Over the last 18+ months of uncertainty, the ongoing pandemic has affected every facet of
sponsorship—from how it’s sold by rights holders to how brands invest and partnerships are
activated. In early 2021, Nielsen Sports released The Changing Value of Sponsorship report, which
highlights these seismic shifts in sports marketing. The areas of focus identified in the report have
only increased in importance, from the changing media consumption habits of fans to the power of
athletes as influencers. As advertisers head into 2022, what has occurred will continue to impact
the year ahead.

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