POV in the Press: Fewer starts and stops expected around sponsorships in 2025

In a December 18, 2024 SBJ Marketing article, columnist Terry Lefton discusses the expectations for sports sponsorships in 2025, with takes from experts around the industry including POV’s Founder & CEO Molly Arbogast.

FEWER STARTS AND STOPS EXPECTED AROUND SPONSORSHIPS IN 2025

For the sports sponsorship biz, 2024 was a year of stops and starts, catalyzed by the dual uncertainties of an economy wracked by inflation and the ambiguity and polarization from a divisive presidential election.

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Other industry flash points likely to become even more volatile in 2025:

The continued rise of influencer marketing to the degree that it is competing with traditional sports I.P. “Used to be that brands were deciding between sports sponsorship investments and sports media," said Molly Arbogast, founder and CEO of POV Sports Marketing, with sports-centric brand clients including Wawa and Rothman Orthopaedics. “Influencers are increasingly seen as an acceptable alternative, inside and outside of sports. So, we’re looking to find a balance and how that complements an overall sports strategy."

Read the full story on SBJ.com. Subscription required.