The rise of values-based partnerships

Aileen McManamon

The first steps in shifting to a values-based sponsorship marketing model.

This article is part of a four-part series on the evolution of sports sponsorship. Read more

Five key forces in play

There has been a seismic shift in brand strategy, marketing and messaging. This was signaled clearly in 2020, when 63% of brands shifted their primary messaging to focus on social equity and climate themes.1

While it’s natural for advertisers to adapt to cultural signals, this is no momentary response. This approach to deeper stance-based marketing is here to stay, with five key forces driving evolved business models, and in evidence across all industry sectors and...

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