Rewriting the rules in sports sponsorship

New performance-driven sponsorship models for the post-pandemic era.

Whether it be Brexit or the global pandemic, hard times call for fresh thinking. Innovate or die has become a mantra for most after a challenging 18 months, but this has been felt particularly acutely in the sports sponsorship industry as it has grappled with wave after wave of uncertainty linked to the impacts of COVID-19. 

The media landscape has changed almost beyond recognition over the last 10 years. With media fragmentation and the subsequent competition for consumer attention being more fraught than ever before, it’s no wonder that investment in digital media – perhaps the most accountable channel in...

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