Global Sports Sponsorship Airline Industry

Airlines August 2012 GLOBAL SPORTS SPONSORSHIP

AIRLINE INDUSTRY

International Marketing Reports Ltd 33 Chapel Street Buckfastleigh TQ11 0AB UK

Tel +44 (0) 1364 642224 [email protected] www.imrsponsorship.com

ISSN 2050-4888 eISSN 2050-4896

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 Sponsorship Today methodology

Sponsorship Today reports are created through the collection of data from news feeds, web searches, industry and news publications. Where sponsorship deals have not been reported, the Sponsorship Today team actively seeks data through web searches 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 through comparisons with similar deals, contacts with industry insiders and through its long experience of creating sponsorship analysis reports.

There is no guarantee of accuracy of estimates. The sponsorship industry is also known to overstate sponsorship fee values. Such reports are frequently based on the maximum potential value of a deal and might include the total should all incentive clauses (such as sporting success) be met and no morality clauses invoked. In such cases, rights holders rarely achieve their maximum values.

IMR also states all in-kind deals as an estimated cash value.

Estimated values listed in this report are marked in red.

CONTENTS

Index of tables and charts ...... 5

Executive Summary ...... 6

Sponsorship growth ...... 6

Low cost airlines take opposing positions ...... 6

The future ...... 7

Global airline sports sponsorship expenditure ...... 8

Gulf carriers lead the way ...... 8

USA – focus is national ...... 10

Soccer – the airlines‟ first choice for sponsorship ...... 10

Airline sponsorship spend by continent ...... 14

Airline sponsorship of international sporting events ...... 15

Airline sports sponsorship in the Americas ...... 17

Delta Airlines ...... 19

United Continental ...... 19

American Airlines ...... 20

JetBlue ...... 20

Southwest Airlines ...... 20

US Airways ...... 20

Airline sports sponsorship in Europe ...... 28

Soccer and Middle Eastern carriers lead ...... 28

Airline sports sponsorship in ASIA / ME / Africa / Australasia ...... 32

Sports sponsorship spend by Airline ...... 38

Airline sports sponsorship spend by airline headquarters ...... 38

INDEX OF TABLES AND CHARTS

Table 1. Global airlines sports sponsorship expenditure by airline 2012 ...... 8 Table 2. Global airlines sports sponsorship expenditure by sport and by value ...... 11 Chart 1. Global airlines sports sponsorship expenditure by sport (%) ...... 11 Table 3. Global airlines sports sponsorship expenditure by number of deals ...... 12 Chart 2. Global airlines sports sponsorship deals by sport (%) ...... 12 Table 4. Global airlines sports sponsorship expenditure by sport average deal value ...... 13 Chart 3. Global airlines sports sponsorship expenditure by sport average deal value ...... 13 Chart 4. Airline sponsorship expenditure by continent ...... 14 Table 5. Global sponsorship expenditure of international sporting events by airlines ...... 15 Table 6. Global airline sponsorship expenditure - international sporting events by sport by value ...... 15 Chart 5. Global airline sponsorship expenditure - international sporting events by sport by % ...... 16 Table 7. US Airlines – relative size by revenue 2010 ...... 17 Table 8. Americas (non US) Airlines – relative size by revenue 2010 ...... 17 Table 9. Airlines‟ annual sports sponsorship rights expenditure by airline - USA ...... 18 Table 10. Airlines‟ annual sports sponsorship rights expenditure by sport by value - USA ...... 18 Chart 6. Airlines‟ annual sports sponsorship rights expenditure by sport by % - USA ...... 19 Table 11(a). US sport sponsorship deals by airline ...... 21 Table 11(b). US sport sponsorship deals by airline ...... 22 Table 11(c). US sport sponsorship deals by airline ...... 23 Table 11(d). US sport sponsorship deals by airline ...... 24 Table 11(e). US sport sponsorship deals by airline ...... 25 Table 11(f). US sport sponsorship deals by airline ...... 26 Table 12. Americas (non US) sport sponsorship deals by airline ...... 27 Table 13. European airlines – relative size by revenue 2010 ...... 28 Table 14. Airlines‟ annual sports sponsorship rights expenditure by airline - Europe ...... 28 Table 15. Airlines‟ annual sports sponsorship rights expenditure by sport by value - Europe ...... 29 Chart 7. Airlines‟ annual sports sponsorship rights expenditure by sport by % - Europe ...... 29 Table 16(a). European sport sponsorship deals by airline ...... 30 Table 16(b). European sport sponsorship deals by airline ...... 31 Table 17. Asian / Australasian airlines – relative size by revenue 2010 ...... 32 Table 18. Middle Eastern airlines – relative size by revenue 2010 ...... 32 Table 19. Airlines‟ annual sports sponsorship rights expenditure by airline - Asia ...... 33 Table 20. Airlines‟ annual sports spon‟ship rights expenditure by sport by value – Asia / ME / Africa. 33 Chart 8. Airlines‟ annual sports sponsorship rights expenditure by sport by % - Asia / ME / Africa ..... 34 Table 21(a). Asia / Middle East / Africa sport sponsorship deals by airline ...... 35 Table 21(b). Asia / Middle East / Africa sport sponsorship deals by airline (a) ...... 36 Table 21(c). Asia / Middle East / Africa sport sponsorship deals by airline (a) ...... 37 Table 22. Airline sports sponsorship expenditure by airline headquarters ...... 38 Table 23(a). Global sports sponsorship expenditure by European airlines ...... 39 Table 23(b). Global sports sponsorship expenditure by European airlines (a) ...... 40 Table 24(a). Global sports sponsorship expenditure by Asian airlines ...... 41 Table 24(b). Global sports sponsorship expenditure by Asian airlines (a) ...... 42 Table 25(a). Global sports sponsorship expenditure by Middle Eastern / African airlines ...... 43 Table 25(b). Global sports sponsorship expenditure by Middle Eastern / African airlines ...... 44 Table 25(c). Global sports sponsorship expenditure by Middle Eastern / African airlines ...... 45 Table 26(a). Global sports sponsorship expenditure by US airlines ...... 46 Table 26(b). Global sports sponsorship expenditure by US airlines ...... 47 Table 26(c). Global sports sponsorship expenditure by US airlines ...... 48 Table 26(d). Global sports sponsorship expenditure by US airlines ...... 49 Table 26(d). Global sports sponsorship expenditure by US airlines ...... 50 Table 26(e). Global sports sponsorship expenditure by US airlines ...... 51

EXECUTIVE SUMMARY

The airline industry is arguably the most volatile large scale business there is. Carriers can suffer dramatic revenue fluctuations as a result of numerous factors such as rising fuel prices, political unrest and interference, terrorism, environmental disaster, health scares and economic downturn.

In the past two decades, the industry has witnessed massive change due to the rise of low cost carriers, de-regulation, mergers among the world‟s leading operators, the catastrophic impact of Sept 11, 2001 and a culture in which passengers have taken more control of their bookings options through online comparison sites and direct booking.

