Can sponsorship survive disruption?

Charlie Beall, digital media consultant at Seven Leagues, explains how digital is changing the face of sports sponsorship

22nd January, 2017
The All Blacks have a sponsorship agreement with Air New Zealand Picture: Getty

Digital media is disrupting the sponsorship ecosystem just like it did the music and publishing industries, and those who transform and adapt will emerge as the new winners.

That includes rights holders who often rely on sponsorship revenues. They will be placed under greater pressure to offer a measurable return on investment, creative digital activations, detailed audience knowledge and the ability to segment and target.

The pressure is also falling on sponsors who are under...

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