{"id":5940,"date":"2021-05-12T23:11:33","date_gmt":"2021-05-13T03:11:33","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=5940"},"modified":"2021-05-14T11:06:07","modified_gmt":"2021-05-14T15:06:07","slug":"managing-sponsorship-initiatives-post-pandemic","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2021\/managing-sponsorship-initiatives-post-pandemic\/","title":{"rendered":"Managing Sponsorship Initiatives Post-Pandemic"},"content":{"rendered":"

\"OneOf little surprise, the COVID-19 pandemic will have an impact on how brand marketers should be thinking about sponsorship for the remainder of 2021, and at least into 2022, if not longer. Consumers expect the pandemic to continue to be a concern until December 2021. It will likely be between 15 and 18 months between their \u2018normals\u2019. <\/p>\n

We expect consumers to reengage with the world around them in stages, moving from household and neighborhood to their wider communities and regions, and then to national and international travel. It is the trusted brands that are alongside Canadians on that journey that can build relevance and earn attribution.<\/p>\n

Live events are still a large part of what makes up traditional sponsorships. Latent demand for live events has continued to grow during the pandemic, with consumers stating that they have stronger intent to attend live events than they did before the pandemic. Live concerts, live sporting events, festivals, community events \u2013 all have double digit growth in consumer intent over pre-pandemic levels, according to research from IMI International<\/a>. <\/p>\n

Three things you need to think about as your sponsorship initiatives come back post-pandemic include, what a return to live events will look like post-pandemic, any lost value from previous investments that didn\u2019t run during the pandemic, and an evaluation of the deal structure for new or renewing sponsorships. <\/p>\n

Return to Live Events<\/h2>\n

We believe people\u2019s physical safety in returning to live events will be addressed before their psychological safety is.
\nSome public health experts believe that herd immunity for COVID-19 can be reached when between 60-80% of the population are carrying antibodies. While subject to change, based on current vaccine rollout, herd immunity should set in around the third week of August (national average). The point at which herd immunity is reached is likely to be the most pivotal point in a return to a more normal Canadian society. <\/p>\n

According to research from IMI International<\/a>, Canadians indicate that they will be comfortable attending indoor events (trade shows, indoor live sporting events) starting in October, scaled outdoor events (large festivals, outdoor live sporting events) starting in September and spaced community events in July.<\/p>\n

A thorough scan of the live event landscape across Canada, including sporting events, music festivals, community events and marathons shows that before about the third week of June, most events have either been cancelled or have moved completely virtual. As of now, many events scheduled after the third week of June are set to go ahead. Communication from rights holders and event organizers in most cases states that they are monitoring pandemic conditions and will make decisions accordingly.<\/p>\n

Based on the anticipated pandemic conditions through the balance of the year, based on consumer sentiment (evolving), and based on what properties are planning, we have provided our Canadian market clients with guidance for brand safe planning for both \u2018when\u2019 and \u2018how\u2019 to return to live events. <\/p>\n

When:<\/h3>\n