Scott Tilton, chief executive and co-founder of California-based measurement specialist Hookit, on the trends in sponsorship amid a global health pandemic and why understanding ROI is more important than ever.

Whist coronavirus might be rewriting some of the givens about the way society operates sponsorship remains one of most powerful and authentic ways for brands to emotionally connect with consumers. 

That is not to say it is a sector that is impermeable to disruption, with the advent of social media transforming how brands use athletes and teams to deliver their messaging. 

Any brand in 2020 that is not making social media a core part of its sponsorship strategy is leaving value on the table and watching competitors streak ahead. 

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