Five ways sponsorship will change in 2021 and beyond

Alex Burmaster

This article explores the possible long-term legacy of COVID-19 on sponsorship marketing.

I’m not a big fan of opinion pieces that predict that “things will never be the same again” or the “death of”, so this isn’t one of those.

Although the impact of COVID-19 in both severity and length is an extremely rare occurrence, the way that businesses and people operate has been conditioned over decades and both have a need to return to the normal or safe way of doing things.

Take working from home or business travel. Clearly there’s been a seismic change and although they’re unlikely to ever go back to ‘normal’ levels, there’s increasing belief they’ll get...

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