Fifa has become the latest international beneficiary of the Chinese government’s mandate to improve football in the country and host a World Cup, with three major sponsorship deals either finalised or under discussion.
The sports sponsorship sector is facing a squeeze from multiple angles with doubts emerging about the long-term viability of the crypto sector, betting marketing spend threatened by government legislation and a cost-of-living crisis thrown into the mix. We asked five agencies about the future direction of the sector.
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