IEG: Association Spending to Total $572 Million in 2013

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Insurance, bank and pharmaceutical are the three most active corporate sectors sponsoring associations and membership organizations.

Sponsorship spending on associations and professional membership organizations is expected to total $572 million in 2013, up 4 percent from 2012.

Compared to other property sectors, the increase exceeds spending on fairs and festivals (2.9 percent) and the arts (3.3 percent) but lags sports (6 percent), entertainment (5.1 percent) and causes (4.8 percent) as well as the projected 5.5 percent increase for the overall sponsorship industry.

The increase is fueled by the growing number of associations that have moved beyond signage, goody bag exposure and other standard inventory in favor of integrated packages that offer access to members and other year-round benefits, said William Chipps, IEG Sponsorship Report senior editor.

“Associations and professional membership organizations are boosting non-dues revenue by overhauling their go-to-market strategies from top to bottom.”

Insurance, bank and pharmaceutical companies are the three most active sectors sponsoring associations and membership organizations, with Lifetouch, Goldman Sachs and Nestlé the most active sponsoring brands.

About IEG, LLC

IEG leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP’s GroupM, IEG is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

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William Chipps
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