A large majority of brands involved in the sponsorship of sports and entertainment events in Europe (72 %) are planning to extend their sponsorship deals despite the uncertainty caused by the coronavirus pandemic. The recent survey by the European Sponsorship Association (ESA), entitled “Sponsorship Sentiment Tracker,” also found that more than half of the respondents actually expected a greater appetite for live events once the pandemic recedes, with e-sports and digital in general as key tools for the recovery of the sponsorship industry. The study surveyed more than 150 senior professionals among rights holders, brands and agencies.

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