The sponsorship industry is driven by the passions of people. Fans. Fanatics. Unfortunately in today’s world, it is a luxury for many fans of sports, the arts, and music to enjoy their passions due to the hardship and uncertainty that the economy has thrust upon us.

Sponsorship can play an important role in getting people through these difficult times.

Our industry is an industry because of the fans and we must be sensitive to their current economic strife they are experiencing. There are expectations that some fans will not accept and be frustrated at the concept of paying hundreds of dollars to be entertained for two to three hours. The cost of supporting events as well as multi-million dollar salaries

In the two cases of sports and music, they are mediums that provide an escape, a burst of pride and sense of stability for many. A global concern for the world is the deepening of the chasm between the haves and have-nots. In a world threatened by desperation, the psyche of the fan is fragile and needs relevancy.

We’ve had the luxury of taking ourselves too seriously. Entertainment mediums, as important as they are, do not compare with the angst of healthcare affordability, the security of retirement, and being able to keep the lights on or heating your home.

In the days and months ahead, properties, athletes and musicians should dedicate their efforts to developing experiences for fans that enhance their passions and reward them, not take advantage of them. There should be a commitment to increase social responsibility initiatives. More meet & greets with fans. No threat of lockouts. Commit to Fiscal responsibility. Our industry needs to have an open-mind for change. Find a way to integrate sponsors deeper into the offering.