The new sponsorship era

Sponsorships changed a lot after pandmeic. Sponsoring companies are increasingly responsive to changes in the sports environment. And after COVID-19, subjects which were marginal in all brands context, got enormous influence.

Good examples the ESG agenda, community concern and digital presence.

Until recently sports marketing was based on visibility in sports properties and all return was connected to the gameday. Now digital content has enormous proportion and brands have had to rethink their strategies.

Studies from Europe and US show that there has been a significant change in the world, and sponsorship has been reinvented.

Sports has the power to leverage corporate brands. Hoockit presented the 2021 most valuable sports properties, using digital data.

Data driven and purpose

Data is the future of sponsorships. To talk to fans, you should get to know about them in depth. And digital world creates this possibility. Sports Marketing needs to present a new creativity level in this complex reality.

Another intersting Hoockit′s data, showed the sponsors that increased in digital impact in 2021.

Sponsorships should not only display brands, they also need to make sense for the brand and the world.

Projects must bring positive messages, focused on the different aspects of brands′ business and based on data to create assertive campaigns.

It is not possible to just acquire brand spaces.?Investment and all strategies must to be connected to different aspects.

Activation: more investment, more return

The secret to create huge sports marketing showcases is always to study the models of sponsorship activation. IEG′s US surveys showed that big activation spenders increased. ?

A successful sponsorship program depends on smart brand activations.

Activations based on data driven will give much more results to the brands.

Sports marketing campaigns can touch the fans hearts and improve ROI.