The health crisis, a disrupted calendar, the conflict in Ukraine... The sports movement has experienced its share of upheavals in two years. The horizon now seems clearer, but what effects will these shocks have on the international sport ecosystem?
Partner on Purpose, the latest entity of the British agency JTA, surveyed the industry. His team interviewed more than 600 decision-makers and sports marketing experts. The results of its survey demonstrate it through the figures: the sports partnership is evolving. He wants to be more engaged and more civic-minded.
JTA President Jon Tibbs answered questions from FrancsJeux.
FrancsJeux : What is the main conclusion of your investigation into the impact of the pandemic on sports sponsorship?
Jon Tibbs : The survey results show how the COVID-19 pandemic and recent geopolitical events have made brands and rights holders reflect on their priorities. It’s very clear that the sports marketing industry now believes that partnerships need to be more engaging, more community-focused and more geared towards real, positive change.
If you had to choose one number from all the results, what would it be?
93% of respondents agreed that the pandemic had a profound impact on the sponsorship ecosystem. Among them, the vast majority also admitted that the health crisis had made partnerships between sponsors and sports organizations more difficult. Fortunately, challenges also bring new opportunities. Partner on Purpose will help sports brands create and support partnerships with real impact, and unearth these new opportunities.
Is this new trend in the sports sponsorship ecosystem an effect of COVID-19, or would it have happened anyway?
Brands recognize that the world is changing, but it is clear that the pandemic and recent geopolitical events have significantly accelerated this change. People now want to be associated, directly or indirectly, with more community-oriented activities, and with brands that more support the causes they believe in.
Who could benefit the most from this new situation?
Sponsors who, while wishing to gain further visibility, collect more data and increase their sales thanks to sport, will adopt a more targeted and altruistic approach. In other words, partners capable of demonstrating flexibility, and proposing initiatives very focused on a real and lasting relationship with consumers and communities.
Who is at risk of suffering from it?
Brands that do not adapt and do not change their approach, despite the evolution of society's values almost everywhere in the world. The sports economy sector must be responsive and flexible. He must adapt. There will be no more outright commercial partnerships. Consumers want, and expect, brands to engage in more useful and meaningful partnerships.
What should sporting organizations and events do to adapt to this new trend?
To show creativity. They will have to review their approach to partnerships, existing or future, to imagine campaigns dedicated to causes that matter and make a real difference. In our survey, 96% of respondents believe that partnerships between brands, athletes and sports organizations are becoming more focused, more innovative and more fluid. Those who are flexible and react quickly, to respond to consumer demands while helping to shape a more harmonious society, will be the big winners in this new situation.
