Here's an article which talks about the increasing popularity of music festival sponsorship in the UK. This quote below raises the interesting question as to whether it is better to sponsor sports or music.
Having spent quite a bit of time in sports marketing, I would say that it really depends on the target market. Sports sponsorships have been a popular way to reach male audiences, and I don't think that has changed.
What has changed is that more and more sports are being tainted by scandals, and some are simply boring to watch when compared for other forms of entertainment.
The category of sports sponsorship I am still very much in favor of is action sports: a young demographic, no links to steroid use, lots of free-form competitions which lend themselves well to creative sponsorships, and more acceptance of female athletes as equal participants. Plus music is often closely tied to these events, so you can simultaneously sponsor music and sports.
Business | How the summer rock festivals became one big branded beer tent: "During the 1990s, the heart of Carling's sponsorship strategy lay in football, helping it increase beer sales from 2m barrels a year to 3m. After 2000 it switched its focus to music and now sells 5.7m barrels a year. "
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