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[\/vc_column_text][vc_column_text]In the absence of at-stadium brand activation, sports organisations find themselves in the difficult position to renegotiate or to carve out new sponsor benefits to replace what would have normally been used to engage with fans in person.\u00a0<\/span><\/p>\n As per October 2020, research from the European Sponsorship Association<\/a><\/span> shows that 75% of organisations were yet to finalise negotiations of sponsorships hit by COVID-19.<\/span><\/p>\n With in-person experiences put on hold in many countries, the focus shifted to digital rights and the live match. Pitch and stadium branding have therefore become a critical part of the equation, especially for sponsors aiming to target large audiences.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1606492798440{margin-top: 50px !important;}”][vc_column][vc_column_text]<\/p>\n In normal conditions, rights holders have to constantly retain the commercial integrity of the property by assuring proportionate and fair value to all partners, which is a difficult exercise in itself – as eloquently evidenced in a recent Australian academic study<\/a><\/span>. More so these days when certain assets cannot be delivered.<\/span><\/p>\n To mitigate the risks associated with contract resolutions – sometimes rebates – and the consequential issues of cash flow, rights holders turned to the branded seat banners<\/a>. Part of the reason for choosing this solution was down to aesthetics – covering unsightly empty seats – but also to retain the commercial value of premium branding spaces near the pitch.\u00a0<\/span>[\/vc_column_text]Retaining sponsorship investment without losing future venue advertising value<\/h2>\n