The sponsorship industry is ever-changing and, in a year when political worries and uncertainty could greatly hamper sponsorship spend, it is encouraging to see that tired partnerships compromised solely of VIP ticketing and logo rights seem to have been shunned in favour of more strategic brand alignments.


We are seeing more and more brands want to be at the forefront of CSR, sustainability and community projects with plenty wanting to be seen to be giving back but are they always suitably qualified to do so?


There is a marked shift towards rights-holders upping their due diligence on prospective sponsors. A client with a healthy budget and a sustainability brief will count for very little unless they have a track record of acting sustainably and can prove that sustainability is a deep-rooted company ethos rather than just a proposed badging exercise.

Sustainability rights holders are just as keen to get an insight into the brand’s employees with internal engagement often being an important driver to a successfully activated partnership. A fully engaged workforce who really buy into the sponsorship will be a catalyst towards behavioural change, a key measurement in any partnership that focuses on such pressing issues as single-use plastics and recycling.


All partnerships are forever being plugged as having mutually exclusive benefits for both rights-holder and brand but, rewinding back to the negotiation phase, a continued drive towards all stakeholders having shared sustainability credentials will foster much more impactful and meaningful partnerships.


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