At S20, we always keep an eye on developments in the sponsorship industry – and identify trends and innovations early on.
The most significant factor which is driving change in the sports and sponsorship market is digitalisation. Social media, for example, has really taken off over the past few years. From Instagram to Twitch, it now offers some of the most relevant communication tools.
At the same time, the e-sports market has seen enormous growth – it now reaches users all over the world via digital platforms. Even though they are only active in virtual spaces, the heroes of various e-sports disciplines have established themselves as ambassadors with huge reach. As a consequence, our members are involved here as well and are intensifying their sponsorship activities in digitally driven sports competitions.
What is more, other technological innovations are set to shape the future of sports sponsorship. There are constant advances in technologies such as facial recognition, augmented reality, interactive displays, holograms and voice assistants, and they are increasingly being used for brand activation.
In the first edition of the S20 Trendradar, published in German in 2020, the following key findings were seen as significant for the coming years:
- TECHNOLOGY IS DRIVING TRENDS
- PURPOSE AND SUSTAINABILITY ARE MUST-HAVES
- GOOD TIMING IS EVERYTHING
- TIKTOK IS THE NEW SNAPCHAT
A few years ago, Snapchat was the rising star of the social media platforms, but TikTok has now overtaken its competitor in terms of active users worldwide. When it comes to sports sponsorship, the experts also see much more potential in TikTok.
All of this will have an increasing influence on sports business and communication in the years to come. S20 regularly discusses new technologies with external experts so that it is always aware of the latest developments, and the same applies to the issues of environmental protection and sustainability.
It goes without saying that all of these developments should be viewed in light of globalisation – digital technology means the sky is the limit for sport and sponsorship. Many S20 members operate internationally, so their activation activities and communications target various markets.