Skip to content

Content Search – Cause Marketing Forum

November 13, 2011

The Growth of Cause Marketing

Corporate cause sponsorship will grow 5% in 2011 to hit $1.7 billion, predicts the IEG Sponsorship Report.

In 2010, corporate cause sponsorship was up 6.7% to $1.62 billion, making it the fastest growing sponsorship category that IEG tracks. Overall, North American sponsorship spending grew 3.9% to $17.2 billion. Sports, which accounts for nearly 70% of sponsorship spending, was up 3.4%. CM’s share of the overall sponsorship market remained at 9%.

Projected spending, growth and category share in 2011 are:

Sports: $12.38 billion, up 6.1%, 68% share

Entertainment Tours/Attractions: $1.85 billion, up 5.9% 10% share

Causes: $1.7 billion, up 5.0%, 9% share

Arts: $885 million, up 5.1%, 5% share

Festivals, fairs, annual events: $820 million, up 4.9%, 5% share

Associations, membership organizations: $543 million, up 5.6%, 3% share

Overall, North American sponsorship spending is expected to grow 5.9% to $18.2 billion in 2011.

Over the last few years, cause sponsorship has grown as follows:

2010 — $1.62 billion, 6.7% growth

2009 — $1.51 billion, 0.3% decline

2008 — $1.52 billion, 5.5% growth

2007 — $1.44 billion, 10.4% growth

2006 — $1.34 billion, 20.2% growth

2005 — $1.17 billion, 18.4% growth

2004 — $988 million, 7.2% growth

2003 — $922 million, 6.3% growth

2002 — $816 million, 13% growth

Back in 1990, cause sponsorship spending was only $120 million.

via Content Search – Cause Marketing Forum.

No comments yet

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: