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Dusseldorf (pte038/18.06.2003/15:57) - In the past ten year, world spending on sponsoring has increased 220 per cent to 25bn dollars. Acceptance of sponsoring is very high around the world, even if there are slight differences from one country to another, reports a study published today by international media agency Mediaedge:cia http://www.mediaedgecia.com .
Surveying 13,200 people in 20 countries, the study concluded that the shooting star of sponsorship deals was the support of a "good cause".
In general, companies engaging in sponsorship can expect a great amount of attention and positive resonance all over the globe. Although every second person admitted to sometimes being overwhelmed and bothered by sponsoring, the same amount said it improved a company's image and a third said it increased their own willingness to buy. Nearly half of those asked said they thought sponsoring companies sold high quality products.
Sponsorship is particularly popular in South America, where 62 per cent said they paid a lot of attention to the sponsors of sporting events. Sports sponsorship fared less well in North America (43 per cent) and Germany (40 per cent).
Social, environmental and charity sponsorship achieves the best ratings around the world, with 56 per cent devoting their attention to brands and products in this context. The least popular form was television show sponsoring.
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