Events and Experiences
The IEG Sponsorship Report projected that $17.1 billion would be spent on sponsorships in North
America during 2010, with 68 percent going to sports; another 10 percent to entertainment tours
and attractions; 5 percent to festivals, fairs, and annual events; 5 percent to the arts; 3 percent to associations
and membership organizations; and 9 percent to cause marketing.70 Becoming part of a
personally relevant moment in consumers’ lives through events and experiences can broaden and
deepen a company or brand’s relationship with the target market.