{"id":237719,"date":"2019-12-26T23:00:00","date_gmt":"2019-12-26T22:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/pertumbuhan-sponsorship-pengeluaran-global-geografi-dan-masa-depan\/"},"modified":"2026-09-16T19:06:19","modified_gmt":"2026-09-16T17:06:19","slug":"pertumbuhan-sponsorship-pengeluaran-global-geografi-dan-masa-depan","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/id\/blog\/pertumbuhan-sponsorisasi-pembelanjaan-global\/","title":{"rendered":"Pertumbuhan sponsorship: pengeluaran global, geografi, dan masa depan"},"content":{"rendered":"<h2>Pengeluaran tahunan untuk sponsorship<\/h2>\n<p><strong>Pengeluaran global untuk sponsorship olahraga terus meningkat<\/strong>: total pengeluaran dunia di bidang ini mencapai 65,8 miliar dolar pada tahun 2018. Hal ini dikonfirmasi oleh data Forbes (yang dirangkum di portal statistik <em>Statista<\/em>): sektor ini tumbuh secara konsisten meski menghadapi tantangan ekonomi yang kita semua rasakan. Tingkat pertumbuhan mencapai 52,7% dibandingkan beberapa tahun sebelumnya \u2014 pada 2008, pengeluaran sponsorship baru mencapai 43,1 miliar dolar.<\/p>\n<p>Meskipun data pertumbuhan dekade terakhir menarik, yang lebih berharga bagi para profesional industri adalah konsistensi pertumbuhan ini pada laju sekitar 5 poin persentase per tahun. Angka ini membuktikan kesehatan sektor dan efektivitas pemasaran olahraga sebagai alat komersial.<\/p>\n<figure id=\"attachment_20452\" aria-describedby=\"caption-attachment-20452\" style=\"width: 507px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/graph1-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20452 size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/graph1-2.png\" alt=\"\" width=\"507\" height=\"400\" \/><\/a><figcaption id=\"caption-attachment-20452\" class=\"wp-caption-text\">Pengeluaran global untuk sponsorship dari 2007 hingga 2018. Angka dalam miliar dolar<\/figcaption><\/figure>\n<h2>Sponsorship dan geografi: wilayah mana yang paling banyak menghabiskan anggaran sponsorship?<\/h2>\n<p>Meski tumbuh secara global, dunia sponsorship olahraga didominasi oleh Amerika Utara. Dari setiap dolar yang dikeluarkan untuk sponsorship di seluruh dunia, <strong>sekitar 37 sen berasal dari pasar Amerika Serikat dan Kanada<\/strong>, dengan AS memimpin. Pada 2018, benua Amerika Utara menghabiskan 24,2 miliar dolar untuk sponsorship \u2014 10 miliar lebih banyak dari pengeluaran tahunan Eropa yang menempati posisi kedua, sebagaimana ditunjukkan grafik berikut.<\/p>\n<figure id=\"attachment_20453\" aria-describedby=\"caption-attachment-20453\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/graph2-3.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20453 size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/graph2-3.png\" alt=\"\" width=\"600\" height=\"400\" \/><\/a><figcaption id=\"caption-attachment-20453\" class=\"wp-caption-text\">Pengeluaran sponsorship 2018, dirinci berdasarkan wilayah geografis<\/figcaption><\/figure>\n<p>Pada titik ini, wajar untuk mempertanyakan alasan di balik distribusi geografis yang tampak cukup tidak seimbang ini \u2014 terlebih jika mempertimbangkan pengeluaran sponsorship per kapita dan kenyataan bahwa benua <strong>Eropa<\/strong> memiliki hampir 165 juta penduduk lebih banyak dari Amerika Utara, sementara populasi <strong>Asia<\/strong> lebih besar lagi. Jawabannya akan diuraikan di bagian berikutnya.<\/p>\n<h2>Sponsorship Amerika: mengapa AS dan Kanada mengeluarkan lebih banyak anggaran?<\/h2>\n<p>Sudah jelas bahwa dalam hal sponsorship di <strong>Amerika Serikat<\/strong> dan <strong>Kanada<\/strong>, AS mendominasi. Salah satu alasan utama keunggulan Amerika adalah bahwa pemasaran olahraga merupakan disiplin yang telah mengakar kuat di sana. Meski fenomena sponsorship tidak lahir di AS, orang Amerika tak terbantahkan merupakan bapak pemasaran olahraga.