Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Why it matters

Sponsorship growth was hindered in the first half of the last decade by a lack of diversity among the types of industries involved. This is expected to change in the coming years, as disruptive new market entrants look to use sponsorship as a tool to build reach and grow key brand metrics.


  • The sponsorship marketplace finds itself in a state of flux as a result of societal, technological and economic changes.
  • Many direct-to-consumer companies – as well as those in the legal cannabis category – are reaching the scale required to compete with established brands for prized sponsorship properties.
  • Rights holders’ increasing control over the distribution of their live broadcasts and other video content has potentially major consequences for sponsorship.