Relevent Vol. 04 – Global Trends in Sponsorship

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Partnerships are influenced by audiences, and, as a result, by popularity. And, as some daring brands venture into riskier territories, their partnerships can be influenced by social movements or issues as well.  

Future trends seem to favour the bold. Brands willing to discover something new and take it forward may soon enjoy big payoffs. Only time will tell.

As we move away from traditional “top trends” to trends that affect sponsorship directly, this issue highlights Jim Andrews’ extremely relevant piece on five factors that impact sponsorship. It also includes a brief guide to the social impact of sponsorships, an article examining cannabis marketing, a piece on gender equity in sports, and a fantastic article by Alexander Gwilliam on men’s fashion and its relevance for future partnerships. Lastly, we also look at emerging sponsorship categories and trends in sports and music.

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