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Cause Sponsorship Spending To Total $1.78 Billion In 2013

September 11, 2013:

Spending on causes shows healthy growth, but questions over transaction-based programs temper further gains

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/725-5188

Chicago, Ill. – While questions over authenticity and transparency have raised some red flags over the past few years, spending on causes remains alive and well.

Sponsorship spending on causes is expected to total $1.78 billion in 2013, up 4.8 percent from 2012, according to IEG, LLC.

While the increase is up significantly from the 1.2 percent increase in the previous year, it trails the projected 5.5 percent growth for the overall sponsorship industry.

One trend: The growing number of nonprofits replacing one-off transactional campaigns with authentic marketing partnerships that drive long-term value.

“Consumers want to support programs that truly make a difference, and nonprofits—and their corporate partners—are obliging,” said William Chipps, senior editor of IEG Sponsorship Report.

Compared to other property sectors, the spending increase lags sports (6 percent) and entertainment (5.1 percent) but exceeds associations and membership organizations (4 percent); the arts (3.3 percent); and festivals, fairs and annual events (2.9 percent).

Retail, financial services and pharmaceutical companies are the most active categories sponsoring causes, while Bank of America, The Coca-Cola Co. and Wells Fargo are the most active sponsors.

Sponsorship Spending On Causes

Most Active Companies Sponsoring Causes
Most Active Companies Sponsoring Causes
*18 percent of causes reported Bank of America as a sponsor. 

Most Prevalent Categories Sponsoring Causes
 Most Prevalent Categories Sponsoring Causes
*Retailers are 7.5 times more likely to sponsor causes than the average of all sponsors.

About IEG, LLC
IEG leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP’s GroupM, IEG is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

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