The European Sponsorship Association’s annual survey of its members has identified the top 10 sponsorship trends for 2021 that will drive the sponsorship industry’s recovery post-pandemic.

While the full ESA Trends Report is available exclusively to ESA Members at www.sponsorship.org we are able to share our summary take with you on the top 10.

1. Digital Activations & Events

Digital has become a much more prevalent part of sponsorship activation due to the pandemic, often being the only activation option available. The success means digital’s share is likely to be maintained even after the pandemic.

2. Community & Cause

The pandemic and the greater focus on climate change has accelerated the degree to which organisations have become involved in community and cause-related initiatives and, like the shift to digital activation, this focus will only increase.

3. Measurement

A lack of understanding and resources has restricted the amount of measurement conducted by sponsors but tightened budgets and difficult financial times will make this become a greater requirement from those in charge of the purse strings.

4. End of lockdown restrictions

Organisations are awaiting the green light for events to return and this uncertainty has impacted deals and renewals – the success of the vaccination programme is vital.

5. Innovation

The pandemic forced organisations to develop new platforms to serve partners and audiences which has accelerated how innovative the sponsorship industry has, and will, become.

6. Content & Social Media

With the pandemic decreasing the relevance of traditional channels, social has evolved and is now established as a fundamental in delivering value to partners and engaging with audiences. Brands are planning content and social media strategies far beyond the pandemic.

7. Flexibility

Flexibility was crucial within every sponsorship, particularly regarding payments. ESA research showed nearly three-quarters of brands had sponsorship extension plans and just under half willingly added new assets to comply with contracts. Flexibility will become the norm.

8. Esports

Esports events gained traction as the live sporting world halted and the sector was best-placed to provide exposure to live audiences. Despite a slight falling off as live sport has gradually returned, esports will remain an important sector.

9. Better Sponsorship Relationships

The pandemic required sponsorship relationships to adapt, empathise and collaborate to serve shared audiences. Many relationships hit flaws in relation to honouring agreements but this indicates the importance of improving relationships to get the best outcome for both parties.

10. Creativity

With polluted social channels due to the abundance of content distributed, creativity has become priceless – particularly in maintaining engagement. This will become more prevalent with as even more content is released once all venues and events are back up and running.

Thanks to ESA and Sophie Morris, the report’s author, for allowing us to share our take on the top 10 sponsorship trends for 2021.