A brand sponsor must put in place a decision-making process which clearly outlines suitable selection criteria against which potential sponsorship can be identified and evaluated.
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Back to normal? Not quite yet… 2021 again showed a certain degree of normality.
Beyond the colours and brand logo exposure and time extension of the agreement, sponsorship is a matter of building consumer trust by maintaining high ethical standards.
The latest results of the ESA Sponsorship Sentiment Tracker (SST) showed a minimal rise in confidence in the health of the industry, returning to Wave 12’s score of 7.5 out of 10 in Wave 14.