© Free Malaysia Today (FMT)

Five Lasting Ways Covid-19 Transformed Sports Sponsorship and Marketing

Five years ago, the sports world stood still. As Covid-19 swept across the globe, rights holders scrambled to keep sponsors engaged, revenues flowing, and fans connected. The result? A fundamental reshaping of how sponsorships are built, activated, and measured.

From redefined partnerships to the rise of digital-first activations, here are five key ways the pandemic changed the sports sponsorship game—and what it means moving forward.

1. Rights Holder-Brand Relationships Got a Reality Check

The early days of the pandemic saw sponsorship revenues plummet. Two Circles predicted a $17 billion drop in global sponsorship fees in 2020—a staggering 37% year-over-year fall.

With events canceled, brands were forced to rethink their commitments. Some stuck by their partners, while others quietly exited contracts using force majeure clauses. Virtual competitions offered a temporary fix, but uncertainty reigned.

Fast forward to today, and the rebound is real. Sponsorship spending in Europe hit a record €23.41 billion in 2024. But brands are now more selective. ROI isn’t just nice to have—it’s non-negotiable.

As a result, rights holders are doubling down on data. Many are investing in fan intelligence platforms and working with analytics partners to prove value and target specific demographics.

"Brands are demanding more than logo placements—they want measurable results," says Matt House, CEO of SportQuake. "The use of first-party data has become central to driving real impact."

2. Digital-First Brands—and Crypto—Rushed In

With traditional sponsors in travel and hospitality pulling back, digital-first categories stepped in. Online car marketplaces like Cazoo and Cinch, food delivery apps, and video conferencing tools seized the moment, meeting consumer needs in lockdown and stepping into the sports spotlight.

But it was the crypto sector that stole headlines. Flush with cash, crypto firms signed high-profile deals worth hundreds of millions—until the FTX collapse cooled the frenzy.

Now, with the “crypto winter” thawing, the category is cautiously making a comeback. SportQuake tracked 22 crypto deals in early 2025, up from 18 in the same period last year.

"Crypto could follow the trajectory of online betting—once fringe, now a top-five spender," says House. "Its growth depends on regulation and mainstream acceptance."

3. ‘Make Goods’ Paved the Way for Digital-First Activations

As events shut down, rights holders were forced to get creative. The term “make good” became industry shorthand for compensation—whether through esports, virtual fan events, or branded digital content.

Empty stadiums became canvases for virtual ads. Leagues like MLB and the NHL opened up new inventory, including jersey sponsorships. And across the board, teams realized the power of digital and social assets to deliver value.

Today, digital is no longer the backup plan—it’s the backbone of sponsorship activation.

In fact, according to Relo Metrics, 54% of MLS sponsor media value in 2024 came from social media. The WNBA saw 41%, and the NBA 32%.

"Sponsors want unique rights that deliver against their brand goals," House says. "From social content to AI-generated activations, rights holders must now offer assets tailored for the digital-first fan."

4. Influencers Became Core Players in the Sports Ecosystem

Influencer marketing surged during the pandemic, with platforms like Twitch booming and creators collaborating with pro athletes.

Streamer Ibai Llanos’ LaLiga FIFA challenge in 2020 drew over a million viewers—and helped lay the groundwork for what came next.

Today, creators don’t just promote sports—they create them. From sold-out exhibition events to entire leagues like the Kings League, influencers are now shaping formats, driving audiences, and attracting sponsors.

For brands chasing Gen Z and younger fans, tapping into these new formats is no longer optional—it’s essential.

5. Purpose-Driven Sponsorships Had Their Moment—But What Now?

During the pandemic, brand tone shifted. Flashy activations gave way to community support and purpose-driven campaigns. Consumers wanted empathy—and authenticity.

But as the world reopens and markets tighten, the pendulum is swinging back toward performance marketing. Social good hasn’t disappeared, but it’s no longer the center of the strategy for many.

"Some brands are staying committed to purpose, while others are prioritizing short-term ROI," House notes. "Geopolitics and upcoming elections—particularly in the US—may influence where that balance lands next."

Final Thoughts

Covid-19 forced the sports sponsorship industry into uncharted territory—and sparked a wave of innovation that’s still unfolding. Data, digital engagement, flexible partnerships, and creator-led activations are here to stay.

For brands and rights holders alike, the challenge now is to stay agile, stay relevant, and continue evolving in a market where disruption is the new normal.

Source: SportsPro Media