Special Report: How COVID-19 has Changed the Sports-Event Industry
In a special report on how COVID-19 has changed the sports-event industry, Sports Travel Magazine quoted co-chair of Herrick's Sports Law Group, Irwin Kishner, on sponsorship of sporting events in a post-COVID world. The article notes that if fans are not permitted to attend events in person, or only in reduced numbers, then a corresponding boost in television viewing numbers would allow the media aspect of sports sponsorship to "retain its demand." The article further concludes that sponsorships will allow businesses to partner with sports teams and bring value to the community.
“All these games are televised at some level, put forth on the radio, a large percentage of games are streamed,” said Kishner. “I still believe sponsorship is going to be a very legitimate, viable option. Naming rights for example — the value of naming rights should still be there. It provides an emotional connection to the brand. Is it better to have fully packed stadiums? Absolutely. But I don’t think it mitigates the value of brand sponsorship.”