The Changing Value of Sponsorship: 2021 Sports Marketing Trends

A disrupted world is changing the value of sponsorship. Uncertainty caused by the COVID-19 pandemic has accelerated shifts in the way rights holders sell sponsorships and brands make sponsorship investments and activate their partnerships. New sponsorship entrants, new channels and new fan necessities will impact the key sponsorship value drivers in 2021 and beyond. 

This report examines how sponsorship value is evolving as the world around it changes and why a clear understanding of ROI across channels and over time is a business imperative. Informed by thousands of client conversations and Nielsen Sports data analysis, the report offers fresh insights on the key roles both brand equity and sales impact play in a unified approach to sponsorship measurement.