Mercado Americano

http://www.emarketer.com/Article.aspx?id=1005561&src=article2_newsltr
The four major US professional sports leagues and their teams will generate $2.07 billion in sponsorship revenue in 2007, according to the "IEG Sponsorship Report."
This is 15% higher than the 2006 figure of $1.8 billion. IEG attributes the growth to international marketing and to the leagues’ ability to secure new partners in previously untapped categories.
"That one-two punch has lifted pro sports sponsorship spending to a new level," said William Chipps, senior editor of the IEG report.
The 15% increase in sponsorship revenues generated by the major US sports leagues is substantially higher than the 10.8% growth that IEG forecasted for overall sports sponsorship spending in North America. This reflects the increasing popularity of the major sports brands among corporate marketers and a corresponding shift in the balance of power within the sports industry toward the "big four."
Sports is the largest category of sponsorship spending in North America. In 2006, $8.94 billion was spent on sports sponsorships in the region, representing two-thirds of the $13.39 billion total, according to IEG.
eMarketer projects that sports sponsorship spending in North America will increase to $13.24 billion by 2011, and that it will continue to represent between 66% and 69% of overall sponsorship spending in the region.
eMarketer senior analyst Paul Verna sees sponsorship as part of a sports-driven marketing mix that is moving online.
"The spending bonanza that accompanies mega-events like the Super Bowl and the World Series has played out mainly on broadcast and cable TV," Mr. Verna said.
"However, by 2011, the online share of the US sports advertising pie will double to 10%, from 4.9% in 2006. In dollar terms, this will translate to $1.1 billion in advertising revenues at sports-related Web sites in 2011, up from $407 million in 2006."