Survey reports sponsorship revenue expected increase in 2006

Show organizers predict sponsorship revenue will increase from 14 percent of total show revenues in 2005 to 17 percent in 2006, according to a recent study conducted by EXPO Magazine and Exhibit Surveys Inc in the United States. For most, sponsorship revenue remained flat from 2004 to 2005 — with 53 percent of respondents reporting it’s about the same, 38 percent saying it’s higher, and only 9 percent saying it’s gone down.

Similar to last year, one of the biggest challenges when it comes to sponsorships is proving ROI, according to the respondents. In addition, many show organizers reported they don’t have enough time, staff or marketing dedicated to sponsorship sales.

Show organizers continue to become more open to allowing non-exhibitors to sponsor. Fifty percent of respondents allow non-exhibitors to sponsor, up from 44 percent last year. For associations, 54 percent of shows allow non-exhibitors to sponsor while only 47 percent of for-profit shows do.

Some of the most common sponsorship packages include: on-site signage, 74 percent; logos on promotional materials, 69 percent and ads in show dailies, programs or directories, 54 percent.