TOP SPONSORS REPORT THE BIGGEST SPONSORSHIP SPENDERS

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1 TOP SPONSORS REPORT THE BIGGEST SPONSORSHIP SPENDERS 1

2 TOP SPONSORS THE S OF U.S.-BASED COMPANIES SPENDING MORE THAN $15 MILLION ON SPONSORSHIP GREW BY FOUR TO 107 IN 2014, ACCORDING TO IEG S ANNUAL SPENDING ANALYSIS. The spending estimates for the companies on the list reflect amounts spent on sponsorship fees of U.S. properties and the portion of spending on international properties that is directed to the U.S. market. This report includes: A look at activity among the top ten largest spenders Companies that greatly increased expenditures Who s new to the list and who dropped off Spending estimates for each of the 107 sponsors Biggest spenders by category 2

3 U.S. TOP 10 ANHEUSER-BUSCH INBEV, AFTER A RELATIVELY FLAT 2013, INCREASED SPENDING SIGNIFICANTLY AND JUMPED INTO THE NUMBER-TWO POSITION BEHIND PERENNIAL NUMBER ONE PEPSICO, INC. AND ITS MANY BEVERAGE AND SNACK BRANDS. A-B LEAPFROGGED THE COCA-COLA CO. AND NIKE, INC., BOTH OF WHICH HELD THE LINE ON SPENDING IN New deals that contributed to A-B s becoming the second U.S. marketer to allocate more than $300 million a year to sponsorship included Stewart-Haas Racing, MetLife Stadium and SFX Entertainment. AMOUNT COMPANY 2014 $355M-$360M PepsiCo, Inc. 1 1 $300M-$305M Anheuser-Busch InBev 2 4 $290M-$295M The Coca-Cola Co. 3 2 $260M-$265M Nike, Inc. 4 3 $190M-$195M General Motors Co. 5 6 $185M-$190M AT&T, Inc. 6 5 $175M-$180M Toyota Motor Sales U.S.A., Inc. 7 7 $155M-$160M Ford Motor Co. 8 8 $135M-$140M Adidas North America, Inc. 9 9 $120M-$125M Verizon Communications, Inc Meanwhile, rival MillerCoors which stayed at the same spending level for a second straight year was nudged out of the top 10 by Verizon Communications, Inc. The other shift within the top 10 saw General Motors Co. slip past AT&T, Inc. for fifth place. GM signed a slew of deals in 2014, including estimated seven-figure ties to the Academy Awards, NHRA and professional golf. Rival Toyota maintained its position at number seven, but closed the gap with number six AT&T with a large increase in spending, including new deals with pro sports franchises in key markets. For the second year in a row, no company in the top 10 decreased spending, with eight sponsors growing their budgets over In fact, no sponsor among the top 21 spenders shrank spending in Number 22, State Farm trimmed its budget, dropping some MLB team and college deals. 3

4 BIG MOVERS IN ADDITION TO A-B AND TOYOTA, OTHER BRANDS HAD DRAMATICALLY LARGE INCREASES IN SPENDING. Samsung Electronics America, Inc. number 31 signed a host of big new deals for the second year in a row, including title of the World Surf League Championship Tour (formerly the ASP Tour) and a partnership with entertainment giant AEG. Northwestern Mutual Life Insurance Co., a newcomer to the list at number 52, appears courtesy of its College Football Playoff relationship including presenting sponsorship of the Rose Bowl and extension of its NCAA deal. Another rookie, number 53 Bose Corp., joins the rankings thanks to its blockbuster NFL partnership. 4

5 ARRIVALS AND DEPARTURES ASIDE FROM NORTHWESTERN MUTUAL AND BOSE, THE OTHER ADDITIONS TO THE LIST ARE: Quicken Loans Inc. Mondelez Int l, Inc. Twenty-First Century Fox, Inc. Kraft Foods Group, Inc. Macy s, Inc. Rolex Watch U.S.A., Inc. The Kroger Co. Lenovo Group Ltd. Neither Mondelez nor Kraft made the 2013 top spenders list after Kraft Foods, Inc. spun off its North American grocery business and renamed itself Mondelez. However both companies increased spending enough in 2014 to join the list. If Kraft Foods Group makes the 2015 list, it will be under another new name, having merged last month with H.J. Heinz Holding Corp. to form The Kraft Heinz Co. Six companies fell from the ranks of big spenders in Five dropped after diminishing the amount they spent in NASCAR: Stanley Black & Decker, Inc. Dollar General Corp. Great Clips, Inc. National Auto Parts Association Best Buy Co. The sixth, Discover Financial Services, Inc., reached the end of its four-year commitment to title the Orange Bowl game in

