TSC study: Sponsor brands want rights-holders to define their values

An international sponsorship industry survey has found that the vast majority of sponsors consider it important for sports properties to have clear values, but that rights-holders were less uniformly able to articulate these values.

The report called Press Reset: Sponsorship Now and Next by The Sports Consultancy agency’s research and intelligence unit SEER (Sport and Entertainment – Evaluation and Research) was based on the experiences and opinions of more than 70 senior decision-makers from rights-holders and brands.