Navigating uncertain waters
This guide offers insights into everything from sponsorship policies and how to manage sponsorship requests: from the selection process and refusals to the impacts of changing properties.
It would be almost frivolous to discuss sponsorship trends for 2021. If last year has taught us anything, it’s to live with a high level of uncertainty and to know that planning of any kind has been a fraught affair in the sport and entertainment industry.
According to the NPD Group, “Basketball has fallen from its height of being an important streetwear product to really out of fashion right now,” as the performance segment has declined over multiple years and no sport-specific shoe category has shown any growth in more than three years.
Getting kids to play and watch traditional sports is key to the long-term survival of this sphere: it is of crucial importance now as the median age of traditional sports audiences keeps rising.
Corporate sponsorship hasn’t always been welcome in the music world as it was seen as “selling out.” Music events are now much friendlier to corporate sponsors, and brands are using sponsorship opportunities to tap into consumer passion through music.
New brands and categories are increasingly using sponsorships to reach their objectives. Some of them may surprise you!
Read part 2 of our blog post on new sponsorship categories.
Sponsorship is a healthy communication medium, and many brands are starting to see the value in it. New sponsorship categories can bring additional revenue to rights holders. Not surprisingly, many new entrants to sponsorship are from disruptive business models that are coming to maturity.
“How [brands] used to measure and evaluate their sponsorships (think really big Excel files) and how some innovative software tools from Elevent–with some really cool names–have dramatically improved that process.” – Gavin Roth
The #MeToo movement has fuelled public discussions about unwanted sexual behaviour. There is mounting pressure for music events to improve safety and introduce a profound cultural change.
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