Abstract:
According to Nielsen Sports (2021:2) “A disrupted world is changing the value of sponsorship.” Covid-19 and the uncertainty it brings has accelerated many shifts in the way rights holders sell sponsorship, brands make sponsorship investments and how commercial partnerships are activated (Nielsen Sports, 2021). Covid-19 had a massive impact on the world and quickly changed the norm of living for most (ILO, FAO, IFAD & WHO, 2020). The Covid-19 pandemic resulted in the Premier League being suspended from 13 March 2020, commencing later in 2020 but without spectators (Hawkins, 2020). This meant that brands sponsoring the Premier League had no live spectators in stadiums to view their advertising or branding campaigns and experiences. Pre-Covid-19 literature provides data of the effectiveness of this marketing technique and offers models to explain, however, there is little post-Covid-19 academic research on the topic of sport sponsorship, specifically in terms of the Premier League. Based on the economic value of sponsorship of the Premier League, it is necessary to determine if post-covid sport sponsorship has an effect on brand awareness of Premier League fans. It is evident that research on the effect of Covid on sport sponsorship brand awareness of the Premier League is needed. The way fans work, travel, communicate and socialise are fuelled by advancing technology and connectivity, which inform and shape the sports sponsorship market in 2021 and beyond (Nielsen Sports, 2021). Brands are being forced to dictate a more profitable deal model stimulating a shift towards more pay-for-performance contracts and moving away from big up-front cheques (Globaldata, 2021). The key drivers impacting the value of sponsorship are new sponsorship entrants, new channels, and new fan necessities (Nielsen Sports, 2021). It is therefore necessary to understand if post-COVID-19 sport sponsorship has an effect on Premier League fans in light of the suspension of live sporting events. This research will present literature on sport sponsorship for brand awareness and review how sport sponsorship has changed as a result of COVID-19.
