At Which Point Did the Sport Industry Take the Turn Into as Powerful Business as It Is Now?
The global outbreak of COVID-19 has resulted in closure of gyms, stadiums, pools, dance and fitness studios, physiotherapy centres, parks and playgrounds. Many individuals are therefore not able to actively participate in their regular individual or group sporting or physical activities outside of their homes. Under such conditions, many tend to be less physically active, have longer screen time, irregular sleep patterns as well as worse diets, resulting in weight gain and loss of physical fitness. Low-income families are especially vulnerable to negative effects of stay at home rules as they tend to have sub-standard accommodations and more confined spaces, making it difficult to engage in physical exercise.
Leading rights holders begin their sponsorship conversations by seeking to understand brands’ individual goals and challenges. They then think creatively about how the assets they control can be leveraged to create a campaign that delivers against those goals and challenges – we are long past the days of selling a fixed menu of assets. If rights holders are to extract maximum value from sponsorships, they must be flexible and allow tailoring when it comes to assets, and be open to changing things mid-contract to take advantage of opportunities as they arise.
We all remember April 2nd 2011, here in Mumbai, when we won the Cricket World Cup. On my way back from the Wankhede Stadium, there were wild celebrations all over Mumbai, across the streets all the way up to Vashi, Navi Mumbai; and I am sure the celebrations were equally ecstatic across the country. Unifying all, across lines of age, religion, caste, socio-economic status, educational qualifications, position held in society.
USA Basketball, “Carol Callan Elected FIBA Americas President,” June 15, 2019.
Daniel Villarreal, “There are at least 30 lesbian & bi women playing in the 2019 Women’s World Cup,” LGBTQ Nation, June 15, 2019.
Chris Arkenberg, Doug Van Dyke, JD Tengberg, and Nathan Baltuskonis, “eSports graduates to the big leagues,” Deloitte Insights, July 23, 2018.