Transformational Sponsorship: When Impact Evidence Replaces Marketing Visibility

In the face of new European regulations, the climate emergency, and the need for consistency between stated commitments and the nature of partnerships, the traditional sponsorship model of “money for visibility” is losing momentum. The national consultation conducted by our Responsible Sports Sponsorship Working Group among 246 professionals reveals a market experiencing a true “maturity shock.” A closer look at the operational opportunities for moving from a focus on image to a culture of evidence and measurable impact.