Car industry Car Industry Sponsors April 1, 2015
Sponsorship industry analysis report
April 2015
CAR INDUSTRY SPONSORS
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ISBN: 978-1-905685-33-2 eISBN: 978-1-905685-34-9
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2 Car Industry Sponsors April 1, 2015
Sponsorship Today methodology
Sponsorship Today reports are created through the collection of data from news feeds, web searches and industry and news publications. Where sponsorship deals have not been reported, the Sponsorship Today team actively seeks data through web searches and annual financial reports and contacting sponsors, agencies and rights holders.
Most sponsorship deals are not reported, and of those that are, the majority do not provide accurate fee or duration data. IMR estimates unreported fee values using comparisons with similar deals, contacts with industry insiders and its long experience of publishing sponsorship analysis reports.
There is no guarantee of accuracy of estimates. The sponsorship industry is known to overstate sponsorship fee values and reports are frequently based on the maximum potential value of a deal. This might represent the figures for when all incentive clauses (such as sporting success) are met and no morality clauses are invoked. In reality, rights holders rarely achieve their deals’ maximum values.
IMR also states all in-kind deals as an estimated cash value.
Estimated values listed in this report are marked in red and reported values are marked in black.
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CONTENTS
Executive summary ...... 10 A focus on sports in general ...... 10 Sports sponsorship is now worth $1.28 billion ...... 10 Sponsorship in the context of car industry upheaval ...... 10 Car sponsorship strategy is patchy ...... 11 Soccer, Olympics and golf take half of sponsorship spend ...... 11 GM and Toyota are biggest spenders on sponsorship ...... 11 USA is biggest sponsorship market for car industry ...... 12 Opportunities for golf, tennis and sailing rights holders ...... 12 Sponsorship rationalisation is likely for volume producers ...... 12 Car industry sponsorship by sport ...... 13 Car industry sponsorship by manufacturer ...... 16 Car industry sponsorship by brand ...... 18 General Motors: sports sponsorship analysis ...... 21 Chevrolet ...... 23 Cadillac ...... 25 General Motors (GMC) ...... 25 Vauxhall ...... 25 Holden ...... 26 Opel...... 26 Buick ...... 27 Toyota: sports sponsorship analysis ...... 31 Toyota ...... 33 Lexus...... 35 Hyundai / Kia: sports sponsorship analysis ...... 40 Hyundai ...... 42 Kia ...... 43 Volkswagen: sports sponsorship analysis ...... 49 Audi ...... 51 Volkswagen ...... 52 Porsche ...... 54 Skoda ...... 54 Renault-Nissan: sports sponsorship analysis...... 61 Nissan ...... 62 Renault ...... 64 Mercedes: sports sponsorship analysis ...... 67 Ford: sports sponsorship analysis ...... 72 BMW: sports sponsorship analysis ...... 77 FIAT-Chrysler: sports sponsorship analysis ...... 82 Jeep ...... 84 Alfa Romeo ...... 85 FIAT ...... 85 Maserati ...... 85 Peugeot Citroën: sports sponsorship analysis ...... 88 Peugeot ...... 90 Citroën ...... 91 Honda: sports sponsorship analysis ...... 93 Volvo: sports sponsorship analysis ...... 96 Tata Group: sports sponsorship analysis ...... 99
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Land Rover ...... 101 Tata Motors ...... 102 Jaguar ...... 102 Miscellaneous brands: sports sponsorship analysis ...... 104 Car industry sponsorship profile by region ...... 107 Car industry sponsorship analysis – USA ...... 109 Car industry sponsorship analysis – global events ...... 112 Car industry sponsorship analysis – UK ...... 115 Car industry sponsorship analysis – Germany ...... 118 Car industry sponsorship analysis – China ...... 121 Car industry sponsorship analysis – Pan-European events ...... 123 Car industry sponsorship analysis – Australia...... 125 Car industry sponsorship analysis – Brazil ...... 129 Car industry sponsorship analysis – France ...... 131 Car industry sponsorship analysis – Italy ...... 134 Car industry sponsorship analysis – Spain ...... 136
TABLE OF CHARTS AND TABLES
Table 1. Car industry sponsorship deals by sport overview ...... 13 Chart 1. Car industry sponsorship deals by sport by value ...... 14 Chart 2. Car industry sponsorship deals by sport by number of deals ...... 15 Table 2. Car industry sponsorship by manufacturer – overview ...... 16 Chart 3. Car industry market share (%) v sponsorship spend (%) ...... 16 Chart 4. Car industry sponsorship deals by manufacturer by value ...... 17 Chart 5. Car industry sponsorship deals by manufacturer by number of deals ...... 17 Table 3. Car industry sponsorship largest deals ...... 18 Table 4. Car industry sponsorship deals by brand – overview ...... 19 Table 4b. Car industry sponsorship deals by brand – overview ...... 20 Table 5. General Motors sponsorship by brand – overview ...... 21 Chart 6. General Motors sponsorship deals by brand by value ...... 22 Chart 7. General Motors sponsorship deals by brand by number of deals ...... 23 Table 6. Chevrolet sponsorship spend by sport – overview ...... 23 Chart 8. Chevrolet sponsorship spend by sport ($m) ...... 24 Table 7. Chevrolet sponsorship by country/region – overview ...... 24 Chart 9. Chevrolet sponsorship by country/region ($m) ...... 24 Table 8. Cadillac sponsorship spend by sport – overview ...... 25 Table 9. Cadillac sponsorship by country/region – overview ...... 25 Table 10. General Motors (brand) sponsorship spend by sport – overview ...... 25 Table 11. General Motors (brand) sponsorship by country/region – overview ...... 25 Table 12. Vauxhall sponsorship spend by sport – overview ...... 25 Table 13. Vauxhall sponsorship by country/region – overview ...... 26 Table 14. Holden sponsorship spend by sport – overview ...... 26 Table 15. Holden sponsorship by country/region – overview ...... 26 Table 16. Opel sponsorship spend by sport – overview ...... 26 Table 17. Opel sponsorship by country/region – overview ...... 26 Table 18. Buick sponsorship spend by sport – overview ...... 27 Table 19. Buick sponsorship spend by sport – overview ...... 27 Table 20. Chevrolet/Cadillac global sports sponsorship deals ...... 28 Table 21. GM, Vauxhall and Holden global sports sponsorship deals ...... 29 Table 22. Opel/Buick global sports sponsorship deals ...... 30
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Table 23. Toyota sponsorship by brand – overview ...... 31 Chart 10. Toyota Group sponsorship deals by brand by value...... 32 Chart 11. Toyota Group sponsorship deals by brand by number of deals ...... 32 Table 24. Toyota sponsorship spend by sport – overview ...... 33 Chart 12. Toyota sponsorship spend by sport ($m) ...... 33 Table 25. Toyota sponsorship by country/region – overview ...... 34 Chart 13. Toyota sponsorship by country/region ($m) ...... 34 Table 26. Lexus sponsorship spend by sport – overview ...... 35 Chart 14. Lexus sponsorship spend by sport ($m) ...... 35 Table 27. Lexus sponsorship by country/region – overview ...... 35 Table 28. Toyota (a) global sports sponsorship deals ...... 36 Table 29. Toyota (b) global sports sponsorship deals ...... 37 Table 30. Toyota (c) global sports sponsorship deals ...... 38 Table 31. Lexus/Daihatsu global sports sponsorship deals...... 39 Table 32. Hyundai / Kia Group sponsorship by brand – overview ...... 40 Chart 15. Hyundai / Kia Group sponsorship deals by brand by value ...... 40 Chart 16. Hyundai / Kia Group sponsorship deals by brand by number of deals ...... 41 Table 33. Hyundai sponsorship spend by sport – overview ...... 42 Chart 17. Hyundai sponsorship spend by sport ($m) ...... 42 Table 34. Hyundai sponsorship by country/region – overview ...... 42 Chart 18. Hyundai sponsorship by country/region ($m) ...... 43 Table 35. Kia sponsorship spend by sport – overview ...... 43 Chart 19. Kia sponsorship spend by sport ($m)...... 44 Table 36. Kia sponsorship by country/region – overview ...... 44 Chart 20. Kia sponsorship by country/region ($m) ...... 45 Table 37. Hyundai global sports sponsorship deals ...... 46 Table 38. Kia (a) global sports sponsorship deals ...... 47 Table 39. Kia (b) global sports sponsorship deals ...... 48 Table 40. Volkswagen Group sponsorship by brand – overview ...... 49 Chart 21. Volkswagen Group sponsorship deals by brand by value ...... 50 Chart 22. Volkswagen Group sponsorship deals by brand by number of deals ...... 50 Table 41. Audi sponsorship spend by sport – overview ...... 51 Chart 23. Audi sponsorship spend by sport ($m)...... 51 Table 42. Audi sponsorship by country/region – overview ...... 52 Chart 24. Audi sponsorship by country/region ($m) ...... 52 Table 43. Volkswagen sponsorship spend by sport – overview ...... 52 Chart 25. Volkswagen sponsorship spend by sport ($m) ...... 53 Table 44. Volkswagen sponsorship by country/region – overview ...... 53 Chart 26. Volkswagen sponsorship by country/region ($m) ...... 54 Table 45. Porsche sponsorship spend by sport – overview ...... 54 Table 46. Porsche sponsorship by country/region – overview ...... 54 Table 47. Skoda sponsorship spend by sport – overview ...... 54 Table 48. Skoda sponsorship by country/region – overview ...... 55 Table 49. Audi global sports sponsorship deals ...... 56 Table 50. Audi (b) global sports sponsorship deals ...... 57 Table 51. Volkswagen global sports sponsorship deals ...... 58 Table 52. Volkswagen (b) global sports sponsorship deals...... 59 Table 53. Porsche, FAW/VW, Skoda, Bentley, SEAT global sports sponsorship deals ...... 60 Table 54. Renault-Nissan sponsorship by brand – overview ...... 61 Chart 27. Renault-Nissan sponsorship deals by brand by value ...... 62 Chart 28. Renault-Nissan sponsorship deals by brand by number of deals ...... 62 Table 55. Nissan sponsorship spend by sport – overview ...... 62
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Chart 29. Nissan sponsorship spend by sport ($m) ...... 63 Table 56. Nissan sponsorship by country/region – overview ...... 63 Chart 30. Nissan sponsorship by country/region ($m) ...... 63 Table 57. Renault sponsorship spend by sport – overview ...... 64 Chart 31. Renault sponsorship spend by sport ($m) ...... 64 Table 58. Renault sponsorship by country/region – overview ...... 64 Chart 32. Renault sponsorship by country/region ($m) ...... 65 Table 59. Nissan, Renault, Infiniti, Dacia global sports sponsorship deals ...... 66 Table 60. Mercedes sponsorship overview ...... 67 Table 61. Mercedes sponsorship spend by sport – overview ...... 67 Chart 33. Mercedes sponsorship spend by sport ($m) ...... 68 Table 62. Mercedes sponsorship by country/region – overview ...... 68 Chart 34. Mercedes sponsorship by country/region ($m) ...... 69 Table 63. Mercedes global sports sponsorship deals ...... 70 Table 64. Mercedes (B) global sports sponsorship deals ...... 71 Table 65. Ford sponsorship overview ...... 73 Table 66. Ford sponsorship spend by sport – overview ...... 73 Chart 35. Ford sponsorship spend by sport ($m) ...... 73 Table 67. Ford sponsorship by country/region – overview ...... 74 Chart 36. Ford sponsorship by country/region ($m) ...... 74 Table 68. Ford global sports sponsorship deals ...... 75 Table 69. Ford (b) global sports sponsorship deals ...... 76 Table 70. BMW Group sponsorship by brand – overview ...... 77 Table 71. BMW sponsorship spend by sport – overview ...... 78 Chart 37. BMW sponsorship spend by sport ($m) ...... 78 Table 72. BMW sponsorship by country/region – overview ...... 79 Chart 38. BMW sponsorship by country/region ($m) ...... 79 Table 73. BMW global sports sponsorship deals ...... 80 Table 74. BMW/Mini global sports sponsorship deals ...... 81 Table 75. FIAT-Chrysler Group sponsorship by brand – overview ...... 82 Chart 39. FIAT-Chrysler group sponsorship deals by brand by value ...... 83 Chart 40. FIAT-Chrysler group sponsorship deals by brand by number of deals...... 83 Table 76. Jeep sponsorship spend by sport – overview ...... 84 Chart 41. Jeep sponsorship spend by sport ($m) ...... 84 Table 77. Jeep sponsorship by country/region – overview ...... 84 Table 78. Alfa Romeo sponsorship spend by sport – overview ...... 85 Table 79. Alfa Romeo sponsorship by country/region – overview ...... 85 Table 80. FIAT sponsorship spend by sport – overview ...... 85 Table 81. FIAT sponsorship by country/region – overview ...... 85 Table 82. Maserati sponsorship spend by sport – overview ...... 85 Table 83. Maserati sponsorship by country/region – overview ...... 86 Table 84. Jeep, Alfa Romeo, Dodge, FIAT, Maserati, Ram, Lancia global sports sponsorship deals . 87 Table 85. Peugeot Citroën sponsorship by brand – overview ...... 88 Chart 42. Peugeot Citroën sponsorship deals by brand by value...... 89 Chart 43. Peugeot Citroën sponsorship deals by brand by number of deals ...... 89 Table 86. Peugeot sponsorship spend by sport – overview ...... 90 Chart 44. Peugeot sponsorship spend by sport ($m) ...... 90 Table 87. Peugeot sponsorship by country/region – overview ...... 90 Chart 45. Peugeot sponsorship by country/region ($m) ...... 91 Table 88. Citroën sponsorship spend by sport – overview ...... 91 Table 90. Peugeot Citroën global sports sponsorship deals ...... 92 Table 91. Honda sponsorship – overview ...... 93
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Table 92. Honda sponsorship spend by sport – overview ...... 93 Chart 46. Honda sponsorship spend by sport ($m) ...... 94 Table 93. Honda sponsorship by country/region – overview ...... 94 Table 94. Honda global sports sponsorship deals ...... 95 Table 95. Volvo sponsorship by brand – overview ...... 96 Table 96. Volvo sponsorship spend by sport – overview ...... 96 Chart 47. Volvo sponsorship spend by sport ($m) ...... 97 Table 97. Volvo sponsorship by country/region – overview ...... 97 Table 98. Volvo global sports sponsorship deals ...... 98 Table 99. Tata Group sponsorship by brand – overview ...... 99 Chart 48. Tata Group sponsorship deals by brand by value ...... 99 Chart 49. Tata Group sponsorship deals by brand by number of deals ...... 100 Table 100. Land Rover sponsorship spend by sport – overview ...... 101 Table 101. Land Rover sponsorship by country/region – overview ...... 101 Chart 50. Land Rover sponsorship by sport ($m) ...... 101 Chart 51. Land Rover sponsorship by country/region ($m) ...... 102 Table 102. Tata Motors sponsorship spend by sport – overview ...... 102 Table 103. Tata Motors sponsorship by country/region – overview ...... 102 Table 104. Jaguar sponsorship spend by sport – overview ...... 102 Table 105. Jaguar sponsorship by country/region – overview ...... 102 Table 106. Land Rover, Tata Motors, Jaguar global sports sponsorship deals ...... 103 Table 107. Miscellaneous global sports sponsorship deals (a) ...... 105 Table 108. Miscellaneous global sports sponsorship deals (b) ...... 106 Table 109. Car industry sponsorship spend by region overview ...... 107 Chart 52. Car industry sponsorship deals by region by value ...... 107 Chart 53. Car industry sponsorship deals by region by number of deals ...... 108 Table 110. Car industry sponsorship by sport – USA ...... 109 Chart 54. Car industry sponsorship by sport – USA ($m) ...... 109 Table 111. Car industry sponsorship by brand – USA ...... 110 Chart 55. Car industry sponsorship by brand – USA ($m) ...... 110 Table 112. Leading car industry sponsorship deals – USA ...... 111 Table 113. Car industry sponsorship by sport – global events ...... 112 Chart 56. Car industry sponsorship by sport – global events ...... 112 Table 114. Car industry sponsorship by brand – global events ...... 113 Chart 57.Car industry sponsorship by brand – global events ...... 114 Table 115. Leading car industry sponsorship deals – global events ...... 114 Table 116. Car industry sponsorship by sport – UK ...... 115 Chart 58. Car industry sponsorship by sport – UK ...... 115 Table 117. Car industry sponsorship by brand – UK ...... 116 Chart 59. Car industry sponsorship by brand – UK ...... 116 Table 118. Leading car industry sponsorship deals – UK ...... 117 Table 119. Car industry sponsorship by sport – Germany ...... 118 Chart 60. Car industry sponsorship by sport – Germany ...... 118 Table 120. Car industry sponsorship by brand – Germany ...... 119 Chart 61. Car industry sponsorship by brand – Germany ...... 119 Table 121. Leading car industry sponsorship deals – Germany...... 120 Table 122. Car industry sponsorship by sport – China ...... 121 Chart 62. Car industry sponsorship by sport – China ...... 121 Table 123. Car industry sponsorship by brand – China ...... 121 Chart 63. Car industry sponsorship by brand – China ...... 122 Table 124. Leading car industry sponsorship deals – China ...... 122 Table 125.Car industry sponsorship by sport – Pan-European events ...... 123
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Chart 64. Car industry sponsorship by sport – Pan-European events ...... 123 Table 126. Car industry sponsorship by brand – Pan-European events ...... 123 Chart 65. Car industry sponsorship by brand – Pan-European events ...... 124 Table 127. Leading car industry sponsorship deals – Pan-European events ...... 124 Table 128. Car industry sponsorship by sport – Australia ...... 125 Chart 66. Car industry sponsorship by sport – Australia ...... 125 Table 129. Car industry sponsorship by brand – Australia ...... 126 Chart 67. Car industry sponsorship by brand – Australia ...... 127 Table 130. Leading car industry sponsorship deals – Australia ...... 128 Table 131. Car industry sponsorship by sport – Brazil ...... 129 Chart 68. Car industry sponsorship by sport – Brazil ...... 129 Table 132. Car industry sponsorship by brand – Brazil ...... 129 Chart 69. Car industry sponsorship by brand – Brazil ...... 130 Table 133. Leading car industry sponsorship deals – Brazil ...... 130 Table 134. Car industry sponsorship by sport – France ...... 131 Chart 70. Car industry sponsorship by sport – France ...... 131 Table 135. Car industry sponsorship by brand – France ...... 132 Chart 71. Car industry sponsorship by brand – France ...... 132 Table 136. Leading car industry sponsorship deals – France ...... 133 Table 137. Car industry sponsorship by sport – Italy ...... 134 Chart 72. Car industry sponsorship by sport – Italy ...... 134 Table 138. Car industry sponsorship by brand – Italy ...... 134 Chart 73. Car industry sponsorship by brand – Italy ...... 135 Table 139. Leading car industry sponsorship deals – Italy ...... 135 Table 140. Car industry sponsorship by sport – Spain ...... 136 Chart 74. Car industry sponsorship by sport – Spain ...... 136 Table 141. Car industry sponsorship by brand – Spain ...... 136 Chart 75. Car industry sponsorship by brand – Spain ...... 137 Table 142. Leading car industry sponsorship deals – Spain ...... 137
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EXECUTIVE SUMMARY
A FOCUS ON SPORTS IN GENERAL
The car industry is one of the traditional main players in sports sponsorship, having invested in sport since the 1960s onwards. To a large extent, the industry’s sponsorship expertise was gained through its partnerships in motorsports, where car manufacturers have been important suppliers. Indeed the industry is often embedded in a symbiotic relationship with motorsports teams, and supplies engines, parts, technical assistance and, in many cases, production vehicles.
This report specifically excludes motorsports, because car industry backing for the sector is so big that it would require a separate report in itself. Also, the very high levels of investment in motorsport would skew the overall results to such a degree it would make it more difficult to understand what the car industry is sponsoring outside motorsport.
Furthermore, despite the popularity of motorsport, it is a minority interest, and it is important to understand how the motor industry is targeting the population as a whole through sponsorship.
SPORTS SPONSORSHIP IS NOW WORTH $1.28 BILLION
This report, which analyses 503 deals across the world, shows that the car industry is now spending $1.285 million on sports in general. What is of particular interest is that some of the biggest deals are very recent, notably Toyota’s Olympic TOP sponsorship, Chevrolet’s shirt deal with Manchester United and Nissan’s investment in both the UEFA Champions League and Rio 2016.
Having suffered more than most following the 2008 global financial crisis, in sports marketing terms at least, the car industry appears to be showing a renewed confidence.
SPONSORSHIP IN THE CONTEXT OF CAR INDUSTRY UPHEAVAL
The car industry is arguably entering the final phase of a period of consolidation among traditional western marques, with most of the volume producers now part of a small number of major groups. On the whole these brands are being marketed globally, and with supply still outstripping demand and margins tight, the fight for market share remains intense.
The next period of development in the industry will be governed by the likely expansion of Chinese and Indian manufacturers, which could send further shockwaves through the industry.
The emergence of the major Japanese marques in the 1970s and 1980s had a huge impact on US and European manufacturers. Likewise, South Korea’s Hyundai group has added a new major global player in the past two decades. With Chinese and Indian manufacturers such as SAIC, TATA, Chery, Wuling and Mahindra, to name a few, having a vast domestic market to build on, it is inevitable that these groups will be looking to play an increasingly global role.
The impact is, of course, two-way. While these emerging groups are likely to take western market share, the report shows that Chevrolet’s sponsorship of Manchester United is mainly focused on brand development in Asia, and there are also major sponsorship investments in China from the likes of Ford and Mercedes.
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This report shows that on the whole the emerging groups from China and India are so far doing little more than dipping their toes in the sponsorship market so far. Indeed Volvo, now owned by China’s Zhejiang Geely Holding Group, has actually cut back on sponsorship spend in the past few years. On the whole, Chinese and Indian brands are simply not yet in a position to take major international rights, and the sponsorship culture in their domestic markets is not yet developed. It is, however, almost inevitable that such groups will respond to activity from western brands in the future, to safeguard their markets and expand abroad – it is a question of when rather than if.
CAR SPONSORSHIP STRATEGY IS PATCHY
Despite analysis suggesting that emerging manufacturers are still some way behind in terms of sponsorship maturity, analysis of the deals among current major global brands points to a mixed approach in terms of sponsorship strategy.
Clearly brands such as Audi, BMW, Mercedes, Hyundai and Toyota show a consistent approach in terms of use of sport. They tend to choose a select number of sports that match their brand image and target demographics then acquire rights that provide exposure and activation opportunities in their key markets.
What is noticeable, however, is that some other manufacturers appear to be operating on a much more ad hoc basis, with rights clearly being determined at local level. Such companies might explain that their approach is down to not seeing sponsorship as a key marketing tool or that local subsidiaries are free to create their own strategies based on their in-depth knowledge of specific markets. Despite this, there are numerous instances in the report where strategies clearly have no global consistency.
SOCCER, OLYMPICS AND GOLF TAKE HALF OF SPONSORSHIP SPEND
Being the world’s number one sport by a big margin, it is not surprising that soccer takes more than a third of the sponsorship spend from the car industry. What is unusual in sponsorship analysis reports is to see golf and Olympics so highly ranked. The Olympics are largely accounted for by Toyota’s major TOP sponsorship agreement with the International Olympic Committee, but golf has managed to attract a range of sponsors, predominantly among the luxury car sector, suggesting that the sport really has moved on and is attractive to companies seeking a modern image for their products.
Other major recipients include basketball, American Football, tennis and US College sports, which have each witnessed several very large deals in recent years.
GM AND TOYOTA ARE BIGGEST SPENDERS ON SPONSORSHIP
General Motors is the biggest spender on sports globally with an annual rights budget estimated at $235m, followed by Toyota on $207m. Hyundai and Volkswagen follow with $171m and $164m respectively. GM’s biggest spending brand is Chevrolet, and this is largely down to the $80m per year deal with Manchester United. Apart from its giant Olympic deal, Toyota’s investment is spread widely, across 78 properties globally.
In terms of sponsorship, Audi has become the most dominant brand in the Volkswagen group, whereas both Hyundai and Kia spend highly on sport, although Kia has a larger number of properties in its portfolio, with a particular emphasis on basketball.
