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Asian Sponsorships grow by 50%

Asian Sponsorships grow by 50%
April 30, 2008

Sponsorship in Asia rose by 54% in 2007, with net spend of $643 million, according to IVCast, Asia's sponsorship monitor by OgilvyAction.

IVCast monitors sponsorship throughout Asia and the latest results show an unprecedented rise in sponsorship activity in the region during 2007, driven in part by the Beijing Olympics.

"This shows that last year's growth wasn't a flash in the pan. Asia is the continent that is driving the global average, quoted at 14%," said Ben Heyhoe-Flint, OgilvyAction Sports & Entertainment's General Manager.

"There's no doubt that the Beijing Olympics is helping this as we've seen a lot of brands investing in 2007 to secure a long-term toehold for the Games this year, for example. $38.7 million has been spent on Chinese national teams - allowing them to activate with long lead times and also block competitors.

But it's not just the Olympics that's swelling the numbers; we've recorded a large rise in the sheer number of deals being done in other Asian countries, 2,233 in 2007 versus 1,624 in 2006, showing that the popularity and relevance of sponsorship is infectious."

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