Executive Summary

IEG Outlook 2020: Forecasting the Future of the Sponsorship Industry

Due to the COVID-19 pandemic, we estimate 38% of the annual U.S. sponsorship value ($10 Billion) will need to be made up. There are 120,000 active sponsorship agreements in limbo while we practice social distancing and more than 5,000 brands are faced with decisions on how to recoup lost value.


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