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Sports sponsorship collapses
The cancellation of events or holding them in empty stadiums because of the Covid-19 pandemic has led to sponsorship budgets being cut in half, and few expect the landscape to be the same even after a degree of confidence returns
26 November 2020 - 05:00
It’s likely to take upwards of a year before sports sponsorship in SA returns to normal. That’s the blunt assessment from the first Nielsen Sports SA "Sponsorship Outlook Report".
Close to 50% of those involved in the sector, including brands and owners of properties which rely on sponsorship for survival, say they will adopt a watch-and-see approach before getting involved again. That’s bad news not only for big-badge sports like football, cricket and rugby, but also second-tier sports, many of which depend completely on sponsorship money for survival...
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