GLOBAL WARMING: SPONSORSHIP SPENDING INCREASING WORLDWIDE

          Sponsorship Research International (SRi) released
     figures showing new data on global sponsorship spending. In
     '98, an estimated $20.3B was invested in the worldwide
     sponsorship market, an increase of 11% from the '97
     estimated expenditure of $18.1B.  Among the figures:        
       
         

  
 
    
 
      
WORLD 
        WIDE SPONSORSHIP RIGHTS EXPENDITURE: '87-'98

          
    
  
  
 
    
 
      
1987
    
    
 
      
$5.60B
    
    
 
      
1991
    
    
 
      
$8.30B
    
    
 
      
1995
    
    
 
      
$15.100B
    
  
  
 
    
 
      
1988
    
    
 
      
$6.25B
    
    
 
      
1992
    
    
 
      
$9.40B
    
    
 
      
1996
    
    
 
      
$16.570B
    
  
  
 
    
 
      
1989
    
    
 
      
$7.01B
    
    
 
      
1993
    
    
 
      
$10.80B
    
    
 
      
1997
    
    
 
      
$18.103B
    
  
  
 
    
 
      
1990
    
    
 
      
$7.70B
    
    
 
      
1994
    
    
 
      
$13.02B
    
    
 
      
1998
    
    
 
      
$20.309B
    
  


          NO U.S. BLUES: The Americas, which account for 37.8%,
     and Europe, which accounts for 36.4%, combine to form the
     largest share of sports expenditure, while Asia accounts for
     20.8%.  On an individual country level, the U.S. ($6.40B),
     Japan ($2.70B), Germany ($2.35B) and Britain ($1.02B)
     contributed the largest amounts to overall spending in '98.
          SPORTS SEES MAJORITY OF DOLLARS: The main beneficiary
     of sponsorship spending continues to be sports, and SRi
     estimates that on average, roughly 65%, or $13.2B of global
     rights fees is invested in sports through the sponsorship of
     events, federations, teams, individuals and stadiums.  There
     are variations from country to country.  Examples include
     Australia, where expenditure on sports represents roughly
     82% of overall spending, and the Netherlands and Britain,
     where sports spending accounts for approximately 56% (SRi).