Rights holders were unusually the most optimistic, with their level of confidence rising from 7.0 to 7.5, a significant 0.5-point increase wave on wave.
Whilst the overall score of ESA’s latest SST saw a slight upturn, this was not felt as strongly amongst agencies, whose score wave on wave slowed from 7.6 to 7.5.
Brands, who are generally the most positive out of the three groups (agencies, brands, rights holders), were more wary, with their confidence level at 7.7, the same score seen in the previous two waves.
“This latest wave of the sentiment tracker should continue to give our industry real confidence that the sponsorship business is beginning to return to pre-pandemic normality.
With rights holders showing the greatest optimism in this Wave, I believe that with a full summer schedule of events due to take place, we will see this confidence spread amongst the agencies and brands.
From the many conversations I had last week at the ESA Awards ceremony, I believe there is a genuine belief across all three groups that we are on an upwards trajectory.”
ESA Chairman A. Wastlake