Sponsorship exclusivity: Why sharing is not caring

In sponsorship, one golden promise makes the big money flow: exclusivity. The idea that your brand gets to own a space, be the one and only, and enjoy a clean stage without rivals crowding your spotlight.

But today, sponsorship exclusivity is starting to look like a myth. Rights holders are carving up the same categories, reselling them by region, repackaging them for host countries, and generally milking every square inch of commercial value they can find.