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USA IS BIGGEST SPONSORSHIP MARKET FOR CAR INDUSTRY
Not surprisingly, the USA is the biggest sponsorship market, with a total estimated spend of $333m. Global sports properties follow, on $255m, with the UK in third place on $124m, although this is largely down to the Manchester United/Chevrolet deal, which is global in terms of activation objectives. Germany accounts for $90m of spend and, interestingly, China is next, on $86m. As discussed, a significant portion of that investment is from western brands, with only joint venture company FAW-Volkswagen’s major basketball deal showing a significant commitment from a domestic company.
OPPORTUNITIES FOR GOLF, TENNIS AND SAILING RIGHTS HOLDERS
The report shows that major manufacturers have identified the luxury car market as by far the most profitable. The sector is dominated by the trio of German brands: Audi, BMW and Mercedes as well as Lexus and Cadillac in the USA. However, Ford, Citroën, Hyundai and Alfa Romeo are developing models to compete in this space where Volvo and Jaguar are also minor players.
Sponsorship managers have clearly identified golf, tennis and sailing as ideal properties to promote existing marques in the sector and some of the world’s leading events in these sports are title sponsored by the car industry. An increasingly crowded market for luxury cars is likely to prove fertile for rights holders in these sports and this could lead to inflation in rights fees as demand for premium rights outstrips supply.
SPONSORSHIP RATIONALISATION IS LIKELY FOR VOLUME PRODUCERS
At the lower end of the market, volume manufacturers are likely to undergo a period of rights rationalisation as they overhaul sponsorship strategies to focus on fewer key properties.
Sponsorship rights fees have polarised: major properties have leapt in value in the past decade, whereas many small or average-sized rights holders have struggled to maintain rates. This provides an opportunity for volume producers to choose a selection of major rights, complemented by smaller, local deals that create a consistent message across a wide target audience.
The global market for volume vehicles is, of course, vast if not necessarily very profitable. The target market includes both corporate and individual buyers, each of which have exposure to, and interest in, a wide range of sports. It is therefore simply not possible for any manufacturer to have comprehensive coverage across all relevant sports and territories. Instead, it is important to choose a collection of sports/territories and attempt to dominate them through careful acquisition and activation strategies. Kia, for example, has taken this route in basketball in the USA, where it has a partnership with the NBA and a series of separate deals with a number of different teams.
On the whole, however, such strategy has been worked more effectively by the luxury brands such as Audi, with its winter sports programme, or Mercedes, in tennis. The next few years are likely to see much more focus along the lines of these successful brands.
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CAR INDUSTRY SPONSORSHIP BY SPORT
Table 1 shows that soccer is by far the biggest recipient of sponsorship investment among car manufacturers. Most of the major brands have rights to soccer properties. Major deals include Manchester United’s shirt deal with Chevrolet at $80m p.a, Nissan’s spend on the UEFA
Table 1. Car industry sponsorship deals by sport overview Total Average % of Number Value Value total of deals ($m) ($m)
Soccer 487.30 3.72 38% 131 Olympics 142.18 15.80 11% 9 Golf 109.36 1.99 9% 55 Basketball 84.60 2.06 7% 41 American Football 82.45 4.34 6% 19 Tennis 61.86 1.87 5% 33 College Sports 54.00 10.80 4% 5 Baseball 47.80 2.99 4% 16 Rugby Union 27.56 0.71 2% 39 Cricket 22.67 0.87 2% 26 Aussie Rules 22.00 1.57 2% 14 Multi-Sports 18.53 2.32 1% 8 Winter Sports 17.77 0.94 1% 19 Ice Hockey 17.35 1.93 1% 9 Sailing 16.30 2.04 1% 8 Extreme Sports 16.15 5.38 1% 3 Athletics 15.72 1.75 1% 9 Rugby League 10.71 0.89 1% 12 Cycling 7.50 0.68 1% 11 Triathlon 5.80 1.45 0% 4 Table Tennis 4.00 2.00 0% 2 Horseracing 3.20 1.07 0% 3 Marathon 3.20 1.07 0% 3 Badminton 2.40 0.60 0% 4 Polo 1.93 0.24 0% 8 Swimming 1.00 1.00 0% 1 Archery 0.70 0.70 0% 1 Volleyball 0.30 0.30 0% 1 Boxing 0.20 0.20 0% 1 Martial Arts 0.20 0.10 0% 2 Squash 0.20 0.20 0% 1 Netball 0.15 0.15 0% 1 Surfing 0.15 0.15 0% 1 Gaelic Football 0.12 0.12 0% 1 Hurling 0.12 0.12 0% 1 Hockey 0.10 0.10 0% 1 Grand Total 1,285.57 2.56 100% 503
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Champions League, Hyundai/Kia’s FIFA partnership and Jeep’s primary shirt deal with Juventus.
Apart from Toyota’s tier one Olympic deal, there are a couple of other legacy agreements such as Nissan’s domestic sponsorship of Rio 2016 and an Audi supply deal with the International Olympic Committee, which runs until 2016. Domestic car manufacturer deals are likely to be phased out following the signing of Toyota as a global Olympic partner and it is therefore also unlikely that the Audi relationship will continue.
Chart 1. Car industry sponsorship deals by sport by value
Other Soccer 24% 38%
Tennis 5%
American Football 6% Olympics Basketball 11% 7% Golf 9%
Golf deals are primarily accounted for by luxury brands such as Mercedes, BMW and Cadillac, and the sport has benefited from a new generation of players giving it a much younger, more sophisticated, image. In turn, the quality of event branding sponsors such as BMW in particular has brought to the sport has helped to change its image. Golf is one of the easier sports in which to acquire title rights, which gives high brand exposure given the duration of TV coverage. Brands have invested heavily in creating high design standards and have also sought to sponsor over the long-term, with many taking rights to events for more than ten years. Individual endorsements are also common for car makers, with Lexus in particular signing a series of deals with top women golfers and with men ranked just below the world’s elite.
The biggest investor in basketball is Kia, which has committed an estimated $35.5m per year to the NBA as well as 14 of its competing teams and stars such as LeBron James and Blake Griffin. The biggest deal, however, is between FAW-Volkswagen and the Chinese Basketball Association, for tier one rights to the domestic league.
Rights in American Football have been led by General Motors, which has a $25m p.a. deal with the NFL, and Ford, which has naming rights deals at with the Detroit Lions and a major deal with the Dallas Cowboys. Toyota, on the other hand, has primary deals with such teams as the San Francisco 49ers and the New York Giants as well as smaller deals with several other teams.
Brands particularly active in tennis include Kia, which has sole tier one rights for the Australian Open worth $10m per year. Mercedes has rights to a series of major events, including the US Open, the (British) Open and the China Open, and to stars such as Roger Federer and Li Na. In total, the company spends an estimated $23.4m per year on the sport.
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Chart 2. Car industry sponsorship deals by sport by number of deals Other 25% Soccer Baseball 26% 3% Winter Sports 4%
Golf American 11% Football 4% Cricket 5% Tennis Basketball 6% Rugby Union 8% 8%
In terms of deal numbers, outside those sports already discussed, rugby, cricket and winter sports are particularly popular with motor industry sponsors. All tend to attract luxury brands such as Land Rover, Jaguar and Audi, given the high demographic profile of the fan bases. The lower global profile of the sports, however, means that deals tend to be much smaller.
Although not featured in this report, clubs in rugby and cricket in particular tend to attract sponsorship from car dealerships. This is a pattern that extends to lower tier sponsorships in many US sports such as basketball, baseball and MLS soccer teams.
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CAR INDUSTRY SPONSORSHIP BY MANUFACTURER
Table 2. Car industry sponsorship by manufacturer – overview Total Average % of Number Value Value total of deals ($m) ($m)
General Motors 234.98 4.99 18% 47 Toyota 207.53 2.66 16% 78 Hyundai 170.90 2.55 13% 67 Volkswagen 164.03 1.84 13% 89 Renault Nissan 131.83 6.27 10% 21 Daimler AG 86.24 3.19 7% 27 Ford 74.50 2.40 6% 31 BMW 57.06 1.94 4% 37 FIAT-Chrysler 46.36 2.57 4% 18 Peugeot Citroën 20.81 1.15 2% 18 Honda 19.70 1.97 2% 10 Volvo 16.80 2.80 1% 6 Tata Group 15.90 0.93 1% 17 Total 1,246.64 2.69 97% 462
Chart 3. Car industry market share (%) v sponsorship spend (%)
General Motors Toyota Volkswagen Hyundai-Kia Renault-Nissan Ford SAIC Motor* Fiat-Chrysler Honda Peugeot Citroën Suzuki Daimler BMW
0 5 10 15 20
Sponsorship share (value) Global market share
Source: IMR/Statistica2013
Chart 3 shows the strong correlation between global market share and sports sponsorship spend. Sponsorship spend, here measured by the percentage of the total surveyed in this report, is actually a higher percentage among the major industry groups than their respective market shares.
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SAIC is the obvious firm to stand out as not being a major investor in sport, but some caution should be taken in this case. Although the group’s brands include Maxus, MG, Roewe and Yuejin, none of which are particularly high investors in sport, the group also manufactures cars in joint-venture partnerships sold under marques including Buick, Chevrolet, Iveco, Škoda, Volkswagen and Wuling. For the purposes of this report, any sponsorship spend relating to those marques is accorded with the brand owner rather than SAIC.
Chart 4. Car industry sponsorship deals by manufacturer by value
BMW 5% Other Toyota 12% 16% Ford Volkswagen 6% 13% Daimler AG 7%
Renault Nissan General Motors 10% 18% Hyundai 13%
Data presented in the individual manufacturers section of the report will show that Renault’s contribution to its group total is dwarfed by Nissan and FIAT, which is itself is a very small contributor compared to Chrysler brand Jeep. With Peugeot Citroën punching below its weight in terms of sponsorship spend, the findings show that southern European giants are relatively small spenders on sponsorship. It doesn’t prove that sponsorship delivers market share; it merely shows that there is a strong correlation between spend and sales volume.
Chart 5. Car industry sponsorship deals by manufacturer by number of deals
Other Toyota 21% 16%
BMW Volkswagen 7% 18%
Ford 6%
Daimler AG 6% General Motors 9% Renault Nissan Hyundai 4% 13%
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Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP BY BRAND
The largest deals have mostly been discussed, but what is interesting to note is how the motor manufacturers have set the bar at a new height. Toyota’s deal with the IOC is by far the biggest that has ever been signed for a TOP partnership. Arguably the value has been raised because it could lead to an end to domestic automotive deals at the Olympic Games.
Table 3. Car industry sponsorship largest deals Company Rights Holder Property Sport Value P.A (US$m)
Toyota IOC Olympic Games Olympics 92.78 Chevrolet Manchester United Club Soccer 80 Nissan UEFA Champions Soccer 66.15 League Nissan Rio 2016 Rio 2016 Games Olympics 30 General NFL NFL American 25 Motors Football Hyundai IMG IMG college College 25 Sports Hyundai FIFA World Cup Soccer 25 Jeep Juventus Club Soccer 22.75 Ford Chinese Football Chinese Super Soccer 20.8 Ass'n League FAW- Chinese Basketball League/National Basketball 20 Volkswagen Ass'n Team Mercedes AEG Mercedes-Benz Multi-Sports 15
Arena Nissan IMG College College Sports College 15 Sports Mercedes DFB National team Soccer 13.52 Chevrolet Major League Major League Baseball 12 Baseball Baseball Cadillac Int'l Fed'n of PGA World Golf Golf Tours Championship 11.00 Kia Tennis Australia Australian Open Tennis 10.54 Volkswagen VFL Wolfsburg Club Soccer 10.4 Vauxhall Football National Team Soccer 10.29 Association Audi IOC International Olympics 10 Federation Audi Bayern Munich Club Soccer 10 BMW PGA European PGA Golf 10 Tour Championship Chevrolet PASO Pan American Athletics 10 Games Chevrolet CBF Brasileiro Serie A Soccer 10 Jeep ESPN X Games Extreme 10 Sports Volvo Volvo Volvo Ocean Sailing 10 Race
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Car Industry Sponsors April 1, 2015
Given that BMW was reported to have spent $63m on London 2012 domestic rights and that Nissan has invested $30m for Rio 2016, a TOP partnership with exclusivity obviously commands a high premium. The Manchester United primary shirt deal with Chevrolet is, likewise, considerably higher than any comparable rights in club soccer. FC Barcelona currently receives $47m from Qatar Airways and Chelsea signed a $60m per year deal with tyre manufacturer Yokohama in early 2015, but it took a motor giant in Chevrolet to push the category to a new level in a deal signed in 2013.
Table 4. Car industry sponsorship deals by brand – overview Total Average % of Number Value Value total of deals ($m) ($m)
Toyota 187.28 3.60 15% 52 Chevrolet 130.51 8.70 10% 15 Nissan 126.17 11.47 10% 11 Audi 88.66 2.11 7% 42 Mercedes 86.24 3.19 7% 27 Kia 86.22 1.80 7% 48 Hyundai 84.68 4.46 7% 19 Ford 74.50 2.40 6% 31 BMW 56.70 1.54 4% 36 Volkswagen 39.59 1.41 3% 28 Jeep 35.65 5.94 3% 6 Cadillac 26.40 6.60 2% 4 General Motors 25.15 12.58 2% 2 Vauxhall 22.49 3.21 2% 7 FAW- Volkswagen 20.00 20.00 2% 1 Lexus 19.95 0.83 2% 24 Honda 19.70 1.97 2% 10 Volvo 16.80 2.80 1% 6 Peugeot 13.41 1.12 1% 12 Holden 12.22 1.36 1% 9 Opel 10.11 1.68 1% 6 Dongfeng 9.98 9.98 1% 1 Land Rover 9.00 1.13 1% 8 Mazda 8.20 0.82 1% 10 Buick 8.10 2.03 1% 4 Porsche 7.46 1.24 1% 6 Citroën 7.40 1.23 1% 6 Skoda 7.10 1.18 1% 6
By brand, or marque, Toyota is the leading investor, partly as a result of its IOC deal, but because the brand also has significantly more deals than most rivals, with only Kia and Audi really in the same bracket. Nissan is a major spender but tends to concentrate rights on a smaller number of high value deals such as the Champions League, Rio 2016 and a major deal across a series of US Colleges negotiated through IMG.
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Car Industry Sponsors April 1, 2015
The luxury brand sector is seeing a very competitive fight between Mercedes, Audi and BMW. Spend is concentrated mainly across more upmarket sports such as golf, tennis and sailing, although Audi does have a series of major second tier investments with such glamourous clubs as Real Madrid, Barcelona, Bayern Munich and Chelsea.
Ford has notably reduced sponsorship spend in Europe having ceded its long running UEFA Champions League rights to Nissan and switched its major soccer investment to China, where is has a $21m p.a. deal with the Chinese Super League. The brand is also locked in a perennial battle with GM subsidiary Holden in Australia. The main investment for these two brands in the country is in V8 Supercars, not covered in this report, but spend also spills over into Aussie Rules, golf and Rugby League for Holden, whereas Ford concentrates on Aussie Rules.
Table 4b. Car industry sponsorship deals by brand – overview Total Average % of Number Value Value total of deals ($m) ($m) Alfa Romeo 6.44 3.22 1% 2 Subaru 6.40 1.60 0% 4 Tata Motors 4.00 4.00 0% 1 Lifan 3.00 3.00 0% 1 Qoros 3.00 3.00 0% 1 Jaguar 2.90 0.73 0% 4 Chery 2.60 0.65 0% 4 Suzuki 2.34 0.39 0% 6 Renault 2.20 0.28 0% 8 Infiniti 2.00 2.00 0% 1 Dodge 1.80 1.80 0% 1 Dacia 1.46 1.46 0% 1 GAC Group 1.00 1.00 0% 1 FIAT 0.90 0.23 0% 4 Maserati 0.77 0.26 0% 3 Bentley 0.70 0.23 0% 3 SEAT 0.52 0.17 0% 3 Isuzu 0.50 0.17 0% 3 Mitsubishi Motors 0.50 0.13 0% 4 Ram 0.50 0.50 0% 1 Wuling 0.50 0.50 0% 1 Mini 0.36 0.36 0% 1 Daihatsu 0.30 0.15 0% 2 Lancia 0.30 0.30 0% 1 SsangYong 0.30 0.30 0% 1 MG Motor 0.25 0.25 0% 1 Mahindra 0.20 0.20 0% 1 Proton 0.10 0.10 0% 1 McLaren 0.06 0.06 0% 1 Grand Total 1,285.57 2.56 100% 503
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GENERAL MOTORS: SPORTS SPONSORSHIP ANALYSIS
In its tussle to retain the position of number one global car manufacturer, General Motors is the biggest spender on sport across the world but, there is an element of upheaval in its strategy.
Having emerged from a bankruptcy filing as recently as 2009 with a reported cost to the US taxpayer of $12 billion, eyebrows were raised when the Chevrolet brand signed its record shirt sponsorship deal with Manchester United.
The new deal hit controversy immediately when Joel Ewanick, GM’s chief marketing officer, left the company within weeks of signing the deal. Speculation was that the executive had not cleared the deal with senior management and that the fee was higher than market value.
The company defended the deal, pointing out that the club would provide the brand with a global marketing platform. However, within months GM announced that it would withdraw the Chevrolet brand from Europe.
The controversy continued when Manchester United finished the 2013/14 season in seventh place, meaning that it had failed to qualify for any European competition for that first season of the deal. Given the huge profile of the UEFA Champions League, this was certainly far from the ideal start and some industry commentators questioned whether GM had inserted an incentive clause to the effect that payments would drop should performance not be in line with that expected of the club. Although no official announcement has been made on the subject, the general consensus is that there is no such clause and GM are committed to the spend regardless of performance.
Adidas, on the other hand, which had signed a record 10-year, £750m ($1,153m) kit deal with Manchester United in July 2014, later made it clear that the payments were subject to incentive clauses that would reduce the value by £20m per year if the club failed to qualify for the Champions League for two consecutive years from the start of the deal, in the 2015/16 season.
The size of the Chevrolet/Man Utd deal was, according to the club, a result of its global fan base of a claimed 659 millions fans, the majority of whom are based in Asia. As such, other brands were reportedly interested in taking the rights and this led to the value eclipsing that of the then leading deal between FC Barcelona and Qatar Airways ($47m per year).
Table 5. General Motors sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals Chevrolet 130.51 8.70 10% 15 Cadillac 26.40 6.60 2% 4 General Motors 25.15 12.58 2% 2 Vauxhall 22.49 3.21 2% 7 Holden 12.22 1.36 1% 9 Opel 10.11 1.68 1% 6 Buick 8.10 2.03 1% 4 Total 234.98 4.99 18% 47
The Manchester United deal obviously accounts for the majority of Chevrolet’s spending, but the brand has further invested in soccer through a partnership with Brazil’s national association, the
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Car Industry Sponsors April 1, 2015
CBF, taking title rights to the Campeonato Brasileiro Série A (the primary soccer league) which are estimated at $10m per year. Chevrolet also replaces the incumbent Volkswagen as a national team partner, but arguably at a nadir in the Brazilian national team’s fortunes following its humiliation on home soil at the hands of Germany in the 2014 World Cup. That said, Brazil is clearly an increasingly important market, and sponsorship rights in the country tend to be volatile, with many major club deals being short-lived and domestic teams showing low levels of professionalism in their dealings with sponsors. The CBF, therefore, may well be seen as the safest bet despite question marks over the performance of the national team and soccer in the country in general.
Further soccer investment sees the Chevrolet brand partnering the MLS, U.S Soccer and LA Galaxy as part of the brands focus on the sport and the launch of the website www.chevroletfc.com, which focuses on all of its soccer sponsorship properties and includes the campaign "What Do You #PlayFor". This has a link to a major CSR programme recently renamed as ‘One World Futbol Play’, in which Chevrolet is a founding partner and has so far distributed 1.5 million footballs to disadvantaged children in developing countries and created football pitches and coaching sessions in numerous locations. The business challenge for the brand, however, is clearly to translate this laudable activation to commercial success in its target markets.
Chart 6. General Motors sponsorship deals by brand by value
Buick Holden Opel 3% 5% 4% Vauxhall 10%
Chevrolet General Motors 56% 11%
Cadillac 11%
Aside from soccer, in 2011Chevrolet also signed major deals with Major League Baseball and the Pan-American Games. The latter, to be held in Toronto in 2015, will see Chevrolet commit 1,000 vehicles to help run the event.
The GM brand itself has been used mainly for a tier one partnership with the NFL, reported at $25m per year. The activation has included the GMC Monday Night Football Tour, an experiential programme that engages fans at key games with skills tests and is promoted on social media.
Cadillac, which spends an estimated $26.4m per year on sports, is mainly committed to golf and college sports, although its title rights to the World Match Play Championship end in 2015 – Dell is taking rights from 2016.
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Car Industry Sponsors April 1, 2015
In the UK, Vauxhall has a strong portfolio in soccer, holding tier one rights to the national teams of England, Scotland, Wales and Ireland as well as a secondary deal with Liverpool (which had originally been held by Chevrolet). It is thought that the latter’s withdrawal from Europe, rather than the new deal with arch rival Manchester United, was the reason for the switch to Vauxhall.
German subsidiary Opel has cut back significantly on sponsorship. In the 1990’s the brand used soccer to revitalise its image through primary shirt deals with Bayern Munich, A.C Milan and Paris St Germain as well as a tier one deal with the Republic of Ireland national team. The company now has just the one primary deal, with Feyenoord in the Netherlands, and several tier two deals among German Bundesliga clubs.
Buick’s sponsorship portfolio is also relatively light, with backing of the NCAA, the governing body of college sports in the USA being the most significant rights.
