Sponsorship Infographics

Resumption vs Reinvention

After months on pause due to COVID-19, live sports and entertainment events are making a gradual comeback, albeit under limited and challenging circumstances. While resumption is an important step, reconciliation and reinvention will be essential to achieve sponsorship industry recovery. View Infographic

Executive Summary

Due to the COVID-19 pandemic, we estimate 38% of the annual U.S. sponsorship value ($10 Billion) will need to be made up. There are 120,000 active sponsorship agreements in limbo while we practice social distancing and more than 5,000 brands are faced with decisions on how to recoup lost value. View Infographic

IEG Outlook 2020: Forecasting the Future of the Sponsorship Industry

As the leader in sponsorship intelligence, IEG surveyed industry decision makers who are responsible for buying or selling sponsorship to understand perceptions about spending, value reconciliation, partnerships and future challenges due to the COVID-19 pandemic. View Infographic

Outlook 2020: Forecasting the Future of the Sponsorship Industry

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NFL Sponsorship Revenue Exceeds $1.47 Billion during 2019-20 Season

Total sponsorship spending on the National Football League and its 32 teams exceeded $1.47 Billion in the 2019-20 season with nearly 1,500 existing partnerships and more than 350 new deals signed, according to sponsorship authority IEG. View Infographic

Banking and Softdrink giants dominate Zoo & Aquarium Sponsorship

Soft drink giants Coca-Cola and Pepsi continue to be the top brands sponsoring zoos and aquariums in the United States. Among the 44 properties in IEG’s data set. View Infographic

Esports Sector Update 2018

Download our just-published infographic on sponsorship activity in the esports industry and get a glimpse into the most active brands and categories. View Infographic

NFL Sponsorship Revenues reach $1.39 Billion for 2018-19 Season

Estimated sponsorship spending on the National Football league and its 32 teams rose 5.1% to $1.39 billion in the 2018-19 season, according to IEG research. View Infographic

Sponsorship Spending on MLB to hit $938 million in 2018

Sponsorship spending on Major League Baseball is expected to total $938 million in 2018, a 5.2 percent increase from 2017, per IEG research. View Infographic

Sponsorship Spending of Causes to Grow 4.6% in 2019

According to IEG research, sponsorship spending for cause properties is expected to reach $2.23 billion in 2019, a 4.6 percent increase from 2018. View Infographic

Anheuser-Busch dethrones Pepsi as the Top Sponsorship Spender in the U.S.

Anheuser-Busch InBev dethroned PepsiCo. as the top sponsorship spender in the United States in 2017. Pepsi has held the top position in IEG’s Top Sponsors Report since 2008. View Infographic

Music Sponsorship 2018: $1.61 Billion

Sponsorship spending on music tours, festivals and venues is expected to total $1.61 billion in 2018, a 4.8 percent increase from 2017, per IEG research. View Infographic

Awards Show Sponsorship To Total $139.2 Million In 2016

Sponsorship spending on the Academy Awards, Grammy Awards and other televised awards shows is expected to total $139.2 million in 2016, up 4.3 percent from $133.5 million in 2015, according to IEG research. View Infographic

Music Sponsorship 2018: $1.61 Billion

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Sponsorship Spending on the NBA Totals $1.12 Billion in 2017-2018 Season

Jersey patch agreements have combined with significant deals at the team and league levels to push estimated NBA sponsorship spending over $1 billion for the first time, according to IEG research. View Infographic

Sponsorship Spending On College Athletics To Total $1.24 Billion In 2018

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Sponsorship Spending On College Athletics To Total $1.24 Billion In 2018

Sponsorship spending on college athletics is expected to total $1.24 billion in the 2017/2018 season, a 4.5 percent increase over the prior season, according to IEG projections. View Infographic

Cause Sponsorship Spending To Total $2.14 Billion In 2018

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Cause Sponsorship Spending To Total $2.14 Billion In 2018

Sponsorship spending on causes is expected to grow 4.4 percent to $2.14 billion in 2018, according to IEG research. View Infographic

PyeongChang’s Sponsorship Picture

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PyeongChang’s Sponsorship Picture

As in Sochi in 2014, global and local sponsors have filled the coffers of the organizing committee for this year’s Winter Olympic Games in PyeongChang. View Infographic

NFL Sponsorship Revenue Totals $1.32 Billion In 2017-2018 Season

Sponsorship spending on the National Football League and its 32 teams rose 5.9 percent to $1.32 billion in the 2017-2018 season, according to IEG research. View Infographic

Sponsorship Spending On MLB Totals $892 Million In 2017 Season

Sponsorship spending on Major League Baseball and the league’s 30 teams totaled $892 million in the 2017 season, a 7.9 percent increase from the previous year, according to IEG research. View Infographic

Sponsorship Spending On The NBA Totals $861 Million In 2016-2017 Season

Sponsorship spending on the National Basketball Association and its 30 teams totaled $861 million in the 2016-2017 season, a 7.8 percent increase from the previous year, per IEG research View Infographic