The period has also seen the rise of Middle Eastern operators backed by huge sovereign wealth funds and airlines from China and Russia enter the global market on a competitive basis.

The net result has been a massive test for the big „legacy‟ carriers such as American Airlines, British Airways, Air France/KLM, Alitalia, Qantas etc. Faced with short-haul competition from low cost carriers, and long-haul competition from a new breed of airline based in the Middle East and Asia, these carriers have had to cut costs and reduce capacity with profitability becoming a more important objective than market share.

The legacy carriers have, however, needed to maintain strong brands in order to attract the all- important and highly profitable business-class passengers.

Sponsorship growth

Total spend among airlines on sponsorship rights is estimated at $515m annually. The industry has witnessed a major growth in sponsorship expenditure during the past ten years and this has been driven by Middle Eastern carriers in particular. The likes of Emirates and Etihad have been buying rights to major sports properties around the world in an attempt to establish their brands and promote their route networks.

In the USA, the world‟s leading air transport market, major carriers have tended to use sponsorship purely for national marketing, taking rights to domestic teams in American football, baseball and basketball in particular. Among other legacy carriers, there is a very mixed pattern in terms of use of sponsorship. Many of the big European carriers use sponsorship sparingly. Air France/KLM and Lufthansa, for example have a relatively small portfolio of rights and British Airways (now merged with Iberia as part of IAG) has few rights other than its domestic London 2012 sponsorship.

The biggest Russian carrier, Aeroflot, has started to build a portfolio with some high profile acquisitions whereas in Asia the large carriers have tended to buy only lower profile rights.

Many of the legacy carriers have agreed deals with individual athletes, especially those involved in Olympic events, but in many cases this is little more than in-kind support which offers flights to the individuals and their support teams.

Low cost airlines take opposing positions

The marketing strategies of low cost airlines have similarly shown diverse positions when it comes to sponsorship. In Europe the low cost carriers have shunned sponsorship with Ryanair, EasyJet and Wizz Air taking no rights to properties of any significant size. In the USA and Asia, however, the picture is very different. Southwest Airlines (including AirTran) and JetBlue in the USA have invested considerable sums in sponsorship as part of their marketing effort. Similarly, Asian carrier AirAsia has used sponsorship extensively to develop its brand and this has included rights to major properties both in Asia and in Europe.

The future

The airline industry is, as discussed, unpredictable and marketing budgets can be at the mercy of events beyond the control of any airline boardroom. That said, it does appear that it is an industry that is realising the value of sponsorship as a means of developing brands and promoting routes.

It is, however, unlikely that the so-called legacy carriers will significantly increase investment in sponsorship in the near future. These carriers have already developed their brands over a period of several decades and there are serious pressures on their budgets. Where carriers will spend is in taking domestic rights to major global events such as the Olympics. There is arguably an element of protectionism here in that the big domestic carriers from the host nation don‟t want outside competitors to steal their thunder. Hence the deals for British Airways (London 2012), Aeroflot (Sochi 2014) and TAM taking rights to the Brazilian national football team during the 2014 FIFA World Cup.

New and ambitious international airlines, such as Emirates and Etihad, have clearly seen the need to develop global brand awareness and enhancement in order to meet their rapid growth objectives. For other major Middle Eastern carriers such as Qatar (despite a recent curtailment of rights acquisition) and Gulf Air, there is every likelihood that they will move to take more rights, including primary rights to significant properties.

Similarly as Chinese carriers start to develop internationally, there is a very strong possibility that they will take strategic rights to help increase brand awareness globally.

Among low-cost carriers, there seems to be a policy among European-based airlines of shunning sponsorship. Marketing budgets are primarily directed at print/poster advertising and online. In Asia and the USA, on the other hand, there is significant spend from the likes of Southwest, JetBlue, Frontier, AirAsia and Virgin Australia.

With competition in Asia in particular increasing, there is a strong possibility that up and coming airlines such as Peach and Jetstar will invest in sponsorship, although it is unlikely that any will opt for major rights in the near future.

GLOBAL AIRLINE SPORTS SPONSORSHIP EXPENDITURE

Table 1. Global airlines sports sponsorship expenditure by airline 2012 Airline Annual rights % of Airline Annual rights % of expenditure total expenditure total ($m) spend ($m) spend

1 Emirates 182.56 35% 24 Gulf Air 2 <1% 2 Etihad 65.9 13% 25 Tune Group 2 <1% 3 Aeroflot 39.75 8% 26 Iberia 1.8 <1% 4 United Airlines 30.4 6% 27 Jetstar 1.7 <1% 5 Delta Airlines 28.25 5% 28 Cathay Pacific 1.6 <1% 6 British Airways 20 4% 29 Frontier Airlines 1.6 <1% 7 Turkish Airlines 19 4% 30 Air Berlin 1.45 <1% 8 American Airlines 16.4 3% 31 Hawaiian Airlines 1.1 <1% 9 Qantas 12.8 2% 32 Thai AirAsia 1.1 <1% 10 Air Canada 11.92 2% 33 Gol 1 <1% 11 Jet Blue 9.2 2% 34 Lufthansa 1 <1% 12 Virgin Australia 8.6 2% 35 Alitalia 0.75 <1% 13 Korean Air 7.5 1% 36 Qatar Airways 0.7 <1% 14 Southwest Airlines 7 1% 37 Flybe 0.66 <1% 15 TAM 6.5 1% 38 Virgin Atlantic 0.42 <1% 16 US Airways 5.15 1% 39 KLM 0.4 <1% 17 South African Airways 4.9 1% 40 Singapore Airlines 0.3 <1% 18 AirAsia 4.84 1% 41 SriLankan Airlines 0.3 <1% 19 Alaska Airlines 3.7 1% 42 China Southern 0.21 <1% 20 Air New Zealand 3.25 1% 43 Jet Airways 0.2 <1% 21 All Nippon Airways 2.5 <1% 44 Japan Airlines 0.15 <1% 22 AirTran Airways 2.4 <1% 45 Total 515.16 100% 23 Air France 2.2 <1% 46

Gulf carriers lead the way Table 1 shows that Emirates is by far the biggest spender among airlines, accounting for 35% of total rights expenditure. The airline has taken major rights such as the FIFA World Cup, Team New Zealand (America‟s Cup), Arsenal, A.C Milan, Hamburg, Real Madrid, US Tennis as well as significant rights in rugby union and cricket. Its sponsorship strategy is clearly designed to propel the carrier to a leading position among global airlines. Emirates has recorded consistent growth rates in the region of 20% per year and, despite being a publicly owned corporation, in recent years it has not relied on government investment to achieve its success.

The carrier is, to an extent, creating a unique strategy in the aviation world. Based in Dubai, its hub is a global crossroads allowing connections to virtually every major destination in the world. Thus passengers from the world‟s leading markets can fly from major cities on every continent with at most a single changeover in Dubai to reach their destinations. To make the strategy work, however, has required an enormous investment in infrastructure with more than $80bn spent on a modern fleet of aircraft and massive investment in airport terminals and facilities both in Dubai and around the world.

