Sponsorship in transition: The outlook for 2020

A summary of key trends in the North American sponsorship market.

Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Having tracked corporate sponsorship activity and identified trends in the field for more than 30 years—first as chief forecaster for IEG and now as an independent consultant and academic—I have witnessed periods of both stability and transformation.