How the pandemic is altering sports sponsorship, now, and in future

The short-term outlook for sports sponsorship is tepid in the US, providing problems and opportunities.

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

Assessing the state of sports sponsorship and brand partnerships in the wake of the events of 2020 begins with answering this question: What has been the pandemic’s impact on sponsorship spending?

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