Adstats: Global sponsorship
Global sponsorship expenditure is forecast to rise 4.7% to $60.2 billion worldwide in 2016, a 6% contribution to global marketing spend, and will account for 33% of direct and specialist marketing and 54% of above-the-line advertising. North America is forecast to be the largest sponsorship region, with $22.4 billion in spend this year, a 4.5% increase from 2015. In North America, sports is expected to take a 70% share of total sponsorship spend in 2016. PepsiCo is the biggest brand sponsor, spending $358m in 2014. 'Creating awareness' is the campaign objective most likely to be cited by...