Sports fans say that shirt sponsorship is the most noticeable, according to a new dataset of sports fans across 15 markets from target audience company GWI.

Why it matters

Investment in sports sponsorship collapsed last year due to cancelled games, but 2021 is a major year for sport due to the Tokyo Olympics and Euro 2020 football tournament. Sponsorship is also going through a period of rapid change, with greater emphasis on digital highlights, partnerships and flexibility. Brands that are able to engage their audience in new ways, possibly helped by a prominent shirt sponsorship, stand to benefit....