Cause Sponsorship Spending to Total $1.78 Billion in 2013

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Sponsorship spending on causes is expected to total $1.78 billion in 2013, up 4.8 percent from 2012, according to IEG, LLC.

While questions over authenticity and transparency have raised some red flags over the past few years, spending on causes remains alive and well.

Sponsorship spending on causes is expected to total $1.78 billion in 2013, up 4.8 percent from 2012, according to IEG, LLC.

While the increase is up significantly from the 1.2 percent increase in the previous year, it trails the projected 5.5 percent growth for the overall sponsorship industry.

One trend: The growing number of nonprofits replacing one-off transactional campaigns with authentic marketing partnerships that drive long-term value.

“Consumers want to support programs that truly make a difference, and nonprofits—and their corporate partners—are obliging,” said William Chipps, senior editor of IEG Sponsorship Report.

Compared to other property sectors, the spending increase lags sports (6 percent) and entertainment (5.1 percent) but exceeds associations and membership organizations (4 percent); the arts (3.3 percent); and festivals, fairs and annual events (2.9 percent).

Retail, financial services and pharmaceutical companies are the most active categories sponsoring causes, while Bank of America, The Coca-Cola Co. and Wells Fargo are the most active sponsors.

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 http://www.sponsorship.com or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

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William Chipps
IEG, LLC
312-725-5188
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