The world of sponsorship was already experiencing a lot of change, before COVID, but, as we are now fairly and squarely in the middle of living with COVID, the industry continues to change. 2022 has a real sense of optimism as we see people flocking to live sports events including the rise and rise of women’s sport where we recently saw a record set for the biggest crowd at a women’s football match when Barcelona hosted Real Madrid and 91,553 people attended. No game had more people in it all season – and that includes the men’s clásico. Brands are also taking stock and, in some cases, pivoting or re-jogging their sponsorship approaches and portfolios, looking for new ideas and opportunities. That’s why I thought it would be good to look at some of the trends that are happening in the sponsorship industry right now. Paula Beadle is the Founder and CEO at Caravel Marketing. Paula is a sponsorship industry leader who has mastered the art and science of sponsorship over 30 years of experience in sponsorship, media, sports, major events, and entertainment. Paula is also the founder of Sponsorship Mastery – an organization dedicated to improving individual and organizational sponsorship performance. Paula also serves on the Board of Directors for the Red Cross, Seattle Sports Commission, Washington Fairs and Events Association (WFEA), and as a Mentor for Women in Sports and Entertainment (WISE). Paula presents to conferences on Navigating the Future of Sponsorship Marketing and she frames her presentation around research conducted. Enjoy.

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