The objective is to replace the likes of Heathrow, Schiphol and Frankfurt as the leading inter- continental hub between the Americas and Asia and Europe and Asia.

The growth rates and profitability of Emirates demonstrate that the strategy appears to be working.

However, the physical infrastructure is only one part of that plan. To attract customers requires brand development and communication. Emirates has invested huge sums in all forms of marketing but sponsorship has been key to the strategy as His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, points out:

“We believe sponsorships are one of the best ways to connect with our passengers. They allow us to share and support their interests and to build a closer relationship with them,”

Abu Dhabi‟s national carrier, Etihad, has followed suit and ranks number two in the sponsorship expenditure league. The airline is not at the same stage of development as its neighbour in Dubai, but it is clear that Abu Dhabi as a whole is, like Dubai, looking to create a global role that goes beyond producing oil.

At present Abu Dhabi is more an administrative centre whereas Dubai has been developing as a commercial and tourist hub. However Abu Dhabi has shown its intention to develop business and tourism. Home to Ferrari World, a Formula 1 Grand Prix and a fixture on the Red Bull Air Race calendar, the Emirate is clearly willing to invest significant sums to attract visitors.

It is, therefore, expected that Etihad will continue to invest significant sums in marketing as part of Abu Dhabi‟s strategy to attract both leisure and business traffic. The airline has clearly demonstrated that sponsorship is a key part of its marketing mix with a large investment in Manchester City in particular.

It is, of course, no coincidence that the English football club is owned by Sheikh Mansour, a member of the ruling family in the Emirate. There have been suggestions that Etihad‟s sponsorship of the football club is expedient, particularly given that the club has made massive losses and that UEFA is introducing its Financial Fair Play rules which will limit the losses that clubs are allowed to make. Major sponsorship deals obviously mitigate losses. However, there is a strong commercial case for Etihad investing in a property such a Manchester City. The club has a huge profile across Europe, the Middle East and Asia, which mirrors the carrier‟s route network. The airline has also demonstrated its commitment to sponsorship with other significant deals across three continents.

It will be interesting to see what moves Qatar Airways takes in the near future. As a state, Qatar has similar ambitions to Dubai and Abu Dhabi. Its oil wealth is being used to develop new infrastructure; very notably in both sport and aviation. A new airport is being built at Doha and the country has successfully bid for the 2022 FIFA World Cup. Qatar is also investing large sums in sporting facilities, including a major university complex dedicated to sport.

Qatar Airways had, until recently, been a sponsor of the Tour de France and Test cricket in England. Its portfolio is currently small, although it has made it clear that a major sponsorship is possible.

In June 2012, CEO Akbar Al Baker stated that an English Premiership deal was possible:

"Two English teams have approached us. We told them that we would consider it ... but we are not yet ready to do it… If we do it we would like to do it in a big way,"

He also hinted that the preferred option would be a naming rights deal similar to that of Arsenal with Emirates. The most likely contender, therefore, would be Tottenham Hotspur, which is planning a new stadium, although Liverpool and West Ham should not be ruled out of the equation.

USA – focus is national

The US airline industry has invested in sponsorship on an almost exclusively national basis. The only property that can be said to have an international element is Delta‟s sponsorship of Chelsea F.C.

The big two airlines; Delta and United lead the way in sports rights, although American is also a significant investor and all three have considerable arts/culture portfolios. The low cost airlines such as Southwest (including AirTran) and JetBlue are also major spenders on sport.

The main focus of spend in the USA has been on the three big sports; Baseball, Basketball and American Football, although ice hockey, marathon events and college athletics have also seen numerous, lower-value deals.

The rationale is clearly that US carriers are aiming at their primary domestic market and the problem with many of the global sports/events is that the US public does not follow them. Thus international soccer, rugby, cricket, F1 and to a large extent golf staged outside of the USA, have a very low profile among the US public. To capture the simultaneous attention of both domestic customers and global inbound traffic through sport is difficult. Elite sailing events, such as the America‟s Cup, would represent one option, but the fees for major rights are very high and exposure is still relatively limited. Airline executives in the US believe that the money is better spent shoring up the domestic market. Indeed analysis of deals in the USA shows that the majority are regional in nature with carriers backing local sports franchises to promote their regional hubs. Relatively few deals could be described as „pan US‟ in nature.

US airline sponsorships also have a large in-kind element as the carriers pick up the cost of transporting teams on their numerous trips across the country. This explains why the value of baseball and basketball deals are often higher than those for American Football which, despite its very high profile, has considerably fewer matches, meaning less aggregate exposure and lower in kind costs.

Soccer – the airlines’ first choice for sponsorship

Table 2 demonstrates that soccer is by far the most popular sport among airlines, although the figures have to be viewed with caution. If Emirates‟ and Etihad‟s soccer deals were stripped from the equation, the annual expenditure on the sport would be $64m, not hugely above that spent on Olympic related rights. That soccer is the world‟s number one sport is beyond question and significant deals can be found on every continent with Aeroflot (Russia), TAM (Brazil), Turkish Airlines (Turkey/UK) and AirAsia (Asia/UK) all taking high value rights.

Basketball and baseball also feature highly, basketball in part because of deals outside of the USA, most notably from Turkish Airlines with its Euroleague deal.

Sailing‟s high ranking is almost exclusively down to Emirates‟ huge deal with America‟s Cup competitor, Team New Zealand, which is rumoured to be worth $80m in total.

Elsewhere, one surprise is the low level of sponsorships in Formula 1. The sport would, in theory, be ideally placed to attract such sponsorship given its international image, global reach, hospitality opportunities and the fact that F1 teams would find in-kind deals useful given the need to transport equipment and crew around the globe.

There are, however, two big stumbling blocks. First, the majority of low cost carriers are out of the equation because they would baulk at the costs, their route networks don‟t match the global distribution of the Grands Prix and their brand image attributes do not match those of Formula 1.

Second, F1 teams are tending to restrict significant on-car branding to sponsors willing to spend in the tens of millions of dollars. For most „legacy‟ carriers, this is simply beyond the amounts that they are willing to invest in sport. It would, therefore, fall to the cash rich Middle Eastern carriers to take rights to teams, but Etihad (Abu Dhabi) and Gulf Air (Bahrain) have already taken title rights to their home Grands Prix. It would therefore require either a new sponsor such as Emirates or Qatar or a diversion or increase of budget for an F1 team to take sponsorship.

