Competitive Edge - Sports & Entertainment Marketing News

Sponsorship still ‘massively valuable’ with right data, says Giles Morgan (CE)

The coronavirus pandemic, and subsequent worldwide shutdown of sports, has cast doubt on future partnerships for brands and rights holders. A study from sports marketing agency Two Circles this month fueled further doubt, predicting that global sports sponsorship spend in 2020 is set to take a US$17.2 billion hit as a result of Covid-19.

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Discussion Questions:

  1. What is sponsorship?
  2. How has the COVID-19 health crisis devalued sports and entertainment sponsorships around the world?
  3. In your opinion, will the business of sponsorship eventually bounce back? Why or why not?
  4. According to this story, how might data be the key for future sponsorship growth?
  5. How might this collection of data impact you as a consumer?
Chris Lindauer

Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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