Brands to ‘hit pause’ on sponsorship as pandemic takes hold

(Photo by UEFA - Handout/UEFA via Getty Images)

Leading sponsorship industry figures expect unprecedented disruption to the sponsorship ecosystem over the coming months and a break in sponsorship deal-making because of the coronavirus pandemic.

As one of various agency executives and sponsorship consultants to feature in a round-up of opinions, independent consultant Giles Morgan told SportBusiness that the pandemic represented “the greatest single challenge to the modern sports industry as any in the past 50 years”.

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