Chart 7. General Motors sponsorship deals by brand by number of deals
Buick 9% Chevrolet Opel 32% 13%
Holden Cadillac 19% 8%
General Motors Vauxhall 4% 15%
CHEVROLET Table 6. Chevrolet sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Chevrolet ($m) ($m) Soccer 103.75 11.53 79% 9 Baseball 16.00 5.33 12% 3 Athletics 10.00 10.00 8% 1 Cricket 0.76 0.38 1% 2 Total 130.51 8.70 100% 15
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Chart 8. Chevrolet sponsorship spend by sport ($m) 120
100
80
60
40
20
0 Soccer Baseball Athletics Cricket
Table 7. Chevrolet sponsorship by country/region – overview Total Average % of Number Value Value total of deals Chevrolet ($m) ($m) UK 80.00 80.00 61% 1 Brazil 20.00 5.00 15% 4 USA 19.65 3.28 15% 6 Americas 10.00 10.00 8% 1 South Africa 0.76 0.38 1% 2 Canada 0.10 0.10 0% 1
Chart 9. Chevrolet sponsorship by country/region ($m) 90
80
70
60
50
40
30
20
10
0 UK Brazil USA Americas South Africa Canada
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Car Industry Sponsors April 1, 2015
CADILLAC
Table 8. Cadillac sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Cadillac ($m) ($m) Golf 18.40 6.13 70% 3 College Sports 8.00 8.00 30% 1 Total 26.40 6.60 100% 4
Table 9. Cadillac sponsorship by country/region – overview Total Average % of Number Value Value total of deals Cadillac ($m) ($m) USA 15.00 7.50 57% 2 International 11.00 11.00 42% 1 Abu Dhabi 0.40 0.40 2% 1
GENERAL MOTORS (GMC)
Table 10. General Motors (brand) sponsorship spend by sport – overview Total Average % of Number Value Value total of deals General Motors ($m) ($m) American Football 25.00 25.00 99% 1 Multi-Sports 0.15 0.15 1% 1 Total 25.15 12.58 100% 2
Table 11. General Motors (brand) sponsorship by country/region – overview Total Average % of Number Value Value total of deals General Motors ($m) ($m) USA 25.00 25.00 99% 1 Canada 0.15 0.15 1% 1
VAUXHALL
Table 12. Vauxhall sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Vauxhall ($m) ($m) Soccer 22.24 4.45 99% 5 Cricket 0.18 0.18 1% 1 Rugby Union 0.07 0.07 0% 1 Total 22.49 3.21 100% 7
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Table 13. Vauxhall sponsorship by country/region – overview Total Average % of Number Value Value total of deals Vauxhall ($m) ($m) UK 19.49 3.25 87% 6 Ireland 3 3 13% 1
HOLDEN
Table 14. Holden sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Holden ($m) ($m) Rugby League 5.37 1.79 44% 3 Golf 5.00 1.67 41% 3 Aussie Rules 1.50 1.50 12% 1 Cycling 0.20 0.20 2% 1 Netball 0.15 0.15 1% 1 Total 12.22 1.36 100% 9
Table 15. Holden sponsorship by country/region – overview Total Average % of Number Value Value total of deals Holden ($m) ($m) Australia 10.07 1.44 82% 7 Oceania 2.00 2.00 16% 1 New Zealand 0.15 0.15 1% 1
OPEL
Table 16. Opel sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Opel ($m) ($m) Soccer 10.11 1.68 100% 6
Table 17. Opel sponsorship by country/region – overview Total Average % of Number Value Value total of deals Opel ($m) ($m) Netherlands 6.50 6.50 64% 1 Germany 3.61 0.72 36% 5
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Car Industry Sponsors April 1, 2015
BUICK
Table 18. Buick sponsorship spend by sport – overview Total Average % of Number Value Value total of deals ($m) ($m) Buick College Sports 4.00 4.00 49% 1 American Football 3.70 1.85 46% 2 Golf 0.40 0.40 5% 1 Total 8.10 2.03 100% 4
Table 19. Buick sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Buick ($m) ($m) USA 7.70 2.57 95% 3 China 0.40 0.40 5% 1
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Car Industry Sponsors April 1, 2015
Table 20. Chevrolet/Cadillac global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start Value P.A Region ($m) UK Chevrolet Manchester United Club Soccer Primary Club Sponsor 2014 2021 80.00 USA Chevrolet Major League Baseball Major League Baseball Baseball Tier 1 Sponsor 2011 2016 12.00 Brazil Chevrolet CBF Brasileiro Serie A Soccer Title Sponsor 2014 10.00 Americas Chevrolet PASO Pan American Games Athletics Tier 2 Sponsor 2011 2015 10.00 Brazil Chevrolet CBF National team Soccer Tier 1 Sponsor 2014 2019 7.00 USA Chevrolet U.S. Soccer National Federation Soccer Tier 1 Sponsor 2013 2016 3.00 Brazil Chevrolet CBF Brazil Global Tour Soccer Tier 1 Sponsor 2015 2.00 USA Chevrolet New York Mets Club Baseball Tier 3 Sponsor 2.00 USA Chevrolet Los Angeles Angels Club Baseball Tier 1 Sponsor 2.00 Brazil Chevrolet Dunga Individual Soccer Endorsement 2015 2017 1.00 South Africa Chevrolet Free State Cricket Union Chevrolet Park Cricket Naming Rights 2011 0.40 USA Chevrolet Rush Youth soccer programme Soccer Tier 1 Sponsor 2013 2015 0.40 South Africa Chevrolet Chevrolet Warriors Club Cricket Title Sponsor 2012 2015 0.36 USA Chevrolet LA Galaxy Club Soccer Tier 2 Sponsor 0.25 Canada Chevrolet Canada Soccer Association National Federation Soccer Tier 2 Sponsor 2011 2016 0.10
Country / Company Rights Holder Property Sport Status Start Value P.A Region ($m) International Cadillac International Federation World Golf Championship Golf Title Sponsor 2010 2016 11.00 of PGA Tours USA Cadillac IMG College College Sports College Tier 1 Sponsor 8.00 Sports USA Cadillac PGA World Match Play Golf Title Sponsor 2015 2015 7.00 Championships Abu Dhabi Cadillac Abu Dhabi Championship Abu Dhabi Golf Golf Tier 2 Sponsor 0.40 Championship
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Car Industry Sponsors April 1, 2015
Table 21. GM, Vauxhall and Holden global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start Value Region P.A ($m) USA General NFL National American Tier 1 Sponsor 2009 2015 25.00 Motors Federation/League Football
Canada General City of Oshawa General Motors Centre Multi-purpose Naming Rights 2006 0.15 Motors UK Vauxhall Football Association National Soccer Tier 1 Sponsor 2014 2018 10.29 Federation/Team UK Vauxhall SFA National Soccer Tier 1 Sponsor 2014 4.00 Federation/Team UK Vauxhall FA of Wales National Soccer Tier 1 Sponsor 2015 3.00 Federation/Team Ireland Vauxhall IFA National Soccer Tier 1 Sponsor 2015 3.00 Federation/Team UK Vauxhall Liverpool Club Soccer Tier 3 Sponsor 2014 2016 1.95 UK Vauxhall Middlesex County Cricket Club Cricket Tier 2 Sponsor 0.18 Club UK Vauxhall Leicester Tigers Club Rugby Union Tier 4 Sponsor 0.07 Australia Holden NRL State of Origin Rugby League Title Sponsor 2013 2015 3.47 Oceania Holden PGA Tour of Australasia PGA Tour of Golf Tier 1 Sponsor 2.00 Australasia Australia Holden PGA of Australia Holden Scramble Golf Title Sponsor 2.00 Australia Holden Collingwood FC Club Aussie Rules Tier 2 Sponsor 2013 2016 1.50 Australia Holden NRL NRL Rugby League Tier 2 Sponsor 2013 2016 1.20 Australia Holden PGA of Australia Federation Golf Tier 1 Sponsor 1.00 Australia Holden NRL Holden Cup Rugby League Title Sponsor 0.70 Australia Holden Holden Cycling Team Team Cycling Title Sponsor 0.20
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Car Industry Sponsors April 1, 2015
Table 22. Opel/Buick global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start Value Region P.A ($m) Netherlands Opel Feyenoord Club Soccer Primary Club Sponsor 2013 2017 6.50 Germany Opel Borussia Dortmund Club Soccer Tier 2 Sponsor 2012 1.50 Germany Opel FSV Mainz 05 Club Soccer Tier 2 Sponsor 2015 2017 0.88 Germany Opel SC Freiburg Club Soccer Tier 2 Sponsor 2015 0.62 Germany Opel Bayer Leverkusen Club Soccer Tier 2 Sponsor 2012 2014 0.50 Germany Opel Fortuna Düsseldorf Club Soccer Tier 3 Sponsor 2012 0.10 USA Buick NCAA NCAA College Sports Tier 2 Sponsor 2011 4.00 USA Buick Denver Broncos Team American Tier 2 Sponsor 2012 3.00 Football USA Buick Carolina Panthers Team American Tier 3 Sponsor 2012 0.70 Football China Buick Shanshan Feng Individual Golf Endorsement 2014 2015 0.40
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Car Industry Sponsors April 1, 2015
TOYOTA: SPORTS SPONSORSHIP ANALYSIS
Toyota, which vies with General Motors for number one spot in global car production, uses sponsorship as a key marketing tool and took Olympic TOP partnership rights in early 2015 to help cement its top two position. The decision to invest $92m per year is arguably strongly linked to Tokyo hosting the 2020 Olympic Games, where national pride often compels domestic brands to take major rights. However, as discussed above, this is the first time that a car brand has become a global Olympic partner and it has pushed TOP rights fees to a new level.
Toyota’s overall portfolio is truly global, with high profile rights in soccer, American Football and Aussie Rules (where it is the sole tier one sponsor of the AFL and the Toyota marque is the highest spending car brand featured).
Arguably the one weakness in the portfolio is in Europe, where the company has just a few small rights. In soccer, for example, its commitments have centred on Asia, with the Asian Cup/Champions League and Vietnam’s V-league, where it took title rights in 2015. The company also has a major naming rights deal in Toyota City, its base in Japan and the stadium home to J-League’s Nagoya Grampus. Elsewhere the company has second tier rights to the Copa Libertadores in South America and another naming rights agreement with FC Dallas of the MLS.
Table 23. Toyota sponsorship by brand – overview Total Average % of Number Value Value total of deals ($m) ($m)
Toyota 187.28 3.60 15% 52 Lexus 19.95 0.83 2% 24 Daihatsu 0.30 0.15 0% 2 Total 207.53 2.66 16% 78
In the USA, Toyota has focused on clubs rather than federations and its main investments are in American Football, with such teams as the San Francisco 49ers, Houston Rockets and New York Jets, where it has significant tier two deals (naming rights are considered the primary deals in most US sports). In baseball the company backs such teams as the Phillies and Padres (tier one) and the New York Yankees (tier three). The company also has several basketball deals, the biggest of which is a naming rights deal with the Houston Rockets worth $5m per year.
Clearly the strategy in the USA is to spread the brand across several sports, and no single mega-deal. The deals are also noticeably spread across most major cities in the country. In all, Toyota spends an estimated $49m per year on US rights, more than any other car brand in the country.
Lexus, the group’s luxury vehicle subsidiary, has concentrated its spend almost entirely in the USA, the company’s biggest market. The strategy has been to concentrate on golf, where it has tier one rights to the US Open, and to back this up with a series of endorsement deals with both male and female golfers. The company also has a significant investment in basketball, with the New York Knicks, the United Center (home of the Chicago Bulls), and the Washington Wizards and the Minnesota Timberwolves in its portfolio. Basketball, not an immediately obvious sport for a luxury brand, does boast the youngest demographic of the major US sports, so its high energy image matches Lexus’s brand attributes, which are now focusing more on high performance models than on its original luxury range.
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Car Industry Sponsors April 1, 2015
Chart 10. Toyota Group sponsorship deals by brand by value
Lexus Daihatsu 10% 0%
Toyota 90%
Chart 11. Toyota Group sponsorship deals by brand by number of deals
Daihatsu 2% Lexus 31%
Toyota 67%
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Car Industry Sponsors April 1, 2015
TOYOTA
Table 24. Toyota sponsorship spend by sport – overview Total Average Value Value % of Number Toyota ($m) ($m) total of deals Olympics 92.78 92.78 50% 1 Soccer 30.77 2.20 16% 14 American Football 24.00 3.43 13% 7 Basketball 11.80 1.97 6% 6 Aussie Rules 9.90 3.30 5% 3 Baseball 7.20 1.80 4% 4 Cricket 2.70 0.45 1% 6 Athletics 2.60 1.30 1% 2 Rugby League 2.00 2.00 1% 1 Rugby Union 1.69 0.85 1% 2 Multi-Sports 1.20 0.60 1% 2 Triathlon 0.30 0.30 0% 1 Gaelic Football 0.12 0.12 0% 1 Hurling 0.12 0.12 0% 1 Marathon 0.10 0.10 0% 1 Total 187.28 3.60 100% 52
Chart 12. Toyota sponsorship spend by sport ($m)
Olympics Soccer American Football Basketball Aussie Rules Baseball Cricket Athletics Rugby League Rugby Union Multi-Sports Triathlon Hurling Gaelic Football Marathon
0.00 20.00 40.00 60.00 80.00 100.00
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Car Industry Sponsors April 1, 2015
Table 25. Toyota sponsorship by country/region – overview Total Average Value Value % of Number ($m) ($m) total of deals Toyota 187.28 3.60 100% 52 International 102.28 34.09 55% 3 USA 49.15 1.82 26% 27 Australia 14.90 1.35 8% 11 Asia 5.00 5.00 3% 1 Vietnam 4.80 4.80 3% 1 Japan 4.10 2.05 2% 2 South America 4.00 4.00 2% 1 South Africa 1.60 1.60 1% 1 France 1.11 0.56 1% 2 Ireland 0.24 0.12 0% 2 Netherlands 0.10 0.10 0% 1
Chart 13. Toyota sponsorship by country/region ($m)
International USA Australia Asia Vietnam Japan South America South Africa France Ireland Netherlands
0 20 40 60 80 100 120
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Car Industry Sponsors April 1, 2015
LEXUS
Table 26. Lexus sponsorship spend by sport – overview Lexus Total Average % of Number Value Value total of deals ($m) ($m)
Golf 11.90 0.79 60% 15 Basketball 6.40 1.60 32% 4 Tennis 0.70 0.35 4% 2 Rugby Union 0.50 0.50 3% 1 Polo 0.25 0.25 1% 1 Cycling 0.20 0.20 1% 1 Total 19.95 0.83 100% 24
Chart 14. Lexus sponsorship spend by sport ($m)
Golf
Basketball
Tennis
Rugby Union
Polo
Cycling
0 2 4 6 8 10 12 14
Table 27. Lexus sponsorship by country/region – overview Total Average Value Value % of Number Lexus ($m) ($m) total of deals USA 18.65 0.89 93% 21 Australia 0.90 0.45 5% 2 International 0.40 0.40 2% 1 Total 19.95 0.83 100% 24
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Car Industry Sponsors April 1, 2015
Table 28. Toyota (a) global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start Value Region P.A ($m) International Toyota IOC Olympic Games Olympics Tier 1 Sponsor 2015 2024 92.78 Australia Toyota AFL Australian Football League Aussie Rules Tier 1 Sponsor 2015 8.60 International Toyota FIFA Club World Cup Soccer Title Sponsor 2005 7.00 USA Toyota San Francisco 49ers Club American Football Tier 2 Sponsor 2014 6.00 USA Toyota New York Giants Club American Football Tier 2 Sponsor 5.50
USA Toyota Houston Rockets Toyota Center Basketball Naming Rights 2003 2023 5.00 Asia Toyota AFC Asian Cup/Champions Soccer Tier 1 Sponsor 2014 2016 5.00 League Vietnam Toyota Vietnam Football V-League Soccer Title Sponsor 2015 2015 4.80 Federation South Toyota Conmebol Copa Libertadores Soccer Tier 2 Sponsor 4.00 America
Japan Toyota Toyota Stadium Co Toyota Stadium Soccer Naming Rights 2001 4.00 USA Toyota New York Jets Club American Football Tier 2 Sponsor 4.00 USA Toyota Indianapolis Colts Club American Football Tier 2 Sponsor 3.50 USA Toyota Philadelphia Phillies Club Baseball Tier 1 Sponsor 3.50 International Toyota IAAF World Championship Athletics Tier 1 Sponsor 2012 2017 2.50 USA Toyota Los Angeles Lakers Club Basketball Tier 1 Sponsor 2.50 USA Toyota FC Dallas Toyota Stadium Soccer Naming Rights 2013 2.00 USA Toyota San Diego Chargers Club American Football Tier 2 Sponsor 1.75
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Car Industry Sponsors April 1, 2015
Table 29. Toyota (b) global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start Value Region P.A ($m) USA Toyota Buffalo Bills Club American Tier 2 Sponsor 1.75 Football USA Toyota San Diego Padres Club Baseball Tier 1 Sponsor 1.70 South Africa Toyota Free State Cheetahs Club Rugby Union Title Sponsor 2014 1.60 USA Toyota Cleveland Cavaliers Club Basketball Tier 1 Sponsor 1.50 Australia Toyota Cricket Australia National Team Cricket Tier 2 Sponsor 2012 2017 1.50 USA Toyota Seattle Seahawks Club American Tier 2 Sponsor 2015 1.50 Football Australia Toyota Adelaide Crows Club Aussie Rules Primary Club Sponsor 2013 2015 1.10 France Toyota Valenciennes FC Club Soccer Primary Club Sponsor 1.02
USA Toyota AEG Toyota Sports Center Multi-purpose Naming Rights 1.00 USA Toyota Philadelphia 76ers Club Basketball Tier 1 Sponsor 1.00 USA Toyota New York Yankees Club Baseball Tier 3 Sponsor 1.00 USA Toyota Cincinnati Reds Club Baseball Tier 2 Sponsor 1.00 USA Toyota Memphis Grizzlies Club Basketball Tier 1 Sponsor 0.90 USA Toyota Sacramento Kings Club Basketball Tier 1 Sponsor 0.90 USA Toyota Chicago Fire Club Soccer Naming Rights 2006 2016 0.75
USA Toyota Village of Bridgeview Toyota Park Soccer Naming Rights 2006 2015 0.75 USA Toyota Philadelphia Union Club Soccer Tier 2 Sponsor 2013 0.50 Australia Toyota Cricket Victoria Federation Cricket Tier 1 Sponsor 0.40
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Car Industry Sponsors April 1, 2015
Table 30. Toyota (c) global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start Value Region P.A ($m) Australia Toyota SACA Federation Cricket Tier 1 Sponsor 0.40 USA Toyota Sports Outdoor and Toyota Field Soccer Naming Rights 2013 0.40 Recreation USA Toyota LA Galaxy Club Soccer Tier 2 Sponsor 0.25 USA Toyota City of Kennewick Toyota Center Multi-purpose Naming Rights 2005 2015 0.20 USA Toyota Real Salt Lake Club Soccer Tier 2 Sponsor 0.20 Australia Toyota WACA Federation Cricket Tier 2 Sponsor 0.20 Australia Toyota West Coast Eagles Club Aussie Rules Tier 2 Sponsor 2015 0.20 Ireland Toyota Dublin GAA Team Gaelic Football Tier 2 Sponsor 2014 2017 0.12 Ireland Toyota Dublin GAA Team Hurling Tier 2 Sponsor 2014 2017 0.12 USA Toyota New York Road Runners New York Marathon Marathon Tier 4 Sponsor 0.10 Australia Toyota Cricket Tasmania Federation Cricket Tier 1 Sponsor 0.10 Netherlands Toyota Excelsior Club Soccer Tier 2 Sponsor 0.10 Australia Toyota Queensland Cricket Federation Cricket Tier 1 Sponsor 0.10 Japan Toyota Toyota City Toyota Athletic Athletics Naming Rights 0.10 Stadium France Toyota Racing Metro Club Rugby Union Tier 3 Sponsor 0.09 Australia Toyota North Queensland Club Rugby League Primary Club Sponsor 2015 2.00 Cowboys Australia Toyota World Triathlon Ironman Australia Triathlon Title Sponsor 0.30 Corporation
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Car Industry Sponsors April 1, 2015
Table 31. Lexus/Daihatsu global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start Value P.A Region ($m) USA Lexus USGA US Open Golf Tier 1 Sponsor 2007 5.50 USA Lexus New York Knicks Club Basketball Tier 1 Sponsor 2012 2.50 USA Lexus Lexus Lexus Champions for Charity Golf Owner 2.00 USA Lexus United Center United Center Basketball Tier 2 Sponsor 2.00 USA Lexus Washington Wizards Club Basketball Tier 1 Sponsor 1.20 USA Lexus Minnesota Timberwolves Club Basketball Tier 1 Sponsor 0.70 USA Lexus Charles Howell III Individual Golf Endorsement 0.60 USA Lexus Jason Day Individual Golf Endorsement 2011 0.60 Australia Lexus ARU Gold Coast Sevens Rugby Union Tier 1 Sponsor 0.50 Australia Lexus Golf Australia Australian Open Golf Tier 2 Sponsor 0.40 USA Lexus Peter Jacobsen Individual Golf Endorsement 0.40 USA Lexus USGA US Seniors Open Golf Tier 1 Sponsor 2007 0.40 USA Lexus USGA US Women's Open Golf Tier 1 Sponsor 2007 0.40 International Lexus Agnieszka Radwanska Individual Tennis Endorsement 2015 2016 0.40 USA Lexus Johnny Miller Individual Golf Endorsement 0.30 USA Lexus Natalie Gulbis Individual Golf Endorsement 0.30 USA Lexus Raymond Floyd Individual Golf Endorsement 0.30 USA Lexus IMG Miami Open Tennis Tier 2 Sponsor 0.30 USA Lexus Int’nl Polo Club Palm Beach Club Polo Tier 1 Sponsor 2015 0.25 USA Lexus Annika Sorensen Individual Golf Endorsement 0.20 USA Lexus Mark O'Meara Individual Golf Endorsement 0.20 USA Lexus Nick Watney Individual Golf Endorsement 0.20 USA Lexus AEG Tour of California Cycling Tier 2 Sponsor 0.20 USA Lexus Mark Pfeil Individual Golf Endorsement 0.10 Indonesia Daihatsu Daihatsu Daihatsu Athletic Club Athletics Owner 1988 0.20 Indonesia Daihatsu Ikeda-Inagawa Marathon Athletics Tier 1 Sponsor 0.10
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Car Industry Sponsors April 1, 2015
HYUNDAI / KIA: SPORTS SPONSORSHIP ANALYSIS
South Korea’s Hyundai/Kia group is a relatively new player in the global market, with international sales that began in the mid-1980s and major brand development more than a decade later in 1998. Hyundai took FIFA tier one sponsorship rights from 2002 as part of a drive to become a major global manufacturer. The sponsorship was used to reflect the huge efforts put into the development of the increasingly high quality model range. The plan was basically to shift away from an emphasis of low price, to one of quality and value.
Without doubt, the company has succeeded, and it is now ranked fourth by sales volume behind Volkswagen.
Table 32. Hyundai / Kia Group sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals Kia 86.22 1.80 7% 48 Hyundai 84.68 4.46 7% 19 Total 170.90 2.55 13% 67
The Hyundai marque has continued to concentrate on soccer; the Brazil 2014 World Cup marked its twelfth year as a tier one FIFA sponsor. The company actually splits the activation across the Hyundai and Kia brands, a tactic also used with the UEFA European Championships. Other soccer deals include title sponsorship of Australia’s A-League and a shirt deal with Olympique Lyonnais in France.
In the USA, the company has concentrated on targeting a higher socio-demographic audience through backing the PGA’s Tournament of Champions in golf as a title sponsor, and through a series of college sports deals negotiated via IMG.
Chart 15. Hyundai / Kia Group sponsorship deals by brand by value
Hyundai 50% Kia 50%
A similar attempt to nudge the brand towards a higher quality image can be seen through the partnership with the International Cricket Council, which provides widespread exposure and a more middle class audience in markets such as the UK, Australia, New Zealand and South
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Africa. Cricket also has the advantage of a huge following in South Asia, particularly India, where Hyundai set up a manufacturing plant in 1996.
Kia, the newer of the two brands internationally, has more than double the number of deals in its portfolio, although the majority are lower in profile, so spend overall is almost identical. Although Kia’s two biggest deals are in tennis (sole tier one sponsor of the Australian Open) and soccer (tier one sponsor of Copa America), it is basketball which takes the biggest portion of investment, with 41% of spend. The brand spends $7m per year on a major deal with Madison Square Garden, home of the New York Knicks, and a similar amount for a tier one deal with the NBA. Apart from smaller sponsorships with the LA Clippers, Atlanta Hawks, Chicago Bulls and Oklahoma City Thunder, to name but a few of the NBA teams, Kia also spends $5m per year on an endorsement with LeBron James and has rights in Spain with the governing body, the ACB.
Aside from basketball, Kia’s portfolio is a very mixed bag, including a $6.3m deal with the Chinese Football Federation, a personal endorsement with Rafa Nadal and a primary shirt deal with French soccer club Girondins de Bordeaux.
Kia is clearly still at a stage where brand awareness and the building of trust is important, so widespread exposure is an objective. That said, it appears to have the clearest strategy in the USA, with its basketball portfolio and the use of stars such as LeBron James and Blake Griffin to help its activation programme.
