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Trends 2020: Sports sponsorship takes a deeper dive
Recognising that the future of sports sponsorship has moved beyond megastar athletes performing tricks in front of devoted fans, brands are increasingly turning to the grassroots to tell more engaging stories.
Sport sponsorship continues to generate jaw-dropping amounts of money. Japanese ecommerce platform Rakuten recently signed a $60m (£46m) three-year deal to have a 2.5 inch logo patch on the shirts of NBA champions the Golden State Warriors.
However, a more holistic and far less brash approach has been the starting point for some of the best partnerships over the past 12 months.
At a time when athletes are becoming increasingly socially aware (or perhaps, more accurately, at a time when they are allowed to be), the culture around sport and the way a sport crosses over into a culture has provided partners with a more stimulating space, one that allows them to engage in conversations around inclusivity and identity.
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