IEG, a global leader in sponsorship consulting services, valuation and measurement, published promising figures for US music sponsorship spending for 2009, in spite of the current economic climate.  The report highlights the consistent growth in the ‘big ticket’ live music sector, while noting that local music events and properties are displaying a decline in sponsorship support.

Recent deals include J. C. Penney Co.’s two-year integrated partnership with Rascal Flatts on behalf of its American Living brand; The Clorox Co. co-presenting the US stops of Keith Urban’s tour on behalf of its KC Masterpiece sauces and Kingsford charcoal; and Research In Motion Ltd. aligning with U2 on behalf of BlackBerry.

Tighter budgets for working class musicians is expected as a reflection of the music industry’s flux, but cashflows in the direction of A-listers may [eventually] trickle down toward the indies as competition for aligning brand with band stiffens.

 Posted by: Eelco Rol