Jason Steele | Time for rights-holders to reinvigorate their approach

Jason SteeleAfter a two-month “time out”, live sport has blinked back into action. In Germany, the Bundesliga became the first major European soccer league to restart its season, and across the pond the NASCAR Cup Series returned to the track. The vast global audiences that tuned into both offered up a striking symbol of the solace provided by sport’s reappearance. As the sport landscape gradually shifts back to normality, we looked at the number of new sponsorship deals that have been signed since the beginning of the year. In April 2020 a total of 61 new deals were signed globally. That comes in stark contrast to April 2019 where a total of 200 global deals were signed – a 70-per-cent drop that clearly shows the impact of the pandemic.

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