Uncertainty caused by the COVID-19 pandemic accelerated shifts in the way sports rights holders sell sponsorships and how brands make sponsorship investments and activate partnerships. New sponsorship entrants, new channels and new consumer necessities will impact sports’ sponsorship value and call for enhanced measurement methodologies. What can brands learn from sports sponsorships? What will the future of sports sponsorship measurement look like?

Join Jon Stainer, Nielsen Sports Manager Director, and Matt Steinmetz, VP of Event Partnerships, Adweek for a discussion about key trends driving the changing value of sports sponsorship, how sports sponsorship value is evolving, and why having a clear understanding of ROI across channels and over time is business imperative.