VIDEO: Sports Sponsorship Behind Closed Doors

18 Jun 2020

Ned Negus, Executive Vice-President, Partnerships at DDMC Fortis, speaks to SportBusiness’s Kevin McCullagh about the challenge for the sponsorship sector posed by sport being played behind closed doors.

Negus offers plenty of insightful thoughts on the current challenge, on how sponsorship sellers and buyers should be approaching their work at this time, and on what the future holds. Among his key messages are that sponsorship need not be complicated, it need not necessarily be about digital engagement, storytelling remains hugely important, and that brands simply being visible and present on signage remains powerful and valuable in today’s sports world.