Part 1 of 4
Jon Long, ONSIDE Managing Director, UK & Middle East
AUTHENTIC CONNECTIONS
At the start of 2020, the industry told us sustainability was one of the strongest growth opportunities for sponsors. In 2021, this was joined near the top of the rankings by cause-related and community opportunities, while 81% of brand marketers said women’s sport would be a sponsorship opportunity for their organisation in the next 1-3 years. Momentum across these areas continues to build in a year when stars like Emma Raducanu became the first woman to win BBC Sports Personality since 2006, and Ireland’s Rachael Blackmore won the BBC’s World Sport Star award.
2022 will see women’s team sports take centre stage with World Cups scheduled in cricket and rugby and the Euros taking place across 10 venues in England accompanied by extensive brand activation. The trend of major rights owners unbundling their women’s sponsorship rights will continue, especially in football. Other rights holders – particularly male-dominated leagues and clubs - may opt to collaborate and co-create opportunities that meet equality, diversity and inclusion targets.
Unsurprisingly, the most authentic connections in 2022 will be found at local community level. Some of the most effective local agreements will involve multiple partners and deliver social as well as economic value. The pandemic prompted a rise in a modern version of the ‘factory gate’ philanthropy practiced by Cadbury’s and others in the late 19th century, with businesses becoming more conscious of the health and wellbeing of their employees. While many will continue to work from home in 2022, more employers – even those with a global footprint - will make sure they complement national and international sponsorships with activity that has a positive local impact.
The collapse of charitable giving and growing public sector debt will put increasing pressure on the finances of organisations across the sector. This will contribute to an increase in the number of properties seeking naming rights partners. Sports stadia and entertainment venues will be joined by hospitals, transportation and attractions. In some cases, it will be the non-traditional properties that are able to offer better value to socially-conscious brand partners.
Environmental sustainability initiatives took a back seat during the early part of the pandemic but the second half of 2021 saw renewed activity and several promising partnerships (Footprint/Phoenix Suns, Liverpool/SC Johnson) and momentum will build throughout 2022. More enlightened properties will emphasise economic and social sustainability alongside their environmental credentials.
Implication
This is an important area of opportunity for both properties and their partners, but it is no longer new and it will be those that truly deliver on their promises that will benefit. For every Mercedes-Benz Stadium (sustainability) or Lewes FC (equality) there will still be plenty of properties professing core values and sustainable practices, but willing to compromise to accommodate any financially attractive sponsor. Partnerships in this area also require more activation than many other sponsorships. For brands, this will often involve supporting specific community or sustainability activities in addition to regular promotional tactics.
“The Connection Series 2022”, is a four-part blog series, where the ONSIDE’s international consultancy team pull out the key themes from our 16th annual Irish Sponsorship Industry Report 2022.
To request an abbreviated version of the Industry Report 2022, click here.
