North American marketers will spend nearly $15 billion on sponsorship rights fees this year, according to projections from sponsorship consultancy IEG, Inc.
IEG estimates spending will hit $14.93 billion this year, up 11.7% from 2006. Spending last year was $13.37 billion, itself a 10.5% increase over 2005.
Sports will capture the biggest portion of sponsorship fees, a projected $9.9 billion, up 10.8% from last year, IEG projects. Entertainment tours and attractions will garner $1.6 billion (up 16.2%), followed by causes at $1.44 billion (up 10.5%); arts at $820 million (up 10.4%); festivals, fairs and annual events at $701 million (up 15.1%); and associations and membership organizations at $466 million (up 15.3%).
Global spending on sponsorship fees will hit $37.7 billion, up nearly 12%, IEG projects. That puts spending outside North America at $22.8 billion (up 12.3%), with Europe at $10.6 billion; Asia Pacific at $7.4 billion; Central and South America at $3 billion; and all other regions at $1.8 billion.
Network