Sponsorship Spending On Music To Total $1.54 Billion In 2017

Sponsorship spending on music tours, festivals and venues is expected to total $1.54 billion in 2017, up 4.8 percent from 2016, per IEG research. View Infographic

NFL Sponsorship Revenue Totals $1.25 Billion In 2016 Season

Sponsorship spending on the NFL and its 32 teams rose 4.3 percent to $1.25 billion in the 2016-2017 season, according to IEG research. View Infographic

Global Motorsports Spending To Total $5.75 Billion In 2017

Global spending on motorsports sanctioning bodies, teams and tracks is expected to total $5.75 billion in 2017, up 3.1 percent from 2016, according to IEG research View Infographic

Awards Show Sponsorship To Total $139.2 Million In 2016

Sponsorship spending on the Academy Awards, Grammy Awards and other televised awards shows is expected to total $139.2 million in 2016, up 4.3 percent from $133.5 million in 2015, according to IEG research. View Infographic

Sponsorship Spending on Endurance Sports to Total $125 Million in 2016

Sponsorship spending on marathons, cycling competitions and other endurance sports events is expected to total $124.6 million in 2016, a 4.9 percent increase from 2015, according to IEG research View Infographic

Sponsorship Spending On Music To Total $1.47 Billion In 2016

Sponsorship spending on music tours, festivals and venues is expected to reach $1.47 billion in 2016, up 5.6 percent from 2015, according to IEG research. View Infographic

Global Spending On Tennis To Grow 4.2 Percent In 2016

Global sponsorship spending on amateur and professional tennis tournaments, leagues and sanctioning bodies is expected to total $801 million in 2016, a 4.2 percent increase from 2015, according to IEG research. View Infographic

Worldwide Spending On Golf To Total $1.82 Billion In 2016

Global spending on golf is expected to total $1.82 billion in 2016, up 5.1 percent from 2015, according to IEG research. View Infographic

Fair And Festival Sponsorship Spending To Total $878 Million In 2016

Sponsorship spending on fairs, festivals and annual events is expected to total $878 million in 2016, a 2.1 percent increase over the previous year, according to IEG research. View Infographic

Sponsorship Spending On The NBA Totals $799 Million In 2015-2016 Season

Sponsorship spending on the National Basketball Association and its 30 teams totaled $799 million in the 2015-2016 season, an 8.1 percent increase from the previous year, according to IEG research View Infographic

NHL Sponsorship Revenue Totals $477 Million In 2015-2016 Season

Sponsorship spending on the National Hockey League and the league’s 30 clubs is expected to total $477 million in the 2015-2016 season, up 6.7 percent from the previous year, according to IEG research. View Infographic

Global Motorsports Spending To Total $5.58 Billion In 2016

Global spending on motorsports sanctioning bodies, teams and tracks is expected to total $5.58 billion in 2016, a 2.8 percent increase from 2015, according to IEG research. View Infographic

Sponsorship Spending On North American Soccer To Grow 9.2 Percent In 2016

Sponsorship spending on Major League Soccer, U.S. Soccer and other North American soccer leagues, teams and events is expected to total $333 million in 2016, a 9.2 percent increase from 2015, according to IEG research. View Infographic

Sponsorship Spending on the NFL Grows 4.4 Percent In 2015

Sponsorship spending on the NFL and its 32 teams totaled $1.2 billion in the 2015-2016 season, up 4.4 percent from the previous year. View Infographic

Sponsorship Spending on Endurance Sports Rises 4.6% in 2015

Running’s upscale demographic combined with a growing number of events targeted to niche audiences continues to drive corporate interest in endurance sports. View Infographic

Association Spending to Total $590 Million in 2015

Spending on associations and membership organizations is expected to total $590 million in 2015, up 2.8% from 2014, per IEG research. View Infographic

The Most Active Companies & Categories Sponsoring Museums

Banks are 8.1 times more likely to sponsor museums than the average of all sponsors, easily besting every other sponsorship category, according to IEG research. View Infographic

Worldwide Spending On Golf To Total $1.73 Billion In 2015

Worldwide spending on golf sponsorship is expected to total $1.73 billion in 2015, up 4.8% from 2014, according to IEG research. View Infographic

Sponsorship Spending on the NBA Totals $739 Million in 2014-2015 Season

Sponsorship spending on the National Basketball Association and its 30 teams totaled $739 million in the 2014-2015 season, up 8.9 percent from the previous year. View Infographic

Sponsorship Spending On Music To Total $1.4 Billion In 2015

Sponsorship spending on music tours, venues and festivals is expected to total $1.4 billion in 2015, up 4.8 percent from last year, according to IEG research. View Infographic

Rugby World Cup’s Sponsorship Picture

The “who” and “how much” behind 2015 Rugby World Cup’s corporate partnership revenue, including Worldwide Partners, Official Sponsors and Tournament Suppliers. View Infographic

Sponsorship Spending On College Athletics Totals $1.1 Billion In 2014/2015 Season

Sponsorship spending on college athletics totaled $1.1 billion in the 2014/2015 season, a 5.9 percent increase over the previous year, according to IEG research. View Infographic

