ABSTRACT
This chapter reports on a study about the impact of Covid-19 on sport sponsorship from the perspective of the industry’s professionals. To accomplish the study’s objective, the authors analyzed data from a two-phase online survey, with data collection conducted by SponsorshipX. The first survey gathered data from April 6–14, 2020, and a total of 289 useable responses from 12 countries were achieved. A follow-up second round online survey was conducted from May 15-25, 2020, and a total of 201 useable responses from 10 countries were gathered. Results from the surveys inform the field on topics such as a return to normalcy, a shift in sponsorship priority, the impact on sponsorship investment, new platforms explored due to Covid-19, and recommendations to properties. The work uncovered ten lessons learned, and identified six recommendations for practitioners.
