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 catalyst 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 landscape, unlocking opportunities and fueling innovation.

Discussion topics

• Success stories: Case studies of transformative sports sponsorship campaigns
• Transformative power of sports sponsorship: How can sponsorship investments effectively contribute to talent development, job creation, and entrepreneurial opportunities while also addressing sports development challenges?
• Current sponsorship market overview: Analysis of East Africa’s sports sponsorship investment market, key players, market share, trends, and growth opportunities.
• Cross-sector collaboration for sustainable sponsorship ecosystems: How can the private and public sector, sports stakeholders and development partners effectively collaborate in building resilient sponsorship frameworks?
• Innovative sponsorship models: Exploring creative sponsorship approaches that can attract long-term investments across the sports value chain.