15 Apr 2026 12:42am
How rights holders and their sponsors manage the impact of the coronavirus on sporting and entertainment events over the coming months will be a true test of their partnerships, says Adam Hodge, head of strategy and planning (APAC) for sport and entertainment consultancy Octagon.
His comments follow today’s cancellation of the Australian Formula One Grand Prix; the announcement that international cricket in Australia will be played in empty stadiums; and the cancellation of the Australian women’s cricket tour of South Africa.
Hodge said that while the sponsorship ramifications will be considerable, often the best partnerships are formed when a situation occurs outside the control of either party.
For instance, rights holders should consider whether it’s in their long-term interest to invoke force majeure clauses that legally protect them from having to refund rights fees in situations beyond their control. Instead they should consider the longer-term impact on their partnerships and examine ways in which they might work with sponsors for mutual benefits, Hodge said.
Equally sponsors have been planning and spending on activations that might now not take place. Marketers in ultra-competitive environments could now be facing a long blackout on their planned messaging through sporting and arts sponsorships.
Hodge cited a campaign launched by Octagon in the last 24 hours for client travel company Expedia leveraging its sponsorship of the European Champions League. The ‘Play the City’ campaign encouraged people to explore the city that is hosting matches in Europe and not just “go to watch your team play”.
Hodge said that arguably it was the worst time to launch a campaign based on travel in Europe but rather than pulling the campaign, a conscious decision was made to push ahead and try to make the best from a bad situation.
Hodge concluded by saying that people in the industry have been using the term “partnership” instead of “sponsorship” for years to illustrate the mutual benefits involved in good sponsorships.
The coronavirus may turn out to be the ultimate test of that relationship, said Hodge.
Expedia | Play The City 60 | Directors Cut 4K from WILLINNESSMITH on Vimeo.