I always thought of sponsorships (as in the classic sense of the word such as sponsored sporting events) as being one of those niches in marketing that it would be neat to know more about, but hey who has time for everything and it's only a niche right?
I take it back. $27.4 billion is *not* a niche. $27.4 billion spent globally in 2001 is a heck of a lot of money. Plus, it's about the fastest growing form of advertising out there. Last year it grew by about 5%. During an average year in the past decade it grew by 10%. To put this in perspective, during the 1991 recession, regular advertising grew by -2.9%.
If you're interested in the sponsorship scene, check out SponsorClick
which tracks it in the US, Canada and Europe. Your choice of free newsletter in French or English.