Researching the Mood Around Sport and COVID-19

Research into the mood of how people are feeling about brands and sponsorship is critical in these current uncharted waters and we have been to the fore in working alongside members to bring this to you.

This morning we have been in discussion with Onside sponsorship who have made a special edition of the Sponsorship Market Monitor available to all Sport for Business Members.

It covers the research which we undertook with you at the start of this month and elements of the regular Sponsorship Monitor which Onside conducts among 3,000 members of the public across Britain and Ireland.

“The crisis has brought into focus the importance of both community and citizenship,” said Onside consultant Jon Long.

“Some brands and rights owners have been quick to pick this up. Nike encouraged people to stay at home, Budweiser is supporting local pubs that have had to close, Mercedes F1 helped develop a new breathing aid and several clubs and sports were quick to offer their facilities to the health services.”

“It’s not the time for brands to trumpet their associations with major events, trophy-winning clubs or iconic players. Instead, the focus needs to shift to the contribution that is being made.”

“Smart rights owners will build the case for brand partners to support their communities. Initially, this might include providing food and supplies to local residents. Over the coming months, we expect to see this expand to supporting clubs and athletes that have been badly affected by the crisis with greater emphasis on grassroots activation and physical and mental wellbeing than we have seen in the past.”

There is a wealth of detail and insights as well from Rory Best and Joe Canning.

In order to get a full copy of the 12 pages of detail and analysis, you need to make contact with ONSIDE at or by visiting


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