Chart 16. Hyundai / Kia Group sponsorship deals by brand by number of deals
Hyundai 28%
Kia 72%
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Car Industry Sponsors April 1, 2015
HYUNDAI
Table 33. Hyundai sponsorship spend by sport – overview Total Average % of Number Value Value total of deals ($m) ($m) Hyundai Soccer 36.73 4.59 43% 8 College Sports 25.00 25.00 30% 1 Golf 8.60 2.87 10% 3 Cricket 8.00 8.00 9% 1 Aussie Rules 3.45 1.15 4% 3 American Football 1.75 1.75 2% 1 Baseball 1.00 1.00 1% 1 Rugby League 0.15 0.15 0% 1 Total 84.68 4.46 100% 19
Chart 17. Hyundai sponsorship spend by sport ($m)
Soccer
College Sports
Golf
Cricket
Aussie Rules
American Football
Baseball
Rugby League
0 5 10 15 20 25 30 35 40
Table 34. Hyundai sponsorship by country/region – overview Total Average Value Value % of Number Hyundai ($m) ($m) total of deals USA 36.35 6.06 43% 6 International 33.00 16.50 39% 2 Australia 6.23 0.89 7% 7 France 5.20 5.20 6% 1 Europe 2.50 2.50 3% 1 Peru 1.00 1.00 1% 1 South Africa 0.40 0.40 0% 1
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Car Industry Sponsors April 1, 2015
Chart 18. Hyundai sponsorship by country/region ($m)
USA
International
Australia
France
Europe
Peru
South Africa
0 5 10 15 20 25 30 35 40
KIA
Table 35. Kia sponsorship spend by sport – overview Total Average Value Value % of Number Kia ($m) ($m) total of deals Basketball 35.50 1.87 41% 19 Soccer 21.93 1.99 25% 11 Tennis 17.74 5.91 21% 3 Baseball 3.00 3.00 3% 1 Golf 2.70 0.90 3% 3 Aussie Rules 1.50 1.50 2% 1 Cricket 1.40 0.70 2% 2 Winter Sports 0.80 0.40 1% 2 Archery 0.70 0.70 1% 1 Rugby League 0.40 0.40 0% 1 Boxing 0.20 0.20 0% 1 Martial Arts 0.20 0.10 0% 2 Extreme Sports 0.15 0.15 0% 1 Total 86.22 1.80 100% 48
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Chart 19. Kia sponsorship spend by sport ($m)
Basketball Soccer Tennis Baseball Golf Aussie Rules Cricket Winter Sports Archery Rugby League Martial Arts Boxing Extreme Sports 0 5 10 15 20 25 30 35 40
Table 36. Kia sponsorship by country/region – overview Total Average Value Value % of Number Kia ($m) ($m) total of deals USA 36.88 1.76 43% 21 Australia 12.44 4.15 14% 3 International 10.40 2.60 12% 4 South America 8.00 8.00 9% 1 China 6.30 6.30 7% 1 South Korea 3.80 1.27 4% 3 France 2.70 2.70 3% 1 Canada 1.40 0.35 2% 4 UK 1.40 0.70 2% 2 Spain 1.40 0.70 2% 2 Slovakia 0.50 0.50 1% 1 Philippines 0.40 0.20 0% 2 Portugal 0.35 0.35 0% 1 Asia 0.15 0.15 0% 1 Morocco 0.10 0.10 0% 1
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Chart 20. Kia sponsorship by country/region ($m)
USA Australia International South America China South Korea France UK Canada Spain Slovakia Philippines Portugal Asia Morocco 0 5 10 15 20 25 30 35 40
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Table 37. Hyundai global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) International Hyundai FIFA World Cup Soccer Tier 1 Sponsor 2014 2022 25.00 USA Hyundai IMG IMG college College Sports Tier 1 Sponsor 2014 25.00 USA Hyundai PGA of America Tournament of Golf Title Sponsor 2011 2014 8.00 Champions International Hyundai ICC Federation/events Cricket Tier 1 Sponsor 2011 2015 8.00 France Hyundai Olympique Lyonnais Club Soccer Primary Club Sponsor 2012 2014 5.20 Australia Hyundai Football Federation A-League Soccer Title Sponsor 2012 2016 2.50 Australia Europe Hyundai UEFA European Soccer Tier 1 Sponsor 2010 2017 2.50 Championships Australia Hyundai Carlton FC Club Aussie Rules Primary Club Sponsor 2015 2.50 USA Hyundai Arizona Cardinals Club American Tier 2 Sponsor 1.75 Football Australia Hyundai Carlton FC Club Aussie Rules Tier 1 Sponsor 2011 2014 1.00 Peru Hyundai Peruvian Football National Team Soccer Tier 2 Sponsor 1.00 Federation USA Hyundai Texas Rangers Club Baseball Tier 2 Sponsor 2014 2018 1.00 Australia Hyundai Brisbane Lions Club Aussie Rules Tier 2 Sponsor 2015 0.75 USA Hyundai PGA of America Farmers Insurance Golf Tier 2 Sponsor 0.50 open South Africa Hyundai Moroka Swallows Club Soccer Primary club sponsor 2014 0.40 Australia Hyundai Fremantle FC Club Aussie Rules Tier 3 Sponsor 0.20 Australia Hyundai Brisbane Broncos Club Rugby League Tier 3 Sponsor 2013 2015 0.15 USA Hyundai PGA of America Humana Challenge Golf Tier 2 Sponsor 0.10 Australia Hyundai Melbourne Victory Club Soccer Tier 2 Sponsor 0.08 Australia Hyundai Melbourne City Club Soccer Tier 2 Sponsor 0.05
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Car Industry Sponsors April 1, 2015
Table 38. Kia (a) global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value P.A Region ($m) Australia Kia Tennis Australia Australian Open Tennis Tier 1 Sponsor 2013 2017 10.54 South Kia Conmebol Copa America Soccer Tier 1 Sponsor 2015 8.00 America USA Kia Madison Square Gardens Venue Basketball Tier 2 Sponsor 2012 7.00 International Kia Rafael Nadal Individual Tennis Endorsement 2011 2015 7.00 USA Kia NBA Federation/League Basketball Tier 1 Sponsor 2014 7.00 China Kia Chinese Football National Soccer Tier 1 Sponsor 2012 2016 6.30 Association Team/Federation USA Kia LeBron James Individual Basketball Endorsement 2014 5.00 South Korea Kia Kia Tigers Club Baseball Owner 3.00 France Kia FC Girondins de Bordeaux Club Soccer Primary Club Sponsor 2013 2.70 USA Kia New York Knicks Club Basketball Tier 1 Sponsor 2012 2.50 International Kia UEFA European Soccer Tier 1 Sponsor 2010 2017 2.50 Championships USA Kia Los Angeles Clippers Club Basketball Tier 1 Sponsor 2.00 Australia Kia Essendon FC Club Aussie Rules Primary Club Sponsor 2011 2016 1.50 USA Kia LPGA Federation Golf Tier 1 Sponsor 1.50 USA Kia Atlanta Hawks Club Basketball Tier 1 Sponsor 1.20 USA Kia Portland Trail Blazers Club Basketball Tier 1 Sponsor 2012 1.20 UK Kia Surrey County Cricket Club Kia Oval Cricket Naming Rights 2011 2016 1.10 Spain Kia ACB Liga Endesa Basketball Tier 1 Sponsor 1.00 USA Kia Blake Griffin Individual Basketball Endorsement 2011 1.00 USA Kia Chicago Bulls Club Basketball Tier 3 Sponsor 2012 1.00 USA Kia Oklahoma City Thunder Club Basketball Tier 1 Sponsor 2012 2014 1.00 USA Kia Denver Nuggets Club Basketball Tier 2 Sponsor 2012 0.90 USA Kia Miami Heat Club Basketball Tier 2 Sponsor 2012 0.90
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Table 39. Kia (b) global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value P.A Region ($m) USA Kia Cleveland Cavaliers Club Basketball Tier 2 Sponsor 2012 0.80 USA Kia Phoenix Suns Club Basketball Tier 2 Sponsor 2012 0.80 USA Kia San Antonio Spurs Club Basketball Tier 3 Sponsor 0.80 Canada Kia Toronto FC Club Soccer Tier 2 Sponsor 2012 0.80 USA Kia LPGA Kia Classic Golf Title Sponsor 2010 0.70 International Kia World Archery Archery World Cup Archery Tier 1 Sponsor 2014 2016 0.70 USA Kia Michelle Wie Individual Golf Endorsement 0.50 USA Kia Golden State Warriors Club Basketball Tier 3 Sponsor 2012 0.50 South Korea Kia Lee Sang-hwa Individual Winter Sports Endorsement 0.50 USA Kia Orlando Magic Club Basketball Tier 2 Sponsor 0.50 Slovakia Kia Slovak Football Association National Team Soccer Tier 1 Sponsor 0.50 Spain Kia ACB Copa del Rey Basketball Tier 2 Sponsor 0.40 Australia Kia Bulldogs Club Rugby League Tier 2 Sponsor 2015 0.40 Portugal Kia Vitória Futebol Clube Club Soccer Primary Club Sponsor 0.35 UK Kia ECB Women's Test Series Cricket Title Sponsor 2014 2016 0.30 Canada Kia Montreal Impact Club Soccer Tier 2 Sponsor 0.30 South Korea Kia Korea Skating Union Team Winter Sports Tier 2 Sponsor 2014 0.30 International Kia Fernando González Individual Tennis Endorsement 2006 0.20 Philippines Kia Manny Pacquiao Individual Boxing Endorsement 0.20 Philippines Kia Philippine Football Fed’n Federation/Team Soccer Tier 2 Sponsor 0.20 Canada Kia Vancouver Whitecaps Club Soccer Tier 2 Sponsor 0.20 Asia Kia SportFive World Extreme Games Extreme Title Sponsor 2007 0.15 Sports Morocco Kia Badr Hari Individual Martial Arts Endorsement 0.10 Canada Kia Ryan Ford Individual Martial Arts Endorsement 0.10 USA Kia Sporting Kansas City Club Soccer Tier 3 Sponsor 0.08
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VOLKSWAGEN: SPORTS SPONSORSHIP ANALYSIS
The world’s third biggest motor vehicle manufacturer sits just behind Hyundai/Kia in sponsorship spend, with a total annual investment of $164m across its range of brands. Accounting for half of the total is Audi, which has seen considerable growth in the past decade, thanks to a highly acclaimed model range leading to the marque challenging the traditional German luxury brands of Mercedes and BMW as well as Toyota’s Lexus.
Audi has spread its spend across a number of sports with an objective of reinforcing a brand image that is young, adventurous and dynamic.
The properties that have been chosen are particularly interesting. In soccer, for example, the biggest recipient of spend, the focus has been major tier two deals with clubs such as Barcelona, Real Madrid, Bayern Munich, Chelsea and A.C Milan. All these clubs have an image of metropolitan sophistication and high quality.
What is perhaps of more interest is the investment in winter sports. Audi is by far the biggest sponsor of the international governing body the FIS and has title rights to such events as the Ski World Cup and World Championships as well as German, Swiss, Finnish and Austrian national ski federations.
The demographic of winter sports fans and participants is arguably perfect for Audi, comprising young, active and ‘upwardly mobile’ professionals. Investment in sailing, such as the Medcup, the Tron Series and the Melges 20 sailing boat, align the brand with active, outdoor pursuits shared with its target audience.
As with Mercedes and BMW, the brand has interests in golf and tennis, albeit at a lesser level. The Audi Quattro Cup is a major brand-owned event and claims to be the largest amateur event in the world with more than 100,000 golfers participating. Aside from this, Audi has a partnership with Golf Australia and endorsements with leading women’s golfer Yani Tseng and Japan’s Ryo Ishikawa (men’s tour). The only tennis rights taken by the brand are for the Indian Wells Open in California, considered by many as the unofficial ‘fifth Major’
Table 40. Volkswagen Group sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals Audi 88.66 2.11 7% 42 Volkswagen 39.59 1.41 3% 28 FAW-Volkswagen 20.00 20.00 2% 1 Porsche 7.46 1.24 1% 6 Skoda 7.10 1.18 1% 6 Bentley 0.70 0.23 0% 3 SEAT 0.52 0.17 0% 3 Total 164.03 1.84 13% 89
Volkswagen itself has a much smaller portfolio concentrating mainly on soccer, with the bulk of spend in its domestic market. Major rights include VFL Wolfsburg, based in the company’s home town and indeed owned by VW. As such Volkswagen has primary shirt and stadium naming rights, which are believed to be permanent. The brand also has rights to Germany’s main knock-out competition, DFB Polkal and secondary rights with Schalke, Weder Bremen,
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Hannover 96 and RB Leipzig. Outside Germany the brand has a major deal with the French national soccer team and a similar, although less costly, association with the Argentinian team. The brand also has an endorsement deal with Brazilian star Neymar. Volkswagen is, of course, huge in Brazil, and the Neymar deal, although activated globally, was partly designed to give VW traction during the 2014 World Cup. Elsewhere in Brazil it has tier two sponsorships with several soccer clubs, although its association with the national governing body, the CBF, ended in 2014.
Chart 21. Volkswagen Group sponsorship deals by brand by value Skoda Bentley SEAT 4% 1% 0% FAW- Porsche Volkswagen 5% 12% Audi 54%
Volkswagen 24%
Chart 22. Volkswagen Group sponsorship deals by brand by number of deals
Bentley SEAT Skoda 3% 3% Porsche 7% Audi 7% 47%
FAW- Volkswagen 1%
Volkswagen 32%
Other brands in the Volkswagen stable include the Chinese joint venture partnership FAW- Volkswagen. The brand has a major $20m per year deal with the Chinese Basketball Association that runs until 2017.
Porsche, although a relatively low profile sponsor, invests in tennis. Its endorsement of Maria Sharapova is the most notable international asset, whereas in Germany it backs the national tennis federation and title sponsors the Stuttgart Open (based in its home city).
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Skoda has aligned itself mainly to cycling and is a major sponsor of the Tour de France and has secondary rights to the Vuelta España and Tour of Britain.
AUDI
Table 41. Audi sponsorship spend by sport – overview Total Average % of Number Value Value total of deals ($m) ($m) Audi Soccer 44.72 3.44 50% 13 Winter Sports 16.39 1.09 18% 15 Olympics 12.00 6.00 14% 2 Golf 5.20 1.30 6% 4 Sailing 5.20 1.73 6% 3 Baseball 1.50 1.50 2% 1 Cricket 1.50 1.50 2% 1 Basketball 1.00 1.00 1% 1 Tennis 1.00 1.00 1% 1 Ice Hockey 0.15 0.15 0% 1 Total 88.66 2.11 100% 42
Chart 23. Audi sponsorship spend by sport ($m)
Soccer Winter Sports Olympics Sailing Golf Cricket Baseball Tennis Basketball Ice Hockey
0 10 20 30 40 50
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Car Industry Sponsors April 1, 2015
Table 42. Audi sponsorship by country/region – overview Total Average Value Value % of Number Audi ($m) ($m) total of deals International 28.74 2.05 32% 14 Germany 25.37 2.11 29% 12 Spain 17.00 8.50 19% 2 USA 6.50 2.17 7% 3 Italy 4.80 1.60 5% 3 UK 2.00 2.00 2% 1 Australia 1.50 0.75 2% 2 South Africa 1.50 1.50 2% 1 Finland 0.40 0.40 0% 1 France 0.40 0.40 0% 1 Switzerland 0.30 0.30 0% 1 Austria 0.15 0.15 0% 1
Chart 24. Audi sponsorship by country/region ($m)
International Germany Spain USA Italy UK South Africa Australia France Finland Switzerland Austria
0 5 10 15 20 25 30 35
VOLKSWAGEN
Table 43. Volkswagen sponsorship spend by sport – overview Total Average Value Value % of Number Volkswagen ($m) ($m) total of deals Soccer 35.64 2.10 90% 17 Aussie Rules 1.00 1.00 3% 1 Cycling 1.00 1.00 3% 1 Rugby Union 0.85 0.21 2% 4 Olympics 0.50 0.50 1% 1 Tennis 0.40 0.13 1% 3 Basketball 0.20 0.20 1% 1 Total 39.59 1.41 100% 28
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Car Industry Sponsors April 1, 2015
Chart 25. Volkswagen sponsorship spend by sport ($m)
Soccer
Cycling
Aussie Rules
Rugby Union
Olympics
Tennis
Basketball
0 5 10 15 20 25 30 35 40
Table 44. Volkswagen sponsorship by country/region – overview Total Average Value Value % of Number Volkswagen ($m) ($m) total of deals Germany 22.84 2.86 58% 8 France 5.30 1.77 13% 3 Brazil 3.75 0.75 9% 5 Argentina 1.50 1.50 4% 1 Spain 1.50 1.50 4% 1 Australia 1.40 0.35 4% 4 Netherlands 1.00 1.00 3% 1 USA 1.00 1.00 3% 1 Ireland 0.55 0.28 1% 2 New Zealand 0.50 0.50 1% 1 Italy 0.25 0.25 1% 1
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Car Industry Sponsors April 1, 2015
Chart 26. Volkswagen sponsorship by country/region ($m)
Germany France Brazil Spain Argentina Australia USA Netherlands Ireland New Zealand Italy
0 5 10 15 20 25
PORSCHE
Table 45. Porsche sponsorship spend by sport – overview Total Average Value Value % of Number Porsche ($m) ($m) total of deals Tennis 6.70 1.68 90% 4 Multi-Sports 0.51 0.51 7% 1 Soccer 0.25 0.25 3% 1 Total 7.46 1.24 100% 6
Table 46. Porsche sponsorship by country/region – overview Total Average Value Value % of Number Porsche ($m) ($m) total of deals Germany 3.76 0.94 50% 4 International 3.70 1.85 50% 2
SKODA
Table 47. Skoda sponsorship spend by sport – overview Total Average Value Value % of Number Skoda ($m) ($m) total of deals Cycling 4.60 1.53 65% 3 Ice Hockey 2.10 1.05 30% 2 Olympics 0.40 0.40 6% 1 Total 7.10 1.18 100% 6
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Car Industry Sponsors April 1, 2015
Table 48. Skoda sponsorship by country/region – overview Total Average Value Value % of Number Skoda ($m) ($m) total of deals France 4.00 4.00 56% 1 International 2.00 2.00 28% 1 Czech Republic 0.40 0.40 6% 1 Spain 0.40 0.40 6% 1 UK 0.20 0.20 3% 1 Switzerland 0.10 0.10 1% 1
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Car Industry Sponsors April 1, 2015
Table 49. Audi global sports sponsorship deals Value Country / P.A Region Company Rights Holder Property Sport Status Start End ($m) Germany Audi Bayern Munich Club Soccer Tier 2 Sponsor 2011 2016 10.00 International Audi IOC International Federation Olympics Supplier 2013 2016 10.00 Spain Audi Real Madrid Club Soccer Tier 2 Sponsor 9.00 Spain Audi FC Barcelona Club Soccer Tier 2 Sponsor 2015 2018 8.00 International Audi FIS Alpine Ski World Cup Winter Sports Title Sponsor 2012 2018 6.50 International Audi Audi Audi Quattro Cup Golf Owner 4.00 USA Audi MLS MLS Soccer Tier 1 Sponsor 2015 2018 4.00 Italy Audi B.Plan Sport & Events Tron Sailing Series Sailing Title Sponsor 3.00 Germany Audi Hertha Berlin Club Soccer Tier 2 Sponsor 2013 2016 3.00 Germany Audi FC Ingolstadt Club Soccer Primary Club Sponsor 2014 2018 2.72 Alpine Ski World International Audi FIS Championships Winter Sports Tier 1 Sponsor 2012 2017 2.34 UK Audi Chelsea Club Soccer Tier 2 Sponsor 2012 2015 2.00 German Olympic Sports Germany Audi Confederation Federation Olympics Tier 1 Sponsor 2012 2016 2.00 International Audi Grupo Santa Monica Sports Medcup Sailing Title Sponsor 2014 2.00 Germany Audi Borussia Mönchengladbach Club Soccer Tier 2 Sponsor 2012 2018 1.50 South Africa Audi Cricket South Africa Federation/National Team Cricket Tier 1 Sponsor 2015 1.50 USA Audi Arizona Diamondbacks Club Baseball Tier 2 Sponsor 1.50 Germany Audi German Ski Association National Federation Winter Sports Tier 1 Sponsor 2013 2018 1.40 Germany Audi Hamburger SV Club Soccer Tier 2 Sponsor 2012 1.30 Germany Audi DSV National Federation/Team Winter Sports Tier 1 Sponsor 2010 2014 1.10 USA Audi Indian Wells Tennis Garden Indian Wells Open Tennis Tier 2 Sponsor 2014 2017 1.00
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Car Industry Sponsors April 1, 2015
Table 50. Audi (b) global sports sponsorship deals Country / Value P.A Region Company Rights Holder Property Sport Status Start End ($m) Italy Audi AC Milan Club Soccer Tier 2 Sponsor 1.00 Germany Audi FC Bayern Basketball Club Basketball Tier 1 Sponsor 2011 2016 1.00 Australia Audi Relevent Sports International Champions Cup Title Sponsor 2015 1.00 Germany Audi FC Nürnberg Club Soccer Tier 2 Sponsor 2013 2016 0.80 Italian Winter Sports Italy Audi Federation National Federation/Team Winter Sports Tier 1 Sponsor 0.80 Australia Audi Golf Australia Federation Golf Tier 1 Sponsor 2012 0.50 International Audi FIS Cross Country World Cup Winter Sports Tier 1 Sponsor 2014 0.50 International Audi FIS Ski Jumping World Cup Winter Sports Tier 1 Sponsor 2014 0.50 International Audi FIS Four Hills Tournament Winter Sports Tier 1 Sponsor 2016 0.50 Ski Flying World International Audi FIS Championship Winter Sports Tier 1 Sponsor 2016 2018 0.50 International Audi FIS Nordic Combined World Cup Winter Sports Tier 1 Sponsor 2013 2014 0.50 International Audi FIS Ski Cross World Cup Winter Sports Title Sponsor 2011 2017 0.50 International Audi Yani Tseng Individual Golf Endorsement 0.40 Germany Audi 1899 Hoffenheim Club Soccer Tier 2 Sponsor 2014 2016 0.40 France Audi Fédération Française de Ski National Team Winter Sports Tier 1 Sponsor 0.40 Finland Audi Finnish Ski Association National team Winter Sports Tier 1 Sponsor 0.40 Switzerland Audi Swiss Ski Swiss National Team Winter Sports Tier 3 Sponsor 0.30 International Audi Ryo Ishikawa Individual Golf Endorsement 0.30 Melges Performance International Audi Sailboats Melges 20 Sailing Title Sponsor 0.20 Germany Audi ERC Ingolstadt Club Ice Hockey Tier 1 Sponsor 0.15 Austria Audi Ski Austria Austrian National Team Winter Sports Tier 2 Sponsor 0.15
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Car Industry Sponsors April 1, 2015
Table 51. Volkswagen global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) Germany Volkswagen VFL Wolfsburg Club Soccer Primary Club Sponsor Germany Volkswagen DFB DFB Pokal Soccer Tier 1 Sponsor 2012 2016 5.00 France Volkswagen Fédération Française National Team Soccer Tier 1 Sponsor 2014 5.00 de Football Germany Volkswagen VFL Wolfsburg Volkswagen Arena Soccer Naming Rights Permanent 2.60 Germany Volkswagen Schalke 04 Club Soccer Tier 2 Sponsor 2012 2016 2.08 Brazil Volkswagen Neymar Individual Soccer Endorsement 2012 2016 2.00 Germany Volkswagen Werder Bremen Club Soccer Tier 2 Sponsor 2013 2016 1.56 Argentina Volkswagen Argentine Football National Team Soccer Tier 1 Sponsor 1.50 Association Spain Volkswagen Atlético Madrid Club Soccer Tier 2 Sponsor 1.50 USA Volkswagen USA Cycling Federation/Events Cycling Tier 1 Sponsor 2012 2016 1.00 Netherlands Volkswagen Royal Dutch Football National Team Soccer Tier 2 Sponsor 1.00 Association Australia Volkswagen Sydney Swans Club Aussie Rules Tier 2 Sponsor 2014 2017 1.00 Brazil Volkswagen Cruzeiro Club Soccer Tier 2 Sponsor 0.75 Germany Volkswagen Hannover 96 Club Soccer Tier 2 Sponsor 0.70 New Volkswagen New Zealand Olympic National Olympics Tier 1 Sponsor 2012 2015 0.50 Zealand Committee Federation/Team Ireland Volkswagen IRFU National Team Rugby Union Tier 3 Sponsor 0.40 Brazil Volkswagen Atlético Goianiense Club Soccer Tier 2 Sponsor 0.40 Brazil Volkswagen Atletico Mineiro Club Soccer Tier 3 Sponsor 0.40 Germany Volkswagen RB Leipzig Club Soccer Tier 2 Sponsor 2014 2018 0.30 Italy Volkswagen Fiorentina Club Soccer Tier 2 Sponsor 2014 0.25 Australia Volkswagen ITF Hopman Cup Tennis Tier 1 Sponsor 2015 0.20
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Car Industry Sponsors April 1, 2015
Table 52. Volkswagen (b) global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value P.A Region ($m) Brazil Volkswagen Grêmio Club Soccer Tier 3 Sponsor 0.20 Germany Volkswagen Stadthalle Braunschweig Volkswagen Halle Basketball Naming Rights 2000 2020 0.20 Betriebsgesellschaft mbH France Volkswagen RC Toulonnais Club Rugby Union Tier 2 Sponsor 0.15 France Volkswagen Stade Rochelais Club Rugby Union Tier 2 Sponsor 0.15 Ireland Volkswagen Leinster Club Rugby Union Tier 2 Sponsor 0.15 Australia Volkswagen ATP Brisbane International Tennis Tier 2 Sponsor 0.10 Tennis Australia Volkswagen ATP/WTA Apia International Sydney Tennis Tier 1 Sponsor 0.10
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Car Industry Sponsors April 1, 2015
Table 53. Porsche, FAW/VW, Skoda, Bentley, SEAT global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) International Porsche Maria Sharapova Individual Tennis Endorsement 2013 2016 3.00 Germany Porsche German Tennis Federation/Events Tennis Tier 1 Sponsor 2014 2017 2.00 Association Germany Porsche Porsche Stuttgart Open Tennis Title Sponsor 1.00 International Porsche Angelique Kerber Individual Tennis Endorsement 2015 0.70 Germany Porsche City of Stuttgart Porsche Arena Multi-purpose Naming Rights 2006 2026 0.51 China FAW- Chinese Basketball League/National Team Basketball Tier 1 Sponsor 2014 2017 20.00 Volkswagen Association France Skoda Amaury Sport Tour de France Cycling Tier 1 Sponsor 2013 2018 4.00 Organisation International Skoda IIHF World Championships Ice Hockey Tier 1 Sponsor 2012 2017 2.00 Czech Skoda Czech Olympic Czech Olympic Team Olympics Tier 1 Sponsor 0.40 Republic Committee Spain Skoda Unipublic Vuelta España Cycling Tier 2 Sponsor 0.40 UK Skoda SweetSpot Tour of Britain Cycling Tier 2 Sponsor 2014 0.20 Switzerland Skoda HC Davos Spengler Cup Ice Hockey Tier 2 Sponsor 2015 0.10 USA Bentley Scottsdale Polo Scottsdale Polo Polo Title Sponsor 0.50 Championships Championships International Bentley Pegasus Events Berenberg Trophy Polo Tier 2 Sponsor 0.10 International Bentley Pegasus Events Bucherer Polo Cup Polo Tier 2 Sponsor 0.10 UK SEAT Badminton England Federation/Events Badminton Tier 2 Sponsor 2015 0.30 Ireland SEAT Munster Club Rugby Union Tier 2 Sponsor 0.12 Spain SEAT Real Betis Club Soccer Tier 2 Sponsor 0.10
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RENAULT-NISSAN: SPORTS SPONSORSHIP ANALYSIS
Renault-Nissan’s sponsorship portfolio is absolutely dominated by Nissan, which accounts for more than 95% of total spend.
