Why digital is the driver of growth for sponsorship revenues

Fans' consumption of media today is more digital, more mobile, and more interactive. Brands have modified their messaging, channels and budgets as a result and sponsorship packages need to reflect this to meet the requirements of today's marketers. UK internet advertising revenue grew a staggering 41% in 2021 and is forecast to grow a further 12% in 2022*, with most of that growth coming from mobile and video. Rights holders with a clear digital path, tech-powered approach and new digital revenue streams are best positioned for sponsorship revenue growth.

Sports rights holders must continue to innovate and develop sponsorships that deliver strong, more relevant connections with fans. While a worsening economic outlook may impact marketing budgets in the short to medium term,  a smarter use of technology and focus on media ROI will be crucial to securing and growing brand partnerships.

Other disruptive changes create opportunities for rights holders. A rapidly approaching cookie-less world (Apple leads in limiting 3rd party tracking in apps, Google will deprecate the 3rd party cookie in 2024) makes the ability to target audiences more difficult and less reliable - unless you are the first-party owner of those audiences. Rights holders that are focusing on growing their owned media channels such as websites and apps can continue to engage their audiences directly, including on behalf of partner brands. For most media buyers, dwindling options elsewhere will increase the importance of partnerships with sports rights holders to deliver impactful, measurable and omni-channel campaigns. Well prepared sports rights holders should thrive in a post-cookie world.

The path to growth for brand partnerships is both clear and strong. Developing, delivering and accelerating a digital strategy with Partnerbrite at its core gives rights holders an opportunity to deliver brands a more compelling sponsorship product and capture a larger share of the pie.