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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  |  April 14, 2011

Rise of Sponsorship Spending

Time for a happy dance!  The sponsorship market is going strong in this economy.  According to industry giant IEG, 2011 spending is staying the same or increasing for 85% of buyers in their annual decision-makers survey.  This is significant movement from last year, when 31% said they would cut spending last year.

Here’s the most interesting (and critical) news for experts:  the rise in “activation” spending, with 44% saying they are increasing funding for activation.  This is a huge increase — 16 percentage points from 2010 — and a whopping 27% increase from 2009.  Translation:  buyers want more bang from their partnerships and are investing to turn those relationships into sales, web traffic, etc.

Think about this:  the biggest opportunity for experts isn’t necessarily getting sponsors for our book sales or speaking tours.  It’s helping sponsors turn the cause or event into value.  And what do sponsors do to leverage?  According to this study, public relations (76%) and internal communications (72%) are top choices.  Both are areas we can play in.


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.