Of that $126m, more than $110m is committed to just three properties, the UEFA Champions League, Rio 2016 (domestic sponsor) and US College sports, where the brand has a series of deals with leading universities negotiated centrally by IMG College.
Nissan took rights to the Champions League following the withdrawal of Ford, which had been a sponsor since the competition began in the early 1990s. As such, the brand has the usual problems associated with replacing a long-term incumbent, especially when the activation programmes of other brands, most notably Heineken, have been very strong.
Bastien Schupp, vice president, marketing, Nissan Europe, revealed that the brand’s sponsorship of the Champions League was a “massive and a logistical challenge” that Nissan needed to embrace because “not many people have a bad opinion [of Nissan], but most are quite indifferent.
“If you ask people ‘Do you know Nissan?’ 98 per cent will tell you yes, but when you ask them more specifically about the brand or what it stands for, they struggle,” he said. “By using this massive platform, we can explain what innovation and excitement mean as part of the Nissan brand.”
To help kick off the sponsorship, Nissan hired stars Andrés Iniesta (Barcelona) and Thiago Silva (Paris St Germain) to appear in TV ads for its ‘Engineers of Excitement’ themed activation, which also included experiential and social media components.
Aside from the its three major investments, Nissan has a long-standing partnership with the Confederation of African Football, which covers both the Cup of Nations and the Champions League on the continent and a significant tier two sponsorship with Manchester City.
Nissan’s sponsorship strategy is, according to Schupp, to “look for big properties that have a strong media value and we look for sports that are accessible as we don’t want to be seen as elite or very exclusive.
“Football [soccer] is a territory we think fits well with our brand. We used to do quite small events but I think that contributed to the lack of recognition and confusion about Nissan. It’s an active choice to do less, but go bigger and better.”
Table 54. Renault-Nissan sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals Nissan 126.17 11.47 10% 11 Renault 2.20 0.28 0% 8 Dacia 1.46 1.46 0% 1 Infiniti 2.00 2.00 0% 1 Total 131.83 6.27 10% 21
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Car Industry Sponsors April 1, 2015
Chart 27. Renault-Nissan sponsorship deals by brand by value Renault Dacia 2% 1% Infiniti 1%
Nissan 96%
Chart 28. Renault-Nissan sponsorship deals by brand by number of deals Infiniti Dacia 5% 5%
Nissan Renault 52% 38%
NISSAN Table 55. Nissan sponsorship spend by sport – overview Nissan Total Average % of Number Value Value total of deals ($m) ($m)
Soccer 78.77 13.13 62% 6 Olympics 31.00 15.50 25% 2 College Sports 15.00 15.00 12% 1 American Football 1.00 1.00 1% 1 Ice Hockey 0.40 0.40 0% 1 Total 126.17 11.47 100% 11
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Chart 29. Nissan sponsorship spend by sport ($m)
Soccer
Olympics
College Sports
American Football
Ice Hockey
0 20 40 60 80 100
Table 56. Nissan sponsorship by country/region – overview Total Average Value Value % of Number Nissan ($m) ($m) total of deals Europe 66.15 66.15 52% 1 Brazil 30.00 30.00 24% 1 USA 16.65 4.16 13% 4 UK 6.88 3.44 5% 2 Africa 5.00 5.00 4% 1 Japan 1.40 1.40 1% 1 France 0.09 0.09 0% 1
Chart 30. Nissan sponsorship by country/region ($m)
Europe
Brazil
USA
UK
Africa
Japan
France
0 10 20 30 40 50 60 70
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RENAULT
Table 57. Renault sponsorship spend by sport – overview Total Average Value Value % of Number Renault ($m) ($m) total of deals Aussie Rules 1.00 1.00 45% 1 Rugby Union 0.80 0.16 36% 5 Soccer 0.25 0.25 11% 1 Tennis 0.15 0.15 7% 1 Total 2.20 0.28 100% 8
Chart 31. Renault sponsorship spend by sport ($m)
Aussie Rules
Rugby Union
Soccer
Tennis
0 0 0 1 1 1 1
Table 58. Renault sponsorship by country/region – overview Total Average Value Value % of Number Renault ($m) ($m) total of deals Australia 1.00 1.00 45% 1 France 0.55 0.14 25% 4 Italy 0.25 0.25 11% 1 Argentina 0.25 0.25 11% 1 Switzerland 0.15 0.15 7% 1
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Chart 32. Renault sponsorship by country/region ($m)
Australia
France
Italy
Argentina
Switzerland
0 0 0 1 1 1 1
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Table 59. Nissan, Renault, Infiniti, Dacia global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) Europe Nissan UEFA Champions League Soccer Tier 1 Sponsor 2014 2017 66.15 Brazil Nissan Rio 2016 Rio 2016 Games Olympics Tier 1 Sponsor 2012 2016 30.00 USA Nissan IMG College College Sports College Sports Tier 1 Sponsor 15.00 UK Nissan Manchester City Club Soccer Tier 2 Sponsor 2014 2019 5.88 Africa Nissan Confederation of African Cup of Nations / Soccer Tier 1 Sponsor 2013 2015 5.00 Football Champions League
Japan Nissan Yokohama City Nissan Stadium Soccer Naming rights 2013 2016 1.40 UK Nissan British Olympic Team GB Olympics Tier 1 Sponsor 2013 2016 1.00 Association USA Nissan Heisman Trust Heisman Trophy American Tier 1 Sponsor 2005 2016 1.00 Football USA Nissan Nashvile Predators Team Ice Hockey Tier 2 Sponsor 2011 0.40 USA Nissan LA Galaxy Club Soccer Tier 2 Sponsor 0.25 France Nissan Evian Thonon Club Soccer Tier 2 Sponsor 0.09 Australia Renault Port Adelaide FC Club Aussie Rules Tier 1 Sponsor 2013 2015 1.00 Argentina Renault Argentine Rugby Union National Team Rugby Union Tier 3 Sponsor 0.25 Italy Renault Napoli Club Soccer Tier 3 Sponsor 2015 2015 0.25 Switzerland Renault Grand Chelem Event SA Swiss Open Tennis Tier 3 Sponsor 0.15 France Renault Clermont Club Rugby Union Tier 2 Sponsor 0.15 France Renault FC Grenoble Club Rugby Union Tier 2 Sponsor 0.15 France Renault Union Bordeaux Bègles Club Rugby Union Tier 2 Sponsor 0.15 France Renault Castres Club Rugby Union Tier 3 Sponsor 0.10 USA Infiniti NCAA Federation College Sports Tier 2 Sponsor 2.00 Italy Dacia Udinese Club Soccer Primary Club Sponsor 2014 1.46
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MERCEDES: SPORTS SPONSORSHIP ANALYSIS
Mercedes’ biggest single investment in sport is obviously its Formula Team, which, although very costly, has been hugely successful; however this report is concentrating on non- motorsports.
The German brand has long been a major sponsor of tennis and was the principle partner of the ATP Tour from 1996 to 2008. The famous star logo became a familiar sight at major events having been embossed into the netting between the tramlines and the posts.
The brand still invests an estimated $24m per year in the sport with notable sponsorships including a tier one partnership with the US and China Opens, major endorsements with Roger Federer and women’s star Li Na and title rights to the ATP Mercedes Cup among others.
The other key strands of the company’s strategy are naming rights deals, most notably the futuristic Mercedes-Benz Arena in Shanghai, which is a mixed use indoor venue with both sports and cultural events taking place.
The company also has sizeable naming rights deals in New Orleans (NFL’s New Orleans Saints), Berlin and Stuttgart.
Mercedes has also identified golf as particularly relevant to its target audience, especially in the USA. Bernie Glaser, Mercedes-Benz USA marketing chief, says: “The demographics and interests of our customers make golf the perfect match for us,”
The typical Mercedes buyer in the U.S. is married (74%), male (63%), 53-years old with a college degree (78%) and a household income of $185,000. Similarly, most golf fans are married men in their 40s or 50s with a college education and an income around $100,000.
Table 60. Mercedes sponsorship overview Total Average Value Value % of Number ($m) ($m) total of deals Mercedes 86.24 2.54 7% 34
Table 61. Mercedes sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Mercedes ($m) ($m) Tennis 23.87 2.65 28% 9 Golf 20.45 2.05 24% 10 Soccer 19.87 2.21 23% 9 Multi-Sports 15 15.00 17% 1 American Football 5 5.00 6% 1 Ice Hockey 1.6 0.80 2% 2 Triathlon 0.3 0.30 0% 1 Rugby Union 0.15 0.15 0% 1 Total 86.24 2.54 100% 34
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Mercedes was, therefore, quick to snap up rights for the US Masters when a tier one space became available following the withdrawal of ExxonMobil in 2013. The $5m per year commitment mirrors its position (and spend) with the Open Championship in Britain.
Elsewhere in golf, the brand also runs its own international tournament for amateurs (Mercedes Trophy) and in the USA, the Mercedes Benz Dealer Championship, in which local dealers organise tournaments for amateur players. Aside from this, Mercedes has endorsement deals with leading German golfer Martin Kaymer and South Africa’s Louis Oosthuizen.
Chart 33. Mercedes sponsorship spend by sport ($m)
Tennis
Golf
Soccer
Multi-Sports
American Football
Ice Hockey
Triathlon
Rugby Union
0 5 10 15 20 25 30
The brand is also active in soccer with a long running sponsorship of the German national team worth $13.5m per year and a similar, although much lower value, arrangement with the Turkish Football Federation, where it also sponsors the Aegean Cup. Mercedes also backs local club VfB Stuttgart and Dutch team PSV Eindhoven.
Table 62. Mercedes sponsorship by country/region – overview Total Average % of Number Value Value total of deals Mercedes ($m) ($m) USA 24.5 4.90 28% 5 Germany 21.57 2.70 25% 8 China 19.35 4.84 22% 4 International 11.1 2.22 13% 5 UK 5.15 2.58 6% 2 Turkey 1.4 0.70 2% 2 Spain 1 1.00 1% 1 Australia 0.57 0.29 1% 2 Dubai 0.5 0.50 1% 1 Netherlands 0.5 0.25 1% 2 Europe 0.3 0.30 0% 1 Monte Carlo 0.3 0.30 0% 1 Total 86.24 2.54 100% 34
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Chart 34. Mercedes sponsorship by country/region ($m)
USA Germany China International UK Turkey Spain Australia Netherlands Dubai Monte Carlo Europe
0 5 10 15 20 25 30
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Table 63. Mercedes global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) China Mercedes AEG Mercedes-Benz Arena Multi-Sports Naming Rights 2011 2020 15 Germany Mercedes DFB National team Soccer Tier 1 Sponsor 13.52 USA Mercedes United States Tennis US Open Tennis Tier 1 Sponsor 2014 9 Association International Mercedes Roger Federer Individual Tennis Endorsement 2015 7 USA Mercedes New Orleans Saints Mercedes-Benz Superdome American Naming Rights 2011 2021 5 Football USA Mercedes Augusta National US Masters Golf Tier 1 Sponsor 2013 5 Golf Club UK Mercedes Royal and Ancient The Open Championship Golf Tier 1 Sponsor 5 Golf Club of St Andrews USA Mercedes PGA of America Federation Golf Tier 1 Sponsor 4 China Mercedes General China Open Tennis Tier 1 Sponsor 2.5 Administration of Sport of China International Mercedes Mercedes Mercedes Trophy Golf Owner 2.5 Germany Mercedes ATP Mercedes Cup Tennis Title Sponsor 2 Germany Mercedes VfB Stuttgart Club Soccer Tier 2 Sponsor 2011 2017 1.8 USA Mercedes PGA of America Mercedes Benz Dealer Golf Title Sponsor 1.5 Championship Germany Mercedes AEG Mercedes-Benz Arena Ice Hockey Naming Rights 2015 2035 1.5 China Mercedes Li Na Individual Tennis Endorsement 2011 2014 1.5
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Table 64. Mercedes (B) global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) Turkey Mercedes Turkish Football National team / Federation Soccer Tier 1 Sponsor 2014 2018 1 Federation Spain Mercedes ATP Madrid Open Tennis Tier 2 Sponsor 1 International Mercedes Martin Kaymer Individual Golf Endorsement 2014 2017 1 Australia Mercedes IMG Australian Masters Golf Tier 2 Sponsor 0.5 International Mercedes ATP World Tour Finals Tennis Tier 2 Sponsor 2013 0.5 Dubai Mercedes Golf in Dubai Dubai Desert Classic Golf Tier 2 Sponsor 0.5 Germany Mercedes Joachim Loew Individual Soccer Endorsement 0.45 Netherlands Mercedes PSV Eindhoven Club Soccer Tier 2 Sponsor 0.4 Turkey Mercedes Turkish Football Aegean Cup Soccer Title Sponsor 0.4 Federation China Mercedes Hong Kong Golf Mercedes-Benz Classic Golf Title Sponsor 2014 2017 0.35 Association Monte Carlo Mercedes ATP Monte Carlo Masters Tennis Tier 2 Sponsor 0.3 Europe Mercedes World Triathlon Ironman Europe Triathlon Tier 2 Sponsor 0.3 Corporation UK Mercedes Bath Rugby Club Rugby Tier 2 Sponsor 2014 2015 0.15 Union Netherlands Mercedes NAC Breda Club Soccer Tier 3 Sponsor 0.1 Germany Mercedes Thomas Sabo Ice Club Ice Hockey Tier 2 Sponsor 2014 2016 0.1 Tigers International Mercedes Louis Oosthuizen Individual Golf Endorsement 2013 0.1 Australia Mercedes Tennis Australia World Tennis Challenge Tennis Tier 2 Sponsor 0.07
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FORD: SPORTS SPONSORSHIP ANALYSIS
Ford’s sponsorship activities outside of motorsport have seen the company concentrate on the US market in recent years, with international expenditure largely shifting from Europe to Asia. Until 2014 Ford had been a UEFA Champions League sponsor paying an annual rights fee in the region of $50m, but spend on global soccer was reduced and shifted to China, where the company has partnered the rapidly growing Super League in a second tier deal worth $21m per year.
As one of the founding Champions League partners, it is arguable that Ford had taken the relationship as far as it could go and needed to invest in Asia to challenge the activities of such rivals as Chevrolet, Toyota and Volkswagen.
There are, however, other reasons for this switch in strategy. Ford Europe CEO, Stephen Odell, points out: "Ford doesn't need more awareness – we have to communicate the value of Ford."
As such, a property delivering awareness to 300 million TV viewers is no longer a primary objective. In Europe the company is switching its business focus to higher-end versions of its model range, such as the Mondeo Vignale, which has leather interiors and greater use of chrome fittings. The rationale is that the change will be more profitable as the company has struggled to make money in Europe in recent years from volume models despite strong market share.
Such a strategy obviously sees Ford competing with the likes of Audi, BMW and Mercedes. The target audience for such customers, as discussed previously, is not over-represented in soccer fans. They are instead seen as more business-minded and tech-focused and it is understood that the marketing strategy will include greater use of social media and sponsorship of technology fairs to target the audience. Ford is also setting up new customer lounges in 500 of its 2,400 European dealerships, to emphasise the difference between the Vignale and its existing model range.
In terms of sports sponsorship, it will be interesting to see whether Ford in Europe starts to acquire golf, tennis or sailing rights to help communicate its new strategy, or whether it has decided that, for the time being, sport is not the most productive marketing tool.
Aside from soccer, the company’s major investments are in the USA. In American Football, Ford has major deals with the Dallas Cowboys and Houston Texans as well as naming rights to Ford Field, home of the Detroit Lions in the company’s home city.
In baseball, Ford has a tier one partnership with the MLB and in basketball there are four partnerships with teams, the largest of which is with the Dallas Mavericks, estimated at $1.4m per year.
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Table 65. Ford sponsorship overview Total Average Value Value % of Number ($m) ($m) total of deals Ford 74.50 2.40 6% 31
Table 66. Ford sponsorship spend by sport – overview Total Average % of Number Value Value total of deals ($m) ($m) Ford Soccer 22.40 5.60 30% 4 American Football 16.20 4.05 22% 4 Baseball 13.00 6.50 17% 2 Extreme Sports 6.00 6.00 8% 1 Basketball 4.70 1.18 6% 4 Rugby Union 4.00 4.00 5% 1 Ice Hockey 3.00 3.00 4% 1 Cricket 2.58 0.32 3% 8 Aussie Rules 1.65 0.83 2% 2 Multi-Sports 0.67 0.34 1% 2 Triathlon 0.20 0.20 0% 1 Hockey 0.10 0.10 0% 1 Total 74.50 2.40 100% 31
Outside of the US, Ford’s other key sponsorship investments are in New Zealand where it has a tier two sponsorship with the country’s legendary All Blacks national Rugby Union team and a lower valued tier one deal with the Black Caps, the equivalent team in cricket. In Australia, where it competes strongly with the GM domestic brand Holden and Toyota, its major non- motorsport commitments are in Aussie Rules, in which it has a primary shirt deal with Geelong Cats and a second tier sponsorship with the South Australian federation.
Chart 35. Ford sponsorship spend by sport ($m)
Soccer American Football Baseball Extreme Sports Basketball Rugby Union Ice Hockey Cricket Aussie Rules Multi-Sports Triathlon Hockey
0 5 10 15 20 25
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Table 67. Ford sponsorship by country/region – overview Total Average Value Value % of Number Ford ($m) ($m) total of deals USA 36.77 2.83 49% 13 China 20.80 20.80 28% 1 New Zealand 6.28 0.90 8% 7 International 6.00 6.00 8% 1 Australia 1.65 0.83 2% 2 Canada 1.00 1.00 1% 1 Germany 0.90 0.90 1% 1 Ireland 0.50 0.50 1% 1 UK 0.40 0.13 1% 3 Mexico 0.20 0.20 0% 1
Chart 36. Ford sponsorship by country/region ($m)
USA China New Zealand International Australia Canada Germany Ireland UK Mexico
0 5 10 15 20 25 30 35 40
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Table 68. Ford global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) China Ford Chinese Football Chinese Super League Soccer Tier 2 Sponsor 2014 2017 20.80 Association USA Ford Major League Baseball Major League Baseball Baseball Tier 1 Sponsor 9.00 USA Ford Dallas Cowboys Club American Tier 2 Sponsor 2009 2018 7.00 Football International Ford ESPN X Games Extreme Tier 1 Sponsor 6.00 Sports USA Ford Houston Texans Club American Tier 2 Sponsor 5.00 Football New Zealand Ford NZRU All Blacks Rugby Union Tier 2 Sponsor 4.00 USA Ford New York Yankees Club Baseball Tier 2 Sponsor 4.00 USA Ford Colorado Avalanche Team Ice Hockey Tier 1 Sponsor 3.00
USA Ford Detroit Lions Ford Field American Naming Rights 2002 2026 2.20 Football USA Ford Cleveland Browns Club American Tier 2 Sponsor 2.00 Football New Zealand Ford New Zealand Cricket Blackcaps (National Cricket Tier 1 Sponsor 2014 1.80 Team) USA Ford Dallas Mavericks Club Basketball Tier 1 Sponsor 1.40 Australia Ford Geelong Cats Club Aussie Rules Primary Club Sponsor 2012 2016 1.25 USA Ford Boston Celtics Club Basketball Tier 2 Sponsor 1.20
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Table 69. Ford (b) global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) USA Ford Utah Jazz Club Basketball Tier 1 Sponsor 1.10 Canada Ford Toronto Raptors Club Basketball Tier 1 Sponsor 1.00 Germany Ford FC Köln Club Soccer Tier 2 Sponsor 2014 2015 0.90 Ireland Ford FAI National Soccer Tier 2 Sponsor 0.50 Team/Federation
USA Ford City of Evansville Ford Center Multi-purpose Naming Rights 2011 2021 0.42 Australia Ford SANFL Federation Aussie Rules Tier 2 Sponsor 2011 0.40 USA Ford SMG Ford Park Multi-purpose Naming Rights 2003 0.25 UK Ford Alastair Cook Individual Cricket Endorsement 2011 0.20 New Zealand Ford Cricket Wellington Team Cricket Primary Club Sponsor 0.20 USA Ford Real Salt Lake Club Soccer Tier 2 Sponsor 0.20 Mexico Ford World Triathlon Ironman Mexico Triathlon Title Sponsor 0.20 Corporation New Zealand Ford Auckland Cricket Auckland Aces Cricket Tier 1 Sponsor 0.10 UK Ford Graham Gooch Individual Cricket Endorsement 2011 0.10 New Zealand Ford Hockey New Zealand National Federation Hockey Tier 1 Sponsor 0.10 UK Ford Lord's Taverners Charity Cricket Tier 1 Sponsor 0.10 New Zealand Ford Northern Districts Cricket Knights Cricket Tier 2 Sponsor 0.05 Association New Zealand Ford Otago Cricket Volts (Team) Cricket Tier 1 Sponsor 0.03
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BMW: SPORTS SPONSORSHIP ANALYSIS
Since the London 2012 Olympics, for which BMW had a $63m domestic partnership with the local organising committee, the brand has focussed its sponsorship efforts mainly on golf, which accounts for 54% of spend.
Prior to 2012, the brand withdrew from its then biggest sports investment, the BMW Oracle Racing team in sailing, competing for the America’s Cup. The relationship ended on a high with the team lifting the trophy in 2010 in Valencia, Spain.
Table 70. BMW Group sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals BMW 56.70 1.58 4% 36 Mini 0.36 0.36 0% 1 Total 57.06 1.54 4% 37
Spend on sport has therefore reduced overall in recent years, although the company retains several high-profile properties and has recently added to its portfolio with the addition of a major deal with the French Rugby Federation (FFR) reported at just above $4m per year.
It is, however, golf as discussed, where the major investment takes place. Its flagship event is the European PGA Championship, which the company has title-sponsored since 2005. The company has been strongly praised in the sponsorship industry for the quality of on-course branding at the event and the efforts it has made to increase the profile of Europe’s biggest PGA competition.
The brand is also a major sponsor of Europe’s Ryder Cup team and has title rights to the BMW Championship in the USA, the Golf Cup International (the world’s largest amateur series), the Masters in China and the International Open in Germany. Aside from this, it has deals with professional associations in Germany, France and New Zealand as well as an endorsement deal with Miguel Angel Jimenez.
The reason for investing in golf is that, as discussed in the Mercedes profile, the target audience for the brand and those interested in the sport are almost identical. Further, the image of golf has seen a step change in recent years from a stuffy, middle-aged pastime, to a dynamic, exciting sport dominated by young and athletic competitors such as Tiger Woods and Rory Mcllroy.
