Abstract
Due to Covid-19, every expert in the industry is predicting the future. Some researchers are expecting changes in the market-place. However, the scorching issue is the impact of Covid-19 on existing sponsorship contracts. In the Marketing domain, accountability of sponsorship and its Return on Investment is a widely discussed topic. A domain that was already facing issues of accountability and measurement of the Covid-19 crises further enhanced the ambiguity. For sponsorship beside measured the celebrity selection parameters for products and services are also changing. Due to the Lockdown and popularity of other platforms such as YouTube and Tik Tok, the influencers are coming from other areas besides movies, TV shows, and sports. In the research papers, the author has investigated recent developments in sponsorship and provide their perspective based on literature about the impact of Covid-19 on sponsorship Marketing. In the end, the paper also provides recommendations from Practitioners to handle existing contractual obligations of sponsorship.
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