6 TOP U.S. SPONSORSHIP SPENDERS AMOUNT COMPANY 2014 $355M-$360M PepsiCo, Inc. 1 1 $300M-$305M Anheuser-Busch InBev 2 4 $290M-$295M The Coca-Cola Co. 3 2 $260M-$265M Nike, Inc. 4 3 $190M-$195M General Motors Co. 5 6 $185M-$190M AT&T, Inc. 6 5 $175M-$180M Toyota Motor Sales U.S.A., Inc. 7 7 $155M-$160M Ford Motor Co. 8 8 $135M-$140M Adidas North America, Inc. 9 9 $120M-$125M Verizon Communications, Inc $115M-$120M MillerCoors LLC $95M-$100M FedEx Corp $85M-$90M The Procter & Gamble Co $80M-$85M Microsoft Corp $75M-$80M Sprint Nextel Corp Bank of America Corp $70M-$75M Citigroup, Inc United Parcel Service Berkshire Hathaway, Inc $60M-$65M J. P. Morgan Chase & Co $55M-$60M The Allstate Corp State Farm Cos Lowe's Cos

7 TOP U.S. SPONSORSHIP SPENDERS (CONT.) AMOUNT COMPANY 2014 $50M-$55M Visa Dr Pepper Snapple Group Inc MasterCard Int l, Inc McDonald's Corp American Express Co Target Corp Mercedes-Benz USA, LLC $45M-$50M Samsung Electronics America, Inc Under Armour, Inc Capital One Financial Corp Bridgestone Americas, Inc $40M-$45M T-Mobile SAP America, Inc Mars, Inc Wells Fargo & Co Nationwide Financial Services, Inc Shell Oil Co $35M-$40M Comcast Corp American Honda Motor Co Kia Motors America, Inc SIRIUS XM Radio, Inc Yum! Brands, Inc United Continental Holdings, Inc AMOUNT COMPANY 2014 $30M-$35M Oracle Barclays Bank PLC The Goodyear Tire & Rubber Co Northwestern Mutual Life Insurance Co. 50 Bose Corp. 51 Diageo North America, Inc BP America, Inc M Co The Home Depot, Inc Unilever United States, Inc Nestlé USA, Inc Hyundai Motor Co Delta Air Lines, Inc Time Warner Inc MetLife, Inc Bass Pro, Inc Exxon Mobil Corp Chrysler Group LLC BMW of North America, LLC Papa John s Int l, Inc

8 TOP U.S. SPONSORSHIP SPENDERS (CONT.) AMOUNT COMPANY 2014 IBM Corp Nissan American Airlines Burger King Sony Corp. of America PNC Financial Services Group, Inc Hewlett-Packard Co Quicken Loans Inc. 74 Volkswagen AG BBVA Zurich American Insurance Co Aaron's, Inc Panasonic Corp. of North America Sunoco, Inc Enterprise Holdings, Inc General Mills, Inc Marriott Hotels The Hershey Co Chevron Corp Red Bull North America, Inc AMOUNT COMPANY 2014 $15M-$20M Go Daddy Kellogg's The Clorox Co New Era Lucas Oil Menard, Inc NRG Energy, Inc Mondelez Int l, Inc. 94 Twenty-First Century Fox, Inc. 95 Kraft Foods Group, Inc. 96 Macy s, Inc. 97 Caterpillar, Inc Subway Restaurants General Electric Co Rolex Watch U.S.A., Inc. 101 Lenovo Group Ltd. 102 InterContinental Hotels Group PLC The Kroger Co. 104 Cisco Systems, Inc Hilton Hotels U.S. Bank

9 TOP CATEGORIES IN ADDITION TO THE REVIEW OF SPENDING BY INDIVIDUAL COMPANIES, IEG S ANALYSIS OF THE SPONSORSHIP MARKETPLACE REVEALS THE CATEGORIES THAT SPEND THE MOST IN THE U.S. Reported as an index, the list of the top 20 sponsorship categories is topped by beverages. The category spends 9.7 times the average of all 70 categories, followed by auto, which spends 6.5 times more than average. Looking at the company rankings, the 11 biggest spenders of 2014 belong to just four categories beverages, auto, sport apparel and telecommunications. Although banks aren t represented until number 18 (Bank of America Corp.), the category has nine companies represented on the full list, second to autos, which has 11. BEVERAGES AUTO RETAIL BANK SPORT APPAREL TELECOM INSURANCE TECHNOLOGY CONSUMER FOOD TRAVEL QSR MEDIA CREDIT CARD MAIL & SHIPPING PERSONAL CARE MEDIAL HOSPITALS, CLINICS & PHYSICIANS FINANCIAL SERVICES OTHER TECHNOLOGY BUSINESS UTILITIES & POWER FUEL TOP 20 CATEGORIES BY SPONSORSHP SPEND IN THE U.S

