The impact of the COVID-19 pandemic on the advertising and sponsorship industry in sport

Abstract

The subject of this paper is to indicate how COVID-19 pandemic affects the advertising and sponsorship industry in sport. At a time when public indifference is becoming an increasingly insurmountable obstacle for the advertising industry, this branch of industry is now facing an even bigger problem. At the same time, while many athletes and sports entities largely depend on their sponsors, the vast majority of sports events in the world have been canceled. Some athletes earn many times more from their sponsorship contracts than from professional contracts in their clubs, competitions, etc. Losing match revenue is another big concern for clubs and tournaments, especially smaller ones. It is still unclear how the sports industry will overcome the problems caused by the pandemic, nor what kind of future awaits sport in the post-covid-19 era.