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:

Sponsorship Spending On Music To Total $1.47 Billion In 2016

September 23, 2016:

Anheuser-Busch maintains status as leader in live music sponsorship

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

Infographic:
http://www.sponsorship.com/infographics/music2016

 

Chicago, Ill. – Sponsorship spending on music is on a tear.

Sponsorship of music tours, festivals and venues is expected to total $1.47 billion in 2016, up 5.6 percent from 2015.

Continuing a trend seen over the past several years, the increase exceeds the projected spending growth on sports (5.0 percent), causes (3.7 percent) and every other property segment, as well as the 4.5 percent increase in overall sponsorship spending.

“Music continues to reign supreme as an emotional touchpoint for brands and fans,” said IEG Sponsorship Report senior content editor William Chipps.

Demonstrated by its near ubiquity at music festivals—including an expanded presence in country music this year—Anheuser-Busch remains the undisputed leader in the live music space.

Twenty-eight percent of properties with a sponsor in the alcoholic beverage category report a partnership with the beverage giant, well above the sector’s next most active sponsors: PepsiCo (20 percent), Diageo and The Coca-Cola Co. (19 percent).

Twenty-nine percent of properties reported a partnership with A-B in 2015.

Fueled by new deals on behalf of its Captain Morgan and Smirnoff brands, Diageo posted the biggest gain on the most active sponsors list. The beverage giant is the third most active sponsor of music, up from seventh in 2015. The 19 percent of properties reporting a partnership with a Diageo brand is up from nine percent last year.

AT&T and Ford dropped off the top ten list.

Wine and spirts replace non-alcoholic beverages as the most active category sponsoring music. Wine and spirits brands are 7.4 times more likely to sponsor music than the average of all sponsors, according to IEG research.

Non-alcoholic beverages and beer tied for the second most active sponsors of music (6.2) with media and publishing companies in third (5.4). 

SPONSORSHIP SPENDING ON MUSIC
SPONSORSHIP SPENDING ON MUSIC
*Projection

MOST ACTIVE SPONSORS OF MUSIC
MOST ACTIVE SPONSORS OF MUSIC
Twenty-eight percent of properties with a sponsor in the alcoholic beverage category report a partnership with an Anheuser-Busch brand.

MOST ACTIVE CATEGORIES SPONSORING MUSIC
MOST ACTIVE CATEGORIES SPONSORING MUSIC
Wine and spirits brands are 7.4 times more likely to sponsor music than the average of all sponsors.

About IEG
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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