Outlook 2020: Forecasting the Future of the Sponsorship Industry

IEG, the sponsorship authority, estimates $10 Billion in sponsorship value in the U.S. will need to be made up due to the sports and entertainment shutdown caused by the COVID-19 pandemic.

Nearly 20,000 sports and entertainment properties have canceled, postponed events or temporarily closed their doors to date, impacting 120,000 active sponsorship agreements. More than 5,000 brands are faced with decisions on how to recoup lost value. 

The IEG Outlook 2020: Forecasting the Future of the Sponsorship Industry shows decision makers across the board expect spending will be re-evaluated or decrease in the near future; however, sponsors and properties don’t necessarily agree on how the industry will recover.

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