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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  February 07, 2013

2013 Sponsorship Trends

Good news:  sponsorship giant IEG projects 2013 spending by North American companies will increase a whopping 5.5 percent from 2012.  Interesting news:  not everyone will benefit.

According to their annual year-end review and forecast, IEG shows associations and membership organizations growing four percent to $572M, up from $550M in 2012.  That’s good news for any thought leader who wants their speaking fee paid by a third party.

The problem:  these partnerships are being redefined.  And not in a good way for us.  In the past, speaker fees were on a “wish list” that sponsors could pick from like a restaurant menu.  Not any more.  These partnerships are more integrated, with sponsors demanding more for their money.  The upshot:  these complex deals make us a cog in a wheel.

Prediction:  the pendulum of speaker selection will swing back to the associations.  That means it will be harder for speakers to get those sponsorship dollars directly.  Except…if you have a celebrity thought leader brand in a specific industry.  In that case, go beyond the “exposure” argument and list ALL the channels your partnership can bring value to.  Tap into a current campaign…and you are golden.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.