Post by account_disabled on Dec 30, 2023 4:32:08 GMT
Carlos Cantó , CEO of SPSG Consulting, member of the Spanish Marketing Association, professor of Sports Business at ESADE Business School, IE Instituto de Empresa, Real Madrid University School and LaLiga Business School, as well as member of the Advisory Board of WFS-World Football Summit, OWQLO, SpotInGlobal and BYS-Book You Stadium, has prepared the “Sports Sponsorship Barometer 2020”. It presents the conclusions of a study developed by SPSG Consulting and presented in the Beatriz auditorium in Madrid, with the collaboration of the Spanish Marketing Association . The main conclusion reached is that the objective of improving the reputation of the brand, the generation of unique differential content for sponsors and hospitality, as well as the presence on social networks, are consolidated among the greatest attractions of the sport. for brands when deciding sponsorship, while brand visibility and association with values are considered “hygienic” factors.
This means that they are necessary, but not sufficient . Furthermore, Cantó commented that sponsorship continues its process of sophistication and professionalization, while stating that the results Phone Number List of the report confirm that, among the trends, the creation of values through access to unique and exclusive content for sponsors stands out. It should be noted that the new paradigm of access to audiovisual content related to sports forces a rethinking of the traditional sponsorship approach. On the other hand, regarding the innovation section, Cantó highlights that sports marketing will more actively include big data, e-sports, augmented and virtual reality, gamification, geolocation and blockchain . And as for the collateral effects of the coronavirus, sponsorship will be affected, as expected, in a negative way in relation to physical activations, although it will be more positive in the digital and phygital part, as well as the sponsorship activation « with social sense.
Sports Sponsorship Barometer 2020 Sponsoring companies: Greater sophistication and digital activation and “with a social sense” The visibility of a brand is and will be for many years a key element in sponsorship activity. Although it is not the only factor, since factors such as the exclusivity of the sector, presence on social networks, presence in the media, hospitality and money cannot buy experiences and access to unique content influence . These five elements are known as those that reinforce the enhancement of acquired property rights. Furthermore, we must not forget that despite COVID-19, almost half of the brands consulted by the study sign that 2021 will equal or increase their investment in sponsorship rights and 56% in its activation . Thus, in the innovations for the next five years, the barometer indicates big data, e-spots, gamification and geolocation as the most significant. Finally, the brands give a score of 2.45 out of 7 to the degree of importance of the possible existence of tax incentives when deciding to invest in sponsorship rights for their company .
This means that they are necessary, but not sufficient . Furthermore, Cantó commented that sponsorship continues its process of sophistication and professionalization, while stating that the results Phone Number List of the report confirm that, among the trends, the creation of values through access to unique and exclusive content for sponsors stands out. It should be noted that the new paradigm of access to audiovisual content related to sports forces a rethinking of the traditional sponsorship approach. On the other hand, regarding the innovation section, Cantó highlights that sports marketing will more actively include big data, e-sports, augmented and virtual reality, gamification, geolocation and blockchain . And as for the collateral effects of the coronavirus, sponsorship will be affected, as expected, in a negative way in relation to physical activations, although it will be more positive in the digital and phygital part, as well as the sponsorship activation « with social sense.
Sports Sponsorship Barometer 2020 Sponsoring companies: Greater sophistication and digital activation and “with a social sense” The visibility of a brand is and will be for many years a key element in sponsorship activity. Although it is not the only factor, since factors such as the exclusivity of the sector, presence on social networks, presence in the media, hospitality and money cannot buy experiences and access to unique content influence . These five elements are known as those that reinforce the enhancement of acquired property rights. Furthermore, we must not forget that despite COVID-19, almost half of the brands consulted by the study sign that 2021 will equal or increase their investment in sponsorship rights and 56% in its activation . Thus, in the innovations for the next five years, the barometer indicates big data, e-spots, gamification and geolocation as the most significant. Finally, the brands give a score of 2.45 out of 7 to the degree of importance of the possible existence of tax incentives when deciding to invest in sponsorship rights for their company .