FROM PROMOTIONAL TO TRANSFORMATIONAL: EVOLVING ROLE OF SPORTS SPONSORSHIP

Sports sponsorship has evolved beyond brand promotion, giving rise to authentic partnerships grounded in shared values, ethos and a mutual commitment to achieving success and effecting positive change.

Today, sponsorship serves as a powerful engine for social and economic transformation. It not only provides financial stability to sports entities but also unlocks value chains that inject funds directly into local economies, fostering growth and development at both grassroots and national levels.

Discover how the shift from promotional sponsorship to transformational partnerships is redefining the sponsorship and investment landscape, unlocking opportunities and fueling innovation.

Discussion topics

• Rethinking sports sponsorship: a vital platform for empowering youth-led value chains
• Beyond the logo: Harnessing the transformative power of sports sponsorship to build talent pipelines, drive business impact, and accelerate Africa’s sustainable economic growth.
• Current sponsorship & investment outlook: market insights, trends, and opportunities.
• Cross-sector collaboration for sustainable sponsorship ecosystems: How can the private and public sectors, sports stakeholders, and development partners effectively collaborate in building resilient sponsorship investment frameworks?
• Innovative sponsorship models: Exploring creative sponsorship approaches that can attract long-term investments across the sports value chain.
• Success stories: Case studies of transformative sports sponsorship campaigns and initiatives.