The Annual Sponsorship Business Survey 2012 - Sporsora

T h e A n n u a l S p o n s o r s h i p B u s i n e s s S u r v e y 2 0 1 2 P a g e | 2
Contents
Introduction 3
Methodology 4
1.0 Executive Summary 5
1.1 A Brief Overview 5
1.2 The State of the Industry 5
2.0 Growth of the Sponsorship Market 6
2.1 Overview of 2011 and Predictions for the Future 6
2.2 Sports Sponsorship by Region 7
2.3 Major Sports Events and Sponsorship 8
2.4 Disparity in Sports Sponsorship 8
2.5 Innovative Ways of Sponsorship Generation 8
2.6 Challenges for Sponsorship Generation 9
3.0 Social Media 10
3.1 The Industry’s Outlook on Social Media 10
3.2 Individual Endorsements 10
3.3 Traditional Advertising 10
3.4 Social Media Research and Evaluation 11
4.0 Community and Social Responsibility 12
4.1 Corporate Social Responsibility and Brand Corporate Value 12
4.2 Organisations and Social Responsibility in Sport 12
4.3 The Environment 12
4.4 Urban Branding 13
4.5 Partnerships through Corporate Social Responsibility 13
4.6 Evaluation Concerns 13
5.0 The Need to Evaluate 14
5.1 Evaluation within the Sponsorship Industry 14
5.2 Return on Investment 14
6.0 Conclusion 15