Table 2. Global airlines sports sponsorship expenditure by sport and by value Sport Total deal value ($m) Football (Soccer) 204.65 Olympics 56.62 Basketball 35.2 Baseball 33.95 Sailing 32 Other 28.53 Tennis 22.3 American Football 16.5 Motorsport 15.94 Ice Hockey 14.7 AFL 13 Rugby Union 12.7 Golf 9.92 Horse Racing 8.25 Athletics 6 Marathon 4.9 Total 515.16

Chart 1. Global airlines sports sponsorship expenditure by sport (%)

Ice Hockey Other 3% 16% Football Motorsport (Soccer) 3% 40%

American Football 3% Tennis 4% Sailing 6% Baseball 7% Basketball Olympics 7% 11%

In terms of the number of deals for each sport, again soccer leads, but it should be noted that many of the deals, particularly those signed by AirAsia in Asia, are relatively small and bump up the numbers. American Football is, therefore, notable, with virtually every team having an airline sponsor on board.

Table 3. Global airlines sports sponsorship expenditure by number of deals Sport Number of deals Football (Soccer) 49 Other 34 American Football 29 Basketball 29 Baseball 23 Marathon 20 Ice Hockey 16 Rugby Union 13 Golf 12 Olympics 9 Tennis 9 Motorsport 8 Athletics 6 Horse Racing 4 AFL 3 Sailing 2 Total 266

Chart 2. Global airlines sports sponsorship deals by sport (%)

Other Football 25% (Soccer) 18% Olympics 3% American Football 11% Golf 4%

Rugby Union Basketball 5% 11% Ice Hockey 6% Marathon Baseball 8% 9%

Table 4. Global airlines sports sponsorship expenditure by sport average deal value Sport Average deal value ($m) Sailing 16.00 Olympics 6.29 AFL 4.33 Football (Soccer) 4.18 Tennis 2.48 Horse Racing 2.06 Motorsport 1.99 Baseball 1.48 Basketball 1.21 Athletics 1.00 Rugby Union 0.98 Ice Hockey 0.92 Other 0.84 Golf 0.83 American Football 0.57 Marathon 0.25 Total 515.16

In terms of average deal value, sailing comes out top although this is down to the very small number of global deals and the fact that, as discussed, Emirates‟ sponsorship of Team New Zealand is one of the biggest in sport.

Chart 3. Global airlines sports sponsorship expenditure by sport average deal value

18 16 14 12 10 8 6 4 2 0

Olympic deals show high value mainly because of the size of domestic sponsorships from British Airways (London 2012) and Aeroflot (Sochi 2014). Such national organising committee deals have

13 grown exponentially in the past few years and many domestic sponsors now pay equivalent rights fees to those of global Olympic Partners.

Elsewhere several airlines sponsor national Olympic teams, although these are in part in-kind arrangements.

Airline sponsorship spend by continent Spend by airlines according to continent (global events are stripped from the analysis), shows that Europe is the biggest recipient of investment, mainly due to several large soccer club deals and two domestic Olympic sponsorships.

The results differ significantly from sports sponsorship overall, in which the USA leads with approximately 40-45% of global spend, followed by Europe (30-35%), Far East (20-22%) and Australasia (3-4%).

Chart 4. Airline sponsorship expenditure by continent

Americas (non- Australia / NZ US) 7% 5% Europe 49%

USA 29%

Africa <1% Middle East Asia 2% 8%

The most significant points here are the low spend levels in Asia, most notably in India where there had been significant deals in recent years with the now defunct Air Sahara taking rights in cricket and motorsport. Australia, on the other hand has witnessed high levels of spend with both Qantas and Virgin Australia investing significant amounts in a variety of sports.

AIRLINE SPONSORSHIP OF INTERNATIONAL SPORTING EVENTS

Table 5. Global sponsorship expenditure of international sporting events by airlines Airline Rights fee p.a. ($m) Emirates 88.1 Etihad 8 Korean Air 6 Qantas 4.5 South African Airways 4 Turkish Airlines 4 AirAsia 3.14 Gulf Air 2 Delta Airlines 1.8 Jetstar 1.5 Cathay Pacific 0.5 Singapore Airlines 0.3 China Southern Airlines 0.21 Virgin Atlantic 0.15 Total 124.2

The most striking statistics when analysing airline sponsorship of international sporting events (i.e. continental or inter-continental events) is the lack of US representatives (as discussed earlier) and the relatively low investment among most carriers.

The relatively low investment can be explained by analysis of the events. The IOC doesn‟t have an airline category among its TOP Partner programme, in part because the airline category now goes to domestic organising committees, so this is viewed as a domestic sponsorship.

Formula 1, as discussed, does have some Grands Prix rights held by airlines, and this might prevent FOM offering a global deal to an airline unless a major offer is made to become a global partner. Given the potential cost, this is unlikely. UEFA currently has no major deals with airlines, and again the cost of taking rights to either the Champions League or the European Championships is probably prohibitive for most airlines.

Rights have been taken by Emirates for FIFA and ICC (cricket) events and some international tennis rights are held by airlines such as South African Airways (ATP) and Jetstar (WTA Asia/Pacific rights). There is, therefore potential for airlines to partner the IRB in Rugby (the obvious candidate being British Airways ahead of the next Rugby World Cup in England) and the IAAF in athletics.

It should also be noted that the big spenders Emirates and Etihad have used domestic sponsorships with international appeal, mainly in soccer, to drive their global marketing programmes.

Table 6. Global airline sponsorship expenditure - international sporting events by sport by value

Sport Rights fee p.a. ($m)

Football (Soccer) 50.8 Sailing 32 Motorsport 13.14 Cricket 7.01 Basketball 6 Tennis 5.5 Athletics 5 Rugby Union 2.9 Boxing 1 Other 0.85 Total 124.2

Chart 5. Global airline sponsorship expenditure - international sporting events by sport by %

Athletics Other 4% Rugby Union 1% Basketball 2% 5% Tennis 4%

Cricket Football 6% (Soccer) 41%

Motorsport 11%

Sailing 26%

AIRLINE SPORTS SPONSORSHIP IN THE AMERICAS

Table 7. US Airlines – relative size by revenue 2010 Airline Turnover (US$ billion) United Continental 34 Delta 31.7 AMR 22.1 Southwest 12.1 US Airways 11.9 Air Canada 10.4 Alaska Air 3.8 JetBlue 3.7 SkyWest 2.7 Republic Airways 2.6 AirTran 2.6 WestJet 2.5 Jazz Air 1.4 Atlas Air 1.3 Hawaiian Airlines 1.3

Table 8. Americas (non US) Airlines – relative size by revenue 2010 Airline Turnover (US$ billion) Air Canada 10.9 TAM 6.4 LAN 4.5 GOL 3.9 Avianca 2.7 Aeromexico 2.2 Copa Airlines 1.4 Aerolineas Argentinas 1.1 Azul Linhas Aereas .5

Analysis of sponsorship spend among airlines in the Americas shows that sports investment is proportionately closely linked to carrier size among those registered in the USA. United, Delta and American Airlines lead both the revenue and sponsorship tables and only JetBlue, spending more on sponsorship than rival Southwest, is an exception.

The value of relatively few deals in the USA is disclosed, however assumptions can be made based on the rights and values of equivalent contracts that have been made public.

