What next for sport sponsorship after COVID-19?
Global sport is facing the “mother of all wake-up calls” as it emerges from the coronavirus lockdown, with uncertainty over what the landscape for participants and sponsors will look like.
Payne, who was widely credited with transforming the finances of the International Olympic Comittee through sponsorship, said such an unexpected crisis had caught sport woefully unprepared. Football clubs will need to rein in their spending as money from ticket sales “will take quite a while to come back”.
Martin Sorrell, the British founder of advertising giant WPP, who sits on the IOC Communications Commission, says the Tokyo organisers are in a race against the clock.
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