Global Sponsorship Market
IEG projects spending on sponsorship globally to grow 5.2 percent in 2011 to $46.3 billion. Subtracting expenditures by North American companies, the rest of the world’s sponsors spent $29.1 billion on partnerships in 2010 and IEG projects that sum to increase 4.8 percent to $30.5 billion in 2011.
Europe will remain the largest source of sponsorship spending apart from North America, followed by the Asia Pacific region. Growth in Central and South America during 2010 did not materialize to the extent projected—3.8 percent versus a forecast of 5.7 percent—despite the FIFA World Cup and Olympic Games in Brazil in 2014 and 2016, respectively. With the 2010 World Cup concluded, sponsorship activity should begin to heat up, thus the region is projected to be the fastest-growing source of sponsorship dollars outside of North America, with a forecast growth rate of 5.6 percent for 2011.
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