Adstats: Global sponsorship
Global sponsorship expenditure is forecast to rise 3.8% to $57.3 billion worldwide in 2015. Sponsorship contributed 6% of global marketing spend last year, compared with 32% for direct and specialist marketing and 56% on above-the-line advertising. North America is forecast to be the largest sponsorship region, with $21.6 billion in spend this year; Europe is in second place on $15 billion, with Asia-Pacific third on $14 billion. Within the US, sports is expected to take a 70% share of total sponsorship spend in 2015. 'Creating awareness' is the campaign objective most likely to be cited by sponsors...