The Growth of Cause Marketing

Corporate cause sponsorship will grow 3.4% in 2014 to hit $1.8 billion, predicts the IEG Sponsorship Report.

In 2013, corporate cause sponsorship was up only 4.8% to $1.78 billion.  Overall, North American sponsorship spending grew 4.5% to $19.8 billion, below IEG's prediction of 5%. Sports, which accounts for nearly 70% of sponsorship spending, was up 5.1%.  Cause marketing's share of the overall sponsorship market remained at 9%.

Projected spending, growth and category share in 2014 are:

  1. Sports: $14.35 billion, up 4.9%,  70% share
  2. Entertainment: $2.06 billion, up 4.6% 10% share
  3. Causes: $1.84 billion, up 3.4%, 9% share
  4. Arts: $927 million, up 1.4%, 4% share
  5. Festivals, fairs, annual events: $853 million, up 1.79%, 4% share
  6. Associations, membership organizations: $576 million, up 1.4%, 3% share

Overall, North American sponsorship spending is expected to grow 4.3% to $20.6 billion in 2014.

Since 2002, cause sponsorship has grown as follows:

2013 -- $1.78 billion, 4.8% growth

2012 -- $1.70 billion, 1.2% growth

2011 -- $1.68 billion, 3.7% growth

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.

Click here to learn how to get your share of this growth at the Cause Marketing Forum annual conference.