Relevance is everything when it comes to sports sponsorship. The more relevant the sponsorship, the greater likelihood that the brand will connect and engage with the consumers it aims to reach. Sports fans have changed, and brands involved in sponsorship must adapt or die. At a recent CoNext Sponsorship Forum, hosted by Andrew Ross, MD of Chaos Theory, an expert panel discussed and debated the future of sports sponsorships and analysed the development of the Mzansi Super League (MSL) T20 cricket tournament in terms of the challenges and opportunities associated with putting together a game that is relevant to today’s sports fans. Knowing your audience is the key to success, said Ros Golden, an independent analyst and former marketing director for Cricket SA (CSA). Change is essential in cricket, said Ross. “According to research done on the modern consumer by Meaningful Brands 2017, sports fans demand attention, they have opinions and they want to contribute to the conversation. Mo...

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