Press Room

We are pleased to serve as the primary source of sponsorship information and analysis for news media around the globe. Our current news releases are viewable through the links below. For additional information and/or to schedule an interview, members of the media should feel free to contact Bill Chipps at william.chipps@sponsorship.com or 312/725-5188.


Press Releases:

IEG Projects Global Sponsorship Spending To Increase 4.7 Percent In 2016

January 14, 2016:

Brands are willing to invest in domestic and international properties—particularly in sports and entertainment.

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/725-5188
william.chipps@sponsorship.com
sponsorship.com

Chicago, Ill. — Driven by corporate interest in sponsorship as a platform to support international expansion—as well as increased opportunities for brands to partner with rightsholders beyond the properties’ home markets—global sponsorship spending is projected to grow 4.7 percent in 2016, according to IEG’s 31st annual year-end industry review and forecast.

At that rate, worldwide spending would grow faster than any of the previous three years and would top $60.2 billion.

“More marketers, in particular major brands from China and India, are taking a page from the playbook of U.S., European and Japanese companies before them that used sponsorship to build regional and global brands,” said IEG senior vice president Jim Andrews. “At the same time, rightsholders continue to take advantage of digital media to open up sponsorship opportunities in markets around the world, regardless of where the property is based.”

Total Global Sponsorship Spending
Total Global Sponsorship Spending

North America, the world’s largest sponsorship market, should also see strong growth this year, with spending up 4.5 percent over 2015. This would be a rebound following two years in which the growth rate, while still above four percent, declined. Growth in 2015 was 4.1 percent, slightly higher than the four percent projected in last year’s forecast.

North American sponsorship spending was $21.4 billion in 2015 and is expected to grow to $22.4 billion this year.

Total North American Sponsorship Spending
Total North American Sponsorship Spending

Strong international and domestic spending by companies based in China, India, South Korea, Japan and other countries—is expected to make Asia Pacific sponsorship spending the fastest growing of any region in 2016 at 5.7 percent.

Central and South America should see strong growth as well (4.7 percent), while the more mature European market will experience the slowest growth (3.9 percent), despite a significant rebound from 2015’s 3.3 percent rate.

Global Sponsorship Spending By Region
Sponsorship Growth Compared to Advertising and Other Marketing Mix Components

Sponsorship Growth Compared to Advertising and Other Marketing Mix Components

Sponsorship’s global growth is projected to be on par with spending for advertising, marketing and promotion. According to the worldwide media and marketing forecast produced by IEG parent company GroupM—the global media investment management operation of WPP Group plc.—global ad spending will increase 4.5 percent in 2016, while spending on other forms of marketing—including public relations, direct marketing and promotions—is also expected to grow by 4.5 percent.

Annual Growth Of Advertising, Marketing/Promotion And Sponsorship- Global
Annual Growth Of Advertising, Marketing/Promotion And Sponsorship- Global

In North America, sponsorship growth should outpace the other forms of marketing, with ad spending expected to grow just 2.6 percent and other marketing spending up 3.7 percent, according to the GroupM report.

Annual Growth Of Advertising, Marketing/Promotion And Sponsorship- North America
Annual Growth Of Advertising, Marketing/Promotion And Sponsorship- North America

Spending Across North American Property Types

In what has become a familiar story, the property types that receive the most dollars are expected to again grow at the fastest rates, as sponsors continue to invest marketing dollars in properties that can deliver customized benefits, integration with digital and social content, insights from audience data, and top-notch servicing.

North American Sponsorship Spending By Property Type
North American Sponsorship Spending By Property Type

Projected 2016 Shares of North American Sponsorship Market
Projected 2016 Shares of North American Sponsorship Market

About IEG, LLC
IEG is part of ESP Properties, a WPP company. For more than 30 years, IEG has shaped and led the global sponsorship industry, providing consulting, valuation and research services, as well as insights, trends and training, to rightsholders and brands across sports, arts, entertainment, nonprofit and other partnership sectors.

Its consulting, valuation and research teams are now under the ESP Properties name, while insights, trends and events continue under the IEG brand.

For more information about IEG and the sponsorship industry, please visit www.sponsorship.com, or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727). For information on ESP Properties, please visit www.espglobal.com.

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