With the COVID-19 pandemic causing unprecedented disruption to the sports and entertainment industry, we know that many members of the European sponsorship community will be hurting from the economic downturn caused by Coronavirus.
These are tough times for rights holders, sponsors and agencies across the entire sport and entertainment spectrum. We want you to know that ESA is here to help, and wanted to outline what measures ESA is taking to continue to inspire, unite and grow the sponsorship community.
Digital-first approach
- The ESA team is continuing to work remotely and where possible, we’ll move our series of events online to keep the sponsorship community connected. Last week’s #ESAbreakfast event, held as a free webinar open to all, attracted more than 300 attendees with a 97% retention rate
- Following the success of this initiative, we’ll be taking a break from our monthly ESA Breakfast events and instead roll out a new series of ESA webinars – stay tuned for details. We’ll also be announcing many more online seminars, round table events and other digital initiatives to keep sponsorship professionals connected – if there are any particular topics you’d like to see addressed or if you’d like to be involved, please send an email to marketing@esaadmin.org
- ESA’s full digital resources hub also remains active and open to members. New resources available include the full video recording of last week’s webinar, a number of new member industry reports, and the 2020 ESA Sponsorship Market Overview, launched earlier this month
- ESA’s distance learning capabilities mean that there will be minimal interruptions to the ESA Diploma and ESA Arts Sponsorship Certificate – students should stay tuned for alternative ways in which seminars will be delivered. Our Sponsorship Sales Certificate will launch an online-only course for the first time in April, with limited spaces still remaining, and we’re exploring a digital ESA Leaders Programme to launch later this year as well
- We will also continue to bring you sponsorship best practice and cutting-edge insights on the ESA blog, which currently has opinion pieces from various sponsorship leaders discussing how to navigate the fast-evolving sport and entertainment landscape. If you would like to contribute an opinion piece, please get in touch
- ESA will continue to advocate for the sponsorship industry – we have already made contact with the UK Government and are exploring how various governments and relevant authorities may help support our community.
Showcasing the best of the sponsorship community
In the meantime, we want to hear from you. The true strength of Europe’s sponsorship industry comes from the many thousands of inspiring, diverse and creative people who work in our field, and we’re sure many of you are already discussing great ways to continue this tradition.
Whether it is innovative digital activations, new ways of engaging fans, or other strategies for overcoming the obstacles we currently face, a webinar launch or podcast series, we want to help amplify creative ways you are responding to the situation.
From Formula 1 team Mercedes developing a new breathing aid for affected patients, to Manchester City making facilities at the Etihad Stadium available to the NHS, to ESA Board Director Matthew Leopold serving at the new NHS Nightingale Hospital, it is clear that ESA members are stepping up to help out their communities in remarkable ways.
How is the sponsorship industry being affected?
The European sponsorship market was worth €30.7 billion in 2019. With the sport and entertainment industry among the first to be disrupted by Coronavirus, many members of the European sponsorship community will be feeling the impact of the sudden economic downturn.
Many of you will have received correspondence from ESA about providing feedback on the material impact of the current situation on your businesses. ESA will soon be launching a wider survey to quantify sentiment and confidence of the industry, but if you want to provide specific feedback, please reach out to your ESA Board Director.
Key resources and help
As the situation continues to develop, the governments of many European nations are announcing economic measures to support businesses and employees. These measures include financial assistance, business loans and other stimulus measures. More information about these initiatives can be found below:
