Sponsorship Stats

Thought this was a good post by IEG regarding Sponsorships. Now...how about activating those?

IEG Property Survey: Largest Categories Account for Fewer Deals

If there is one thing made perfectly clear by the findings from IEG’s latest annual survey of properties, it is that the old stand-bys are no longer standing by.

When it comes to the categories most active in sponsorship, the major players remain the same for the most part—beverages, telecommunications companies and even banks and autos—despite their industry woes—show up on sponsor rosters more than any other industries. But the degree to which they appear has greatly diminished.

For example, in 2000 the nonalcoholic beverage category was number one in the number of properties reporting a sponsor from the category at 42 percent. This year, the category is still number one, but with just 31 percent of nearly 2,300 properties saying they have a nonalcoholic beverage sponsor.

Among the top 10 categories, telecommunications is the only one this year to increase the percentage of properties citing sponsorship from at least one company in the category, growing from 18 percent in ’08 to 25 percent in ’09.

The overall decline in the portion of sponsorship rosters claimed by leading categories continued a general trend that had seen a one-year reversal in ’08, but now appears back to the pattern witnessed for most of the decade.

The upshot for rights holders is that they cannot rely on the usual suspects to account for the sizable chuck of sponsorship revenue they once did.

Table: Most Active Non-Media Sponsor Categories

Category	2009 (%)
Nonalcoholic beverages	31
Bank	28
Telecommunications	25
Automotive	23
Beer	19
Specialty Retail	14
Insurance	12
Financial services (brokerage, mortgage, etc.)	12
Airline	11
Food	11

Figures represent the percentage of properties reporting sponsorship from at least one company in each category.