Sponsorship deals in 2009 rose by 15 per cent compared to 2008, while withdrawals remained at eight per cent, according to the latest figures from The World Sponsorship Monitor Annual Review, the latest IFM Sports Marketing Surveys publication.
The sports sector still dominates with 88 per cent of all deals in both number and value.
Fewer deals over $10million reflected the economic climate, but announcements such as the Sochi 2014 bid to host the Olympic Winter Games and Barclays Premier League boosted confidence.
“Sponsorship as a marketing discipline gives an excellent return on investment,” says Nigel Geach, director of IFM Sports Marketing Surveys.
“Both rights holders and sponsors are working together more to maximise this return – the figures in the TWSM annual review are very encouraging for the future.”
