2009 SPONSORSHIP OUTLOOK REPORT - AVAILABLE TO ALL MEMBERS NOW

10 December, 2009

 2009 has ushered in new standards for the sponsorship industry; standards that Sponsorship Australasia and Repucom believe are critical drivers needed to support sponsorship’s cause. The industry will grow from the increased levels of scrutiny and the rationalisation that inevitably follows.
Phil Whittaker, President, Sponsorship Australasia

The past twelve months have seen unprecedented challenges for the sponsorship industry, from the global financial crisis to local issues affecting sponsorship investment and performance, including athlete behaviour.

Despite this, sponsorship in 2009 increased by a very healthy 10% on 2008 levels, in stark contrast to most alternate marketing investments*. At the same time, sponsorship secured a record share of the marketing budget. In particular, there were significant signs of optimism among those with the biggest budgets of sponsorship spend of over $5 million.

These are amongst the findings of the fourth annual Sponsorship Australasia/Repucom Outlook Report** which will be released to Sponsorship Australasia members NOW via the Members Area on www.sponsorshipaustralasia.com.au

Our 2009 Study has been enhanced to go beyond the makeup of the industry, to determine not just the decisions being made daily, but also reasons underpinning these. Surveys were administered online to close to 600 Sponsorship Australasia members and industry practitioners, generating a response rate of 20% and we’d like to take this opportunity to thank all of you that participated in this important industry research.

* The mainstream media are forecasting falls of around10% across the board. Significantly both the internet and Pay TV are expecting increases in 2009 of 6% and 9% respectively. (Source: Fusion Strategy, AFR, 16.11.09)

** About the 2009 SPONSORSHIP AUSTRALASIA/REPUCOM OUTLOOK REPORT
The 2009 Sponsorship Outlook study represents the fourth year in which Sponsorship Australasia and Repucom International have jointly conducted a study among Australasian sponsorship practitioners in an endeavour to understand and benchmark the industry environment.

In 2009, surveys were administered online to close to 600 Sponsorship Australasia members and industry practitioners, generating a response rate of 20%. The overall response rate was significantly down on that recorded from the same industry base in 2008 (27%). Rightsholder organisations accounted for 53% of 2009 survey participants, 32% Sponsor organisations and 15% Agency organisations. Significantly fewer Rightsholder organisations took part in the study than in 2008.