COVID-19 has had a tremendous impact on the sponsorship world with media agencies, properties and brands working to pivot strategies, negotiate “make goods” and creatively brainstorm innovative ways to connect in this new world of sports.

As live sports make its comeback, fans have high expectations sponsors will continue to play their part in supporting leagues, teams and fans. However, these high expectations also reap strong rewards, as sponsors can capture fans’ attention in new and innovative ways and provide sponsors with an opportunity to strengthen and expand emotional ties with fans.  

Horizon Media’s Scout 360 explored these ideas in the latest iteration of the Return To Play series, providing a path forward for brands as they venture into this new territory in the sponsorship world.

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