<\/p>\n<p>Faktor signifikan lainnya adalah persaingan internal antar cabang olahraga yang sangat ketat di <strong>AS<\/strong> namun lebih lemah di Eropa \u2014 benua yang hampir sepenuhnya didominasi sepak bola. Di AS, <strong>MLB<\/strong>, <strong>NBA<\/strong>, <strong>NFL<\/strong>, dan <strong>NHL<\/strong> terpaksa bersaing keras untuk memenangkan penonton yang memiliki empat pilihan yang hampir setara. Kini NBA, NFL, dan MLB jauh melampaui kompetisi Eropa mana pun \u2014 kecuali <strong>Premier League<\/strong> dan <strong>Liga Champions<\/strong>.<\/p>\n<p>Alasan ketiga adalah kemampuan Amerika Utara menciptakan &#8220;merek&#8221; olahraga bernilai sangat tinggi \u2014 terutama untuk liga, acara, dan seri olahraga. Melihat peringkat <strong>merek acara olahraga paling berharga di dunia<\/strong>, situasinya sangat jelas.<\/p>\n<figure id=\"attachment_20454\" aria-describedby=\"caption-attachment-20454\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/graph3-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-20454 size-large\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/graph3-2.png\" alt=\"\" width=\"600\" height=\"345\" \/><\/a><figcaption id=\"caption-attachment-20454\" class=\"wp-caption-text\">Nilai acara olahraga (dalam jutaan dolar) akhir 2017<\/figcaption><\/figure>\n<p>Sekilas melihat grafik di atas (sumber: Forbes) langsung menjelaskan &#8220;nilai&#8221; beberapa acara olahraga terpenting di dunia. Dari sisi merek, Super Bowl bernilai hampir sama dengan gabungan <strong>Piala Dunia FIFA<\/strong> dan <strong>Olimpiade<\/strong>. Nilai merek tidak ada hubungannya dengan jumlah penonton atau pendapatan yang dihasilkan \u2014 ini semata-mata merupakan indikator potensi pemasaran suatu acara.<\/p>\n<h2>Memandang ke depan: sponsorship dalam e-sports<\/h2>\n<p>Salah satu skenario masa depan paling menarik bagi para profesional pemasaran olahraga adalah e-sports, khususnya liga dan kejuaraan video game profesional. Tak diragukan lagi, <strong>e-sports<\/strong> sedang mengubah perspektif pemasaran olahraga secara mendasar. Internet memungkinkan ratusan juta pemain bersaing tanpa kebutuhan kedekatan fisik; jumlah judul video game melonjak pesat, begitu pula akses terhadap teknologi gaming yang diperlukan.<\/p>\n<p>Industri sponsorship tidak butuh waktu lama untuk memanfaatkan sesuatu yang jauh melampaui tren biasa. Pertama produsen perangkat keras dan aksesori, kemudian minuman energi dan pakaian: pertumbuhan sponsorship olahraga di e-sports mengalami eskalasi yang mengesankan.<\/p>\n<figure id=\"attachment_20451\" aria-describedby=\"caption-attachment-20451\" style=\"width: 475px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/graph-4-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-20451\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/graph-4-2.png\" alt=\"\" width=\"475\" height=\"400\" \/><\/a><figcaption id=\"caption-attachment-20451\" class=\"wp-caption-text\">Sponsorship olahraga dalam e-sports (dalam jutaan dolar)<\/figcaption><\/figure>\n<p>Dari sekitar 230 juta dolar beberapa tahun lalu, investasi lebih dari dua kali lipat melampaui 500 juta dolar. E-sports merupakan langkah maju dibanding disiplin konvensional, namun perlu dicatat bahwa dasar dan efektivitas sponsorship tetap sama \u2014 membuka jalur baru bagi para profesional pemasaran olahraga.<\/p>\n<h2>Internasionalisasi: kunci sukses pemasaran olahraga<\/h2>\n<p>Saat memandang cakrawala masa depan disiplin ini, mustahil mengabaikan peran kunci internasionalisasi dalam skenario olahraga dan sponsorship olahraga modern. Ledakan pasar hak media, ketersediaan konten yang hampir penuh, dan ekspansi lintas-geografis konten olahraga menuntut semua profesional olahraga mengadopsi logika &#8220;think global&#8221;.<\/p>\n<p>Kemampuan menjangkau penggemar, konsumen, dan pengguna di setiap negara, bahasa, dan budaya bukan sekadar <em>keharusan<\/em> bagi olahraga \u2014 ini adalah tantangan nyata masa kini. Kejuaraan yang secara alami berpindah dari satu negara ke negara lain \u2014 seperti <a href=\"https:\/\/rtrsports.com\/id\/pelisensian-merek\/\"><strong>MotoGP dan seri balap motor utama<\/strong><\/a> \u2014 memiliki kartu penting untuk dimainkan, baik untuk diri mereka sendiri maupun perusahaan sponsor. Mereka adalah platform pemasaran sejati yang bergerak, mampu menjangkau audiens besar melalui siaran televisi, dan terutama melalui keterlibatan langsung orang-orang di sirkuit dan zona penggemar di seluruh dunia.