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Sponsorship of Professional Associations To Total $543 Million In 2011

July 07, 2011:

Integrated, year-round packages help fuel corporate interest

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

Chicago, Ill. – Sponsorship spending on associations and professional membership organizations is expected to total $543 million in 2011, up 5.6 percent from $514 million last year, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

The increase lags IEG SR’s projected 5.9 percent increase for the overall sponsorship industry but marks a rebound from the 3.6 percent rise in association spending from 2009 to 2010.

That spending is driven in part by associations’ growing need to boost non-dues revenue, a trend that has resulted in a more marketing-driven approach to sponsorship by many organizations.

Case in point: A number of associations have seen success by moving away from selling signage, goody bag exposure and other passive benefits in favor of integrated sponsorship packages.

“Replacing ala carte benefits with integrated packages can go a long way in maximizing value and gaining the interest of sponsors,” said Dan Kowitz, senior vice president, IEG Consulting.

Companies typically sponsor professional membership associations to reach targeted audiences, build credibility, tap into members’ purchasing power and to reach consumers with similar lifestyles and demographics.

Associations also have seen success by placing more focus on sponsor servicing and establishing pricing benchmarks.

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 Group M, 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).