The sponsorship strategies of BMW, Mercedes and Audi are to an extent interchangeable. The common elements include title sponsorships in golf and tennis with sailing and Olympic rights also used by more than one brand.
Despite withdrawing from the America’s Cup, BMW retains an interest in sailing through its own academy as well as two events in Europe and an endorsement with German sailor Markus Weiser.
The brand has a small interest in soccer with tier two deals with Brazilian club Santos, and San Jose Earthquakes of the MLS. Finally the Mini brand, has a secondary deal with German club St
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Pauli, which over the years has developed an image as the cult ‘anarchic’ club of German soccer, being based close to Hamburg’s docks and red light district where the city’s ‘alternative culture’ makes up large portion of the fans. It is, in some ways, in keeping with Mini’s ‘cheeky’ branding, which developed following the use of the car in the film The Italian Job.
Table 71. BMW sponsorship spend by sport – overview Total Average % of Number Value Value total of deals ($m) ($m) BMW Golf 30.56 2.55 54% 12 Rugby Union 7.19 1.44 13% 5 Olympics 5.50 2.75 10% 2 Marathon 3.10 1.55 5% 2 Horseracing 2.20 1.10 4% 2 Athletics 2.00 2.00 4% 1 Tennis 1.60 0.53 3% 3 Soccer 1.40 0.70 2% 2 Sailing 1.10 0.28 2% 4 Swimming 1.00 1.00 2% 1 Basketball 0.70 0.70 1% 1 Polo 0.35 0.35 1% 1 Total 56.70 1.58 100% 36
Chart 37. BMW sponsorship spend by sport ($m)
Golf Rugby Union Olympics Marathon Horseracing Athletics Tennis Soccer Sailing Swimming Basketball Polo
0 5 10 15 20 25 30 35
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Table 72. BMW sponsorship by country/region – overview Total Average Value Value % of Number BMW ($m) ($m) total of deals Europe 13.00 6.50 23% 2 USA 12.10 2.02 21% 6 International 8.20 2.73 14% 3 Germany 6.80 0.97 12% 7 France 4.66 1.55 8% 3 China 3.00 3.00 5% 1 Australia 2.33 0.78 4% 3 UK 1.80 1.80 3% 1 Canada 1.60 0.80 3% 2 South Africa 1.45 0.48 3% 3 Brazil 1.00 1.00 2% 1 New Zealand 0.76 0.19 1% 4
Chart 38. BMW sponsorship by country/region ($m)
Europe USA International Germany France China Australia UK Canada South Africa Brazil New Zealand
0 2 4 6 8 10 12 14
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Table 73. BMW global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) Europe BMW PGA European Tour BMW PGA Golf Title Sponsor 2014 2018 10.00 Championship France BMW French Rugby Federation National Rugby Union Tier 1 Sponsor 2013 4.16 Federation/Team USA BMW USOC Team USA Olympics Tier 1 Sponsor 2010 2016 4.00 USA BMW BMW BMW Championship Golf Title Sponsor 2014 2019 4.00 International BMW PGA European Tour Ryder Cup Golf Tier 1 Sponsor 2014 2018 4.00 International BMW BMW BMW Golf Cup Golf Title Sponsor 1992 3.00 International China BMW China Golf Association BMW Masters Golf Title Sponsor 2015 2018 3.00 Europe BMW PGA European Tour Federation/events Golf Tier 1 Sponsor 2015 2018 3.00 Germany BMW SCC Events Berlin Marathon Marathon Title Sponsor 2014 3.00 USA BMW USATF Federation/National Athletics Tier 1 Sponsor 2010 2016 2.00 Team UK BMW RFU National Team Rugby Union Tier 3 Sponsor 2012 2016 1.80 Canada BMW Canadian Olympic National Olympics Tier 2 Sponsor 2013 2016 1.50 Committee Team/Federation Germany BMW MM Promotion BMW Open Tennis Title Sponsor 1.40 Germany BMW BMW BMW International Golf Owner 1.20 Open International BMW Miguel Angel Jimenez Individual Golf Endorsement 1.20 Australia BMW Australian Turf Club Golden Slipper Horseracing Tier 1 Sponsor 2012 2013 1.20 South Africa BMW SARU National Rugby Union Tier 1 Sponsor 2011 2016 1.00 Federation/Team
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Table 74. BMW/Mini global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) Australia BMW Melbourne Racing Club Caulfield Cup Horseracing Title Sponsor 2015 2015 1.00 Brazil BMW Santos Club Soccer Tier 2 Sponsor 2014 1.00 USA BMW USA Swimming Federation/National Team Swimming Tier 1 Sponsor 2010 2016 1.00 USA BMW Golden State Warriors Club Basketball Tier 2 Sponsor 2013 0.70 New Zealand BMW PGA New Zealand Open Golf Title Sponsor 2015 0.50 USA BMW San Jose Earthquakes Club Soccer Tier 2 Sponsor 2015 2019 0.40 Germany BMW BMW BMW Sail Racing Academy Sailing Title Sponsor 0.40 Germany BMW Bodenseewoche GmbH International Sailing Tier 1 Sponsor 0.40 Bodenseewoche South Africa BMW South African Polo International Polo Series Polo Title Sponsor 0.35 Association France BMW Fédération Française de Open de France Golf Tier 3 Sponsor 0.30 Golf Germany BMW PGA of Germany Federation/Events Golf Tier 1 Sponsor 2014 0.30 France BMW Société Nautique de Saint- Les Voiles de Saint-Tropez Sailing Tier 1 Sponsor 1981 0.20 Tropez Australia BMW Melbourne Rebels Club Rugby Union Tier 2 Sponsor 0.13 New Zealand BMW ATP Heineken Open Tennis Tier 2 Sponsor 0.10 New Zealand BMW WTA ASB Classic Tennis Tier 1 Sponsor 0.10 South Africa BMW South African Rugby Charity Rugby Union Tier 1 Sponsor 0.10 Legends Association Germany BMW Markus Weiser Individual Sailing Endorsement 0.10 Canada BMW Vancouver International Vancouver Marathon Marathon Tier 2 Sponsor 2015 0.10 Marathon Society New Zealand BMW New Zealand Golf National Federation Golf Tier 1 Sponsor 0.06 Germany Mini St Pauli Club Soccer Tier 2 Sponsor 2014 2015 0.36
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FIAT-CHRYSLER: SPORTS SPONSORSHIP ANALYSIS
The Fiat Chrysler group, officially Fiat Chrysler Automobiles (FCA), was formed following the 2009 Chrysler Chapter 11 bankruptcy reorganisation in 2009. FIAT effectively become the sole owner of the group in 2014 following a period during which it gradually acquired shares from the governments of the USA and Canada and the United Auto Workers.
The group’s business strategy is to concentrate on the Jeep brand due to its high global awareness and the expansion of the international SUV market. FIAT will remain a volume brand outside North America, whereas the Chrysler brand will compete with the likes of Chevrolet, Ford, Toyota and VW in the USA and Canada.
Alfa Romeo is to be positioned as the premium marque, competing with BMW, Mercedes and Audi, with the Lancia brand likely to be retired. Dodge is set to focus on performance vehicles and Maserati will be an ‘ultra’ luxury brand, competing with Bentley and Rolls Royce.
With such a significant restructuring of the company, it is difficult at this stage to see exactly how sponsorship fits into the plan or even whether there is an overall sponsorship strategy. The biggest single deal, Jeep’s shirt sponsorship of Juventus, is likely to have been influenced by the Agnelli family connections to both car group and club. Group CEO John Elkann is grandson of Gianni Agnelli, whose grandfather Giovanni founded FIAT and also transformed Juventus into Italy’s most successful club. Elkann took over the reigns of FIAT in 2010 (and subsequently FCA) and Exor, the holding company of Juventus in 2011. It is not the first time that the FIAT group has taken shirt rights to Juventus. In 2007, the New Holland subsidiary signed a three- year agreement with the club for €33m ($34m), a price considered above market value given that the club had only just been promoted back to Serie A following relegation to Serie B as a result of a corruption scandal.
The other major sponsorship for Jeep is a deal with ESPN for the X Games, an extreme sports series featuring such disciplines as skateboarding, snowboarding, BMX and Moto X.
With TV coverage on both ESPN and sister channel ABC, the level of exposure is considerable and the image is ideal for a brand seeking to project youthfulness, quality and adventure as key brand attributes.
Table 75. FIAT-Chrysler Group sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals Jeep 35.65 5.94 3% 6 Alfa Romeo 6.44 3.22 1% 2 Dodge 1.80 1.80 0% 1 FIAT 0.90 0.23 0% 4 Maserati 0.77 0.26 0% 3 Ram 0.50 0.50 0% 1 Lancia 0.30 0.30 0% 1 Total 46.36 2.57 4% 18
Alfa Romeo’s shirt sponsorship with Eintracht Frankfurt, at $6.24m per year, is a more difficult deal to understand. Given that the brand is supposedly pushing up market, a major agreement
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Car Industry Sponsors April 1, 2015 with a mid-ranking German soccer club is hard to justify. Certainly it will help to generate brand awareness in Europe’s biggest market due to the high level of exposure the Bundesliga receives domestically, but given the fierce competition its faces from Audi, BMW and Mercedes in the country, it is arguable that the money could have been invested more beneficially on different properties that could have been more efficient in engaging with the target audience.
Elsewhere in the group there are few deals that catch the eye. Maserati’s positioning as a luxury brand fits perfectly with its link to the US Polo Association, although the deal with world squash, albeit fairly small, is slightly unusual given that the sport arguably appeals more to a young, health conscious demographic than the ‘very high net worth’ individuals who represent the Maserati target market.
Chart 39. FIAT-Chrysler group sponsorship deals by brand by value Ram FIAT Maserati Lancia 1% 2% 2% 0% Dodge 4%
Alfa Romeo 14%
Jeep 77%
Chart 40. FIAT-Chrysler group sponsorship deals by brand by number of deals
Ram Lancia 6% 6%
Jeep 33% Maserati 17%
Alfa Romeo 11% FIAT 22% Dodge 5%
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JEEP
Table 76. Jeep sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Jeep ($m) ($m) Soccer 22.75 22.75 64% 1 Extreme Sports 10.00 10.00 28% 1 Aussie Rules 1.00 1.00 3% 1 Horseracing 1.00 1.00 3% 1 Rugby League 0.60 0.60 2% 1 American Football 0.30 0.30 1% 1 Total 35.65 5.94 100% 6
Chart 41. Jeep sponsorship spend by sport ($m)
Soccer
Extreme Sports
Horseracing
Aussie Rules
Rugby League
American Football
0 5 10 15 20 25
Table 77. Jeep sponsorship by country/region – overview Total Average % of Number Value Value total of deals Jeep ($m) ($m) Italy 22.75 22.75 64% 1 International 10.00 10.00 28% 1 Australia 2.60 0.87 7% 3 UK 0.30 0.30 1% 1
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ALFA ROMEO
Table 78. Alfa Romeo sponsorship spend by sport – overview Alfa Romeo Total Average % of Number Value Value total of deals ($m) ($m)
Soccer 6.24 6.24 97% 1 Rugby League 0.20 0.20 3% 1 Total 6.44 3.22 100% 2
Table 79. Alfa Romeo sponsorship by country/region – overview Total Average % of Number Value Value total of deals Alfa Romeo ($m) ($m) Germany 6.24 6.24 97% 1 Australia 0.20 0.20 3% 1
FIAT
Table 80. FIAT sponsorship spend by sport – overview Total Average % of Number Value Value total of deals FIAT ($m) ($m) Soccer 0.35 0.35 39% 1 Volleyball 0.30 0.30 33% 1 Surfing 0.15 0.15 17% 1 Cycling 0.10 0.10 11% 1 Total 0.90 0.23 100% 4
Table 81. FIAT sponsorship by country/region – overview Total Average % of Number Value Value total of deals FIAT ($m) ($m) UK 0.45 0.23 50% 2 Brazil 0.30 0.30 33% 1 USA 0.15 0.15 17% 1
MASERATI
Table 82. Maserati sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Maserati ($m) ($m) Polo 0.57 0.29 74% 2 Squash 0.20 0.20 26% 1 Total 0.77 0.26 100% 3
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Table 83. Maserati sponsorship by country/region – overview Total Average % of Number Value Value total of deals Maserati ($m) ($m) USA 0.50 0.50 65% 1 International 0.27 0.14 35% 2
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Table 84. Jeep, Alfa Romeo, Dodge, FIAT, Maserati, Ram, Lancia global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) Italy Jeep Juventus Club Soccer Primary Club Sponsor 2014 2021 22.75 International Jeep ESPN X Games Extreme Tier 1 Sponsor 2013 10.00 Sports Australia Jeep Richmond Tigers Club Aussie Rules Tier 1 Sponsor 2013 2017 1.00 Australia Jeep Gold Coast Turf Club Magic Millions Horseracing Tier 1 Sponsor 2013 2017 1.00 Australia Jeep St. George Illawarra Club Rugby League Tier 1 Sponsor 2014 0.60 Dragons UK Jeep NFL International Series American Tier 2 Sponsor 2014 0.30 Football Germany Alfa Romeo Eintracht Frankfurt Club Soccer Primary Club Sponsor 2013 2016 6.24 Australia Alfa Romeo St. George Illawarra Club Rugby League Tier 2 Sponsor 2015 0.20 Dragons USA Dodge Los Angeles Clippers Club Basketball Tier 1 Sponsor 1.80 UK FIAT Aston Villa Club Soccer Tier 2 Sponsor 0.35 Brazil FIAT Minas Tenis Club Men's team Volleyball Tier 1 Sponsor 0.30 USA FIAT IMG US Open of Surfing Surfing Tier 2 Sponsor 2013 0.15 UK FIAT British Cycling Federation Cycling Tier 2 Sponsor 0.10 USA Maserati United States Polo US Open Polo Polo Title Sponsor 2015 0.50 Association International Maserati World Squash Men’s World Squash Squash Tier 2 Sponsor 2013 0.20 Championship International Maserati Polo Club Stuttgart Polo Emotions Cup Polo Tier 3 Sponsor 0.07 International Ram ISOC Amsoil Championship Winter Sports Tier 1 Sponsor 2013 2014 0.50 Snocross France Lancia Stade Français Club Rugby Union Tier 2 Sponsor 0.30
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PEUGEOT CITROËN: SPORTS SPONSORSHIP ANALYSIS
Peugeot Citroën is a relatively low investor in sponsorship outside of motorsport. The group is being increasingly squeezed by the global automotive giants having fallen from sixth largest manufacturer in the world in 2009, to tenth by 2014.
It remains, however, Europe’s second biggest manufacturer behind Volkswagen, and in 2014 reported a profit for the first time in three years and a revenue growth of 1%.
The company’s overall strategy is to reduce the number of models from 45 to 26 by 2022, and in the process eliminate several low selling or niche models. The Citroën DS will be marketed as a separate and premium brand, and it is likely that the group will concentrate on growth in Asia, where it has a significant joint venture with Chinese group DongFeng.
Table 85. Peugeot Citroën sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals Peugeot 13.41 1.12 1% 12 Citroën 7.40 1.23 1% 6 Total 20.81 1.15 2% 18
The Citroën DS move upmarket will, as reported earlier in the report, see the model compete not just with Audi, BMW and Mercedes – a formidable task in itself, but also with Ford and Alfa Romeo as those brands move upmarket.
The group’s biggest rights acquisitions are in tennis where Peugeot has a major sponsorship with the French Open, and an endorsement with Novak Djokovic. The third biggest deal in the portfolio is as owner and title sponsor of the Golf Tour International.
Given the group’s shift in strategy, it is arguable that these rights would be better suited to the Citroën DS, which will certainly be appealing to the demographic interested in golf and tennis.
Elsewhere Peugeot has a secondary deal with Brazilian club Flamengo, in a market where the brand has struggled recently and seen falling sales. It also has a few modest deals in Rugby Union, with the Italian national team, a shirt sponsorship with leading French club Stade Toulousian and a tier three deal with a smaller club; Zebre of Italy.
The company’s historic links with cycling – it used to be a renowned manufacturer of racing bikes – remains through the partnership with the Omega Pharma Quick Step cycling team. Arguably French manufacturers have ceded the image of the Tour de France all too readily to Skoda, which has a major deal with organiser ASO.
Citroën has placed virtually all of its investment in soccer with major secondary club deals at Paris Saint-Germain (PSG) and Arsenal and lesser valued investments in Olympique de Marseille and Boca Juniors (Argentina). The club also has a shirt deal with Celta Vigo in Spain.
This sponsorship portfolio arguably fits the brand well. The PSG and Arsenal deals in particular are with high profile, metropolitan clubs that fit a brand looking to move its image upmarket. The only questions really surround whether secondary deals with such clubs, which certainly don’t
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Car Industry Sponsors April 1, 2015 come cheap, give the brand sufficient exposure to meet its image objectives. Both PSG and Arsenal have a large number of secondary sponsors paying high fees and activating those rights globally. To achieve stand out, Citroën therefore has to work hard on its activation, which to be fair has been reasonably strong, particularly in terms of social media initiatives.
In the longer term, however, the sponsorship strategy of Peugeot Citroën looks due for revision in order to keep pace with competitors, achieve value for money and focus on the specific target audiences for its model ranges.
Chart 42. Peugeot Citroën sponsorship deals by brand by value
Citroën 36%
Peugeot 64%
Chart 43. Peugeot Citroën sponsorship deals by brand by number of deals
Citroën 33%
Peugeot 67%
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PEUGEOT
Table 86. Peugeot sponsorship spend by sport – overview Total Average % of Number Value Value total of deals ($m) ($m) Peugeot Tennis 9 2 64% 5 Golf 2 2 11% 1 Rugby Union 1 0 8% 3 Soccer 1 1 7% 1 Rugby League 1 1 7% 1 Cycling 0 0 3% 1 Total 13 1.08 100% 12
Chart 44. Peugeot sponsorship spend by sport ($m)
Tennis
Golf
Rugby Union
Soccer
Rugby League
Cycling
0 2 4 6 8 10
Table 87. Peugeot sponsorship by country/region – overview Total Average % of Number Value Value total of deals Peugeot ($m) ($m) International 6 3 41% 2 France 4 2 32% 2 Brazil 1 0 11% 3 Australia 1 1 7% 1 Italy 1 0 5% 2 Belgium 0 0 3% 1 Argentina 0 0 1% 1
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Chart 45. Peugeot sponsorship by country/region ($m)
International
France
Brazil
Australia
Italy
Belguim
Argentina
0 1 2 3 4 5 6
CITROËN
Table 88. Citroën sponsorship spend by sport – overview Citroën Total Average % of Number Value Value total of deals ($m) ($m) Soccer 7 1 96% 5 Basketball 0 0 4% 1 Total 7 1.16 100% 6
Table 89. Citroën sponsorship by country/region – overview Total Average % of Number Value Value total of deals Citroën ($m) ($m) France 4 2 51% 2 UK 2 2 27% 1 Spain 1 1 9% 1 Argentina 1 1 8% 1 Europe 0.3 0.3 4% 1
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Table 90. Peugeot Citroën global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) France Peugeot French Tennis Federation French Open Tennis Tier 2 Sponsor 4.00 International Peugeot Novak Djokovic Individual Tennis Endorsement 2014 2017 4.00 International Peugeot Peugeot Peugeot Golf Tour Golf Owner 2012 1.50 International Brazil Peugeot Flamengo Club Soccer Tier 2 Sponsor 2015 1.00 Australia Peugeot Sydney Roosters Team Rugby League Tier 2 Sponsor 2014 2017 0.89 Italy Peugeot FIR National Team Rugby Union Tier 2 Sponsor 0.60 Belgium Peugeot Omega Pharma Quick Team Cycling Tier 2 Sponsor 2013 0.40 Step Cycling France Peugeot Stade Toulousain Club Rugby Union Primary Club Sponsor 2014 2017 0.35 Brazil Peugeot CBT Brazil Open Tennis Tier 2 Sponsor 0.30 Brazil Peugeot IMX Rio Open Tennis Tier 2 Sponsor 2013 0.15 Argentina Peugeot Juan Martin Del Potro Individual Tennis Endorsement 2015 2018 0.15 Italy Peugeot Zebre Club Rugby Union Tier 3 Sponsor 0.07
Country / Company Rights Holder Property Sport Status Start Value Region P.A ($m) France Citroën Paris Saint Germain Club Soccer Tier 2 Sponsor 2014 2017 3.00 UK Citroën Arsenal Club Soccer Tier 2 Sponsor 2011 2014 2.00 France Citroën Olympique de Marseille Club Soccer Tier 2 Sponsor 0.80 Spain Citroën Celta Vigo Club Soccer Primary Club Sponsor 0.70 Argentina Citroën Boca Club Juniors Club Soccer Tier 2 Sponsor 2013 2015 0.60 Europe Citroën ULEB Euroleague Basketball Tier 3 Sponsor 0.30
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HONDA: SPORTS SPONSORSHIP ANALYSIS
Honda’s sponsorship rights portfolio is relatively small at just under $20m with the bulk of spend in the USA. Of that almost exactly half goes on ice hockey through a tier one deal with the NHL and naming rights to the Anaheim Ducks home stadium in California.
Its only other high profile sponsorship is the Honda Classic golf tournament held each spring in Florida. One of the benefits the Classic brings to Honda, which has titled sponsored the event since 1982, is that it is one of the earliest significant tournaments in the US calendar. As such, this ensures good media exposure and public interest with coverage on both the Golf channel and NBC.
Aside from these deals, the portfolio is somewhat mixed with various properties in basketball, baseball, soccer and tennis.
Table 91. Honda sponsorship – overview Total Average Value Value % of Number ($m) ($m) total of deals Honda 19.70 1.97 2% 10
Table 92. Honda sponsorship spend by sport – overview Total Average % of Number Value Value total of deals ($m) ($m) Honda Ice Hockey 10.00 5.00 51% 2 Golf 3.50 1.75 18% 2 Baseball 2.10 1.05 11% 2 Basketball 2.00 2.00 10% 1 Soccer 1.80 0.90 9% 2 Tennis 0.30 0.30 2% 1 Total 19.70 1.97 100% 10
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Chart 46. Honda sponsorship spend by sport ($m)
Ice Hockey
Golf
Baseball
Basketball
Soccer
Tennis
0 2 4 6 8 10 12
Table 93. Honda sponsorship by country/region – overview Total Average Value Value % of Number Honda ($m) ($m) total of deals USA 17.10 2.85 87% 6 Switzerland 1.40 0.70 7% 2 Colombia 0.70 0.70 4% 1 Thailand 0.50 0.50 3% 1
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Table 94. Honda global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) USA Honda NHL NHL Ice Hockey Tier 1 Sponsor 2015 6.00 USA Honda Anaheim Ducks Honda Center Ice Hockey Naming Rights 2006 2021 4.00 USA Honda IMG Honda Classic Golf Title Sponsor 2012 2016 3.00 USA Honda Brooklyn Nets Club Basketball Tier 1 Sponsor 2.00 Canada Honda Toronto Blue Jays Club Baseball Tier 1 Sponsor 1.20 Switzerland Honda Young Boys Berne Club Soccer Primary Club Sponsor 2014 2018 1.10 USA Honda Little League Baseball Federation Baseball Tier 1 Sponsor 0.90 Colombia Honda Santa Fe Club Soccer Primary club sponsor 0.70 Thailand Honda LPGA Thailand LPGA Thailand Golf Title Sponsor 0.50 Switzerland Honda Swiss Tennis National Federation Tennis Tier 2 Sponsor 2013 2016 0.30
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VOLVO: SPORTS SPONSORSHIP ANALYSIS
Volvo’s sponsorship portfolio has declined in recent years, especially since the company’s takeover by China’s Zhejiang Geely Holding Group in 2010. Although the brand is still active in golf, it dropped its flagship European event, the Masters in 2009 and switched its attention to the World Golf Challenge (formerly the Volvo Masters Amateur) and the China Open, for which it has held tile rights since 1995.
Table 95. Volvo sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals Volvo 16.80 2.80 1% 6
Volvo’s biggest investment in sport, however, is the Ocean Race, which the brand took over ownership from UK company Whitbread in 2001. The event, held every three years, has undoubtedly become the pre-eminent ocean series and Volvo has been successful in raising the profile by packaging the race in pretty much the same manner as other leading global sports events with host cities going through a sophisticated bidding process. Stops on the 2014/15 edition include Alicante, Abu Dhabi, Cape Town, Sanya (China), Auckland and Lisbon. The event has also benefited from technological developments that allow people to follow boats and individuals via webcams, blogs and satellite tracking of the progress of all entrants.
