Adstats: Global sponsorship

This Adstats article features charts covering global sponsorship expenditure, including trends in global sponsorship spend, marketing spend by category, channels used in sponsorship, objectives in sponsorship evaluation and metrics used to evaluate sponsorships.

Adstats: Global sponsorship

Global sponsorship expenditure is forecast to rise 2% to $52.1 billion worldwide in 2013. Sponsorship contributed 6% of global marketing spend last year, compared with 31% for direct and specialist marketing and 57% on above-the-line advertising. North America remains the largest sponsorship region, with $19.2 billion spent in 2012; Europe was in second place on $14 billion, with Asia-Pacific third on $12.4 billion. Within the US, sports took a 69% share of total sponsorship spend in 2012. Increasing brand loyalty is the campaign objective most likely to be cited by sponsors of all kinds; in terms of...

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