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Car Industry Sponsors April 1, 2015 Car industry Car Industry Sponsors April 1, 2015 Sponsorship industry analysis report April 2015 CAR INDUSTRY SPONSORS International Marketing Reports Ltd 33 Chapel Street Buckfastleigh TQ11 0AB UK Tel +44 (0) 1364 642224 [email protected] www.imrsponsorship.com ISBN: 978-1-905685-33-2 eISBN: 978-1-905685-34-9 Copyright ©2015 by International Marketing Reports Ltd All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, photocopying or otherwise, without the prior permission of the publisher and copyright owner. While every effort has been made to ensure accuracy of the information, advice and comment in this publication, the publisher cannot accept responsibility for any errors. 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. 3 Car Industry Sponsors April 1, 2015 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 4 Car Industry Sponsors April 1, 2015 Land Rover .................................................................................................................................. 101 Tata Motors .................................................................................................................................. 102 Jaguar .......................................................................................................................................... 102 Miscellaneous brands: sports sponsorship analysis ....................................................................... 104 Car industry sponsorship profile by region
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