Published on August 20, 2014
The Future of sponsorship is more exciting than ever. With every year, brands get better at using sponsorship and measuring its impact – seeing it not as a marketing channel in itself but as an accelerator that makes all of their marketing channels more effective. With every year, technological innovations open up new possibilities that brands use to add value to their audience’s experience of the things they love. With every year, the highly-connected, mega-social, time-critical and passion-driven behaviour of Millennials becomes less of an exception and more of the rule. With every year, new sponsorship properties and rights are created by rightsholders and individuals that change the game for sponsors and allow them to tell more compelling stories. And with every year, we get better at understanding how to make sense of all these new opportunities. Synergy’s Now, New & Next report looks more deeply at the major technological innovations, shifts in consumer trends and new ways of thinking ( from brands, rightsholders and individuals ) that are on the horizon. More importantly, it also takes a practical look at what this all means for sponsors. We hope you fnd it insightful and thought-provoking. But above all, we hope that brands, rightsholders and agencies make sure that 2014 is the best year yet for sponsorship.