SPONSORSHIP is the lifeblood of so many sports and athletes at all levels and can make the difference between survival and extinction.
Investment can range from community sponsorship, such as helping kit out the local sports club, reaching up to those million-pound deals at the elite end of sport. Both are vital in their own way and without sponsorship, sport as we know it would be very different.
So I was wondering will the sponsorship landscape change post-Covid and, if so, what will it look like? I suppose the first reality may be that companies who have generously supported sport in the past may not have the same finance available. Also, are they perhaps looking for something more now, something more tangible, in terms of return on investment?
This is where I think women in sport could come out winners. By the very nature of the struggle that a lot of women have had to endure to play sport, there is always a good story to tell and could be a satisfying return for the sponsor.
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Because of the struggles encountered, women are so much more appreciative of the support they receive and are happy to give back, whether it be talking to fans, visiting local sports clubs or in many other different ways.
So it’s is very timely that GRM Marketing is hosting a virtual conference which I am delighted to be speaking at. When I say delighted, I am really not a fan of speaking to people through a screen, but needs must and it is so great to see this conference come to life after being cancelled earlier in the year.
Via Sponsorship is delivering four exciting and thought-provoking short webinars, one per week, on all things sponsorship. My session is on Wednesday and you can sign up using this link: us02web.zoom.us/webinar/register/4916034481814/WN_kqMk7L6FQ-CQsuWe_FeS0A
Finally, a quick shout out to charity trustees, many who sit on the boards of sporting organisations. This is Trustees Week and we should never forget the vital role they play, volunteering their time and working together to make important decisions about their charity’s work. This is aimed at in particular the Scottish Women in Sport trustees but also all others – we thank you.
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