20 Jan Global Sports Innovation Center presents its report on digital development in sport
On January 20, the GSIC has presented its new report “Sponsorship Activation and Digital Transformation” in Madrid, that has been prepared based on our Sponsorship Working Group that has the participation of brands such as Iberdrola, Porsche Ibérica, adidas, Burger King, Marca, Grupo Dia, Endesa, Coca-Cola Europacific Partners, Estrella Galicia, Carrefour, BAXI, Pelayo Mutua de Seguros, Herbalife. Visa.
The GSIC powered by Microsoft and our members are working in different areas offering solutions for any type of challenge in the sports industry. Within these areas, we consider Sponsorship to be one of great potential (before the pandemic, it represented more than USD 69 billion). In 2022, sponsorship clearly started picking up, and enabling Sponsorship investment is the key area that differentiates brands and enables them to achieve their goals.
The ‘sponsorship’ focuses on main objectives: customer loyalty, income generation and the deployment of projects linked to concepts of environmental and social sustainability. Only in the world of sports does it generate 70-80% of economic benefits. All caused because the digital age is gaining control over the activities of daily life, including sponsorship. New concepts such as the metaverse, “phygital” activations, the NFT, and others are becoming increasingly important to businesses as they strive to reach their audiences and create new and innovative experiences that help them achieve their goals. World sport was not going to be left behind in this regard, joining a trend that was increasingly accepted and used.