Digital Sponsorship Activation in Sports

A Study conducted during Covid-19 Pandemic
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The COVID-19 pandemic has heavily disrupted the sports industry. Sponsorship and brand activations are areas that have been severely affected, among others. According to IEG Outlook 20201, 5000 brands have seen a financial impact of $10B from their 120,000 sponsorship agreements. At this time, while LIVE Sports have made a partial comeback, a fan less stadium atmosphere has significantly impacted the sports business. Brands, who had previously relied on game day activations to provide product or service experience to the fans, are now struggling to provide a similar experience. Digital presents an excellent opportunity for sports businesses to engage with their fans.

For many years, brands have had a myopic perspective on digital platforms considering it as only a complement to game day engagements. Hence, there wasn’t a focus on “Digital First” strategy. Majority of the brands resorted to simple logo placements next to social media pictures or videos, without spending time in understanding the efficacy and potential. However, the landscape is changing accelerated by the impact of COVID-19.

Download this paper to learn about:

  • Facts and findings on digital sponsorship activations during the COVID-19 pandemic.
  • Digital Maturity Model tool to self evaluate the digital maturity of your organization
  • Recommendations to sponsor brands and sports organizations to pursue an effective digital activation strategy.