Outside Influence: Five Factors Impacting Sponsorship

Sponsorship professionals spend significant time examining what we, as a field, are doing correctly and incorrectly with the goal of continuous improvement. This is important of course, but we also must not lose sight of the external forces that can both propel or impede our efforts.

Here are five current conditions that are or could have substantial effects on sponsorship:

  1. Industries in low-growth mode

Packaged goods, autos, apparel, financial services and telecommunications are among the categories that fuel sponsorship and the largest companies and brands within those categories have experienced little to no . . .

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Jim has spent more than three decades identifying key sponsorship trends and delivering his unique insights into the critical issues facing rightsholders and their commercial partners. He was instrumental in building pioneering sponsorship firm IEG into a global leader in industry data, information and consulting, most recently as chairman of the annual IEG Sponsorship Conference and IEG Sponsorship Report before departing the company in 2018. A frequent media commentator and guest, Jim has been a featured speaker at hundreds of sports, entertainment and marketing conferences around the world and is an adjunct lecturer in Northwestern University’s Master’s in Sports Administration program, where he teaches a course in sports sponsorship.