New research suggests that sport is driving the growth of sponsorship deals globally as companies seek to take advantage of a platform which offers sustained exposure to highly engaged, multi-screen audiences. A study by the World Advertising Research Center found that the majority of the 4.9% growth in sponsorship partnerships projected for this year will come from sports, with businesses expected to spend a total of $65.8bn on deals in 2018. The report also revealed that sports are becoming increasingly important drivers of global brand partnerships.
New research suggests that sport is driving the growth of sponsorship deals globally as companies seek to take advantage of a platform which offers sustained exposure to highly engaged, multi-screen audiences. A study by the World Advertising Research Center found that the majority of the 4.9% growth in sponsorship partnerships projected for this year will come from sports, with businesses expected to spend a total of $65.8bn on deals in 2018. North America will receive the greatest share of the investment at $24.2bn, with Europe and the Asia-Pacific region in second and third with $17.6bn and $16.6bn, respectively.