JTA, an independent sports communications and international relations consultancy, has officially launched a new sponsorship consulting division called Partner on Purpose dedicated to helping brands re-imagine sponsorship strategies in a post-pandemic world.
The launch is on the back of a survey that revealed global sponsorship leaders believe COVID-19 and geopolitical issues have had a profound impact on the sports sponsorship ecosystem. Over 600 highly respected leaders in the sponsorship and marketing world were invited to take part in the survey created by Partner on Purpose (a new consultancy aimed at helping brands form more purposeful and impactful partnerships), in association with leading academic institutions Loughborough University, Loughborough College and Loughborough Sport.
Of the survey respondents, the vast majority agreed it has made partnerships between sponsors and sports organisations more challenging but 75 percent also agreed that the pandemic has created new opportunities. A total of 70 percent believe the pandemic has already changed the nature of partnerships between sponsors and sports organisations, and 96 percent see partnerships between brands, athletes and sports organisations becoming more purposeful, innovative and fluid. In response to the survey’s findings, the new division will assist brands in sport to create and drive impactful partnerships with the power to activate positive change.
“The results of this survey show that there is an overwhelming belief within the sports sponsorship industry that partnerships are expected to be more engaging, more community-centric and more focused on positive change,” Partner on Purpose Chairman Jon Tibbs said. “This trend has only been accelerated by the COVID-19 pandemic and recent geopolitical events have reinforced the need for the industry to be responsive, flexible and adaptive. Consumers want, and increasingly expect, brands to engage in more purposeful and meaningful partnerships. Partner on Purpose will help brands meet the demands of their consumers while also contributing to shaping a more harmonious society.”