Sponsorships and partnerships: Marketing trends to watch in 2024

Nicholas Anderson

Sport and entertainment’s unique ability to deliver meaningful, scalable, brand-safe experiences is reframing the role of sponsorships and partnerships in the modern marketing mix.

In the face of fragmenting media, elusive audiences and an accelerating stream of new categories and competition, sport and entertainment’s unique ability to deliver meaningful, scalable, brand-safe experiences is reframing the role of sponsorships and partnerships in the modern marketing mix. What was once seen by some as a nice-to-have is quickly becoming a non-negotiable for the world’s leading brands.

As we look ahead to the macro trends shaping the 2024 marketing landscape, the importance of cultural strategies will be omnipresent. From a renewed emphasis on brand-building to a growing appetite for savvy media alternatives along with the exploding creator...

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