Sports sponsorship

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of sports sponsorship in the USA.

Sports sponsorship

Jessica Letizia

Why sports sponsorship?

Schultz (2012) writes in Advertising Age that "in the era of DVR, marketers continue to be drawn to live events, whether it's activating massive league deals (NFL partnerships) or individual team sponsorships. But as they spend more, marketers are demanding more, often making sponsorships part of an integrated campaign that includes multiple channels."

Industry outlook

IEG (2013) projects significant sponsorship spending growth for 2013. The North American market alone will increase spending to $19.94 billion, a growth of 5.5% from 2011.

The IEG (2013) report goes on to say...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands