TOP SPONSORS REPORT THE BIGGEST SPONSORSHIP SPENDERS www.sponsorship.com 1
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 www.sponsorship.com 2
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 2014. 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. 10 11 2013 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 2013. In fact, no sponsor among the top 21 spenders shrank spending in 2014. Number 22, State Farm trimmed its budget, dropping some MLB team and college deals. www.sponsorship.com 3
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. www.sponsorship.com 4
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 2014. 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 2014. www.sponsorship.com 5
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. 10 11 $115M-$120M MillerCoors LLC 11 10 $95M-$100M FedEx Corp. 12 12 $85M-$90M The Procter & Gamble Co. 13 13 $80M-$85M Microsoft Corp. 14 17 $75M-$80M Sprint Nextel Corp. 15 15 Bank of America Corp. 16 14 $70M-$75M Citigroup, Inc. 17 19 United Parcel Service 18 18 Berkshire Hathaway, Inc. 19 16 $60M-$65M J. P. Morgan Chase & Co. 20 20 $55M-$60M The Allstate Corp. 21 31 State Farm Cos. 22 21 Lowe's Cos. 23 23 2013 www.sponsorship.com 6
TOP U.S. SPONSORSHIP SPENDERS (CONT.) AMOUNT COMPANY 2014 $50M-$55M Visa 24 24 Dr Pepper Snapple Group Inc. 25 33 MasterCard Int l, Inc. 26 36 McDonald's Corp. 27 28 American Express Co. 28 32 Target Corp. 29 22 Mercedes-Benz USA, LLC 30 25 $45M-$50M Samsung Electronics America, Inc. 31 58 Under Armour, Inc. 32 44 Capital One Financial Corp. 33 45 Bridgestone Americas, Inc. 34 29 $40M-$45M T-Mobile 35 35 SAP America, Inc. 36 34 Mars, Inc. 37 30 Wells Fargo & Co. 38 27 Nationwide Financial Services, Inc. 39 47 Shell Oil Co. 40 26 $35M-$40M Comcast Corp. 41 41 American Honda Motor Co. 42 39 Kia Motors America, Inc. 43 42 SIRIUS XM Radio, Inc. 44 38 Yum! Brands, Inc. 45 40 United Continental Holdings, Inc. 46 48 2013 AMOUNT COMPANY 2014 $30M-$35M Oracle 47 55 Barclays Bank PLC 48 54 The Goodyear Tire & Rubber Co. 49 79 Northwestern Mutual Life Insurance Co. 50 Bose Corp. 51 Diageo North America, Inc. 52 46 BP America, Inc. 53 37 3M Co. 54 50 The Home Depot, Inc. 55 51 Unilever United States, Inc. 56 43 Nestlé USA, Inc. 57 49 Hyundai Motor Co. 58 52 Delta Air Lines, Inc. 59 53 Time Warner Inc. 60 56 MetLife, Inc. 61 60 Bass Pro, Inc. 62 68 Exxon Mobil Corp. 63 63 Chrysler Group LLC 64 67 BMW of North America, LLC 65 66 Papa John s Int l, Inc. 66 59 2013 www.sponsorship.com 7
TOP U.S. SPONSORSHIP SPENDERS (CONT.) AMOUNT COMPANY 2014 IBM Corp. 67 72 Nissan 68 99 American Airlines 69 65 Burger King 70 86 Sony Corp. of America 71 87 PNC Financial Services Group, Inc. 72 62 Hewlett-Packard Co. 73 71 Quicken Loans Inc. 74 Volkswagen AG 75 78 BBVA 76 85 Zurich American Insurance Co. 77 57 Aaron's, Inc. 78 70 2013 Panasonic Corp. of North America 79 100 Sunoco, Inc. 80 61 Enterprise Holdings, Inc. 81 76 General Mills, Inc. 82 64 Marriott Hotels 83 69 The Hershey Co. 84 74 Chevron Corp. 85 75 Red Bull North America, Inc. 86 80 AMOUNT COMPANY 2014 $15M-$20M Go Daddy 87 81 Kellogg's 88 82 2013 The Clorox Co. 89 102 New Era 90 84 Lucas Oil 91 95 Menard, Inc. 92 103 NRG Energy, Inc. 93 93 Mondelez Int l, Inc. 94 Twenty-First Century Fox, Inc. 95 Kraft Foods Group, Inc. 96 Macy s, Inc. 97 Caterpillar, Inc. 98 92 Subway Restaurants 99 77 General Electric Co. 100 89 Rolex Watch U.S.A., Inc. 101 Lenovo Group Ltd. 102 InterContinental Hotels Group PLC 103 88 The Kroger Co. 104 Cisco Systems, Inc. 105 98 Hilton Hotels 106 83 U.S. Bank 107 90 www.sponsorship.com 8
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. 1.7 1.6 1.4 1.4 1.3 1.1 1.1 1.0 0.9 0.9 2.4 2.3 2.9 4.5 4.2 4.1 4.0 3.8 6.5 9.7 www.sponsorship.com 9
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 www.sponsorship.com 10
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 www.sponsorship.com 11
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 www.sponsorship.com 12
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 www.sponsorship.com, www.espglobal.com, or call Dan Kowitz at 312/725-5114. DAN KOWITZ Senior Vice President, Business Development, ESP Properties JESSI SANCHEZ Senior Director, Intelligence & Analytics, ESP Properties 2015 IEG, LLC. All Rights Reserved. www.sponsorship.com 13