The rationale for airline sponsorship of sports in the USA is quite strong. Sports fans, especially those who attend games, are considered high spenders and likely to travel. Demographic analysis also shows a high proportion of „corporate‟ season-ticket holders, the prime business travel market that delivers the most profitable customers to the airline industry.

This explains why almost exactly half of all global deals reported are in the USA. In other parts of the world, sports fans as a whole are not such a clearly defined demographic and most airlines invest less in sport and more in traditional forms of marketing.

Table 9. Airlines‟ annual sports sponsorship rights expenditure by airline - USA Airline Rights fee p.a. ($m)

United Airlines 30.4 Delta Airlines 26.45 American Airlines 16.4 Emirates 15.4 Jet Blue 9.2 Southwest Airlines 7 US Airways 5.15 Alaska Airlines 3.7 AirTran Airways 2.4 Frontier Airlines 1.6 Turkish Airlines 1.5 Hawaiian Airlines 1.1 Aeroflot 0.75 South African Airways 0.3 Japan Airlines 0.15 Virgin Atlantic 0.12 Total 121.62

Table 10. Airlines‟ annual sports sponsorship rights expenditure by sport by value - USA Sport Rights fee p.a. ($m)

Baseball 33.95 Basketball 25.7 American Football 16.05 Tennis 13.7 Golf 6.25 Ice Hockey 5.7 Football (Soccer) 4.85 Marathon 3.4 Other 12.02 Total 121.62

Chart 6. Airlines‟ annual sports sponsorship rights expenditure by sport by % - USA

Football Marathon Other (Soccer) 3% 10% Baseball 4% 28% Ice Hockey 5% Golf 5%

Tennis 11% Basketball 21% American Football 13%

Delta Airlines

Delta‟s biggest investment in sport is understood to be its partnership with the L.A Lakers suggesting that the airline is keen to develop market share in the city. The company also has rights with local ice hockey team L.A Kings. The company is headquartered in Atlanta, now the world‟s busiest hub, and backs local sport in the form of the Atlanta Hawks (basketball) and the Bank of America Atlanta Football Classic. It also has rights around its US hubs in Memphis (Memphis Grizzlies), Cincinnati (Cincinnati Reds), Detroit (Detroit Tigers) and Minneapolis (Minnesota Vikings).

The biggest rights cluster, however, is in New York where Delta has been increasing the number of flights into JFK. It now sponsors the York Knicks, New York Rangers and New York Liberty as part of its deal with Madison Square Gardens as well as baseball‟s New York Yankees and Mets. Indeed Delta stated in 2009, when it dropped its Atlanta Falcons (NFL) partnership, that baseball would be its preferred sport and at present the airline has deals with nine clubs.

Delta is particularly focused on the business travel market and uses sponsorship to communicate with that market and has invested in social media to develop the links between sponsored teams and its target market.

United Continental

United Continental was created following the 2010 merger between Continental Airlines and United Airlines.

Based in Chicago, the carrier now vies with Delta for the title of world‟s number one carrier. The airline invests heavily in its home city taking naming rights to the home of the Chicago Bulls and Blackhawks (basketball and ice hockey respectively) as well as sponsorship of the Chicago Bears in the NFL and baseball’s Cubs and White Sox.

Its sponsorships are being used to maintain market share and build relationships with established business customers. For example, the airline has used it Chicago Cubs partnership to offer „MileagePlus‟ members the opportunity to redeem miles for behind-the-scenes experiences at Wrigley Field, trips to the team‟s spring training camp and other unique experiences.

American Airlines

American Airlines filed for Chapter 11 bankruptcy protection in November 2011, the inevitable result being that the carrier was not going to go and splash out on new sponsorship deals.

Although not the largest spender on sponsorship in the US aviation industry, American does have a very large portfolio, particularly in the arts. Its biggest sports deal is the naming rights sponsorship of the home to the Dallas Mavericks / Stars in its headquarters city of Dallas, where it also sponsors NFL franchise, the Dallas Cowboys. Future sponsorship strategy is unlikely to become apparent until the proposed merger with US Airways is settled.

JetBlue

Of the low cost carriers, perhaps the most interesting at present is JetBlue. The airline grew rapidly on the basis of offering a high level of service for a low-cost carrier. There have been criticisms of its previous marketing strategy, however, with some industry analysts stating that there were too many changes to the core message the airline was putting out.

Given that JetBlue doesn‟t have the same advertising buying power of the big legacy carriers, it appears that the strategy has been to invest in sports properties in the cities where its route network is strong. The theory being that JetBlue is not the top-of-mind among airlines in those cities and the media-buying costs to achieve this would be significantly greater than investing in sponsorship.

Headquartered in New York, the airline is strongest is on the North East coast and has focused its biggest rights acquisitions in the region with the Boston Red Sox and New York Jets being the most notable examples.

Southwest Airlines

Southwest is the largest U.S. carrier in terms of passenger numbers, although, being low cost and flying domestic routes, its revenues are significantly lower than the big three legacy carriers. Southwest has reduced its sports sponsorship portfolio in recent years, although the takeover of AirTran has, by default, increased the number of deals it controls. The airline‟s sponsorship rights are concentrated in a few core cities relating to its main hubs such as Denver, Baltimore and Phoenix.

US Airways

The USA‟s fifth-largest airline mainly uses its sponsorship to promote in its main hubs located in Philadelphia, Phoenix and Charlotte. Based in Phoenix, the airline has put the majority of its spend into local sports such as the Arizona Diamondbacks (baseball) and the cardinals (NFL), with a naming rights deal for the home of the Bobcats (basketball) also in the city. Should the airline succeed in its proposed merger with American Airlines, it is expected that there would be a major rationalisation of operations. Given that most mergers in the USA have led to a single new brand, the newly emerged airline would then be expected to develop a sponsorship strategy based on the major hubs served.

Table 11(a). US sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m)

Aeroflot New York Nets New York Nets Basketball Sponsor 2011 2012 0.75 Airtran Airways Boston Bruins Boston Bruins Ice Hockey Sponsor 0.5 Airtran Airways Orlando Magic Orlando Magic Basketball Sponsor 1 Airtran Airways Atlanta Falcons Atlanta Falcons American Football Sponsor 2009 0.4 Airtran Airways Baltimore Ravens Baltimore Ravens American Football Sponsor 0.5 Alaska Airlines University of Washington Edmundson Pavilion Multi-use Naming Rights 2011 2015 0.7 Alaska Airlines Portland Timbers Portland Timbers Football Primary Sponsor 2011 3 American Airlines USA wrestling USA wrestling Wrestling Sponsor 2010 1.2 American Airlines Honolulu Marathon Honolulu Marathon Marathon Sponsor 2012 0.5 American Airlines Chicago Marathon Chicago Marathon Marathon Sponsor 0.3 American Airlines Palm Beaches Marathon Palm Beaches Marathon Marathon Sponsor 0.15 American Airlines Dallas Stars Dallas Stars Ice Hockey Sponsor 0.5 American Airlines New York Islanders New York Islanders Ice Hockey Sponsor 0.4 American Airlines Columbus Crew Columbus Crew Football Sponsor 0.5 American Airlines DC United DC United Football Sponsor 0.6 American Airlines New England Revolution New England Revolution Football Sponsor 2009 2012 0.35 Basketball / Ice American Airlines Dallas Mavericks / Stars American Airlines Center, Dallas Hockey Naming Rights 2001 2031 6.5 American Airlines Miami Heat American Airlines Arena, Miami Basketball Naming Rights 2001 2021 2.1 American Airlines Washington Wizards Washington Wizards Basketball Sponsor 0.4 American Airlines Dallas Cowboys Dallas Cowboys American Football Sponsor 2007 2019 0.9 American Airlines New England Patriots New England Patriots American Football Sponsor 2009 2012 1.5 American Airlines AT&T Cotton Bowl Classic AT&T Cotton Bowl Classic American Football Sponsor £0.20 American Airlines Miami Marathon Miami Marathon / Half M't'n Marathon Sponsor 0.3

