London 2012 Olympics Helps Annual European Sponsorship Increase 14%

The London 2012 Olympics had a significant part to play in The European Sponsorship Association (ESA) announcing an increase in its annual figures for the size of the European sponsorship industry.

Much of the upturn is accounted to the Olympics and the European Championships held in Poland and the Ukraine with sponsorship monies entering the economy in the build-up to these events. 

ESA’s figure for the value of the 2011 European sponsorship market is €26.5 billion – a 14% increase on 2010’s total of €23.3 billion.

The uplift year on year was not across all markets with understandable downturns reported in Greece for example.  Other markets remained static as the economic conditions prevail.  However, unhealthy Europe has benefited from being host to major European and Global events with figures expected to remain buoyant for 2012 as the full effect of hosting London 2012 and the UEFA European Football Championship is seen and with Sochi due to host the Olympic Winter Games in 2014. 

ESA’s figures cover all forms of sponsorship, illness excluding activation, for sports and non-sports across the 50 European Countries.  The ratio of sport to non-sport sponsorships is 67:33 a growing trend to non-sport activities as brands take a wider view of sponsorship.