The Annual Sponsorship Business Survey 2012 - Sporsora

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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 | 4 Methodology Our services cross many sectors, countries and companies – all within the realms of sports, leisure and entertainment. In undertaking this work we issued a questionnaire covering many topics to key contacts around the world in the sponsorship business sector. Each of our 10 international offices and other international contacts distributed the survey by email, and invited people to contribute. In addition the survey was hosted on IFM Sports Marketing Surveys’ website for visitors to complete and posted within Marketing Week articles. The questionnaire routed respondents through to their own specialist areas to maximise the quality of comments and feedback. Through profiling we are able to analyse by organisation, area of work and, of course, by operating areas. In total, we had 392 replies from 27 countries around the world. Respondents are sponsorship decision-makers and have been split between agency (125), brands (103), rights holders (103) and others (61). Whilst the report is based around the findings of our Sponsorship Business Survey, this review is supported by other sources such as the TWSM Annual Review 2011, PricewaterhouseCoopers’ Outlook for the global sports market to 2015 and ZenithOptimedia figures. The topic areas covered in the report are: � Budget Forecasts � Events and Promotions � Market Trends � Research and Evaluation � Responsibility to the Community � Social Media � Sponsorship
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 | 5 1.0 | ��ecuti�e �u��ry 1.1 A Brief Overview IFM Sports Marketing Surveys’ annual research among key players in the global sponsorship business illustrates that the sponsorship market remains buoyant even in these difficult economic times. It shows a growing confidence in sponsorship’s ability to deliver excellent returns for all concerned when the right mix of brand and platform is achieved. It also, however, identifies some challenges ahead for the profession. Chief among these is the need to make effective use of social media; the growing importance of community and social responsibility projects; and the growing need to demonstrate the impact and effectiveness of sponsorship campaigns. 1.2 The State of the Industry There is evidence that the sponsorship industry continues to grow. � 44% of respondents from sponsoring brands say their sponsorship spend in 2011 increased when compared to 2010; 22% reported a decrease. � 59% of all respondents reported a real terms increase in sponsorship or no change in real terms investment in their industry sector in 2011; only 30% reported a real terms reduction. This splits 61% to 18% among respondents from North America. � 67% either predict a real terms increase or no change in sponsorship investment in their industry sector in 2012; only 28% predict a real terms decrease. This sentiment is felt most strongly in North America where the corresponding figures are 92% and 4%. � 72% of respondents from our survey believed that community projects are becoming increasingly important to a brand’s corporate value; only 4% recorded active disagreement. � 60% saw the importance of researching return on investment as likely to increase within their organisation; only 3% considered it likely to decrease. As a result, sponsorship is becoming more integral than ever before to the marketing strategy of businesses. � 63% report a growing acknowledgement among businesses that sponsorship needs to sit centrally within the marketing strategy; only 8% don’t agree that such an acknowledgement exists.
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The Annual Sponsorship Business Survey 2012 - Sporsora

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