Trends And Predictions For 2019

UKSA - At A Glance

UKSA SILVER SPONSORSHIP AWARD, sponsored by CSM Live. Open for nominations for the best sponsorship of the last 25 years.   Free to enter

FINAL UKSA ENTRY DEADLINE: JANUARY 22ND 2019

THE BARRIE GILL AWARD FOR MOST PROMISING YOUNG SPONSORSHIP EXECUTIVE - partnered by Global Sports Jobs - Deadline February 15 

GALA DINNER: MARCH 26 2019

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With the UK’s political class paralysed by Brexit and the global stock markets suffering from an extended malaise, making predictions for the coming year seems even more perilous than usual. But here are a few themes that look set to impact on sponsorship in 2019. 

Esports moves mainstream: In October 2018, Mastercard became the latest high-profile brand to throw its hat in the esports ring when it signed a multi-year global sponsorship of League of Legends. Deals like this are playing a key role in legitimising the appeal of esports among the mainstream marketing community. With digital research firm Superdata predicting that esports will be generating around US$2.1bn in revenues by 2021, expect more brands to enter the fray this year.

Sustainability in sponsorship: 2018 saw the issue of single use plastic suddenly rise to prominence. While many countries are stuck with a rump of climate change deniers and stakeholders seeking to roll back environmental protections, the overall message for brands is that young audiences are pretty proactive regarding the environment and expect brands to reflect those values. So expect to see a few more sponsors start to promote their green credentials to customers.

More sectors under scrutiny: Italy banned betting sponsorship in 2018 and the Labour Party has said it will take a similar line if it comes to power in the UK. In response to growing pressure the UK betting industry agreed at the end of last year to impose a ban on gambling ads during live televised sport. The pressure is likely to continue on the betting industry in 2019 and may spill over into sponsorship – not just in terms of regulation, but also the kind of partners that rights holders are willing to work with. Also expect concerns about obesity to start to impact on sponsorship decision-making in 2019.  READ ON....

 

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