Sports Sponsorship News: November Round-Up

SponsorPulse Staff
  • November 30, 2022
  • SponsorPulse Staff
international football trophy. Photo by Rhett Lewis on Unsplash.
The FIFA World Cup takes center stage, the economic downturn poses challenges, and sponsorship renewal season is around the corner... Here are five key insights to gear up for 2023. 

Will FIFA World Cup controversy hurt sponsors?

Concerns around human rights in the country and the treatment of migrant workers have been a serious point of concern for soccer fans leading up to the cup.

Our research found 4 in 5 North Americans are aware of the human rights controversies surrounding the FIFA World Cup, but only 1 in 4 of them planned to engage less.

Click through the slides to find out how awareness of the controversies will impact engagement.

FIFA Controversies by Adam Mitchell

Will controversy impact sponsor performance? Find out in our sponsor impact report. Sign-up for early access here.

Alphonso Davies makes history on and off the pitch

Although Canada won't make it to the knockout stages, Davies cemented his place in history with the club's first-ever FIFA World Cup goal. He continues to strike new endorsement deals and for good reason, 20% of Canadian consumers who are familiar with Davies would support the brands that partner with him.


Economic downturn: Where are consumers cutting back?

Whether we are in a recession or not is still being debated by economists.

The fact of the matter is, consumers have already started to reduce spending on sports and entertainment.

Streaming services are the most resilient to the economic downturn with 28% of Americans stating they won't change their subscriptions. Unfortunately, ticketing and merchandise aren't so lucky.

Click through the slides below to find out which purchasing categories have already been affected.

Economic Downturn USA by Adam Mitchell

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Article photo courtesy of History of Soccer