Complexities of sport sponsorship amid covid-19 crisis

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The PSL earned R600 million from its broadcasting rights deal with SuperSport International, according to the figures in its most recent financial statement. “A number of the major global sports broadcasters will look to support their most lucrative rights holders – the various major football leagues, like the PSL – as they have a major vested interest in these properties returning and delivering the big audiences and subscription fees.”

As long as the strict Covid-19 safety regulations remain in force, lifestyle restrictions will continue. This would be detrimental to other revenue streams, such as ticketing, hospitality suites, food and beverage sales, and lA common tactic among “forward-thinking rights holders” would be to discount the current contract period value in exchange for an early renewal or contract extension, he said.

“The incentive side of the contracts is where athletes will lose the most. Athletes who have contracts with retainer components are fine,” he said.

This is very disturbing especially for companies that sponsor runners and they depend on all those benefits from sponsorships to put food on the table.

True

Eish that’s bad.

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