At ONSIDE, we are tracking the emerging effects of Covid-19 across different audiences through a focused series of research studies and analysis in the ONSIDE Sponsorship Market Monitor.
As part of the study, we explore opinions on live matters including a potential return to sports and entertainment events once lockdown measures are relaxed and attitudes to a ‘behind closed doors’ sport strategy in the coming months. We gauge how the industry, consumers & ONSIDE consultants feel about the impact of Covid-19 and explore the opportunities that are emerging during this crisis.
Today, we look inside ONSIDE for the opinions and commentary on the impact of Covid-19 in Ireland, the UK and the US that feature in the ONSIDE Sponsorship Market Monitor.
INSIDE ONSIDE: Perspectives on Covid-19
A NEW FOCUS ON COMMUNITY & CITIZENSHIP
“The crisis has brought into focus the importance of both community and citizenship. Some brands and rights owners have been quick to pick this up. Nike encouraged people to stay at home, Budweiser is supporting local pubs that have had to close, Mercedes F1 helped develop a new breathing aid and several clubs were quick to offer their facilities to the NHS.”
Jon Long, ONSIDE Strategic Consultant, London, UK
WORKING TOGETHER THROUGH CRISIS TO ACHIEVE SUCCESS
“A crisis is the time to strengthen partnerships and it provides opportunities to improve relationships if managed correctly. It is critically important that properties communicate early with sponsors about any plans that will impact the sponsorship and its activation plans. Rights holders and sponsors should be asking each other about their current situations and challenges and what each can do for the other. For example, rights holders can share their sponsors’ socially responsible, crisis-related actions through their channels, while sponsors can promote properties’ efforts to share content with fans in lieu of live games. Both parties should look for opportunities to pivot from live sports to other types of content, taking a page from the WTA Tour, which quickly turned around a ‘Race Ready’ player content series for global partner Porsche, focusing on how players are staying in shape.”
Jim Andrews ,ONSIDE Strategic Consultant, Chicago, USA
SPONSOR OPPORTUNITY TO NAVIGATE THROUGH THE CURRENT CRISIS WITH THEIR AMBASSADORS
“There is an opportunity to do more remote speaking and Q&A engagements when it is not possible to do the traditional Q&A at hospitality-type events. The emphasis for this can be around positive motivation and getting a workforce, working either from home or key workers, ways to reframe their minds in the unique situation we are in.”
Rory Best, ONSIDE Strategic Advisor, Former Captain of Irish Rugby
PLAYING A NEW LONG GAME
“If you can build loyalty and a relationship between brand athlete / ambassador now, then good things will come for the long term when we all get through this pandemic. Athletes more than ever, want to work with brands as much as brands want to work with athletes, as long as brands keep it interesting and different. Now is the time to think outside the box and make things really interesting and different for people.”
Joe Canning, ONSIDE Strategic Advisor, GAA All Star and Galway Hurler
ABOUT ONSIDE
ONSIDE is a leading specialist in marketing and sponsorship consulting and research services – With a proven track record and strong industry experience in a cross section of sectors, ONSIDE is currently feeding into the marketing and sponsorship decision making of circa €100m+ of spend – working on many of Europe’s premier sponsorships – on sporting, music, cause-related, broadcast and other platforms.
