Escaping the Black Hole of Sponsorships

Difficult times increase the pressure to manage marketing more effectively, with an eye toward enhanced accountability.

Escaping the Black Hole of Sponsorships

Chiaki Nishino and Fred Geyer Prophet

Even in a struggling economy, sponsorships – particularly those involving sports – command a significant proportion of big businesses' marketing mix.

After declining for the first time (by 0.6 percent to $16.51 billion) in 2009, sponsorship spending by North American companies is expected to grow 3.4% to $17.08 billion this year, according to the IEG Sponsorship Report. European companies are expected to boost spending by 5 percent to $12.7 billion, while worldwide sponsorship is expected to grow 4.5 percent to $46 billion.

Difficult times only increase...

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