Coronavirus: nel 2020 mercato sponsor perde il 36%, bruciati 500 mln

Milano, 26 gen. (Adnkronos)

Nel 2020 in Italia sono stati investiti in sponsorizzazioni sportive, culturali e sociali circa 889 milioni. Si tratta di calo del 36% rispetto al 2019: in dodici mesi, a causa della pandemia di Covid19, sono stati bruciati 500 milioni, tra eventi sospesi e annullati. Il dato emerge dalla 20esima Indagine Predittiva ‘Il Futuro della Sponsorizzazione‘ realizzata da StageUp con la collaborazione di ChainOn. Nel 2021, se la situazione sanitaria migliorerà, potrebbe esserci un rimbalzo del 9,8%.

Nel 2020, aumenta la quota in valore dello “sport” (+9%) sostenuta dagli accordi negli eventi di vertice con valenze internazionali. E in effetti lo sport, comparto leader del settore, ha retto meglio alla crisi rispetto alla cultura e allo spettacolo, grazie soprattutto alla tenuta degli accordi pluriennali, Serie A di calcio su tutti.

Tra i motivi del calo del valore delle sponsorship, spiega l’indagine, c’è anche la “fruizione digitale”, che ha abbassato i prezzi in ragione dell’abbassamento dell’audience o dell’azzeramento dell’ospitalità. Poi, i contratti già in essere, se non annullati per causa di forza maggiore, sono stati generalmente rivisti al ribasso; numerosi brand, pressati da risultati economici deboli, hanno ridotto il budget o hanno rimandato le nuove operazioni. Nel 2021, il traino arriverà dai grandi eventi sportivi posticipati al 2021 (Olimpiadi Estive ed Europei di Calcio).

Quello cominciato sarà comunque un anno ancora difficile, di transizione. Il recupero ai livelli del 2019 è previsto solo nel 2024. Secondo Giovanni Palazzi, amministratore delegato di StageUp, “cultura, sport e intrattenimento sono tra i settori più colpiti dall’emergenza Covid-19. Per scongiurare la scomparsa di realtà anche storiche e la perdita di migliaia di posti di lavoro, questi settori necessitano di politiche pubbliche dedicate. Una proposta concreta è il riconoscimento giuridico dello strumento delle sponsorship, che recepisca la valenza sociale di questo tipo di interventi e inserisca strutturalmente forme di deducibilità potenziata collegata all’impatto e alla ricaduta degli interventi per la comunità, anche con strumenti digitali che portino trasparenza nel settore”.

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