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:
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WORLD
WIDE SPONSORSHIP RIGHTS EXPENDITURE: '87-'98
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1987
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$5.60B
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1991
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$8.30B
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1995
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$15.100B
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1988
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$6.25B
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1992
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$9.40B
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1996
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$16.570B
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1989
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$7.01B
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1993
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$10.80B
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1997
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$18.103B
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1990
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$7.70B
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1994
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$13.02B
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1998
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$20.309B
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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).
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