[Source: ESA] Sponsorship across Europe continued its post-pandemic recovery in 2022 as the sport sector achieved a record high, according to research from the European Sponsorship Association [ESA] and Nielsen Sports. 

The 2023 ESA Sponsorship Market Overview found that the total value of Europe’s sponsorship market increased by 4.3% over the past year from €27.85bn to €29.05bn. The total volume remained more than €1bn lower than 2018 and 2019 levels, with a record high of €30.69bn measured in 2019. 

The Sponsorship Market Overview covers sport and non-sport, and both sectors enjoyed an increase in 2022 but sport went from surviving to thriving with a record high volume of €20.69bn compared with €19.80bn in 2021 and €20.26bn in 2019. The recovery of the non-sport sector was modest in comparison but still significant with a 3.85% gain from €8.05bn to €8.36bn. 

Nielsen Sports, which has been delivering this annual report since 2008, concluded that the lifting of COVID-19 restrictions was the main contributor to the market growth across sport events, festivals and concerts. Sport also benefited from the staging of major events such as UEFA Women’s Euro 2022 and the Commonwealth Games, as well as spill-over from the Winter Olympics and FIFA World Cup.  

The authors also noted that the rapid increase in crypto sponsorship had both a positive and negative impact on the industry, bringing a cash injection alongside a degree of volatility due to the instability of the sector. They also acknowledged the negative impact on all markets caused by Russia’s military occupation of Ukraine. 

The Sponsorship Market Overview measures the top 10 markets in Europe, and it found that Spain (14%) and the United Kingdom (10%) were this year’s fastest growers. The report found that Spain had benefited from market stabilisation after the ban on betting sponsorship in 2021, with renewed commercial growth driven by FC Barcelona and Atletico Madrid, along with the emergence of female athletes as ambassadors. The continued growth of the Premier League was a major contributor to increases in UK sponsorship. 

Samantha Lamberti, Managing Director International, Nielsen Sports, commented: “A look at the figures confirms 2021’s trend: the sponsorship market in Europe is growing for the second year in a row. Lifted restrictions and the increased adaptation of Web 3.0 technologies served as drivers of growth.” 

Andy Westlake, ESA Chairman, added: “The continued recovery of the sponsorship industry is highlighted by Nielsen Sports’ latest Sponsorship Market Overview, which paints a picture of a dynamic and resilient sector. 

“It’s remarkable how well sponsorship has bounced back after the devastating effects of the pandemic, and we all enjoyed the full resumption of in-person sporting and cultural events that contributed to the regrowth of the sector in 2022.  

“To see the volume of the 2022 industry come close to matching pre-pandemic levels underlines the importance of sponsorship to companies across Europe that need to achieve tangible connection with their customers. Sport sponsorship reached record levels last year and I am sure 2023 will see a continued regrowth in non-sport sponsorship. 

“This good news comes in spite of some very profound challenges affecting business stability, not least Russia’s continued military occupation of Ukraine. The 2023 Sponsorship Market Overview also highlights the positive and negative impact of crypto sponsorship on our industry. It’s more important than ever that companies use reliable data to inform their sponsorship decision-making – and this vital annual analysis by Nielsen Sports leads the way in that category.” 

ESA members can click here to see the full report. This report was produced using Nielsen Sports Market Intelligence and is available exclusively to ESA members. The ESA Sponsorship Market Overview has been conducted annually since 2008. 

ESA is a Strategic Partner of Host City.

Everyone knows the saying "Music is the universal language of mankind" and this principle also underlies the work of the world's leading organizer of international choral competitions and festivals: INTERKULTUR. In this interview, we talked to founder and president Günter Titsch about his vision for the choral world, the background history of the worldwide organization INTERKULTUR and its global network between choirs, culture, cities and politics.

How does one come to establish an organization for choir competitions? What inspired you?

I have been active in choirs as a singer and chairman since my childhood and experienced early on how people and nations could be brought together through music. The power of music as a transcending link between nations is still the guiding principle of INTERKULTUR today: bringing nations together through song.

At the end of the 1980s, this vision began to become reality with the first choral trips from Germany to Hungary, behind the "Iron Curtain". At the first international choir competition we organized in 1988 in Budapest, the foundation was laid for today's global organization, and this set me on the path that would lead to the World Choir Games, also known as the Olympic Games of choral singing.

Were you able to imagine the success you would have with your vision and how influential your organization would become in a very short time?

I was aware of the power of music. The unifying element of enthusiasm for choral singing makes prejudices disappear, enables friendships across borders and creates a lively and peaceful togetherness beyond music without looking at nationalities, ideologies and religions.

In recent years, INTERKULTUR and the World Choir Games have created a great added value for their partner cities and organizations and have also gained a great economic importance. In general, the World Choir Games and all INTERKULTUR events have expanded tremendously over the past 30 years in terms of the audiences and markets they reach.

