Report reveals global surge in sponsorship

The global sponsorship market was worth just over $26bn (£18.3bn) in 2000 and is predicted to have grown by 5% last year, according to a recent survey.

The global sponsorship market was worth just over $26bn (£18.3bn) in 2000 and is predicted to have grown by 5% last year, according to a recent survey. Sponsorship 2002 Market Analysis was published last month by consultancy Sponsorclick for the growing number of companies wishing to integrate sponsorship into event strategies. The survey reports that the largest contributor to the sponsorship market was the US. The country accounted for 38.5% of sponsorship revenue in 2000. Europe took one-third of the global market, but Sponsorclick estimates that the continent will catch up with the US by 2008. “During the past ten years, the market has increased by an average of 10% per annum, with a minimum annual growth of about 5% during the last recession of 1991. We believe that this trend will continue for the long term, as there is both structural and technical support for it,” stated the report. Sponsorship makes up about 4% of the global marketing communications economy, which is thought to be worth $694bn (£486bn) in 2000, according to the survey. “This first general study will be followed by more targeted ones, for example by domain or by geographical zone. We are developing a global research department,” said Sponsorclick chief executive Xavier Quattrocchi. “Access to quality research has been missing from this sector. Gathering and analysing this highly fragmented information required lengthy efforts as no similar studies have been completed.” Sponsorship 2002 Market Analysis costs $845 (£591) from Sponsorclick.

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