Table 11(b). US sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m) Delta Airlines U.S. Ski & Snowboard Assn Various events Winter Sports Sponsor 0.5 Delta Airlines Madison Square Gardens Madison Square Gardens Venue Sponsor 1 Delta Airlines Grandma’s Marathon Grandma’s Marathon Marathon Sponsor 0.1 Delta Airlines New York Rangers New York Rangers Ice Hockey Sponsor 1 Delta Airlines L.A Kings L.A Kings Ice Hockey Sponsor 2011 0.6 Delta Airlines Los Angeles Lakers Los Angeles Lakers Basketball Sponsor 2011 3 Delta Airlines Memphis Grizzlies Memphis Grizzlies Basketball Sponsor 1 Delta Airlines New York Knicks New York Knicks Basketball Sponsor 1 Delta Airlines New York Liberty New York Liberty Basketball Sponsor 1 Delta Airlines Atlanta Hawks Atlanta Hawks Basketball Sponsor 0.5 Delta Airlines Indiana Pacers Indiana Pacers Basketball Sponsor 0.2 Delta Airlines Utah Jazz Utah Jazz Basketball Sponsor 0.4 Delta Airlines Atlanta Braves Atlanta Braves Baseball Naming Rights 2011 2013 0.25 Delta Airlines Cincinnati Reds Cincinnati Reds Baseball Sponsor 2 Delta Airlines Civil Rights Game Civil Rights Game Baseball Sponsor 2007 2012 2 Delta Airlines Detroit Tigers Detroit Tigers Baseball Sponsor 2011 2012 2 Delta Airlines Minnesota Twins Minnesota Twins Baseball Sponsor 2 Delta Airlines New York Mets New York Mets Baseball Sponsor 2 Delta Airlines New York Yankees New York Yankees Baseball Sponsor 2 Delta Airlines St. Louis Cardinals St. Louis Cardinals Baseball Sponsor 2011 2 Delta Airlines Durham Bulls Durham Bulls Baseball Sponsor 2011 0.2 Delta Airlines Brigham Young University University Athletics Athletics Sponsor 0.2 Delta Airlines University of Georgia University Athletics Athletics Sponsor 0.2 Delta Airlines St Louis Rams St Louis Rams American Football Sponsor 2011 2012 0.4

Table 11(c). US sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m)

Delta Airlines Minnesota Vikings Minnesota Vikings American Football 0.3 Delta Airlines Tennessee Titans Tennessee Titans American Football 0.4 Delta Airlines Atlanta Football Classic Atlanta Football Classic American Football 0.2 Emirates USTA US Open Tennis Sponsor 2012 2018 12.9 Emirates Larry Ellison BNP Paribas Open Tennis Sponsor 0.5 Emirates USA Rugby Rugby Sponsor 2010 2016 2 Frontier Airlines LPGA Women's Tour Golf Official Partner 2011 0.7 Frontier Airlines Milwaukee Wave Milwaukee Wave Football Official Partner 2011 0.2 Frontier Airlines Colorado Rockies Colorado Rockies Baseball Official Airline 2012 2015 0.7 Hawaiian Airlines Aloha Stadium Playing field Multi-use Naming Rights 2011 0.2 Hawaiian Airlines New York Outrigger Liberty Challenge Canoe Racing Title sponsor 2012 2014 0.4 Hawaiian Airlines Oakland Raiders Oakland Raiders American Football Official Airline 2012 2013 0.5 Japan Airlines Honolulu Marathon Honolulu Marathon Marathon Sponsor 1985 0.15 University of South Jet Blue California College Sports Multi-use Sponsor 0.15 Jet Blue New York City Triathlon New York City Triathlon Triathlon Sponsor 0.1 Jet Blue Nation's Triathlon Nation's Triathlon Triathlon Sponsor 0.1 Jet Blue TD Garden TD Garden Multi-use Venue Sponsor 2010 1 Jet Blue 3M Half Marathon 3M Half Marathon Marathon Sponsor 0.1 Jet Blue Austin Marathon Austin Marathon Marathon Sponsor 0.2 Jet Blue Boston Marathon Boston Marathon Marathon Sponsor 0.5 Jet Blue Carlsbad Marathon Carlsbad Marathon Marathon Sponsor 0.1

Table 11(d). US sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m)

Jet Blue Hollywood Half Marathon Hollywood Half Marathon Marathon Sponsor 0.1 Jet Blue Long Beach Marathon Long Beach Marathon Marathon Sponsor 0.1 Jet Blue Marine Corps Marathon Marine Corps Marathon Marathon Sponsor 0.1 Jet Blue Nike Women's Marathon Nike Women's Marathon Marathon Sponsor 0.2 Jet Blue Fort Lauderdale Marathon Marathon & Half Marathon Marathon Sponsor 0.1 Jet Blue Ukrops 10K Ukrops 10K Marathon Sponsor 0.1 Jet Blue Florida Panthers Florida Panthers Ice Hockey Sponsor 0.4 Jet Blue Real Salt Lake Real Salt Lake Football Sponsor 0.2 Jet Blue LA Clippers LA Clippers Basketball Sponsor 0.25 Jet Blue Boston Red Sox Boston Red Sox Baseball Sponsor 2 Jet Blue LA Angels LA Angels Baseball Sponsor 1.7 Jet Blue Hofstra University Hofstra University Athletics Athletics Sponsor 0.2 Jet Blue University of Texas University of Texas Athletics Athletics Sponsor 0.2 Jet Blue Buffalo Bills Buffalo Bills American Football 0.4 Jet Blue New York Jets New York Jets American Football 0.8 South African Secondary Airways USTA Citi Open Tennis Sponsor 2012 0.3 Southwest Airlines Boston Celtics Boston Celtics Basketball Sponsor 0.6 Southwest Airlines Denver Nuggets Denver Nuggets Basketball Sponsor 2008 0.8 Southwest Airlines Phoenix Suns Phoenix Suns Basketball Sponsor 0.3 Southwest Airlines Baltimore Orioles Baltimore Orioles Baseball Sponsor 1 Southwest Airlines Milwaukee Brewers Milwaukee Brewers Baseball Sponsor 0.8 Southwest Airlines Phillies Phillies Baseball Sponsor 1.7

