July 18, 2016: Restricted by sponsors’ growing interest in digital assets, spending trails sports, entertainment and every other property segment.
For More Information Contact:
William Chipps, IEG, Tel: 312/725-5188
william.chipps@sponsorship.com
sponsorship.com
Infographic:
http://www.sponsorship.com/infographics/fairs2016
Chicago, Ill. – Sponsorship spending on fairs, festivals and annual events is estimated to total $878 million in 2016, a 2.1 percent increase over the previous year, according to IEG research.
Continuing a trend seen over the past several years, the increase should lag sports (5 percent), entertainment (4.2 percent) and every other property segment, as well as the projected 4.5 percent increase in overall North American sponsorship spending.
Spending continues to be limited by one primary factor: sponsors’ growing interest in digital content and channels, an asset many properties have been slow to embrace.
“Until fairs and festivals fully develop their digital capabilities, spending will likely remain sluggish for the foreseeable future,” said William Chipps, IEG Sponsorship Report senior editor.
Despite its stated goal of moving away from sponsorship ubiquity, Anheuser-Busch InBev remains the most active sponsor of fairs and festivals. Forty-six percent of food and wine festivals, forty-one percent of state fairs and twenty percent of film and art festivals report a sponsorship with an A-B brand.
Fair And Festival Sponsorship Spending
*Projection
Most Active Categories Sponsoring Food And Wine Festivals
Food companies are 8.8 times more likely to sponsor food and wine festivals than the average of all sponsors.
Most Active Sponsors Of Food And Wine Festivals
Forty-six percent of properties with a sponsor in the malt beverage category report a sponsorship with an Anheuser-Busch brand.
Most Active Categories Sponsoring State Fairs
Telco service providers are 5.8 times more likely to sponsor state fairs than the average of all sponsors.
Most Active Sponsors Of State Fairs
Forty-one percent of properties with a sponsor in the malt beverage category report a partnership with an Anheuser-Busch brand.
Most Active Categories Sponsoring Film And Art Festivals
Entertainment companies are six times more likely to sponsor film and art festivals than the average of all sponsors.
Most Active Sponsors Of Film And Art Festivals
Twenty percent of properties with a sponsor in the malt beverage category report a sponsorship with an Anheuser-Busch brand.
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.