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In The Pit Lane: F1 bucking sponsorship trends?
6 April, 2021
In the COVID-19 world sports sponsorship has taken a pounding with a 23% contraction in the European sponsorship market.
New research from the European Sponsorship Association and Nielsen Sport found the total value of Europe’s sponsorship market shrunk from a record €30.69 billion in 2019 to €23.63 billion in 2020 – its lowest point since 2010.
Analysis of the figures indicates the sports sector fared better with a fall of 9%.
Formula 1 has been bucking the trend with some major deals recently struck and is emerging in good shape all things considered.
Sponsorship is old hat with the new buzz words such as commercial partners taking centre stage.
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Betting brands set for 2021 Cheltenham sponsorship boost
March 16, 2021 Share
Betting brands sponsoring this year’s
Cheltenham Festival are set to benefit from increased exposure, with the event forecast to pull in its biggest viewing audience in 10 years due to the coronavirus pandemic, according to figures compiled by
Nielsen Sports.
The sports measurement and analytics firm also estimated that over £500 million is expected to be wagered on races during this year’s event, with companies focussing on the ‘watch and bet from home’ strategy, feeding the likelihood of a surge in viewership.
As a consequence, the new broadcast plans are estimated to increase value to sponsors by up to 25%, according to Nielsen Sports’ valuation.