March 25 – The European Sponsorship Association’s Sponsorship Sentiment Tracker (SST) – a rough measure of how confident the sponsorship sector is – shows rights holders as currently the most optimistic over the health of the industry.
Rights holders level of confidence rose from 7.0 to 7.5, a significant 0.5-point increase wave on wave.
The SST measures confidence amongst three groups – rights holders, brands and agencies.
Whilst the latest overall score of the SST showed a slight upturn, this was not felt as strongly amongst agencies, whose score wave on wave slowed from 7.6 to 7.5.
Brands, who the ESA point out are generally the most positive out of the three groups, were more wary, with their confidence level at 7.7, the same score seen in the previous two waves.
ESA Chairman, Andy Westlake, said: “This latest wave of the sentiment tracker should continue to give our industry real confidence that the sponsorship business is beginning to return to pre-pandemic normality.
With rights holders showing the greatest optimism in this Wave, I believe that with a full summer schedule of events due to take place, we will see this confidence spread amongst the agencies and brands… I believe there is a genuine belief across all three groups that we are on an upwards trajectory.”
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