As COVID-19 pauses live games and events, Horizon Media explored the importance of sponsors to avoid “fair weathered fandom” to cement themselves in the hearts, minds, and wallets of fans.

Continuing sponsorship during COVID-19 demonstrates to fans a commitment to the teams/leagues they love. Leaning into rights and marks and other signals of sponsorship can reinforce brand equity and solidify a brand’s place within fans’ lives.

Source: Horizon Media, Finger on the Pulse. Survey fielded 4/15/20 – 4/24/20, n=1,036