The Growth of Cause Marketing
Cause marketing will be the fastest growing category of sponsorship spending in 2010, predicts the IEG Sponsorship Report.
Corporate cause sponsorship will rise 6.1% to hit $1.61 billion in 2010, according to their forecast.
In 2009, corporate cause sponsorship was virtually flat -- down 0.3% to $1.51 billion -- whereas the overall sponsorship category was down 0.6%. Sports, which accounts for nearly 70% of sponsorship spending, was down 1%. CM's share of the overall sponsorship market remained at 9%.
Projected spending, growth and category share in 2010 are:
- Sports: $11.6 billion, up 2.8% 68%
- Entertainment Tours/Attractions: $1.74 billion, up 5.7%
10% share
- Causes: $1.61 billion, up 6.1%, 9% share
- Arts: $841 million, up 2.6%, 5% share
- Festivals, fairs, annual events: $781 million, up 3.3%, 5% share
- Associations, membership orgs: $503 million, up 3.4%, 3% share
Over the last few years, cause sponsorship has grown as follows:
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.
Click here to learn how to get your share of this growth at the Cause Marketing Forum conference.
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