For the third consecutive year, ESG has been named as the year’s top sponsorship trend by members of the European Sponsorship Association (ESA).
The results of 2024 Sponsorship Trends Research: New Horizons, released to the ESA community during a live hybrid event this morning, were drawn from an annual survey that challenges ESA members to identify the most compelling trends influencing the continued growth of the industry.
The second most popular trend was Cause/CSR, underlining the enduring commitment of the sponsorship community to purpose-based campaigns and activations. ESG (Environmental/Social/Governance) and CSR (Corporate Social Responsibility) have been prominent trends since 2021.
The most notable new entry in third place in the 2024 list is AI (artificial intelligence), with sponsorship agencies mostly identifying the technology as a game changer for the year ahead.
Sophie Morris, ESA Chair, said: “The ESA Annual Trends report is our yearly check on what will drive growth for the industry and it’s no surprise to see ESG remain in the top position and by a very large margin.
“Environmental sustainability is still the dominant element but the wider topics within ESG are becoming more important. A big change from previous years is the supercharging of Cause/CSR into a standalone trend and the perhaps inevitable rise of AI as a trend to watch out for, particularly amongst agency members. I’d like to thank all our members for taking part in this research that guides our planning for the year ahead.”
Sam Booth, Director of Sustainability at AEG Europe, commented: “Sustainability continues to hold prominence in the long list of issues facing companies as we move into 2024. And no wonder.
“With each passing year the effects of the climate crisis become more pronounced, international governments become more focused and consumers more concerned. Those who continue to perform well in this subject will ensure they’re future-fit and will become increasingly attractive to fans and brands alike.”
- The 2024 Sponsorship Trends Research is available exclusively to ESA Members. For media requests, please use the contact details below.
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About ESA
A not-for-profit membership association, the European Sponsorship Association (ESA) is the essential and inclusive community for all professionals working in sponsorship. ESA supports the industry through education, guidance, representation, the recognition of excellence and the sharing of best practice and performance.
ESA’s reach encompasses all types of sponsorship activity from sport, broadcast, education, charity, the arts and culture, to environment and the community. Its members include sponsors, rights holders, agencies and consultants, professional advisors and suppliers. Visit sponsorship.org for more information.
For media queries, please contact:
Jonathan Coates | ESA Marketing, Communications and Events Manager
marketing@sponsorship.org | +44 (0) 7788 352219
