According to advertising giant WPP’s research arm IEG, spending by companies based in North America is expected to rise to $3.37 billion from $3.3 billion in 2009.
Spending on motorsports sponsorship fell 6 per cent in 2009 year-on-year due to companies such as Allstate Insurance, Jack Daniels and Jim Beam dropping out.
"The motorsports category has suffered more than many others recently, as its high cost of entry in many cases fell victim to increased scrutiny over corporate marketing expenditures and questions about return on investment," said William Chipps, IEG Sponsorship Report's senior editor.
IEG also predicts a 3.4 per cent boost for overall sponsorship spend and a 2.8 per cent increase for all sports properties.
