Sports sponsorship: expenditures +107% at the start of 2021 versus the same period in 2020 (Nielsen)

"Sponsorship expenditures in early 2021 were up 107% versus the same period in early 2020. In a recent analysis of 100 sponsorships in seven markets across 20 industries, Nielsen found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase. According to Nielsen's 2021 Trust in Advertising Study, 81% of global respondents either completely or somewhat trust brand sponsorships at sporting events," said the research and consultancy company Nielsen Sports, in its 2022 global sports marketing report, "Fans are changing the game", published on 07/03/2022.

"Blockchain companies investing in sports sponsorship is projected to reach $5bn (€4.5bn as of 14/03/2022) by 2026. This would represent a 778% increase (nearly 9 times more) across the category encompassing cryptocurrencies, blockchain and NFTs," explained Nielsen.

"Sponsorship investment in women's sport increased 146%, up from 27% in 2020 (UEFA, FIFA, World Rugby - for rights only related to women's sport, not bundled with men's sport rights)," according to Nielsen.

"2,254 esports sponsorship deals…