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Sports Sponsorship: Proving to Grow in an Economic Recession

Best Practices & Insights   |   Jun 08, 2023   |  by Hannah Shain

Blog 8

As the world continues to grapple with the effects of the pandemic, the advertising industry has taken a hit. With businesses cutting back on their marketing budgets, the industry has been struggling to keep up. However, there is one area that seems to be thriving in this rough market - sports.

According to a recent article on NextTV, sports may be the winning ticket for advertisers looking to reach a large audience. With live sports events being one of the few things that people are still tuning in to watch, marketers are taking advantage of this captive audience.

One of the reasons why sports are so appealing to marketers is the fact that they offer a sense of normalcy in an otherwise chaotic world and offer a way for us to connect with others. Sports were there for us during the trying times of the pandemic and are a constant in people’s lives, something they know they can turn to. This has led to an increase in viewership, which in turn has led to an increase in advertising revenue.

Recall the 2020 NBA Season. One proofpoint that in sports resilience to economic hardship. The NBA's decision to create a bubble environment in Orlando, Florida during the pandemic was a bold move that paid off. It allowed the league to resume play and crown a champion. It was fascinating to see how teams adapted to the lack of in-person fans and the unique challenges of playing in a closed environment. The bubble also gave us a glimpse into players' personal lives, as they shared their experiences on social media and in interviews. Overall, the NBA's bubble experiment was not only a success and a testament to the league's commitment to providing entertainment and a sense of normalcy during a difficult time, but to sports survival in tough economic times.

Another reason why sports are so attractive to advertisers is the fact that they offer a wide range of opportunities for brands to get involved. From sponsoring teams to creating branded content in conjunction with teams or players to activating experiences at various events, there are many ways for marketers to get their message in front of sports fans.

Of course, it's not just the advertisers benefiting from this trend. Sports leagues and teams are also seeing a boost in revenue, which is much needed in these uncertain times. With more advertisers willing to invest in sports, teams, and leagues are able to secure better deals and generate more income.

Overall, it's clear that sports are playing a crucial role in the advertising industry during uncertain economic times. As people continue to seek out a sense of normalcy and connection, sports provide a much-needed escape. And for marketers looking to reach a large audience, sports offer a winning ticket. So, whether you're a sports fan or an advertiser, it's clear that sports are here to stay.

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