Thursday, September 10, 2009

Future Trends In Sponsorship

Based on our work with a large number of U.S. and global sponsors, here are our top four trends to watch in sponsorships over the next five to ten years.

1. Growth in social and mobile media will change sponsorship activation plans forever.

Five years ago clients were warned to begin to abandon print media and PR around a sponsorship since sports fans were making a wholesale switch to consuming sports information online, due to the far greater immediacy and richer content available.

REvolution's warning now is to begin to abandon traditional .com advertising support since sports fans are quickly moving to social media (Facebook/Twitter/blogs) and mobile media (iPhone apps). These media offer even greater immediacy and ease of access than traditional websites. Agencies that can get ahead of the curve and build in social/mobile media activation to sponsorship deals will prosper.

2. The present global recession will have no long-term impact on the sponsorship market.

Many of the commentators who followed sports business within the past decade have issued gloomy prognostications that the current recession marks "the death of corporate entertainment" or, at best, they predict a long-term negative correction of its pricing across the board.

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