Getty ImagesSports sponsorship for brands remains “a massively valuable asset if data is properly utilised,” according to PumpJack Dataworks’ executive vice president Giles Morgan. The coronavirus pandemic, and subsequent worldwide shutdown of sports, has cast doubt on future partnerships for brands and rights holders. A study from sports marketing agency Two Circles this month fueled further doubt, predicting that global sports sponsorship spend in 2020 is set to take a US$17. 2 billion hit as a result of Covid-19. Despite this, HSBC's former head of global sponsorship, who was speaking during SportsPro’s latest Insider Series, believes the sponsorship industry now has the data at its disposal to recover and grow. Predicting the sector will bounce back “in about two or three years’ time”, Morgan pointed to the use of properly harvested data brought on by a “mobile world”, which he says means brands now have a direct ability to connect with defined consumer groups.
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