Welcome to Admap February 2020

February 2020: Creating a sports sponsorship framework

Alex Brownsell, senior editor for media at WARC, introduces the theme of Admap February 2020: Creating a sports sponsorship framework.

This issue of Admap examines how and why the sport sponsorship market is in a state of flux and what brands must do to create a level of ‘staying power’ that ensures sponsorship effectiveness.

Tom Goodchild, director of effectiveness at Fuse, heads the February edition, alongside 11 additional articles from other expert authors contributing to this issue.

Quick read

Creating a sports sponsorship framework: Admap summary deck

Read a summary deck of Admap's issue on creating a sports sponsorship framework

A quick PDF-based guide to creating a sports sponsorship framework:

  • Create a clear and focused measurement framework
  • Choose the right sponsorship property
  • How to approach e-sports sponsorship

Feature articles

How to score a home run with sponsorship

Author Maren Seitz
Company Kantar Media

Sponsorship in transition: The outlook for 2020

Author Jim Andrews
Companies Independent sponsorship consultant and thought leader

Finding and activating the ‘sweet spot’ on the sponsorship platform

Authors Professor Tony Meenaghan, Jill Downey and Jamie Macken
Company University College Dublin / Core Sponsorship

Women’s sport: From niche to mainstream

Author Misha Sher
Company MediaCom

Opinion: Tokyo 2020 Olympics: What US brands need to know

Author Jeremy Carey
Company Optimum Sports

Creativity and long-term brand-building through sponsorship

Author Neil Hopkins
Company M&C Saatchi Sport & Entertainment

Developing an e-sports sponsorship framework in Asia

Author Jian Ming Lee
Company Octagon

How to make the most of your sponsorship

Author Alex Burmaster
Company caytoo

Sports partnerships and the continuing power of live

Author David Shore
Company Sky Media

Author Q&A

Ajay Jilka, Culture Group

Ajay Jilka, business director at Culture Group discusses a new decade in China's sports marketing.

Themes from previous months