Hasta La Creative!

Sponsorship spending by North American companies is expected to slow this year as marketers deploy alternative, digitally-based programs, according to a forecast by IEG, a sponsorship, research and consulting firm owned by WPP.

“Although sponsorship is still seeing steady growth, corporate interest in other marketing alternatives, particularly digital (including social and mobile), has dampened enthusiasm for significantly increasing sponsorship spending,” IEG said in its forecast, which it has published annually for 29 years.

Spending is expected to increase 4.3% to $20.6 billion, which is lower than last year’s 4.5% jump, which came in under the forecasted 5.5% increase.

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