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Digital sponsorship ‘most undervalued’ sector in sports marketing

  • Posted: May 27 2020

  • By: Steven Impey


Digital sponsorship spend is both the “greatest area for innovation” and “the most undervalued asset” in the sports marketing space, according to Two Circles chief executive Gareth Balch.


Speaking during SportsPro’s Insider Series, Balch claimed that the sports industry lost out on UK£13.7 billion (US$16.7 billion) in unrealised sponsorship revenue throughout 2019, largely owed to not knowing how to best monetise user data garnered online.


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