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 $1.54 Billion In 2017

August 14, 2017:

Anheuser-Busch extends status as the most active sponsor of music, while Uber replaces PepsiCo in the number two slot.

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

Infographic:
http://www.sponsorship.com/infographics/music2017

 

Chicago, Ill. – Sponsorship spending on music tours, festivals and venues is expected to total $1.54 billion in 2017, up 4.8 percent from 2016, according to research from IEG and ESP Properties.

The increase exceeds the projected 4.1 percent increase in overall 2017 North American sponsorship spending and 3.9 percent increase in entertainment spending, but lags the 5.6 percent increase in 2016 music spending.

“Sponsorship spending on music continues its steady growth as more and more companies look to engage consumers through their love of music,” said William Chipps, ESP Sponsorship Report senior editor.

Anheuser-Busch InBev remains the undisputed leader in sponsorship of live music. Fifty-one percent of music festivals with a sponsor in the beer category report a partnership with an A-B brand, up from 28 percent in 2016.

Demonstrating the ubiquity of ride share services, Uber replaces PepsiCo as the second most active sponsor of music. Twenty-one percent of properties with a sponsor in the ride share category have a partnership with Uber, more than double the number of properties in 2016 (eight percent).

Spirits company Brown-Forman—owner of the Jack Daniel’s, El Jimador and multiple other brands--is the third most active sponsor of music followed by Fifth Generation (Tito’s Handmade Vodka) and MillerCoors.

Continuing the alcoholic beverage trend, Deep Eddy Vodka and E. & J. Gallo Winery join the top ten most active sponsors list for the first time, replacing Nestle and Red Bull.

Other companies that have expanded their presence on the music scene in 2017 include Salesforce (sponsor of Lollapalooza, Austin City Limits and other properties), Subway (partner with the Bonnaroo, Hangout and Outside Lands festivals, among other properties) and TuneIn (sponsor of Firefly, Hangout, and other events).

Wine and spirts remains the most active category sponsoring music, albeit at a slightly less active pace than in 2016. Wine and spirits brands are 5.3 times more likely to sponsor live music in 2017 than the average of all sponsors, down from 7.4 in 2016.

Beer (4.0), retail (3.5), food (3.1) and non-alcoholic beverages (2.9) round out the top five most active categories sponsoring music.

SPONSORSHIP SPENDING ON MUSIC
Music tours, festivals and venues
SPONSORSHIP SPENDING ON MUSIC
*Projection

MOST ACTIVE SPONSORS OF MUSIC FESTIVALS
MOST ACTIVE SPONSORS OF MUSIC FESTIVALS
Fifty-one percent of properties with a sponsor in the beer category report a partnership with an Anheuser-Busch brand.

MOST ACTIVE CATEGORIES SPONSORING MUSIC FESTIVALS
MOST ACTIVE CATEGORIES SPONSORING MUSIC FESTIVALS
Wine and spirits brands are 5.3 times more likely to sponsor music than the average of all sponsors.


About IEG and ESP Properties
Building on the 35-year legacy of sponsorship pioneer IEG, ESP Properties—a WPP Company—was founded in 2015 as a new type of agency dedicated to helping properties unlock more value from their audiences and brand partnerships.

While continuing to provide thought leadership across the industry through the annual conference, publications, webinars, etc., ESP Properties works directly with rightsholder clients to take advantage of digital and data-driven changes in the media landscape.

For more information about IEG, ESP Properties and the sponsorship industry, please visit www.sponsorship.com, or call 312/725-5100.

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