<\/p>\n<h2>Pertanyaan umum tentang pertumbuhan sponsorship olahraga<\/h2>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently Asked Questions<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Berapa besar pengeluaran global untuk sponsorship olahraga?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Menurut data Forbes\/Statista, pengeluaran global untuk sponsorship olahraga mencapai 65,8 miliar dolar pada 2018, dengan tingkat pertumbuhan 52,7% dibanding 2008. Sektor ini mempertahankan pertumbuhan berkelanjutan sekitar 5 poin persentase per tahun, membuktikan kekuatan struktural pemasaran olahraga sebagai alat komersial.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Wilayah geografis mana yang paling banyak menghabiskan anggaran sponsorship olahraga?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Amerika Utara adalah kawasan terdepan dalam dunia sponsorship olahraga: sekitar 37% pengeluaran global berasal dari pasar AS dan Kanada. Pada 2018, benua Amerika Utara menghabiskan 24,2 miliar dolar \u2014 sekitar 10 miliar lebih dari Eropa di posisi kedua. Alasan utamanya adalah akar historis pemasaran olahraga di AS dan persaingan ketat antar liga profesional Amerika.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Mengapa Amerika Serikat mengeluarkan begitu banyak untuk sponsorship olahraga?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Dominasi Amerika dalam sponsorship olahraga dijelaskan oleh tiga faktor utama: pemasaran olahraga adalah disiplin yang secara historis berakar kuat di AS; persaingan internal yang ketat antara MLB, NBA, NFL, dan NHL mendorong setiap liga mengembangkan model pemasaran yang canggih; Amerika Utara telah membangun merek olahraga dengan nilai mandiri sangat tinggi, sebagaimana ditunjukkan nilai Super Bowl sebagai merek.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Bagaimana sponsorship e-sports berkembang?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Sponsorship e-sports tumbuh secara eksplosif: dari sekitar 230 juta dolar beberapa tahun lalu menjadi jauh melampaui 500 juta. Sektor ini pertama menarik produsen perangkat keras dan aksesori, kemudian minuman energi, pakaian, dan merek konsumen. Mekanisme dasar sponsorship tetap identik dengan yang tradisional, membuka peluang nyata bagi para profesional pemasaran olahraga.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Apa peran internasionalisasi dalam sponsorship olahraga?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <\/p>\n<p>Internasionalisasi adalah salah satu tren paling signifikan dalam pemasaran olahraga modern. Properti olahraga yang berpindah ke berbagai negara \u2014 seperti MotoGP, Formula 1, atau Liga Champions \u2014 adalah platform pemasaran global yang mampu menjangkau audiens besar melalui televisi, platform digital, dan keterlibatan langsung di sirkuit dan zona penggemar. Bagi perusahaan sponsor, ini berarti visibilitas di banyak pasar dan kemampuan membangun ekuitas merek di beberapa negara dengan satu perjanjian.<\/p>\n<p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Pengeluaran tahunan untuk sponsorship Pengeluaran global untuk sponsorship olahraga terus meningkat: total pengeluaran dunia di bidang ini mencapai 65,8 miliar dolar pada tahun 2018. Hal ini dikonfirmasi oleh data Forbes (yang dirangkum di portal statistik Statista): sektor ini tumbuh secara konsisten meski menghadapi tantangan ekonomi yang kita semua rasakan. Tingkat pertumbuhan mencapai 52,7% dibandingkan beberapa [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":158553,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20076,20071],"tags":[],"class_list":["post-237719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pemasaran-olahraga-id","category-sponsorship-olahraga-id"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pertumbuhan sponsorship olahraga: pengeluaran global, geografi dan masa depan - RTR Sports<\/title>\n<meta name=\"description\" content=\"Pengeluaran global sponsorship olahraga mencapai 65,8 miliar dolar di 2018. 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