COVID-19 has fundamentally altered the 2020 entertainment and sports sector and may lead to more semi-permanent or permanent alterations. These alterations will have dramatic impact on sponsorship, both in terms of the efficiency/effectiveness of specific sponsor benefits and rights – and on cost. Many sponsors have signed agreements with partners for 2021, and potentially for a longer term. The facts and information that drove those decisions are now different. GMP collaborates with its clients to:

  • Audit your sponsorship portfolio
  • Support property re-negotiation and re-contracting where appropriate/relevant
  • Instill discipline and process in all sponsorships that –
    • Articulate the role of sponsorship
    • Establish specific, transparent, and quantifiable business and brand objectives
    • Create a sponsorship strategy road map
    • Benchmark current status vis-à-vis the objectives
    • Construct a process model
    • Instill a planning process that adheres to basic process discipline
    • Develop sponsorship best practices
    • Design impact research