Sponsorship is the fastest growing form of marketing in the US - surpassing advertising and sales promotion1
North American Sponsorship Spending by Property Type 2
- Festivals, Fairs & Annual Events
- Associations and Membership Organizations
- Sports
- Entertainment
- Causes
- Arts
Sponsorship creates opportunities for "embedded advertising" - where relevant, intuitive messages are incorporated right into the action
IEG highlights the many benefits of sponsorship 3
- Increase brand loyalty
- Create awareness and visibility
- Change/reinforce image
- Drive retail traffic
- Showcase community responsibility
- Drive sales
- Sample/display brand attributes
- Narrowcasting
- Merchandise opportunities
Annual Growth of Advertising, Sales Promotion and Sponsorship 2
Sponsorship aligns companies with social responsibility – a statement consumers react to
83% of Americans wish brands would support a cause and 41% have bought a product because it was associated with a cause they supported. 2
Information Resources
- Sponsorship: A Key to Powerful Marketing
- Sponsorship Spending
- IEG's Guide to Why Companies Sponsor
- Stat of the Day: 83% Want Brands to Support Causes