“It’s going to be a very strong bounce back when it comes” – Nielsen Sports head forecasts sponsorship boom for football post-Covid

2 December 2020

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Photo: PA Images Jürgen Klopp (Right), when he was the head-coach at Borussia Dortmund, stands next to the former acting CEO of Opel, Thomas Sedran, at the press conference when it was announced that Opel was going to sponsor Borussia Dortmund back in the summer of 2012. Sponsorship deals could be up for a significant comeback in 2021.

Prior to the Covid-19 pandemic the sports sponsorship market had been expanding at a greater pace than brand investment in traditional media.

Now the factors which had been driving this shift, such as a greater search for authenticity and brand purpose, are set to become even more influential, believes Mike Wragg, global head of consulting & research at Nielsen Sports.

As a result he predicts that after Covid the amount of money being spent on sponsorship with football clubs will be larger than it was before the crisis and will be growing more quickly.

And he stresses that as clubs look to capitalise they will benefit from actively engaging in social responsibility issues, with brands increasingly focused on environmental sustainability, grassroots development, volunteering, and health and well-being.

Jonathan Dyson dyson@offthepitch.com

Sponsorship revenues in sport, including football, are set to rebound strongly over the next year and could reach higher levels than before the Covid-19 pandemic within the next 18 months, according to Mike Wragg, global head of consulting & research at Nielsen Sports.

Commercial income across football has taken a significant hit this year, with research conducted by Sportcal in April finding that there was a general reduction in the volume of sports sponsorships of 45 per cent in the first quarter of 2020 compared to 2019.

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