Marketers to Sponsor Popular Events Through End of Summer

Marketers who want to connect with consumers emotionally often use event  sponsorship. Summer can be a particularly important time to invest in event marketing as more consumers are outside, enjoying the weather and attending a local concert or baseball game. Some events definitely attract larger crowds so marketers should strategically select which event to sponsor. In addition, marketers can use a number of ways to lengthen their association with a specific event and boost brand awareness. These topics were addressed by a recent Scarborough Research release and webinar.

 To begin, consumers have definite tendencies to attend some events more than others. According to Scarborough, here are the events and exhibits that adult U.S. consumers visited at least once in the past year:

  •  Professional sporting event: 35%
  • Zoo: 25%
  • Live theater: 20%
  • High school sports event: 16%
  • Art museum: 13%
  • Rock concert: 11%
  • Symphony/​concert/​opera: 7%
  • Dance/​Ballet/​Comedy club: 6%


Howard Goldberg, who conducted the Scarborough Research seminar noted that marketers can get pre-​event exposure by promoting their name on pre-​event flyers and other signage and advertising. Other strategies include developing packages with local vendors such as hotels and restaurants. Event sponsorship can work well at the local level, too. Marketers just need to be creative. As an example, Goldberg discussed a bank that sponsored a community yard sale and offered post-​event services that allowed consumers to access coin counters to tally up their sales.

 Look for more marketers to invest in event sponsorship to make an impact with consumers. Annually, businesses spent $1.09 billion on music events and $3.37 billion on motorsports teams, tracks and sanctioning bodies. These large numbers indicate marketers believe in the power of event sponsorship.

 [Source: Goldberg, Howard. Count the Ways to Effective Sponsorship & Event Marketing. Scarborough Research and Arbitron. June 2010. Web. 15 Jul. 2010] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.