The Volvo Ocean Race is arguably the perfect brand match for the company in that it appeals to a highly relevant target audience, but also offers image attributes such as hi-tech, durable, safety, functional and able to overcome extreme conditions, all of which chime neatly with those of the Volvo brand.
Quite a few of the company’s deals have expired in recent years. They include an endorsement deal with NBA star, Jeremy Lin, a partnership with the International Sailing Federation and several deals in Australia including the clubs New South Wales Waratahs and Penrith Panthers in Rugby Union and League respectively. The winter sports festival; Snowbombing and a secondary deal with Golf Australia have also ended. It therefore appears that Volvo is now concentrating on its major sailing and golf assets.
The strategy makes sense in that the company doesn’t have the resources of many of its major competitors, so exploitation of a limited number of high profile and highly relevant properties is arguably the most efficient option.
Table 96. Volvo sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Volvo ($m) ($m) Sailing 10.00 10.00 0.60 1 Golf 5.50 2.75 0.33 2 Rugby Union 0.90 0.45 0.05 2 Soccer 0.40 0.40 0.02 1
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Chart 47. Volvo sponsorship spend by sport ($m)
Sailing
Golf
Rugby Union
Soccer
0 2 4 6 8 10 12
Table 97. Volvo sponsorship by country/region – overview Total Average % of Number Value Value total of deals ($m) ($m) Volvo International 12.00 6.00 0.71 2 China 3.50 3.50 0.21 1 Australia 0.90 0.45 0.05 2 Italy 0.40 0.40 0.02 1 Total 16.80 2.80 1.00 6
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Table 98. Volvo global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) International Volvo Volvo Volvo Ocean Race Sailing Owner 2001 10.00 China Volvo China Golf Association Volvo China Open Golf Title Sponsor 3.50 International Volvo Volvo Volvo World Golf Golf Owner 2.00 Challenge Australia Volvo New South Wales Club Rugby Union Primary Club Sponsor 2014 2015 0.60 Waratahs Italy Volvo Lazio Club Soccer Tier 3 Sponsor 0.40 Australia Volvo Queensland Reds Club Rugby Union Tier 2 Sponsor 2011 0.30
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TATA GROUP: SPORTS SPONSORSHIP ANALYSIS
India’s TATA Group took over British marques Land Rover and Jaguar from Ford in 2008 since when the sponsorship strategy has changed little.
None of the brands are particularly high spenders and, with the exception of Jaguar’s foray into Formula 1 between 2000 and 2004, when the marque took over Ford’s branding before the team was sold to Red Bull, there is no great history in sponsorship.
Over the years Land Rover has had a sprinkling of sponsorships and it remains the biggest spender in the group on an estimated $9m per year in rights fees.
The biggest outlay is an estimated $4.6m on the Rugby World Cup, which takes place in the UK during 2015. Land Rover also invests in the French national team, the British Lions, English Premiership club Wasps and the Brumbies in Australia and Stormers in South Africa.
Land Rover also has tier one rights to the Extreme Sailing Series and is also the biggest sponsor of horse trials in the UK. The portfolio makes sense given that all three sports offer relevant brand attributes such as ‘tough’, ‘enduring’, ‘outdoors’ and ‘endurance’ etc – all synonymous with the world’s foremost off-road brand. The group’s move to appeal to a higher socio-demographic profile, through both Range Rover but also upgraded Land Rover models is also met through these sports, which appeal to corresponding economic groups.
Table 99. Tata Group sponsorship by brand – overview Total Average Value Value % of Number ($m) ($m) total of deals Land Rover 9.00 0.75 1% 12 Tata Motors 4.00 4.00 0% 1 Jaguar 2.90 0.73 0% 4 Total 15.90 0.93 1% 17
Chart 48. Tata Group sponsorship deals by brand by value
Jaguar 18%
Land Rover Tata Motors 57% 25%
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Chart 49. Tata Group sponsorship deals by brand by number of deals
Jaguar 31%
Land Rover 61%
Tata Motors 8%
TATA Motors’ sole sponsorship of note is its deal with Kings XI Punjab in the Indian Premier League (IPL). The Twenty20 cricket league is hugely popular in India and the sponsorship will provide exposure to 100s of millions of viewers in the country. It is the first significant sponsorship for the brand, which is expected to expand internationally in the coming years, and as such, is likely to be a growing user of sponsorship both domestically and internationally.
Jaguar’s use of sponsorship is relatively low in comparison to its competitors such as BMW, Audi, Mercedes and Lexus. Obviously the brand doesn’t have the financial clout of its competitors and its main rights, an estimated $1m per year deal with the England & Wales Cricket Board (ECB), fits the brand image – ‘traditional’, ‘British’, ‘refined’ etc. – as well as presenting an opportunity to engage with the target demographic.
It is arguable that Jaguar could be looking to use sponsorship to develop a more modern image. Admittedly cricket has modernised enormously in the past two decades and, like golf, is no longer seen as a stuffy, middle aged pastime enjoyed by an elite section of society.
The company’s sponsorship of cycling’s Team Sky, for example, is more in keeping with the modern, dynamic image that the brand is trying to project. Despite all of the problems cycling has had with doping scandals, Team Sky is relatively new and its riders, such as Bradley Wiggins and Chris Froome have been phenomenally successful, winning the Tour de France in 2012 and 2013 respectively. Neither the team, nor the riders are tainted with cycling’s past and this has helped to revitalise the sport. The hi-tech nature of the bikes, arguably more visible when the riders compete in the velodrome, has helped to shift the image of cycling and Jaguar benefits from both the significant media exposure and the recovering image of the sport.
Jaguar’s Academy of Sport, which helps young British athletes, is similarly a dynamic and ‘young’ enterprise, which should help to develop brand attributes. The big question mark, however, is whether it achieves the stand out required to really deliver the message.
A local deal with tennis player, Kei Nishikori in Japan completes the brand portfolio. Like Mercedes and BMW, it is arguable that tennis is the more obvious sport for the brand going forward, although competition has meant that rights packages do come at a premium.
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LAND ROVER
Table 100. Land Rover sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Land Rover ($m) ($m) Rugby Union 7 1.00 78% 7 Sailing 1.65 0.83 18% 2 Equestrian 0.2 0.10 2% 2 Ice Hockey 0.15 0.15 2% 1 Total 9 0.75 100% 12
Table 101. Land Rover sponsorship by country/region – overview Total Average % of Number Value Value total of deals Land Rover ($m) ($m) International 6.45 1.61 72% 4 UK 1.35 0.34 15% 4 France 0.75 0.75 8% 1 Australia 0.15 0.15 2% 1 South Africa 0.15 0.15 2% 1 Switzerland 0.15 0.15 2% 1
Chart 50. Land Rover sponsorship by sport ($m)
Rugby Union
Sailing
Equestrian
Ice Hockey
0 1 2 3 4 5 6 7 8
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Chart 51. Land Rover sponsorship by country/region ($m)
International
UK
France
Switzerland
South Africa
Australia
0 1 2 3 4 5 6 7
TATA MOTORS
Table 102. Tata Motors sponsorship spend by sport – overview Total Value Average % of Number Tata Motors ($m) Value ($m) total of deals Cricket 4 4 100% 1
Table 103. Tata Motors sponsorship by country/region – overview Total Value Average % of Number Tata Motors ($m) Value ($m) total of deals India 4 4 100% 1
JAGUAR
Table 104. Jaguar sponsorship spend by sport – overview Total Average % of Number Value Value total of deals Jaguar ($m) ($m) Cricket 1.00 1.00 34% 1 Multi-Sports 1.00 1.00 34% 1 Tennis 0.50 0.50 17% 1 Cycling 0.40 0.40 14% 1 Total 2.90 0.73 100% 4
Table 105. Jaguar sponsorship by country/region – overview Total Average % of Number Value Value total of deals Jaguar ($m) ($m) UK 2.40 0.80 83% 3 Japan 0.50 0.50 17% 1
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Table 106. Land Rover, Tata Motors, Jaguar global sports sponsorship deals Country / Company Rights Holder Property Sport Status Start End Value Region P.A ($m) International Land Rover World Rugby Rugby World Cup Rugby Union Tier 1 Sponsor 2011 2015 4.6 International Land Rover OC Sport Extreme Sailing Series Sailing Tier 1 Sponsor 1.5 France Land Rover French National Rugby Top 14 Rugby Union Tier 3 Sponsor 0.75 League UK Land Rover Premier Rugby English Premiership Rugby Union Tier 2 Sponsor 0.70 UK Land Rover London Wasps Club Rugby Union Primary club sponsor 0.45 International Land Rover British Lions Ltd British & Irish Lions Rugby Union Tier 2 Sponsor 0.20 Switzerland Land Rover Swiss Ice Hockey Swiss Ice Hockey Cup Ice Hockey Tier 1 Sponsor 2015 0.15 Federation Australia Land Rover Brumbies Club Rugby Union Tier 2 Sponsor 2014 2015 0.15 UK Land Rover Burghley Horse Trials Burghley Horse Trials Equestrian Title Sponsor 2014 2017 0.15 UK Land Rover Red Bull Extreme Sailing Team Sailing Tier 2 Sponsor 0.15 South Africa Land Rover The Stormers Club Rugby Union Tier 2 Sponsor 0.15 UK Land Rover British Equestrian Federation Equestrian Tier 1 Sponsor 0.05 Federation India Tata Motors Kings XI Punjab Club Cricket Primary Club Sponsor 2015 2015 4.00 UK Jaguar ECB National Cricket Tier 2 Sponsor 2010 2014 1.00 Federation/Team UK Jaguar Jaguar Jaguar Academy of Multi-Sports Owner 2010 2014 1.00 Sport Japan Jaguar Kei Nishikori Individual Tennis Endorsement 2014 0.50 UK Jaguar TEAM SKY Team Cycling Tier 2 Sponsor 2014 2015 0.40
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MISCELLANEOUS BRANDS: SPORTS SPONSORSHIP ANALYSIS
There are several manufacturers who fall into a distinct second tier when it comes to sponsorship. On the whole this matches the companies’ status in terms of global car production.
The biggest group in this category is Mazda, which has a sponsorship portfolio estimated at $7.2m per year. The bulk of that spend is in its domestic Japanese market, where it invests considerably in sport in its home city of Hiroshima with deals in baseball, soccer and athletics.
Aside from these, the company has a scattering of minor deals around the world, the most notable of which is the shirt sponsorship with Aussie Rules’ North Melbourne Football Club at an estimated $1m per year.
Chinese manufacturer Chery has opted to take major rights in badminton, a sport growing in popularity in the Far East, a fact reflected by the governing body, the Badminton World Federation, having relocated to Malaysia from the UK in 2005.
Mitsubishi has a few minor rights, most notably in rugby in the UK, whereas Subaru has a major deal with the World Triathlon Corporation for naming rights to virtually all Ironman events in Canada. The rationale for the brand is clear in that Subaru is synonymous with four wheel drive vehicles ideal for tough terrain and endurance challenges.
Finally Suzuki has a few rights, most notably the title sponsorship of the Asean Football Federation’s cup, a biennial event featuring national teams from South East Asia.
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Table 107. Miscellaneous global sports sponsorship deals (a) Country / Company Rights Holder Property Sport Status Start End Value P.A Region ($m) International Chery Badminton World World Badminton Badminton Tier 1 Sponsor 2013 2016 1.50 Federation Championship Chile Chery Chilean Football Ass’n National Team Soccer Tier 2 Sponsor 2013 0.50 International Chery Badminton World Sudirman Cup Badminton Tier 2 Sponsor 2013 2016 0.30 Federation International Chery Badminton World Thomas Cup Badminton Tier 2 Sponsor 2013 2016 0.30 Federation China Dongfeng Evergrande FC Club Soccer Primary Club 2014 2015 9.98 Sponsor International GAC Group ITTF Federation/events Table Tennis Tier 1 Sponsor 2012 2015 1.00 South Africa Isuzu Blue Bulls Club Rugby Union Tier 2 Sponsor 0.20 UK Isuzu Rugby Football League Super League Rugby League Tier 2 Sponsor 2015 2015 0.20 Australia Isuzu PGA of Australia Isuzu Queensland Open Golf Title Sponsor 2013 2016 0.10 Sri Lanka Mahindra Sri Lanka Cricket Sri Lanka Premier League Cricket Title Sponsor 2012 0.20 Japan Mazda Hiroshima City Mazda Stadium Baseball Naming Rights 2008 2014 2.50 Japan Mazda Sanfrecce Hiroshima Club Soccer Tier 2 Sponsor 2010 2.00 Japan Mazda Hiroshima Toyo Carp Club Baseball Owner 1960 1.50 Australia Mazda North Melbourne Football Club Aussie Rules Primary Club 2013 2016 1.00 Club Sponsor France Mazda CA Brive Club Rugby Union Primary club 0.60 sponsor Ireland Mazda Connacht Rugby Club Rugby Union Tier 3 Sponsor 0.15 Thailand Mazda Nakhon Ratchasima Club Soccer Primary club 2013 2016 0.15 sponsor USA Mazda Real Salt Lake Club Soccer Tier 2 Sponsor 0.15 USA Mazda Houston Dynamo Club Soccer Tier 3 Sponsor 2012 0.08
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Table 108. Miscellaneous global sports sponsorship deals (b) Country / Company Rights Holder Property Sport Status Start End Value P.A Region ($m) Japan Mazda Hiroshima Prefecture Hiroshima Prefectural Athletics Tier 2 Sponsor 0.07 Ekiden Race International McLaren Polo Club Gstaad Hublot Polo Gold Cup Polo Tier 2 Sponsor 0.06 UK MG Motor British Athletics National Federation Athletics Tier 1 Sponsor 2014 2018 0.25 Australia Mitsubishi Melbourne Stars Club Cricket Tier 2 Sponsor 2013 2015 0.25 UK Mitsubishi Gloucester Rugby Team Rugby Union Tier 2 Sponsor 2013 0.12 UK Mitsubishi Edinburgh Rugby Club Rugby Union Tier 2 Sponsor 0.10 Netherlands Mitsubishi FC Omniworld Mitsubishi Forklift Soccer Naming Rights 0.03 Stadion Australia Proton Sydney Cricket Club Club Cricket Tier 1 Sponsor 2013 2014 0.10 International Qoros ITTF World Table Tennis Table Tennis Title Sponsor 2015 3.00 Championship New Zealand SsangYong New Zealand Football National Federation Soccer Tier 3 Sponsor 0.30 Canada Subaru World Triathlon Corporation Ironman Events Canada Triathlon Title Sponsor 5.00 International Subaru Stanislas Wawrinka Individual Tennis Endorsement 2014 0.80 Australia Subaru Cycling Australia National Federation Cycling Tier 1 Sponsor 2012 0.30 Australia Subaru Government of South Australia Tour Down Under Cycling Tier 2 Sponsor 2015 2017 0.30 International Suzuki AFF Suzuki Cup Soccer Title Sponsor 2011 1.00 Australia Suzuki Melbourne Storm Club Rugby League Tier 2 Sponsor 2013 2016 0.75 Poland Suzuki PLK Polish Basketball League Basketball Tier 2 Sponsor 2014 2015 0.20 Italy Suzuki Torino Club Soccer Tier 2 Sponsor 2014 2015 0.16 New Zealand Suzuki New Zealand Warriors Club Rugby League Tier 2 Sponsor 0.15 Australia Suzuki Ski & Snowboard Australia National Federation Winter Sports Tier 1 Sponsor 2010 0.08 China Wuling The Chinese Weightlifting National team Athletics 2009 0.50 Association
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CAR INDUSTRY SPONSORSHIP PROFILE BY REGION
As previously discussed, the USA is the biggest sponsorship market for car companies by a considerable margin. However, it is important to bear in mind that because of the culture of sport in the country, many ‘international’ sponsorships, such as FIFA’s World Cup and events in sailing, cricket and rugby, are not aimed at the US market. Investment in many of these events, and those listed as ‘pan-European’, is directed at other territories and it is therefore arguable that the true picture is more evened out across the major industrialised nations.
Table 109. Car industry sponsorship spend by region overview Total Average % of Number Value Value total of deals ($m) ($m)
USA 333.68 2.51 26% 133 International 255.35 4.82 20% 53 UK 124.64 3.78 10% 33 Germany 90.90 2.02 7% 45 China 86.48 7.21 7% 12 Europe 82.25 13.71 6% 6 Australia 60.71 1.01 5% 60 Brazil 56.50 3.77 4% 15 France 34.06 1.42 3% 24 Italy 30.74 2.79 2% 11 Spain 22.10 2.46 2% 9 Other 108.16 1.06 8% 102 Grand Total 1,285.57 2.56 100.00 503.00
That said, the high standing of the UK in the table is mainly down to Chevrolet’s deal with Manchester United, which is not aimed at the UK market at all, given the brand’s withdrawal from Europe. Without this deal, the UK would be slightly ahead of France in the table.
Chart 52. Car industry sponsorship deals by region by value
Other USA 24% 26%
Europe 6%
International China 20% 7%
Germany 7% UK 10%
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Arguably the most interesting finding here is the level of investment in China, which has seen a number of Western brands sign high value deals to help gain a foothold in the country. As the Chinese car market develops, in tandem with its sports industry, it is likely that there will be more such deals, especially with the growing number of medium sized rights holders.
The maturity of the Australian sponsorship market is evident with a high level of spend in proportion to its population. The country accounts for a higher proportion of investment than Brazil, despite having a population of just 24 million in comparison to Brazil’s 202 million.
Similarly, the southern European countries; France, Italy and Spain, despite their economic strength and strong professional sporting heritage, account for just 7% of global spend, a sum slightly below Germany’s total.
