Data and Analytics: Media equivalency does not equal the value of fan engagement

Nearly $14 billion in sponsorship value went unrealized during 2020, according to IEG data, affecting over 5,000 brands for nearly the entire year. In 2021, the industry will need to rebuild its value proposition without relying on media equivalencies, impressions, capacities and other metrics of scale. On that definition alone, sponsors would be paying far less moving into 2021.

The value narrative must shift to what is most important for sponsors — the ability for a brand to move its business by creatively using the coveted intellectual property of a team or league to engage its fan base. Value is not coming back the same way. Will something far more valuable take its place? — D.M.