Finally some good news: US Sponsorship spending on cause related marketing will grow at a rate 40% higher than the overall sponsorship industry in 2009, according to the latest IEG Sponsorship Forecast Report.
The new sponsorship report projects corporate cause related sponsorships will reach $1.57 billion in 2009, a 3.1% increase over last year. Cause marketing's share of the overall sponsorship market remains at 9%. IEG expects the total industry to expand by 2.2%. Sports marketing, which accounts for 68% of total sponsorship spending is expected only to rise by 1.8%.
Projected sponsorship spending and category share in 2009 are:
1. Sports: $11.4 billion, 68%
2. Entertainment Tours/Attractions: $1.66 billion, 10%
3. Causes: $1.57 billion, 9%
4. Arts: $848 million, 5%
5. Festivals, fairs, annual events: $786 million, 5%
6. Associations, membership orgs: $503 million, 3%
The new IEG projections disguise the fact that many nonprofits will experience significant reductions due to corporate cutbacks while others will grow thanks to new initiatives.
It should be noted, that back in 1990, cause sponsorship spending was only $120 million.
More later.
Cheers!
Dave
Sharp Consulting Group
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1 comment:
This is great news Dave! Thanks for sharing it. I haven't yet looked at the IEG Sponsorship report. Tweeting :)
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