On the morning of 28 January, the XVI Edition of the Sports Sponsorship Barometer took place. This study analyses sponsorship and its trends from the point of view of sponsoring brands, sponsored properties, and fan demand. In addition, the study includes the SAI Index (Sponsorship Awareness Index) - analyzing the brands associated with various sports - and the PSAI Index (Property Sponsorship Association Index) - studying the brands related to the most essential properties in the sports sector and prominent sportsmen and women of the moment.
 
After the presentation by Carlos Cantó, CEO of SPSG Consulting, there was a panel of experts and referents from the sports business. This year, we were honoured to have the participation of: