Brands have always understood the power of music to create emotional connections. As such, music is second only to sports in terms of sponsorship spending.

New brands and categories are increasingly using sponsorships to reach their objectives. Some of them may surprise you!

Read part 2 of our blog post on new sponsorship categories.

Sponsorship is a healthy communication medium, and many brands are starting to see the value in it. New sponsorship categories can bring additional revenue to rights holders. Not surprisingly, many new entrants to sponsorship are from disruptive business models that are coming to maturity.