m-cause

Happy new year everyone!  How far has cause marketing come in the last few years?   According to the IEG Sponsorship Report, US Sponsorship spending on cause marketing will hit $1.50 billion in 2008.  That number sounds pretty good, however, it does appear that the heady days of high double digit growth are slowing…2008 spend growth is predicted to be around 4.4% as Sports sponsorship will likely have a strong year (Olympics???).  Over the last few years, cause sponsorship has grown as follows (again from IEG Sponsorship Report):

2007 — $1.44 billion, 10.4% growth
2006 — $1.34 billion, 20.2% growth
2005 — $1.17 billion, 18.4% growth
2004 — $988 million, 7.2% growth
2003 — $922 million, 6.3% growth
2002 — $816 million, 13% growth

Just a note, Back in 1990, cause sponsorship spending was only $120 million. Projected spending and category share in 2008 are:

1. Sports: $11.6 billion, 69%
2. Entertainment Tours/Attractions: $1.61 billion, 10%
3. Causes: $1.50 billion, 9%
4. Arts: $832 million, 5%
5. Festivals, fairs, annual events: $754 million, 4%
6. Associations, membership orgs: $482 million, 3%

Just a reminder as to how far cause spend has come…back in 1990, cause sponsorship spend was only $120 million!!! I believe it will not be long until causes reach the #2 position.