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...