Chart 53. Car industry sponsorship deals by region by number of deals
UK USA Germany 7% 9% 26% International 10%
Australia 12% Other 36%
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CAR INDUSTRY SPONSORSHIP ANALYSIS – USA
Table 110. Car industry sponsorship by sport – USA Total Average Value Value % of Number USA ($m) ($m) total of deals American Football 82.15 4.56 25% 18 Basketball 60.50 1.83 18% 33 College Sports 54.00 10.80 16% 5 Golf 47.30 1.82 14% 26 Baseball 40.80 3.14 12% 13 Soccer 13.66 0.80 4% 17 Ice Hockey 13.40 3.35 4% 4 Tennis 10.30 3.43 3% 3 Olympics 4.00 4.00 1% 1 Athletics 2.00 2.00 1% 1 Multi-Sports 1.87 0.47 1% 4 Polo 1.25 0.42 0% 3 Cycling 1.20 0.60 0% 2 Swimming 1.00 1.00 0% 1 Surfing 0.15 0.15 0% 1 Marathon 0.10 0.10 0% 1 Total 333.68 2.51 100% 133
Chart 54. Car industry sponsorship by sport – USA ($m)
American Football Basketball College Sports Golf Baseball Soccer Ice Hockey Tennis Olympics Athletics Multi-Sports Polo Cycling Swimming Surfing Marathon
0 20 40 60 80 100
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Table 111. Car industry sponsorship by brand – USA Total Value Average % of Number USA ($m) Value ($m) total of deals Toyota 49.15 1.82 15% 27 Kia 36.88 1.76 11% 21 Ford 36.77 2.83 11% 13 Hyundai 36.35 6.06 11% 6 Mercedes 30.00 5.00 9% 6 General Motors 25.00 25.00 7% 1 Chevrolet 19.65 3.28 6% 6 Lexus 18.65 0.89 6% 21 Honda 17.10 2.85 5% 6 Nissan 16.65 4.16 5% 4 Cadillac 15.00 7.50 4% 2 BMW 12.10 2.02 4% 6 Buick 7.70 2.57 2% 3 Audi 6.50 2.17 2% 3 Infiniti 2.00 2.00 1% 1 Dodge 1.80 1.80 1% 1 Volkswagen 1.00 1.00 0% 1 Bentley 0.50 0.50 0% 1 Maserati 0.50 0.50 0% 1 Mazda 0.23 0.12 0% 2 FIAT 0.15 0.15 0% 1
Chart 55. Car industry sponsorship by brand – USA ($m)
Toyota Kia Ford Hyundai Mercedes General Motors Chevrolet Lexus Honda Nissan Cadillac BMW Buick Audi Infiniti Dodge Volkswagen Maserati Bentley Mazda FIAT 0 10 20 30 40 50 60
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Car Industry Sponsors April 1, 2015
Table 112. Leading car industry sponsorship deals – USA Company Rights Holder Property Sport Value P.A ($m) General National Motors NFL Federation/League American Football 25 Hyundai IMG College College Sports College Sports 25 Nissan IMG College College Sports College Sports 15 Chevrolet Major League Baseball Major League Baseball Baseball 12 Ford Major League Baseball Major League Baseball Baseball 9 Mercedes USTA US Open Tennis 9 Tournament of Hyundai PGA of America Champions Golf 8 Cadillac IMG College College Sports College Sports 8 Kia Madison Square Gardens Venue Basketball 7 World Golf Cadillac PGA Championships Golf 7 Ford Dallas Cowboys Club American Football 7 Kia NBA Federation/League Basketball 7 Honda NHL NHL Ice Hockey 6 Toyota San Francisco 49ers Club American Football 6 Lexus USGA US Open Golf 5.5 Toyota New York Giants Club American Football 5.5 Kia LeBron James Individual Basketball 5 Mercedes-Benz American Football Mercedes New Orleans Saints Superdome 5 Toyota Houston Rockets Toyota Center Basketball 5 Ford Houston Texans Club American Football 5 Mercedes Augusta National Golf Club US Masters Golf 5 BMW USOC Team USA Olympics 4 Honda Anaheim Ducks Honda Center Ice Hockey 4 Mercedes PGA of America Federation Golf 4 Audi MLS MLS Soccer 4 BMW BMW BMW Championship Golf 4 Buick NCAA NCAA College Sports 4 Ford New York Yankees Club Baseball 4 Toyota New York Jets Club American Football 4 Toyota Indianapolis Colts Club American Football 3.5 Toyota Philadelphia Phillies Club Baseball 3.5 Buick Denver Broncos Team American Football 3 Chevrolet U.S. Soccer National Federation Soccer 3 Ford Colorado Avalanche Team Ice Hockey 3 Honda IMG Honda Classic Golf 3
111
Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – GLOBAL EVENTS
Table 113. Car industry sponsorship by sport – global events Total Average Value Value % of Number International ($m) ($m) total of deals Olympics 102.78 51.39 40% 2 Soccer 35.50 8.88 14% 4 Golf 27.40 3.04 11% 9 Tennis 23.10 2.89 9% 8 Extreme Sports 16.00 8.00 6% 2 Winter Sports 12.34 1.37 5% 9 Sailing 12.20 4.07 5% 3 Cricket 8.00 8.00 3% 1 Rugby Union 6.20 3.10 2% 2 Table Tennis 4.00 2.00 2% 2 Athletics 2.50 2.50 1% 1 Badminton 2.10 0.70 1% 3 Ice Hockey 2.00 2.00 1% 1 Archery 0.70 0.70 0% 1 Polo 0.33 0.08 0% 4 Squash 0.20 0.20 0% 1 Total 255.35 4.82 100% 53
Chart 56. Car industry sponsorship by sport – global events
Olympics Soccer Golf Tennis Extreme Sports Winter Sports Sailing Cricket Rugby Union Table Tennis Athletics Badminton Ice Hockey Archery Polo Squash
0 20 40 60 80 100 120
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Car Industry Sponsors April 1, 2015
Table 114. Car industry sponsorship by brand – global events Total Average Value Value % of Number International ($m) ($m) total of deals Toyota 102.28 34.09 40% 3 Hyundai 33.00 16.50 13% 2 Audi 28.74 2.05 11% 14 Volvo 12.00 6.00 5% 2 Cadillac 11.00 11.00 4% 1 Kia 10.40 2.60 4% 4 Jeep 10.00 10.00 4% 1 BMW 8.20 2.73 3% 3 Mercedes 7.00 7.00 3% 1 Land Rover 6.20 3.10 2% 2 Ford 6.00 6.00 2% 1 Peugeot 5.50 2.75 2% 2 Porsche 3.70 1.85 1% 2 Qoros 3.00 3.00 1% 1 Chery 2.10 0.70 1% 3 Skoda 2.00 2.00 1% 1 GAC Group 1.00 1.00 0% 1 Suzuki 1.00 1.00 0% 1 Subaru 0.80 0.80 0% 1 Ram 0.50 0.50 0% 1 Lexus 0.40 0.40 0% 1 Maserati 0.27 0.14 0% 2 Bentley 0.20 0.10 0% 2 McLaren 0.06 0.06 0% 1
113
Car Industry Sponsors April 1, 2015
Chart 57.Car industry sponsorship by brand – global events
Toyota Hyundai Audi Volvo Cadillac Kia Jeep BMW Mercedes Land Rover Ford Peugeot Porsche Qoros Chery Skoda Suzuki GAC Group Subaru Ram Lexus Maserati Bentley McLaren 0 20 40 60 80 100 120
Table 115. Leading car industry sponsorship deals – global events Company Rights Holder Property Sport Value P.A ($m) Toyota IOC Olympic Games Olympics 92.78 Hyundai FIFA World Cup Soccer 25 Cadillac PGA World Golf Championship Golf 11 Audi IOC International Federation Olympics 10 Jeep ESPN X Games Extreme Sports 10 Volvo Volvo Volvo Ocean Race Sailing 10 Hyundai ICC Federation/events Cricket 8 Kia Rafael Nadal Individual Tennis 7 Mercedes Roger Federer Individual Tennis 7 Toyota FIFA Club World Cup Soccer 7 Audi FIS Alpine Ski World Cup Winter Sports 6.5 Ford ESPN X Games Extreme Sports 6 Land Rover World Rugby Rugby World Cup Rugby Union 4.6 Audi Audi Audi Quattro Cup Golf 4 BMW PGA European Tour Ryder Cup Golf 4 Peugeot Novak Djokovic Individual Tennis 4 BMW BMW BMW Golf Cup Int’l Golf 3 Porsche Maria Sharapova Individual Tennis 3
114
Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – UK
Table 116. Car industry sponsorship by sport – UK Total Average Value Value % of Number UK ($m) ($m) total of deals Soccer 109.47 12.16 88% 9 Golf 5.00 5.00 4% 1 Rugby Union 3.44 0.49 3% 7 Cricket 2.98 0.43 2% 7 Multi-Sports 1.00 1.00 1% 1 Olympics 1.00 1.00 1% 1 Cycling 0.70 0.23 1% 3 American Football 0.30 0.30 0% 1 Badminton 0.30 0.30 0% 1 Athletics 0.25 0.25 0% 1 Rugby League 0.20 0.20 0% 1 Total 124.64 3.78 100% 33
Chart 58. Car industry sponsorship by sport – UK
Soccer
Golf
Rugby Union
Cricket
Olympics
Multi-Sports
Cycling
Badminton
American Football
Athletics
Rugby League
0 20 40 60 80 100 120
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Car Industry Sponsors April 1, 2015
Table 117. Car industry sponsorship by brand – UK Total Average Value Value % of Number UK ($m) ($m) total of deals Chevrolet 80.00 80.00 64% 1 Vauxhall 19.49 3.25 16% 6 Nissan 6.88 3.44 6% 2 Mercedes 5.15 2.58 4% 2 Jaguar 2.40 0.80 2% 3 Audi 2.00 2.00 2% 1 Citroën 2.00 2.00 2% 1 BMW 1.80 1.80 1% 1 Kia 1.40 0.70 1% 2 Land Rover 1.20 0.60 1% 2 FIAT 0.45 0.23 0% 2 Ford 0.40 0.13 0% 3 Jeep 0.30 0.30 0% 1 SEAT 0.30 0.30 0% 1 MG Motor 0.25 0.25 0% 1 Mitsubishi Motors 0.22 0.11 0% 2 Isuzu 0.20 0.20 0% 1 Skoda 0.20 0.20 0% 1
Chart 59. Car industry sponsorship by brand – UK
Chevrolet Vauxhall Nissan Mercedes Jaguar Citroën Audi BMW Kia Land Rover FIAT Ford SEAT Jeep MG Motor Mitsubishi Motors Skoda Isuzu
0 20 40 60 80 100
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Car Industry Sponsors April 1, 2015
Table 118. Leading car industry sponsorship deals – UK Company Rights Holder Property Sport Value P.A ($m) Chevrolet Manchester United Club Soccer 80 National Vauxhall Football Association Federation/Team Soccer 10.29 Nissan Manchester City Club Soccer 5.88 Royal and Ancient Golf Club of St The Open Mercedes Andrews Championship Golf 5 National Vauxhall SFA Federation/Team Soccer 4 National Vauxhall FA of Wales Federation/Team Soccer 3 Citroën Arsenal Club Soccer 2 Audi Chelsea Club Soccer 2 Vauxhall Liverpool Club Soccer 1.95 BMW RFU National Team Rugby Union 1.8 Surrey County Cricket Cricket Kia Club Kia Oval 1.1 National Jaguar ECB Federation/Team Cricket 1 Jaguar Academy of Jaguar Jaguar Sport Multi-Sports 1 British Olympic Nissan Association Team GB Olympics 1
117
Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – GERMANY
Table 119. Car industry sponsorship by sport – Germany Total Average Value Value % of Number Germany ($m) ($m) total of deals Soccer 71.24 2.64 78% 27 Tennis 6.40 1.60 7% 4 Marathon 3.00 3.00 3% 1 Winter Sports 2.50 1.25 3% 2 Olympics 2.00 2.00 2% 1 Ice Hockey 1.65 0.83 2% 2 Golf 1.50 0.75 2% 2 Basketball 1.20 0.60 1% 2 Sailing 0.90 0.30 1% 3 Multi-Sports 0.51 0.51 1% 1 Total 90.90 2.02 100% 45
Chart 60. Car industry sponsorship by sport – Germany
Soccer Tennis Marathon Winter Sports Olympics Ice Hockey Golf Basketball Sailing Multi-Sports
0 10 20 30 40 50 60 70 80
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Car Industry Sponsors April 1, 2015
Table 120. Car industry sponsorship by brand – Germany Total Average Value Value % of Number Germany ($m) ($m) total of deals Audi 25.37 2.11 28% 12 Volkswagen 22.84 2.86 25% 8 Mercedes 21.02 3.50 23% 6 BMW 6.80 0.97 7% 7 Alfa Romeo 6.24 6.24 7% 1 Porsche 3.76 0.94 4% 4 Opel 3.61 0.72 4% 5 Ford 0.90 0.90 1% 1 Mini 0.36 0.36 0% 1
Chart 61. Car industry sponsorship by brand – Germany
Audi
Volkswagen
Mercedes
BMW
Alfa Romeo
Porsche
Opel
Ford
Mini
0 5 10 15 20 25 30
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Car Industry Sponsors April 1, 2015
Table 121. Leading car industry sponsorship deals – Germany Company Rights Holder Property Sport Value P.A ($m) Mercedes DFB National team Soccer 13.52 Volkswagen VFL Wolfsburg Club Soccer 10.4 Audi Bayern Munich Club Soccer 10 Alfa Romeo Eintracht Frankfurt Club Soccer 6.24 Volkswagen DFB DFB Pokal Soccer 5 Audi Hertha Berlin Club Soccer 3 BMW SCC Events Berlin Marathon Marathon 3 Audi FC Ingolstadt Club Soccer 2.72 Volkswagen VFL Wolfsburg Volkswagen Arena Soccer 2.6 Volkswagen Schalke 04 Club Soccer 2.08 German Olympic Sports Audi Confederation Federation Olympics 2 Mercedes ATP Tour Mercedes Cup Tennis 2 Porsche German Tennis Association Federation/Events Tennis 2 Volkswagen Werder Bremen Club Soccer 1.56 Audi Borussia Mönchengladbach Club Soccer 1.5 Anschutz Entertainment Mercedes Group Mercedes-Benz Arena Ice Hockey 1.5 Opel Borussia Dortmund Club Soccer 1.5 Winter Audi German Ski Association National Federation Sports 1.4 BMW MM Promotion BMW Open Tennis 1.4 Audi Hamburger SV Club Soccer 1.3 BMW International BMW BMW Open Golf 1.2 Mercedes VfB Stuttgart Mercedes-Benz Arena Soccer 1.2 National Winter Audi DSV Federation/Team Sports 1.1 Stadion NeckarPark GmbH Mercedes & Co.KG Mercedes-Benz Arena Soccer 1 Audi FC Bayern Basketball Club Basketball 1 Porsche Porsche Stuttgart Open Tennis 1
120
Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – CHINA
Table 122. Car industry sponsorship by sport – China Total Average Value Value % of Number China ($m) ($m) total of deals Soccer 40.08 10.02 46% 4 Basketball 20.00 20.00 23% 1 Multi-Sports 15.00 15.00 17% 1 Golf 6.90 2.30 8% 3 Tennis 4.00 2.00 5% 2 Athletics 0.50 0.50 1% 1 Total 86.48 7.21 100% 12
Chart 62. Car industry sponsorship by sport – China
Soccer
Basketball
Multi-Sports
Golf
Tennis
Athletics
0 10 20 30 40 50
Table 123. Car industry sponsorship by brand – China Total Average Value Value % of Number China ($m) ($m) total of deals Ford 20.80 20.80 24% 1 FAW-Volkswagen 20.00 20.00 23% 1 Mercedes 19.00 6.33 22% 3 Dongfeng 9.98 9.98 12% 1 Kia 6.30 6.30 7% 1 Volvo 3.50 3.50 4% 1 BMW 3.00 3.00 3% 1 Lifan 3.00 3.00 3% 1 Wuling 0.50 0.50 1% 1 Buick 0.40 0.40 0% 1
121
Car Industry Sponsors April 1, 2015
Chart 63. Car industry sponsorship by brand – China
Ford FAW-Volkswagen Mercedes Dongfeng Kia Volvo Lifan BMW Wuling Buick
0 5 10 15 20 25
Table 124. Leading car industry sponsorship deals – China Company Rights Holder Property Sport Value P.A ($m) Chinese Football Chinese Super Ford Association League Soccer 20.8 FAW- Chinese Basketball League/National Volkswagen Association Team Basketball 20 Mercedes-Benz Mercedes AEG Arena Multi-purpose 15 Dongfeng Evergrande FC Club Soccer 9.98 Chinese Football National Kia Association Team/Federation Soccer 6.3 Volvo China Golf Association Volvo China Open Golf 3.5 BMW China Golf Association BMW Masters Golf 3 Lifan Chongqing Lifan FC Club Soccer 3 General Administration Mercedes of Sport of China China Open Tennis 2.5 Mercedes Li Na Individual Tennis 1.5 The Chinese Weightlifting Wuling Association National team Athletics 0.5 Buick Shanshan Feng Individual Golf 0.4
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Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – PAN-EUROPEAN EVENTS
Table 125.Car industry sponsorship by sport – Pan-European events Total Average Value Value % of Number Europe ($m) ($m) total of deals Soccer 68.65 34.33 83% 2 Golf 13.00 6.50 16% 2 Basketball 0.30 0.30 0% 1 Triathlon 0.30 0.30 0% 1 Total 82.25 13.71 100% 6
Chart 64. Car industry sponsorship by sport – Pan-European events
Soccer
Golf
Triathlon
Basketball
0 10 20 30 40 50 60 70 80
Table 126. Car industry sponsorship by brand – Pan-European events Total Average Value Value % of Number Europe ($m) ($m) total of deals Nissan 66.15 66.15 80% 1 BMW 13.00 6.50 16% 2 Hyundai 2.50 2.50 3% 1 Citroën 0.30 0.30 0% 1 Mercedes 0.30 0.30 0% 1
123
Car Industry Sponsors April 1, 2015
Chart 65. Car industry sponsorship by brand – Pan-European events
Nissan
BMW
Hyundai
Mercedes
Citroën
0 10 20 30 40 50 60 70
Table 127. Leading car industry sponsorship deals – Pan-European events Company Rights Holder Property Sport Value P.A ($m) Nissan UEFA Champions League Soccer 66.15 BMW PGA European Tour BMW PGA Championship Golf 10 BMW PGA European Tour Federation/events Golf 3 Hyundai UEFA European Championships Soccer 2.5 Citroën ULEB Euroleague Basketball 0.3 World Triathlon Mercedes Corporation Ironman Europe Triathlon 0.3
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Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – AUSTRALIA
Table 128. Car industry sponsorship by sport – Australia Australia Total Average % of Number Value Value total of deals ($m) ($m)
Aussie Rules 22.00 1.57 36% 14 Tennis 11.01 2.20 18% 5 Rugby League 10.36 1.04 17% 10 Golf 4.50 0.75 7% 6 Soccer 3.63 0.91 6% 4 Horseracing 3.20 1.07 5% 3 Cricket 3.05 0.38 5% 8 Rugby Union 1.78 0.36 3% 5 Cycling 0.80 0.27 1% 3 Triathlon 0.30 0.30 0% 1 Winter Sports 0.08 0.08 0% 1 Total 60.71 1.01 100% 60
Chart 66. Car industry sponsorship by sport – Australia
Aussie Rules Tennis Rugby League Golf Soccer Horseracing Cricket Rugby Union Cycling Triathlon Winter Sports
0 5 10 15 20 25
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Car Industry Sponsors April 1, 2015
Table 129. Car industry sponsorship by brand – Australia Australia Total Average % of Number Value Value total of deals ($m) ($m)
Toyota 14.90 1.35 25% 11 Kia 12.44 4.15 20% 3 Holden 10.07 1.44 17% 7 Hyundai 6.23 0.89 10% 7 Jeep 2.60 0.87 4% 3 BMW 2.33 0.78 4% 3 Ford 1.65 0.83 3% 2 Audi 1.50 0.75 2% 2 Volkswagen 1.40 0.35 2% 4 Mazda 1.00 1.00 2% 1 Renault 1.00 1.00 2% 1 Lexus 0.90 0.45 1% 2 Volvo 0.90 0.45 1% 2 Peugeot 0.89 0.89 1% 1 Suzuki 0.83 0.42 1% 2 Subaru 0.60 0.30 1% 2 Mercedes 0.57 0.29 1% 2 Land Rover 0.25 0.25 0% 1 Mitsubishi Motors 0.25 0.25 0% 1 Alfa Romeo 0.20 0.20 0% 1 Isuzu 0.10 0.10 0% 1 Proton 0.10 0.10 0% 1
126
Car Industry Sponsors April 1, 2015
Chart 67. Car industry sponsorship by brand – Australia
Toyota Kia Holden Hyundai Jeep BMW Ford Audi Volkswagen Renault Mazda Lexus Volvo Peugeot Suzuki Subaru Mercedes Mitsubishi Motors Land Rover Alfa Romeo Proton Isuzu 0 2 4 6 8 10 12 14 16
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Car Industry Sponsors April 1, 2015
Table 130. Leading car industry sponsorship deals – Australia Company Rights Holder Property Sport Value P.A ($m) Kia Tennis Australia Australian Open Tennis 10.54 Australian Football Toyota AFL League Aussie Rules 8.6 Holden NRL State of Origin Rugby League 3.47 Football Federation Hyundai Australia A-League Soccer 2.5 Hyundai Carlton FC Club Aussie Rules 2.5 Holden PGA of Australia Holden Scramble Golf 2 North Queensland Toyota Cowboys Club Rugby League 2 Kia Essendon FC Club Aussie Rules 1.5 Holden Collingwood FC Club Aussie Rules 1.5 Toyota Cricket Australia National Team Cricket 1.5 Ford Geelong Cats Club Aussie Rules 1.25 BMW Australian Turf Club Golden Slipper Horseracing 1.2 Holden NRL NRL Rugby League 1.2 Toyota Adelaide Crows Club Aussie Rules 1.1 Hyundai Carlton FC Club Aussie Rules 1 Jeep Richmond Tigers Club Aussie Rules 1 International Audi Relevent Sports Champions Cup 1 Melbourne Racing BMW Club Caulfield Cup Horseracing 1 Holden PGA of Australia Federation Golf 1 Jeep Gold Coast Turf Club Magic Millions Horseracing 1 North Melbourne Mazda Football Club Club Aussie Rules 1 Renault Port Adelaide FC Club Aussie Rules 1 Volkswagen Sydney Swans Club Aussie Rules 1
128
Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – BRAZIL
Table 131. Car industry sponsorship by sport – Brazil Total Average Value Value % of Number Brazil ($m) ($m) total of deals Olympics 30.00 30.00 53% 1 Soccer 25.75 2.34 46% 11 Tennis 0.45 0.23 1% 2 Volleyball 0.30 0.30 1% 1 Total 56.50 3.77 100% 15
Chart 68. Car industry sponsorship by sport – Brazil
Olympics
Soccer
Tennis
Volleyball
0 5 10 15 20 25 30 35
Table 132. Car industry sponsorship by brand – Brazil Total Average Value Value % of Number Brazil ($m) ($m) total of deals Nissan 30.00 30.00 53% 1 Chevrolet 20.00 5.00 35% 4 Volkswagen 3.75 0.75 7% 5 Peugeot 1.45 0.48 3% 3 BMW 1.00 1.00 2% 1 FIAT 0.30 0.30 1% 1
129
Car Industry Sponsors April 1, 2015
Chart 69. Ca r industry sponsorship by brand – Brazil
Nissan
Chevrolet
Volkswagen
Peugeot
BMW
FIAT
0 5 10 15 20 25 30 35
Table 133. Leading car industry sponsorship deals – Brazil Company Rights Holder Property Sport Value P.A ($m) Nissan Rio 2016 Rio 2016 Games Olympics 30 Chevrolet CBF Brasileiro Serie A Soccer 10 Chevrolet CBF National team Soccer 7 Chevrolet CBF Brazil Global Tour Soccer 2 Volkswagen Neymar Individual Soccer 2 BMW Santos Club Soccer 1 Chevrolet Dunga Individual Soccer 1 Peugeot Flamengo Club Soccer 1 Volkswagen Cruzeiro Club Soccer 0.75 Volkswagen Atlético Goianiense Club Soccer 0.4 Volkswagen Atletico Mineiro Club Soccer 0.4 FIAT Minas Tenis Club Men's team Volleyball 0.3 Peugeot CBT Brazil Open Tennis 0.3 Volkswagen Grêmio Club Soccer 0.2 Peugeot IMX Rio Open Tennis 0.15
130
Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – FRANCE
Table 134. Car industry sponsorship by sport – France Total Average Value Value % of Number France ($m) ($m) total of deals Soccer 17.81 2.54 52% 7 Rugby Union 7.35 0.61 22% 12 Cycling 4.00 4.00 12% 1 Tennis 4.00 4.00 12% 1 Winter Sports 0.40 0.40 1% 1 Golf 0.30 0.30 1% 1 Sailing 0.20 0.20 1% 1 Total 34.06 1.42 100% 24
Chart 70. Car industry sponsorship by sport – France
Soccer
Rugby Union
Tennis
Cycling
Winter Sports
Golf
Sailing
0 5 10 15 20
131
Car Industry Sponsors April 1, 2015
Table 135. Car industry sponsorship by brand – France Total Average Value Value % of Number France ($m) ($m) total of deals Volkswagen 5.30 1.77 16% 3 Hyundai 5.20 5.20 15% 1 BMW 4.66 1.55 14% 3 Peugeot 4.35 2.17 13% 2 Skoda 4.00 4.00 12% 1 Citroën 3.80 1.90 11% 2 Kia 2.70 2.70 8% 1 Toyota 1.11 0.56 3% 2 Land Rover 0.75 0.75 3% 1 Mazda 0.60 0.60 2% 1 Renault 0.55 0.14 2% 4 Audi 0.40 0.40 1% 1 Lancia 0.30 0.30 1% 1 Nissan 0.09 0.09 0% 1
Chart 71. Car industry sponsorship by brand – France
Volkswagen Hyundai BMW Peugeot Skoda Citroën Kia Toyota Land Rover Mazda Renault Audi Lancia Nissan
0 1 2 3 4 5 6
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Car Industry Sponsors April 1, 2015
Table 136. Leading car industry sponsorship deals – France Company Rights Holder Property Sport Value P.A ($m) Hyundai Olympique Lyonnais Club Soccer 5.2 Fédération Française National Volkswagen de Football Team/Federation Soccer 5 French Rugby National BMW Federation Federation/Team Rugby Union 4.16 Amaury Sport Skoda Organisation Tour de France Cycling 4 French Tennis Peugeot Federation French Open Tennis 4 Citroën Paris Saint Germain Club Soccer 3 FC Girondins de Kia Bordeaux Club Soccer 2.7 Toyota Valenciennes FC Club Soccer 1.02 Olympique de Citroën Marseille Club Soccer 0.8 French National Land Rover Rugby League Top 14 Rugby Union 0.75 Mazda CA Brive Club Rugby Union 0.6 Fédération Française Winter Audi de Ski National Team Sports 0.4 Peugeot Stade Toulousain Club Rugby Union 0.34
133
Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – ITALY
Table 137. Car industry sponsorship by sport – Italy Total Average Value Value % of Number Italy ($m) ($m) total of deals Soccer 26.27 3.75 85% 7 Sailing 3.00 3.00 10% 1 Winter Sports 0.80 0.80 3% 1 Rugby Union 0.67 0.34 2% 2 Total 30.74 2.79 100% 11
Chart 72. Car industry sponsorship by sport – Italy
Soccer
Sailing
Winter Sports
Rugby Union
0 5 10 15 20 25 30
Table 138. Car industry sponsorship by brand – Italy Total Average Value Value % of Number Italy ($m) ($m) total of deals Jeep 22.75 22.75 74% 1 Audi 4.80 1.60 16% 3 Dacia 1.46 1.46 5% 1 Peugeot 0.67 0.34 2% 2 Volvo 0.40 0.40 1% 1 Renault 0.25 0.25 1% 1 Volkswagen 0.25 0.25 1% 1 Suzuki 0.16 0.16 1% 1
134
Car Industry Sponsors April 1, 2015
Chart 73. Car industry sponsorship by brand – Italy
Jeep
Audi
Dacia
Peugeot
Volvo
Volkswagen
Renault
Suzuki
0 5 10 15 20 25
Table 139. Leading car industry sponsorship deals – Italy Company Rights Holder Property Sport Value P.A ($m) Jeep Juventus Club Soccer 22.75 Audi B.Plan Sport & Events Tron Sailing Series Sailing 3 Dacia Udinese Club Soccer 1.46 Audi AC Milan Club Soccer 1 Italian Winter Sports National Audi Federation Federation/Team Winter Sports 0.8 Peugeot FIR National Team Rugby Union 0.6 Volvo Lazio Club Soccer 0.4 Renault Napoli Club Soccer 0.25 Volkswagen Fiorentina Club Soccer 0.25 Suzuki Torino Club Soccer 0.16 Peugeot Zebre Club Rugby Union 0.07
135
Car Industry Sponsors April 1, 2015
CAR INDUSTRY SPONSORSHIP ANALYSIS – SPAIN
Table 140. Car industry sponsorship by sport – Spain Total Average Value Value % of Number Spain ($m) ($m) total of deals Soccer 19.30 3.86 87% 5 Basketball 1.40 0.70 6% 2 Tennis 1.00 1.00 5% 1 Cycling 0.40 0.40 2% 1 Total 22.10 2.46 100% 9
Chart 74. Car industry sponsorship by sport – Spain
Soccer
Basketball
Tennis
Cycling
0 5 10 15 20 25
Table 141. Car industry sponsorship by brand – Spain Total Average Value Value % of Number Spain ($m) ($m) total of deals Audi 17.00 8.50 77% 2 Volkswagen 1.50 1.50 7% 1 Kia 1.40 0.70 6% 2 Mercedes 1.00 1.00 5% 1 Citroën 0.70 0.70 3% 1 Skoda 0.40 0.40 2% 1 SEAT 0.10 0.10 0% 1
136
Car Industry Sponsors April 1, 2015
Chart 75. Car industry sponsorship by brand – Spain
Audi
Volkswagen
Kia
Mercedes
Citroën
Skoda
SEAT
0 5 10 15 20
Table 142. Leading car industry sponsorship deals – Spain Company Rights Holder Property Sport Value P.A ($m) Audi Real Madrid Club Soccer 9 Audi FC Barcelona Club Soccer 8 Volkswagen Atlético Madrid Club Soccer 1.5 Kia ACB Liga Endesa Basketball 1 Mercedes ATP Madrid Open Tennis 1 Citroën Celta Vigo Club Soccer 0.7 Kia ACB Copa del Rey Basketball 0.4 Skoda Unipublic Vuelta España Cycling 0.4 SEAT Real Betis Club Soccer 0.1
137