New research from The Gemba Group suggests a credibility problem for the sports sponsorship industry arising when agencies both advise brands on sponsorship opportunities and sell rights for those same properties, leading to potentially biased recommendations.

The discussion highlights the increasing involvement of procurement departments, the need for greater transparency and better analytical tools, and the importance of long-term, sustainable relationships between brands and rights holders.

Our guests view these issues as crucial for sponsorship to continue growing as a vital revenue stream for sports organizations.

Guests:

Rob Mills, Global CEO, Gemba

Claire Kelly, Managing Director of Europe and Middle East, Gemba.

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