Sponsorship Spending On Latin American Soccer Totals $1.1 Billion In 2014-2015 Season

Sponsorship spending on Latin America-based soccer teams, events and sanctioning bodies totaled $1.1 billion in the 2014-2015 season, up 11 percent from the year-earlier period, according to IEG research. View Infographic

Findings from the First-ever IEG Property Benchmarking Survey

Although rightsholders report many successes, they continue to miss out by not providing “must-have” benefits and services, and not monetizing any of the content they produce. View Infographic

NHL Sponsorship Revenue Totals $447 Million in 2014-2015 Season

Sponsorship Spending on the National Hockey League and its 30 clubs totaled $447 million in the 2014-2015 season, up 9.2 percent from the previous year. View Infographic

NFL Sponsorship Revenue Totals $1.15 Billion in 2014 Season

Sponsorship revenue for the NFL and its 32 teams totaled $1.15 billion in the 2014 season, up 7.8% from 2013, according to IEG Research. View Infographic

Awards Show Sponsorship to Total $133.5 Million in 2015

Sponsorship spending on the Academy Awards, Grammy Awards and other televised awards shows is expected to total $133.5 million in 2015, up 4.1 percent from 2014, according to IEG Research. View Infographic

Global Motorsports Spending To Total $5.43 Billion In 2015

Global spending on motorsports sanctioning bodies, teams and tracks is expected to total $5.43 billion in 2015, up 3.2 percent from $5.26 billion in 2014, according to the latest findings from IEG Research. View Infographic

2015 Sponsorship Spending Outlook

IEG’s 30th annual year-end industry review and forecast shows continued steady growth in sponsorship spending. But for the second year in a row, the growth rate in North America is projected to be lower than the previous year, while global growth will remain at the same rate as 2014. View Infographic

Worldwide Spending on Tennis to Grow 4.4 Percent in 2014

Worldwide sponsorship spending on amateur and professional tennis tournaments, leagues and sanctioning bodies is expected to total $739 million in 2014, up 4.4 percent from the previous year, according to IEG Research. View Infographic

NBA Sponsorship Revenue: $679 Million In 2013-2014 Season

Sponsorship revenue for the NBA and its 30 teams totaled $679 million in the 2013-2014 season, up 5.7 percent from the previous year, according to IEG Research. View Infographic

NHL Sponsorship Revenue Totals $409 Million In 2013-2014 Season

Spending on the NHL and its 30 member clubs continues to grow through new deals in traditional and nontraditional categories. View Infographic

World Cup's Sponsorship Picture

FIFA is poised to earn more than $1.6 billion in sponsorship revenue over the four-year period from 2011-2014, with the vast majority of those partnerships focused on the World Cup tournament. View Infographic

Arts Sponsorship Spending to Total $927 Million in 2014

Sponsorship spending on symphony orchestras, performing arts venues and other organizations is expected to grow just 1.4 percent in 2014, down from 2.6 percent from 2012 to 2013. View Infographic

2014 Sponsorship Spending Outlook

IEG's 29th annual year-end industry review and forecast shows a contraction in the flow of marketers' dollars into sports, entertainment, cause, cultural and other partnerships View Infographic

Music Sponsorship Spending To Total $1.34 Billion In 2014

Music provides an unparalleled platform to engage consumers through a key passion point. View Infographic

NFL Sponsorship Revenue Totals $1.07 Billion in 2013 Season

A fervent fan base, broad reach and year-round marketing platforms continue to make the NFL a go-to platform for corporate marketers. View Infographic

Sochi's Sponsorship Picture

While corporate dollars have still filled Olympic coffers in advance of the opening ceremonies at Sochi, multiple factors will make these Games among the least leveraged by sponsors. View Infographic

College Sports Sponsorship Spending to Total $764 Million in 2013

While concerns over conference realignment and player rights may put a damper on future spending, corporate interest in college sports remains as healthy as ever. View Infographic

Association Spending to Total $572 Million in 2013

Providing access to association and professional organization members — both as consumers and professionals — is a key sponsorship deliverable. View Infographic

2013 Sponsorship Spending Outlook

Due in large part to major partnerships that are redefining traditional sponsorship—and in many cases making the term obsolete—IEG is projecting significant spending growth in 2013 and beyond. View Infographic

Tennis Sponsorship Spending to Total $708 Million in 2013

While it may not be a grand slam, tennis has largely overcome the economic headwinds to set the stage for a positive 2013 and beyond. View Infographic

Cause Sponsorship Spending to Total $1.78 Billion in 2013

Consumers want to support programs that truly make a difference, and nonprofits—and their corporate partners—are obliging. View Infographic

Fair and Festival Sponsorship Spending to Total $849 Million in 2013

Fairs and festivals continue to benefit from banks, auto dealerships and other categories looking to strengthen their local positioning. View Infographic

Arts Sponsorship Spending to Total $920 Million in 2013

Spending on the arts is growing at a healthy clip, but growth is tempered by the reluctance at many arts organizations to move beyond charitable donations in favor of true marketing partnerships. View Infographic