Anheuser-Busch replaces Coke as the most active sponsor of music.
Sponsorship spending on music tours, venues and festivals is expected to total $1.4 billion in 2015, up 4.8 percent from last year.
The spending increase outpaces the projected 2015 increase in the overall sponsorship industry (4 percent) as well as sports (4.4 percent), causes (3.7 percent) and every other property segment.
Spending is largely driven by two factors: continued interest in national music festivals and a growing appetite for regional music fests, some of which have secured significant deals with national brands.
Non-alcoholic beverages replaces beer as the most active category, while Anheuser-Busch replaces The Coca-Cola Co. as the most active sponsor. Coke is now the fifth most active sponsor of music.
One new company joins the most active sponsors list: Uber. The rideshare app has significantly expanded its presence on the music festival scene with deals with Live Nation, Lollapalooza and the Sasquatch music fest, just to name a few.
THE MOST ACTIVE COMPANIES SPONSORING MUSIC (NORTH AMERICA)
Twenty-nine percent of properties with a partner in the alcoholic beverage category report a partnership with an Anheuser-Busch brand.
THE MOST ACTIVE CATEGORIES SPONSORING MUSIC (NORTH AMERICA)
Non-alcoholic beverage companies are 3.8 times more likely to sponsor music than the average of all sponsors.
SPONSORSHIP SPENDING ON MUSIC