The world of sponsorship was already experiencing a lot of change, before COVID, but, as we are now fairly and squarely in the middle of living with COVID, the industry continues to change.
2022 has a real sense of optimism as we see people flocking to live sports events including the rise and rise of women’s sport where we recently saw a record set for the biggest crowd at a women’s football match when Barcelona hosted Real Madrid and 91,553 people attended. No game had more people in it all season – and that includes the men’s clásico.
Brands are also taking stock and, in some cases, pivoting or re-jogging their sponsorship approaches and portfolios, looking for new ideas and opportunities.
That’s why I thought it would be good to look at some of the trends that are happening in the sponsorship industry right now.
Paula Beadle is the Founder and CEO at Caravel Marketing. Paula is a sponsorship industry leader who has mastered the art and science of sponsorship over 30 years of experience in sponsorship, media, sports, major events, and entertainment.
Paula is also the founder of Sponsorship Mastery – an organization dedicated to improving individual and organizational sponsorship performance.
Paula also serves on the Board of Directors for the Red Cross, Seattle Sports Commission, Washington Fairs and Events Association (WFEA), and as a Mentor for Women in Sports and Entertainment (WISE).
Paula presents to conferences on Navigating the Future of Sponsorship Marketing and she frames her presentation around research conducted.
Enjoy.
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14 Hand Picked Pieces of Sponsorship Advice and Insights Re-run - Host's Choice- Ep 129
Inside Burger King's Sponsorship of Stevenage FC Re-run - Alex Tunbridge - Chief Executive of Stevenage FC - Ep 128
Inside Creativity in Sponsorship Re-run - Misha Sher - MediaCom - Ep 127
Inside Sponsorship at UFC – Nick Smith - Ep 126
Inside Sponsorship at UBS – Anneliese Mesilati - Ep 125
Inside Sponsorship at Shell V-Power Racing Team – Nigel Calder - Ep 124
Inside Sponsorship at Miami HEAT – Jessica Geymayr - Ep 123
Inside Sponsorship at Las Vegas Raiders – Howard Christian - Ep 122
Inside Sponsorship at San Francisco 49ers - Cameron O'Toole - Ep 121
Inside Sponsorship at New York Red Bulls - Jordan Iannuzzi - Ep 120
Inside Sponsorship at Toyota - Dedra DeLilli - Ep 119
Inside Sponsorship at Heineken - Thomas Mulders - Ep 118
Inside Sponsorship - Best Bits of 2022 - Ep 117
Inside the Sponsorship Employment Market - Jonathan Harris - SRI - Ep 116
How to be Innovative and Creative in Sponsorship - Adam Ferrier - Thinkerbell - Ep 115
How Brands Can Optimize Their Sponsorship Portfolio - Scott Tilton - KORE Software - Ep 114
2023 Planning Considerations - Dan Collier-Hill - MediaCom - Ep 113
Inside Disabled Athlete Sponsorship - Ryan Neiswender - Paralympian - Ep 112
Inside Rugby Australia - James Durbin - Chief Commercial Officer - Ep 111
14 Hand Picked Pieces of Sponsorship Advice and Insights - Host's Choice- Ep 110
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