Sponsorship of Professional Associations To Total $543 Million In 2011

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Sponsorship spending on associations and professional membership organizations is expected to total $543 million in 2011, up 5.6 percent from $514 million last year, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

Sponsorship spending on associations and professional membership organizations is expected to total $543 million in 2011, up 5.6 percent from $514 million last year, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

The increase lags IEG SR’s projected 5.9 percent increase for the overall sponsorship industry but marks a rebound from the 3.6 percent rise in association spending from 2009 to 2010.

That spending is driven in part by associations’ growing need to boost non-dues revenue, a trend that has resulted in a more marketing-driven approach to sponsorship by many organizations.

Case in point: A number of associations have seen success by moving away from selling signage, goody bag exposure and other passive benefits in favor of integrated sponsorship packages.

“Replacing ala carte benefits with integrated packages can go a long way in maximizing value and gaining the interest of sponsors,” said Dan Kowitz, senior vice president, IEG Consulting.

Companies typically sponsor professional membership associations to reach targeted audiences, build credibility, tap into members’ purchasing power and to reach consumers with similar lifestyles and demographics.

Associations also have seen success by placing more focus on sponsor servicing and establishing pricing benchmarks.

About IEG, LLC
IEG is the world’s leading provider of independent research, consulting, training and analysis on sponsorship. Founded in 1981, IEG provides corporations and properties with the strategies and tools to harness the sales and marketing power of sports, arts, entertainment and cause marketing.

IEG offers services that include sponsorship consulting, competitive intelligence and valuation. IEG also publishes IEG Sponsorship Report, the international biweekly newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Sponsorship Conference, now in its 28th year, attracts a capacity crowd of delegates each year. Through its conferences, seminars and webinars, IEG has trained more than 45,000 sponsorship executives worldwide. For more information about IEG and the sponsorship industry, please visit http://www.sponsorship.com or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

IEG is a unit of WPP’s GroupM, the leading global media investment management operation. GroupM also serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

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William Chipps
IEG, LLC
(312) 944-1727
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