Table 11(e). US sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m)

Southwest Airlines Texas Rangers Texas Rangers Baseball Sponsor 1.4 Southwest Airlines Loyola Marymount University University Athletics Athletics Sponsor 0.2 Southwest Airlines Indianapolis Colts Indianapolis Colts American Football 0.3 Turkish Airlines Kobe Bryant Kobe Bryant Basketball Endorsement 2010 1.5 United Airlines US Figure Skating Various events Winter Sports Sponsor 0.4 United Airlines USA Bobsled & Skeleton Fed'n Various events Winter Sports Sponsor 0.25 United Airlines U.S. Olympic Committee Olympics Olympics Sponsor 2008 2012 2.5 United Airlines New York City Marathon Marathon Marathon Sponsor 0.6 United Airlines Chicago Blackhawks Chicago Blackhawks Ice Hockey Sponsor 1 United Airlines PGA PGA Tour Golf Official Airline 2011 2015 5 United Airlines Pebble Beach Nat’l Pro Am Pebble Beach Nat’l Pro Am Golf Sponsor 0.4 United Airlines United Center, Chicago United Center, Chicago Basketball / Ice Hockey Naming Rights 1994 2014 1.8 United Airlines Chicago Bulls Chicago Bulls Basketball Sponsor 0.3 United Airlines Cleveland Cavaliers Cleveland Cavaliers Basketball Sponsor 0.2 United Airlines Houston Rockets Houston Rockets Basketball Sponsor 0.6 United Airlines Chicago Cubs Chicago Cubs Baseball Sponsor 2011 2013 2 United Airlines Los Angeles Dodgers Los Angeles Dodgers Baseball Sponsor 2011 2014 2 United Airlines Chicago White Sox Chicago White Sox Baseball Sponsor 2 United Airlines Cleveland Indians Cleveland Indians Baseball Sponsor 1 United Airlines San Francisco Giants San Francisco Giants Baseball Sponsor 1.7 United Airlines Washington Nationals Washington Nationals Baseball Sponsor 1 United Airlines Chicago Bears Chicago Bears American Football Sponsor 1

Table 11(f). US sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m)

United Airlines Cleveland Browns Cleveland Browns American Football Sponsor 0.4 United Airlines Denver Broncos Denver Broncos American Football Sponsor 0.6 United Airlines Houston Texans Houston Texans American Football Sponsor 1.1 United Airlines Kansas City Chiefs Kansas City Chiefs American Football Sponsor 0.25 United Airlines New Orleans Saints New Orleans Saints American Football Sponsor 0.6 United Airlines New York Giants New York Giants American Football Sponsor 1.8 United Airlines San Diego Chargers San Diego Chargers American Football Sponsor 0.6 United Airlines San Francisco 49ers San Francisco 49ers American Football Sponsor 0.8 United Airlines Washington Redskins Washington Redskins American Football Sponsor 0.5 US Airways Philadelphia Fliers Philadelphia Fliers Ice Hockey Sponsor 1 US Airways Phoenix Coyotes Phoenix Coyotes Ice Hockey Sponsor 0.3 US Airways PGA Phoenix Open PGA Tour stop Golf Sponsor 0.15 US Airways Charlotte Bobcats Charlotte Bobcats Basketball Sponsor 2010 2012 0.4 Naming US Airways City of Phoenix U.S Airways Center, Phoenix Basketball Rights 2005 1.1 US Airways Arizona Diamondbacks Arizona Diamondbacks Baseball Sponsor 0.6 US Airways Arizona Cardinals Arizona Cardinals American Football Sponsor 0.4 US Airways Carolina Panthers Carolina Panthers American Football Sponsor 0.3 US Airways Philadelphia Eagles Philadelphia Eagles American Football Sponsor 0.4 US Airways Pittsburgh Steelers Pittsburgh Steelers American Football Sponsor 0.5

Table 12. Americas (non US) sport sponsorship deals by airline Value Company Rights Holder Property Sport Status Start End ($m) Air Canada Calgary Flames Calgary Flames Ice Hockey Sponsor 0.5 Air Canada Edmonton Oilers Edmonton Oilers Ice Hockey Sponsor 0.5 Air Canada Maple Leaf Sports & Entertainment Air Canada Center Ice Hockey Naming rights 1999 2029 1.5 Air Canada Montreal Canadiens Montreal Canadiens Ice Hockey Sponsor 1 Air Canada Ottawa Senators Ottawa Senators Ice Hockey Sponsor 0.5 Air Canada Vancouver Canucks Vancouver Canucks Ice Hockey Sponsor 1 Air Canada Vancouver 2010 Winter Olympic Games Olympics Sponsor 2007 2013 1.42 Air Canada NHL Ice Hockey Sponsor 4 Air Canada Canadian Olympic Committee Canadian Olympic Team Olympics Sponsor 2012 2016 1.5 Gol CBV Federation/League Volleyball Sponsor 1 TAM CBF National team Football 3rd Tier Sponsor 2009 2014 6.5

AIRLINE SPORTS SPONSORSHIP IN EUROPE

Table 13. European airlines – relative size by revenue 2010 Airline Turnover (US$ billion) Lufthansa 36 Air France / KLM 31.2 IAG (British Airways / Iberia) 19.5 SAS 5.9 Turkish Airlines 5.5 Air Berlin 4.9 Ryanair 4.8 EasyJet 4.6 Aeroflot 4.3 Virgin 4 TAP 2.9 Finnair 2.6

Table 14. Airlines‟ annual sports sponsorship rights expenditure by airline - Europe Airline Rights fee p.a. ($m) Emirates 63.41 Etihad 48.9 Aeroflot 39 British Airways 20 Turkish Airlines 17.5 Air France 2.2 Tune Group 2 Iberia 1.8 AirAsia 1.7 Air Berlin 1.45 Lufthansa 1 Alitalia 0.75 Flybe 0.66 KLM 0.4 Virgin Atlantic 0.15 Total 200.92

Soccer and Middle Eastern carriers lead Emirates and Etihad lead the table in Europe with investment going mainly into major soccer clubs such as Manchester City (Etihad) and Arsenal, A.C Milan, Hamburg, Real Madrid and Paris St Germain (Emirates). Indeed Emirates‟ strategy appears to be that it wants rights to a major club in all of the key European markets, with only the Netherlands missing from its portfolio. In all cases other than Real Madrid, the deal is a primary sponsorship with Emirates branding on the team shirts.

The only other significant investments in Europe are from Aeroflot, British Airways and Turkish Airlines. Aeroflot‟s primary deal with soccer club CSKA Moscow is the only major shirt deal on the continent not with a Middle Eastern carrier, although QPR has resigned with Air Asia for 2012 with the deal believed to be increased to above $3m (deal announced since analysis was undertaken).

