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Music Sponsorship Spending To Total $1.08 Billion in '09

May 01, 2009:

High-profile music festivals and tours continue to find corporate interest while many local and regional events struggle

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/944-1727; Fax: 312/944-1897;

music sponsorship spendingChicago, Ill. — North American-based companies will spend $1.08 billion to sponsor music venues, festivals and tours in ’09, a 3.8 percent increase from the $1.04 billion spent in ’08, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

Most of that growth is driven by new and incremental spending on big-ticket national music festivals and tours, most of which have maintained sponsorship momentum in spite of the economy.

For example, State Farm Insurance Cos. has expanded its presence in music by dropping an estimated low seven figures on national and regional festivals and events this year.

Those include presenting status of the Billboard Latin Music Conference & Awards and cosponsorship of the All Points West Music & Arts Festival in Jersey City, N.J.; the Coachella Valley Music & Arts Festival in Indio, Calif.; and the Dfest Music Conference & Festival in Tulsa, Okla.

Unfortunately for many local music properties, sponsorship spending on music is a classic case of the haves and have nots.

“While many local and regional music festivals are having a difficult time selling sponsorship, the nation’s largest music festivals continue to find interest from corporate marketers due to their ability to provide access to thousands of fans over a multi-day period in a relatively clutter-free environment,” said William Chipps, IEG Sponsorship Report’s senior editor.

Music properties also have benefited from new interest from categories not typically associated with the medium.

Case in point: ABC, Inc.’s ABC Daytime and its SOAPnet, LLC cable channel co-presented last month’s Stagecoach: California’s Country Music Festival powered by Toyota.

The music industry also has benefited from increased corporate interest in blockbuster tours by major artists. That signals a shift from the past several years when corporations focused on large-scale music festivals.

Recent deals include J. C. Penney Co.’s ’s two-year integrated partnership with Rascal Flatts on behalf of its American Living brand; The Clorox Co. co-presenting the U.S. stops of Keith Urban’s tour on behalf of it’s KC Masterpiece sauces and Kingsford charcoal, and Research In Motion Ltd. aligning with U2 on behalf of BlackBerry.

About IEG, LLC

IEG is the world’s leading provider of independent research, consulting, training and analysis on sponsorship. Founded in 1981, IEG provides corporations and properties with the strategies and tools to harness the sales and marketing power of sports, arts, entertainment and cause marketing.

IEG offers services that include sponsorship consulting, competitive intelligence and valuation. IEG also publishes IEG Sponsorship Report, the international biweekly newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Sponsorship Conference, now in its 26th year, attracts a capacity crowd of delegates each year. Through its conferences, seminars and webinars, IEG has trained more than 45,000 sponsorship executives worldwide.

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).