Sponsorships and Stadium Revival: The Dawn of a New Post-pandemic Chapter

August 25, 2023

During the COVID-19 pandemic, the sports industry faced unprecedented challenging times, with hauntingly empty stadiums symbolizing the palpable absence of fans.
Now, stadiums are back to their full capacities, rediscovering the roar of fans and providing new opportunities for sponsorships to engage an enthusiastic and ever-growing audience.

Economic Oscillations

During the Coronavirus outbreak, matches were played behind closed doors or with limited attendance.

This silence had repercussions not only on teams’ morale but also on their finances.

Without ticket sales, stadium revenues took a significant hit, and sponsorships felt the pinch.

Companies were understandably hesitant to invest hefty sums when visibility and engagement were so drastically diminished.

The Power of the Audience

With the return of fans, the electrifying atmosphere that makes sports so special returned.

Major events like the Premier League or Serie A clearly illustrate how an engaged audience can make a difference.

And, as a result, how this can attract sponsors and investors.

Sponsorships in Action

Consider the partnerships between Puma and Manchester City or Jeep and Juventus.

These major companies don’t just seek TV visibility; they aim to establish a direct connection with fans in the stadium, leveraging promotional activities, booths, and entertainment moments.

Another renowned example is the collaboration between Heineken and the UEFA Champions League, with the Dutch company engaging in exclusive fan activities in stadiums, beyond just logo placement.

Sponsorships 2.0

Companies are now rethinking and revising their strategies.

The pandemic taught that digital visibility is vital, but the live experience is priceless.

This means sponsorships need to be flexible, merging online and offline presence.

That’s why many teams have begun implementing hybrid strategies where sponsors are visible both to those watching games at home and those physically present in the stadium.

A Bright and Aware Future

As stadiums fill up and sponsorships bloom, it’s essential to remember the lessons learned during the pandemic.

Resilience and adaptability are paramount for both teams and sponsors to navigate this post-pandemic future.

And if there’s one thing the COVID-19 crisis made clear in the sports world, it’s the unbreakable bond between teams, fans, and sponsors.

This triumvirate represents a constant, a pillar of support and passion that withstands storms and comes back stronger.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!