Sponsorium released its Measuring Global Sponsorship and Community Investment report today, highlighting the health of the sponsorship industry. It’s a fascinating document that shows what types of sponsorships deliver the most bang for the buck.
Brands large and small rely on sponsorship of sporting events, athletes, charities, community, arts, festivals and more (see the above chart for the most popular types of sponsorship).
A variety of criteria drive brand investment into sponsorships, including branding, ability to reach stakeholders, included advertising, visibility and audience size. An increasing driver of sponsorship is the ability to use social as part of the effort.
For example, if you attend Metlife Stadium, you can use PocketPass app to interact throughout the stadium, including augmented reality games. It’s a critical part of the Metlife sponsorship opportunity, providing a fully branded experience on the mobile phone.
Seth Leeds, Editor of Sponsorium expanded, “Social media when integrated into sponsorship allows sponsors another avenue to: a) connect with target audience and document engagement, b) completely redesign many attention-grabbing elements (for example contest/prize aspect) that is often activated in a sponsorship, c) potentially takes any sponsorship to a viral capability.”
“As for pricing, we’ve seen a sizable increase in the amount of companies that incorporate social media into the criteria by which they use to examine sponsorships, both opportunities and existing,” said Mr. Leeds. “This can be translated to mean that sponsors are more interested and expect to pay for such social activation. It would take additional digging into the data to answer the other piece of the question, whether or not results (aka Score) are impacted by social media elements.”
Ah yes, the old measurement question.
If you are interested in sponsorships as a method of generating publicity, advertising and social media attention, the Sponsorium report highlights the best opportunities by type. In the U.S., festivals, consumer shows and the arts deliver the most bang for the buck for sponsorships valued at under $500,000.
Here’s the full break down by sponsorship type:
Do you use sponsorships to market your business?
Image: Jason Tromm (Creative Commons)