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.
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