PQ Media: U.S. Leads Global Experiential Marketing Growth.

Global spending on experiential marketing rose 8.3% to $138.94 billion in 2025 and is expected to accelerate further in 2026, with the U.S. remaining the industry’s dominant market, according to a new forecast from PQ Media.

The research firm said worldwide spending on business-to-consumer (B2C) and business-to-business (B2B) experiential marketing is projected to increase 10.3% this year, supported by major international events including the Winter Olympics and FIFA World Cup, as well as heightened political advertising activity in several countries.

The U.S. accounted for nearly half of all global experiential marketing spending in 2025. U.S. expenditures reached $64.43 billion, up 9% from a year earlier, representing 46.4% of the worldwide market.

PQ Media expects U.S. spending to grow 11.8% in 2026, aided by sponsorships and live-viewing events tied to the Winter Olympics and the FIFA World Cup, which will be co-hosted by the U.S., Canada and Mexico. The firm also forecasts increased spending connected to the U.S. midterm election cycle.

Globally, B2C experiential marketing remained the larger segment, rising 7.7% to $97.24 billion in 2025. PQ Media projects the category will grow 10.9% in 2026, its fastest pace in a decade. The company said spending by Olympic and World Cup sponsors, along with political campaigns, is helping drive the increase.

B2B experiential marketing expanded 9.7% to $41.74 billion in 2025 and is expected to grow another 8.9% in 2026. PQ Media attributed the gains in part to higher exhibit booth rental fees and increasingly elaborate trade-show promotions.

“Experiential marketing is a vital part of marketing campaigns because of its ability to offer one-on-one engagement with consumers that most other media platforms can’t offer,” PQ Media CEO Patrick Quinn says in a news release. “In the B2C sector, event sponsorship growth is being driven by new venues accepting sponsorship deals, like sponsored messages in sports arenas, floor spaces, and uniforms. Live consumer event marketing is growing faster than consumer event sponsorships because it gives brands exclusive access to target consumers, particularly younger demographics at concerts, malls, college campuses and nightclubs.”

Within the U.S., B2C experiential marketing totaled $47.8 billion in 2025, while the B2B segment grew faster, increasing 10.3%. Event sponsorships generated $23.92 billion in spending, and live consumer events posted growth of 11.1%.

Sports sponsorships represented the largest U.S. experiential marketing category at $16.98 billion, while sports and entertainment events generated $9.48 billion. In the B2B sector, exhibit space rentals reached $10.11 billion, making it both the largest and fastest-growing channel.

PQ Media also pointed to future opportunities tied to major events scheduled in the U.S., including the 2028 Summer Olympics, which analysts expect will create additional demand for marketers, sponsors and event-related businesses.