Sponsorships to be dropped or ‘flexed’ in crisis, says former NBA executive | SportBusiness: The former executive vice-president of global marketing partnerships at the NBA, now chief business officer at the Excel Sports Management agency, said brands in most industries will feel “enormous economic losses” and that the properties they sponsor will not be immune to the business fall-out.
Collins said: “Short-term deals will largely be dropped where feasible and longer-term deals heavily scrutinised with mandates for maximum flexibility.
“Teams and leagues are not even possible to activate at the moment. Some brands will turn to personalities on a limited basis, but even there, will need to take considerable care in striking the appropriate marketing tone during this time.”
Collins said: “Short-term deals will largely be dropped where feasible and longer-term deals heavily scrutinised with mandates for maximum flexibility.
“Teams and leagues are not even possible to activate at the moment. Some brands will turn to personalities on a limited basis, but even there, will need to take considerable care in striking the appropriate marketing tone during this time.”