Looking back on the past decades, it fills me with pride how much our staff and partners have done and continue to do for choral music worldwide.

Your international team organizes events and competitions around the world all year round - what makes INTERKULTUR events so special compared to other choir competitions?

Probably the people and variety of our events. With our large international team, we are committed to reaching singers of all levels and ambitions.

One of our mottos is "participation is the highest honour" and this is also lived by many choirs. The competitions are open to all amateur choirs in the world. For singers, participating in an INTERKULTUR event can be a life-changing experience: Where else do you have the chance to meet people from all corners of the world, hear their music and experience their traditions in such a short time? Meeting people from other cultures and backgrounds changes your own view of the world and broadens your horizons.

And what about your partners, the host cities – what makes your events special to them?

The cities are the focus of the events and are a great additional incentive for the choirs to make the sometimes very long journeys. During the event, the city is filled with singing, music, international meetings, spontaneous street concerts and this unites not only the participating choirs, but above all the local population, retailers and restaurateurs.

At our major events, up to 30,000 participants from more than 70 nations come together, as well as an additional 300,000 visitors, making the cities vibrate with music and life. So, of course, the hosts also benefit economically. It is no coincidence that after hosting the World Choir Games, cities like Graz and Riga even decided to bring other major international events to their cities in subsequent years

The pandemic has had a devastating impact on culture and the performing arts. How are you, the choral world and your partners dealing with it? And what are your plans for "after the crisis"?

The restrictions and effects, both currently and in the long term, are really serious, especially also for the choirs of this world. Of course, since the beginning of the pandemic, we too have experienced some difficult moments and numerous setbacks due to the circumstances. But we are a strong organization, sustained by our incredibly dedicated staff and everyone's passion and commitment to our vision. The positive news for us is that in consultation with our local partners on the ground, we were only able to postpone all of our events to a later date and not cancel them completely. This shows impressively that we are all just waiting for the end of this pandemic, in order to then return to normal everyday life full of strength and zest for action - full of joie de vivre, music, singing and international encounters!

The exchange with our current partners and future host cities was and is very intensive. Even though the challenges for politics, business, culture and every individual were and are enormous, for many politicians the time has come to look ahead and adopt plans for the development and future of their city and region, now that the crisis is slowly being overcome. We know that in many places the question of how to promote new perspectives and a secure future is now increasingly on the table – and this is where we support our partners and the global choral scene.

This interview was conducted by Franziska Hellwig, Coordinator for Communication & Development, President‘s Office, INTERKULTUR

[Source: IAEH] The International Association of Event Hosts has published the results of a survey conducted to understand the impacts of the pandemic on members’ events in 2021. IAEH members in Asia, Australia/New Zealand, Middle East, Europe and North America participated in the survey. The results show that the impacts and responses differ according to geographic location.

Most host organisations are expecting and planning to return to major events in 2021

o             Two thirds of members responding currently have cancelled or postponed events no later than September 2021, and only 17% currently have cancelled or postponed events in 2022.

Plans for ‘stadium’ events to re-commence

o             Two thirds of host organisations have already or are planning to allow’ stadium’ events in 2021.

o             In Australia and New Zealand ‘stadium’ events have either already re-commenced or are planned to re-commence with full capacity in April 2021.

o             In Asia, Europe and North America, 25% have plans for ‘stadium’ events to re-commence with full capacity but only late in 2021 or in 2022.

o             24% of all respondents have no current plan date for ‘stadium’ events to re-commence. The majority of these are in Europe.

Restrictions

o             For members hosting ‘stadium’ events with restrictions, the limits that apply are of no more than 50% capacity.

o             Some members also reported that restrictions are being imposed according to social distancing rules rather than percentage of capacity.

Measures adopted to support the events industry

o             The majority of host organisations have actively put in place measures to support the events industry. 50% of organisations reported event-specific initiatives in addition to general national government support.

o             Measures are similar across regions including mainly financial aid such as wage subsidy, interest free loans, tax relief, emergency funding, and reimbursement packages.

o             Members rated the effectiveness of these measures were higher in Australia, New Zealand, Asia and Middle East (7 out of 10) than in Europe and North America (5.5 out of 10).

Guidance for staging major events varies across the world

o             50% of members responding are using external resources - some based on resources from the World Health Organisation, others based on national or regional advice.

o             25% of members responding don't yet have any guidance in place for major events to go ahead.

The survey was completed by 24 IAEH member organisations between 8th and 29th March 2021.  A similar survey was conducted by the IAEH in May 2020. Comparing the results, a significant difference is on planning for ‘stadium’ events to re-commence.

In 2020, the level of uncertainty was much higher and the large majority (80%) of host organisations reported that there was no planning date for ‘stadium’ events with an audience to re-commence. Whereas in 2021, 76% answered that there is a plan date, with specific restrictions or full capacity.

The support measures also developed significantly since May 2020 and now the majority of host organisations have actively put in place measures to support the events industry.