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 channels used, PR and internal communications are most popular, with each used by 77% of sponsors.

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