europe