What are the current trends in sponsorship?

  • Integrating CSR or a social cause into sponsorship programmes.
  • Incorporating social media tools. Associating with popular events, clubs and personalities can provide immediate social media contacts.
  • Content is now a key objective. With the fragmentation of media and development of multiple TV channels, many sponsorships have become synonymous with exclusive content.
  • Brands have started to develop and own sponsorship platforms, rather than buying off- the-shelf packages from rights holders. Red Bull is an excellent example of a brand creating and owning its own sponsorships.