10 AUTO CATEGORY TOP SPENDERS COMPANY TOP DEALS 2013 SPEND 2014 SPEND NFL Hendrick Motorsports MLB Joe Gibbs Racing Michael Waltrip Racing Toyota Center/ Houston Rockets American Idol Wood Brothers Racing AT&T Stadium/ Dallas Cowboys USTA U.S. Open PGA of America Mercedes-Benz Superdome/New Orleans Saints The Honda Classic Honda Center/ Anaheim Ducks NHL NBA New York Knicks Kia Classic $175M-$180M $155M-$160M $145M-$150M $50M-$55M $35M-$40M $30M-$35M $190M-$195M $175M-$180M $155M-$160M $50M-$55M $35M-$40M $35M-$40M COMPANY TOP DEALS 2013 SPEND 2014 SPEND Hyundai Tournament of Champions 24 NCAA Colleges GRAMMY Awards Pro Rodeo Cowboys Association Winter X Games Dodge Presents: Motley Crue: The Final Tour BMW Championship USOC Houston Texans NCAA College Football Playoff Series Heisman Memorial Trophy USA Ski & Snowboard MLS The Museum of Modern Art $15M-$20M 10

11 BANK CATEGORY TOP SPENDERS COMPANY TOP DEALS 2013 SPEND 2014 SPEND MLB Bank of America Stadium/Carolina Panthers New England Patriots Citi Field/New York Mets Live Nation Citi Bikes USTA U.S. Open Madison Square Garden Walt Disney Parks and Resorts NCAA Capital One Orange Bowl Capital One Bowl Wells Fargo Championship Staples Center/ Los Angeles Lakers/ Los Angeles Kings MLS $75M-$80M $60M-$65M $60M-$65M $30M-$35M $45M-$50M $75M-$80M $70M-$75M $60M-$65M $45M-$50M $40M-$45M COMPANY TOP DEALS 2013 SPEND 2014 SPEND NFL Barclays Center/ Brooklyn Nets The Barclays PNC Arena/ Carolina Hurricanes PNC Park/ Pittsburgh Pirates Cleveland Browns NBA BBVA Compass Bank Stadium BBVA Compass Bowl Target Field/ Minnesota Twins Minnesota Vikings Sports Authority Field at Mile High/ Denver Broncos $15M-$20M $15M-$20M $30M-$35M $15M-$20M 11

12 BEVERAGE CATEGORY TOP SPENDERS TELECOMMUNICATIONS CATEGORY TOP SPENDERS COMPANY TOP DEALS 2013 SPEND 2014 SPEND NFL MLB Hendrick Motorsports NFL NBA Stewart-Haas Racing NCAA American Idol NBA NHL Penske Racing AT&T Stadium/ Dallas Cowboys College Football Playoff Series Dallas Cowboys Dr Pepper ACC Football Championships NBA Los Angeles Dodgers PGA of America Red Bull Arena/ New York Red Bulls MLS Lollapalooza $350M-$355M $255M-$260M $290M-$295M $115M-$120M $40M-$45M $30M-$35M $355M-$360M $300M-$305M $290M-$295M $115M-$120M $50M-$55M $30M-$35M COMPANY TOP DEALS 2013 SPEND 2014 SPEND NCAA College Football Playoff Series AT&T Stadium/ Dallas Cowboys NFL MetLife Stadium Penske Racing NASCAR Sprint Cup Series NBA Sprint Center MLB SFX Entertainment Seattle Mariners $175M-$180M $110M-$115M $75M-$80M $35M-$40M $185M-$190M $120M-$125M $75M-$80M $40M-$45M 12

13 ABOUT IEG AND ESP PROPERTIES IEG has shaped and defined sponsorship over three decades. It is the globally recognized source for industry insights, trends, training and events via sponsorship.com, its annual conference, online publications, trend reports, surveys and webinars. IEG is part of ESP Properties, a WPP company. As a commercial and creative advisor for rightsholders, ESP Properties helps organizations unlock greater value from their audiences and brand partnerships. Our consulting team assesses and advises how to grow the value of rightsholders commercial programs. We do this through a full range of services across data, digital and content development to better understand audiences and create more relevant ways to engage with them. This provides brand partners with new ways to connect with communities of fans and followers, growing the potential value of commercial partnerships. Our sales team provides partnership strategy and sales representation to the world s most active sponsors, within and beyond the WPP network of brand clients. Through WPP we have extensive contacts and deep insights into what it takes to create successful partnerships. For more information about the value of sponsorships and partnerships, IEG and ESP Properties, please visit or call Dan Kowitz at 312/ DAN KOWITZ Senior Vice President, Business Development, ESP Properties JESSI SANCHEZ Senior Director, Intelligence & Analytics, ESP Properties 2015 IEG, LLC. All Rights Reserved. 13