The latest results of ESA’s Sponsorship Sentiment Tracker (SST) showed sustained confidence within the sponsorship community, reaching an average score of 7.4 out of 10, just 0.1 points down on previous Wave 12.
Similar to previous waves, brands appear to be the most positive, with no change seen since wave 12 back in September, despite the emergence of Omicron.
However, Rights Holders and Agencies both felt that the health of the industry had experienced a slight downturn compared with September, dropping to 7.0 and 7.6 out of 10, respectively.
Plans to upskill in 2022 have changed when compared with December 2020 (when the world was mid pandemic), with those likely to upskill themselves and their teams dropping year on year.
Overall, respondents have pivoted, with plans to invest in themselves and their team, down 11 percentage points compared with the previous year.
The general trend shows an increase year on year in people deciding to upskill themselves or their teams, however a decline in those choosing to upskill both themselves and their teams. This may be a direct result of cautious budgeting, driven by more certainty in industry health for 2022.
Of those who answered yes to making plans to upskill themselves or their teams, 62% of Agencies, Brands and Rights Holders would like to train further in ‘measuring ROI’ the most, with ‘understanding analytics’ (54%) and ‘how to write a sponsorship strategy’ (49%) coming in second and third, respectively.
To see previous sets of results please visit: https://sponsorship.org/resources/esa-sponsorship-sentiment-tracker/
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