Resources  >> Sponsorship Growth for 2012

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 09, 2012

Sponsorship Growth for 2012

Given that a majority of speaker fees are paid by sponsors, it helps to know what’s going on in this arena.  So when industry giant IEG releases its final forecast, we should pay attention and take notes.

Bottom line:  the sugar daddy of sponsorships — Corporate America — is holding off bigger deals right now, slowing overall growth.  Projections are a mixed bag:  spending is predicted to grow by 4.1%.  This is less than the 5.5% increase of last year and below the projected 2011 increase of 5.9%.

Counter intuitively, this is good news for us experts.  Here’s why:  while sponsors might be nervous about the big naming rights, they will look for smaller, more targeted programs to keep brand awareness up.  Think about it:  if you want a pair of shoes, you may not buy the $500 pair, but will go for the $200 “on sale” pair instead.  (I plead the fifth on the above example.)

More good news:  spending in North America is projected for almost $19B USD.  Yep, Billion with a “B”.  So there is plenty of money for us to go after.


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.