South Africa, Sept. 30 -- As a part of Levergy's ongoing 'Lessons from Lockdown' series we analyse how the lockdown has exposed the antiquated way many sponsorships are packaged and sold.

There has been a re-awakening. Have you felt it?

If you haven't quite felt it, you'll most certainly have seen the force with which live sport has returned to our screens as professional leagues piece together a schedule that can meet fans' desire for relative normality as lockdowns ease across the globe.

And boy was the audience growing impatient for it.

As early as the end of March, 38% of gen Z and millennial males named watching live sport as what they were missing most as a consequence of the pandemic, ahead of simply feeling safe to go outside ...