With live sport at a standstill and empty stadiums dominating our foreseeable future, the well of sponsorship dollars is drying up fast for many rights-holders. Sponsors and advertisers are writing off their 2020 budgeted spends, while others are unwilling to commit until they have more visibility.
Conversations with leading brands in Asia are no different. There isn’t much money on offer and, for the little that is, vanilla solutions with campaign storyboards that may have adequate strategies pre-Covid-19 do not go beyond the first phone call.
The pressure on rights-holders is great. Without fans in the stands for the foreseeable future, their main play right now is through content engagement.
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