A survey conducted by the European Sponsorship Association (ESA) has shown that executives from across the European sponsorship industry are increasingly confident in the sector’s recovery from the Covid-19 crisis. The brands are most positive about the future. Rights holders and agencies, which have felt the most immediate impact from the pandemic, has become increasingly confident. The November edition of the ESA Sponsorship Sentiment Tracker showed a confidence level among survey respondents of 6.7 out of ten on average, the highest since the initial Covid-19 outbreak, when the confidence score was 5.48 out of ten. The survey has been conducted every month since April. In September and October, the average confidence score among nearly 1,000 sports sponsorship stakeholders in Europe was 6.2. Although the uplift in confidence was steady across continental Europe, the increase was more pronounced in the U.K., where it rose from 6.2 to 6.8 out of ten in November. Meanwhile, the majority (55%) of respondents said that they plan to invest in training and professional development in 2021, upskilling themselves or their teams or both. Pointing to the need for the sponsorship industry to evolve in the wake of the pandemic, the respondents identified five skills that will be most important for the sponsorship industry in the future: data and analytics, innovation, measurement, content marketing and creativity.