Sports sponsorship: "We must adapt digitally" (C. Barouillet, Two Circles)

"To have a real and lasting impact, the change must be deeper: we need to change the offers for sports sponsorship. To be attractive, we must adopt and adapt to the fashions or ways of spending by brands on all available channels, especially digitally," said Clément Barouillet, senior consultant for France at the sports marketing agency Two Circles, to News Tank Football on 20/05/2020.

"There is a dichotomy between the way in which consumers engage and the way in which rights holders allow and enable them to be reached. To overcome this, the best way for clubs, leagues or authorities is to develop their proposal and move towards more opportunities that are offered digitally. We can see this with the crisis: faced with the lack of matches, we are developing our digital activities such as sponsored videos, branded content, etc. There is thus a strategic need to develop this type of sponsorship offer and to further integrate the digital dimension," continued the consultant, whose firm recommends three principles to develop these sponsorship offers:
• "Combine digital and traditional…