Shift In Consumer Spending Brings New Sports Sponsorship Opportunities

Kirk Wakefield

Partner, Sports & Sponsorships

7/20/20

Traditional big sponsorship spenders among airlines, quick service restaurants, automakers, sports apparel and hotels have felt the economic punch of the pandemic. With some sponsors seeking relief or opting out of deals, properties must look for new business elsewhere in hopes of sustaining revenue.

Traditional big sponsorship spenders among airlines, quick service
restaurants, automakers, sports apparel and hotels have felt the economic
punch of the pandemic. With some sponsors seeking relief or opting out of
deals, properties must look for new business elsewhere in hopes of
sustaining revenue. Where to look? We first look where consumers are spending money, then
we look at where they’ve been spending their time, and then we follow the
money—noting which relevant stock prices have soared over the past
quarter.
Where spending and visits are up
While consumer spending is down 12.3% across all sectors from a year ago,
data from 1010DATA based on credit/debit card use shows year-over-year
spending increases for these categories in May and June 2020.
1. Grocery delivery (May 6, 401.4%; June 25, 271.2%)
2. Food delivery (May 6, 78.7%; June 25, 83.8%)
3. Meal/Snack kit (May 6, 33.1%; June 25, 43.5%)
4. Grocery (May 3, 9.9% ; June 25, 8.2%)
5. Office Supplies (May 3, 12.3%; June 25, 7%)
In addition to those five categories where spending increased, other
categories have seen strong upticks in customer visits/transactions even
though spending lags behind: