From all accounts, sponsorship spending on music is on a tear.

Sponsorship spending on music tours, festivals and venues is expected to total $1.47 billion in 2016, up 5.6 percent from 2015.

Continuing a trend seen over the past several years, the increase exceeds the projected spending growth on sports (5.0 percent), causes (3.7 percent) and every other property segment, as well as the 4.5 percent increase in overall sponsorship spending.

Demonstrated by its near ubiquity at music festivals—including an expanded presence in country music this year—Anheuser-Busch remains the undisputed leader in the live music space.

Twenty-eight percent of properties with a sponsor in the alcoholic beverage category report a partnership with the beverage giant, well above the sector’s three other most active sponsors: PepsiCo (20 percent), Diageo and The Coca-Cola Co. (19 percent).

Twenty-nine percent of properties reported a partnership with A-B in 2015.

Fueled by new deals on behalf of its Captain Morgan and Smirnoff brands, Diageo posted the biggest gain on the most active sponsors list. The beverage giant is the third most active sponsor of music, up from seventh in 2015. Nineteen percent of properties report a partnership with a Diageo brand, up from 9 percent last year.

AT&T and Ford dropped off the top ten list.

Wine and spirts replace non-alcoholic beverages as the most active category sponsoring music. Wine and spirits brands are 7.4 times more likely to sponsor music than the average of all sponsors, according to IEG research.

Non-alcoholic beverages and beer tie as the second most active sponsors of music (6.2) with media and publishing companies in third (5.4).  

MOST ACTIVE SPONSORS OF MUSIC
MOST ACTIVE SPONSORS OF MUSIC
Twenty-eight percent of properties with a sponsor in the alcoholic beverage category report a partnership with an Anheuser-Busch brand.

MOST ACTIVE CATEGORIES SPONSORING MUSIC
MOST ACTIVE CATEGORIES SPONSORING MUSIC
Wine and spirits brands are 7.4 times more likely to sponsor music than the average of all sponsors.

SPONSORSHIP SPENDING ON MUSIC
SPONSORSHIP SPENDING ON MUSIC
*Projection