Horse riding, sailing and tennis, punished by the fall in sponsorships. These three sports have been the ones that have lost the most sponsorship deals in 2020 or in the 2020-2021 season, with drops of 85.2%, 81% and 78.9%, respectively, in active sponsorships compared to the previous year (2019) or the previous season (2019-2020). According to data from the Strock agency, the average loss of active sponsorships in the sector was 34.4% in the year of the pandemic.
In this context, as explained by the consultant Francisco Javier Mancebo, specialized in sponsorship, sports marketing and digital marketing, to Palco23, “the most affected have been sports with properties that are disputed in a timely manner”. Other sports that have suffered considerably include mountain bike, with a drop of 71%; the running, 70.7%; and triathlon, 66.7%, for the same reason.
On the other hand, golf (40%), cycling (38%) or motoring (21%) have not suffered as much, while major sports such as football, with a drop of 14.7%, and basketball, only 1.3%, have withstood the blow, since they were able to maintain their activity and visibility. Handball has also held and only lost 2.7%, while futsal has gone against the current and has grown by 1.5%.
“The running is the sport that contributes the greatest number of properties and this affects a lot, especially when analyzing by activity sectors: those sectors that sponsor many running such as beverages, the media or institutional sponsorship, are some of the sectors that are decreasing the most, ”says the consultant.
Special mention should be made of eSports, which, despite being the only activity that could be maintained during the pandemic, has lost 26.8% of its sponsorships. This fall has been produced by the cancellation of several relevant events in the country such as Gamergy or Gamépolis.
Beverages, the sector that cuts the most
By activities, the sector that has stopped sponsoring the most in the 2020-2021 or 2020 season was beverages, with a difference of 45.3% with the same period of the previous year.
The culture, education and media sector fell 42.9%, while the distribution and catering sector fell 42%. For its part, that of food has fallen by 41%; finance, 38%; health, 37.5%; public and private services, 32.5%; automotive, 33.3%; sports and free time, 27.5%; transport, travel and tourism, 25.7%; energy, 22.1%; textiles and clothing, 21.5%, and telecommunications and Internet, 17.1%. Special mention deserve the gaming and betting sector that, with the new law on the horizon and the pandemic, has already fallen by 29%.
“The sectors most affected have been those with a greater presence in the territories most affected by the pandemic; In other words, in the case of beverages, the drop occurs because in almost all canceled events, such as running or cycling, tennis tournaments or horse riding tournaments, there is always either a beer or a refreshing drink as a sponsor ”, says Mancebo.
On the other hand, it states that the impact on the media has been because “almost all of these properties have a newspaper as their official medium,” while “in the case of public and private services, there are two subcategories that carry a lot of weight. : business services and, above all, institutional sponsorships ”. “With institutional sponsorship, it happens a bit like with the media”, remarks the manager.
Coca-Cola, leader with 92 agreements
Coca-Cola is the brand that had the most sports agreements in the 2020-2021 season or in the year of Covid-19, with a total of 92 deals. La Caixa ranks second with 69 agreements and Halcón is third, with 38. Closely followed by El Corte Inglés (37), Liga de Fútbol Profesional (36), Adidas (33), Joma (32), Movistar (28). ), State Lotteries and Betting (28) and Iberdrola (26).
For sports, in basketball, Coca-Cola had 18 agreements, La Caixa, 13 and Halcón, ten. In football, Coca-Cola also continues to lead, with 37 agreements, while La Caixa continues to occupy the second position, with 34 agreements. Adidas completes the podium with nineteen deals. In running, Coca-Cola also continues to lead, with seventeen agreements, while Powerade is second, with ten, and La Caixa completes the podium, with nine.
In handball, Hummel, with five agreements, has the most sponsorship contracts, while Kempa occupies the second position, with four agreements and Abanca is third, with three agreements.
Mapfre is the brand that sponsors the most in eSports and the LFP in federated sports
On the other hand, in eSports the landscape changes radicallyThe insurer Mapfre, which has made a great commitment to this sector, has five agreements, while the technology companies Hewlett Packard and Intel complete the podium, with four agreements.
Finally, in federated sports the panorama is also very different. The Professional Soccer League is the major sponsor, with 29 agreements, while Loterías y Apuestas del Estado occupies the second position with 23 agreements and Iberdrola is third, with sixteen.
“There are many events that have not been played and this means that in the running the number of active agreements has decreased from 2019 while there are other sports such as tennis or cycling that have barely disputed tests, and it can be assumed that all active agreements will be in 2021 or 2022 ”, says the consultant.
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