COVID, inflation, the energy crisis. Recent years put sponsorship under severe strain. Companies trimmed budgets, events were cancelled, uncertainty rose. But not everyone lost out. Some sectors grew stronger, and sponsors learned to be more flexible. We looked at what changed during the crises and how to come out stronger.
How the crisis transformed sponsorship
| Area | What happened | Who survived / strengthened | Lesson |
|---|---|---|---|
| Live events (sport, concerts, festivals) |
2020–2021: cancellations, postponements, disruptions | Clubs with digital content, live streams, virtual runs | Having a backup (an online version) is essential |
| Culture and theatre | Closed auditoriums; loss of sponsors from hospitality and tourism | Streamed performances, donations from loyal audiences | Community support endures longer than corporate contracts |
| E‑commerce and logistics | Rising demand; sponsors shifted money from physical events to the online world | YouTubers, podcasts, influencer marketing | Sponsorship moved where people spend their time |
| Nonprofits and charities | Drop in corporate donations, but growth in individual fundraising | Projects with clear impact and strong online communication | Transparency and storytelling are key |
What we take away from the crisis
The crisis showed that sponsorship built solely around large live events is fragile. Those who reacted quickly—moving online, connecting with their community and offering sponsors new collaboration formats—not only survived but often emerged stronger.
Brands learned to be more agile. Instead of annual deals, they began testing shorter partnerships. Rather than big logos on jerseys, they sought authentic stories and digital reach. And talent? Those with their own communities on social platforms suddenly had an advantage.
When COVID hit, we lost all our tournament sponsors. But we had a newsletter and a Facebook group. We asked the fans—and they held us up. Today we have a stronger relationship because of it.
Pavel, sports events organizer
How to prepare for the next crisis
- Build your own community (email list, a group, a podcast) – not just a social profile.
- Diversify sponsors – relying on a single big partner is risky.
- Have an online version of your project – even if you run live events.
- Show results and impact – companies want to know what they pay for.
Conclusion – crisis is not the end, but a challenge
It’s not true that sponsorship dies in a crisis. It changes. Companies still have budgets, they just allocate them differently—toward talent that is flexible, digital and backed by a real community. If you prepare, a crisis can become your biggest opportunity.
Author: Sponza editorial team
Photographs: (illustrative – crisis and sponsorship)