Table 15. Airlines‟ annual sports sponsorship rights expenditure by sport by value - Europe Sport Rights fee p.a. ($m) Football (Soccer) 135.62 Olympics 50 Basketball 6 Rugby Union 2.2 Tennis 2 Hurling 1.5 Marathon 1.2 Motorsport 1 Cricket 0.7 Golf 0.7 Total 200.92

Chart 7. Airlines‟ annual sports sponsorship rights expenditure by sport by % - Europe

Hurling Cricket Motorsport Tennis 1% < 0% Rugby Union Marathon < 0% 1% 1% 1% Golf < 0% Basketball 3%

Olympics 25% Football (Soccer) 68%

Olympic related sponsorships represent a quarter of the continent‟s spend with Aeroflot‟s Sochi 2014 deal and British Airways‟ London 2012 domestic deal accounting for the bulk of the investment. Turkish Airlines is currently showing its belief in sponsorship with major deals with its national football federation, Euroleague basketball, Manchester United and even Kobe Bryant in the USA.

For European rights holders, there is a possibility that low cost airlines could use sponsorship to promote routes, although the marketing strategies of Ryanair, EasyJet and Wizz suggests that this is unlikely at present. Unlike the USA, the lower cost carriers in Europe tend not to share hubs and compete less on specific routes with legacy carriers. As such, there is less need to promote their services in specific destinations. AirBerlin, however, has shown that it is willing to use lower value deals for promotion, and there is an argument for others to follow suite but perhaps using the buying of short-term, perimeter boards for tactical announcements of new routes rather than long-term strategic sponsorships.

Table 16(a). European sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m)

Aeroflot CSKA Moscow CSKA Moscow Football Sponsor 2012 2013 9 Aeroflot Russian Olympic C'm'tee Team Russia Olympics Sponsor 2012 2016 0 Aeroflot Sochi 2014 Org' C'm'tee 2014 Winter Olympics Olympics Sponsor 2009 2014 30 Air Berlin Hertha Berlin Hertha Berlin Football Sponsor 2011 2013 0.45 Air Berlin St Pauli St Pauli Football Sponsor 2012 0.25 Air Berlin Fortuna Düsseldorf Fortuna Düsseldorf Football Sponsor 2011 2013 0.75 Air France City of Frankfurt Frankfurt Marathon Marathon Sponsor 2012 0.2 Air France Paris Marathon Paris Marathon Marathon Sponsor 2011 2013 1 Air France French Rugby Fed'n French National Team Rugby Union Secondary Sponsor 1 AirAsia Queens Park Rangers Queens Park Rangers Football Primary Sponsor 2012 2013 0.7 AirAsia FOM British Grand Prix MotoGP Title sponsor 2010 2013 0.5 AirAsia Renault Renault Clio Cup Motorsport Title Sponsor 2011 0.5 Alitalia Italian Football Fed'n National Team Football Third Tier Sponsor 2011 2014 0.75 British Airways LOCOG London 2012 Olympics Olympics First Tier Sponsor 2008 2013 20 Emirates Durham CCC Durham CCC Cricket Naming Rights 2010 2015 0.15 Emirates Durham CCC 20/20 Team Cricket Primary Sponsor 2010 2015 0.15 Emirates Arsenal Arsenal Football Primary Sponsor 2006 2013 12 Emirates Arsenal Emirates Stadium Football Naming Rights 2006 2021 6 Emirates Lord's Taverners Lord's Taverners Team Cricket Primary Sponsor 0.25 Emirates Real Madrid CF Real Madrid CF Football Sponsor 2011 2015 6.2 Emirates Milan AC Milan AC Football Primary Sponsor 2010 2015 16.6 Emirates Olympiacos Olympiacos Football Sponsor 2011 2013 1.3 Emirates Hamburg SV Hamburg SV Football Primary Sponsor 2012 2015 13.46

Table 16(b). European sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m) Emirates Alstom Open de France Alstom Open de France Golf Sponsor 2010 2012 0.3 Emirates Paris Saint-Germain Paris Saint-Germain Football Sponsor 2008 2014 7 Etihad Manchester City Manchester City Football Naming rights 2011 2020 18.6 Etihad Manchester City Manchester City Football Primary Sponsor 2009 2012 28 Etihad Gaelic Athletic Association All Ireland Senior Ch'p'ship Hurling Official sponsor 2008 2012 1.5 Etihad Harlequins Harlequins Rugby Union Primary Sponsor 2011 2014 0.8 Flybe Exeter City Exeter City Football Primary Sponsor 2012 2013 0.1 Flybe Inverness CT Inverness CT Football Primary Sponsor 0.1 Flybe Newquay AFC Newquay AFC Football Primary Sponsor 2011 2013 £0.06 Flybe Exeter Chiefs Exeter Chiefs Rugby Union Sponsor 2010 2012 0.4 Iberia FEB Spanish League Basketball First Tier Sponsor 1.4 Iberia RFEF National Team Football Official Airline 0.4 KLM KLM Open KLM Open Golf Title Sponsor 2007 0.4 Lufthansa DFB National team Football 3rd Tier Sponsor 2011 2014 1 Tune Group PGMO (England) Referees Football Referee sp’ship 2010 2013 2 Turkish Airlines Manchester United Manchester United Football Sponsor 2010 2013 4 Turkish Airlines Turkey National Team Turkey National Team Football Main Sponsor 2013 2015 2.9 Turkish Airlines FC Barcelona FC Barcelona Football Sponsor 2009 2012 4 Turkish Airlines Valencia Basketball Club Valencia Basketball Club Basketball Sponsor 0.3 Turkish Airlines Maroussi BC Maroussi BC Basketball Sponsor 2010 2012 0.3 Turkish Airlines Euroleague Basketball Euroleague Basketball Basketball Title sponsor 2010 2015 4 Turkish Airlines Caroline Wozniacki Caroline Wozniacki Tennis Endorsement 2011 2 Virgin Atlantic Surrey CCC Surrey CCC Cricket Secondary Sponsor 2010 2013 0.15

AIRLINE SPORTS SPONSORSHIP IN ASIA / ME / AFRICA / AUSTRALASIA

Table 17. Asian / Australasian airlines – relative size by revenue 2010 Airline Turnover (US$ billion) Japan Airlines 16 ANA 15.9 Air China 12.2 Qantas 12.1 Cathay Pacific 11.5 China Southern 11.3 China Eastern 11 Singapore Airlines 10.9 Korean Air 9.9 Thai Airways 5.8 China Airlines 4.4 Asiana 4.3 Malaysia Airlines 4.2 EVA Air 3.3 Hainan Airlines 3.2 Air India 3 Air New Zealand 2.8 Virgin Australia 2.6

Table 18. Middle Eastern airlines – relative size by revenue 2010 Airline Turnover (US$ billion) Emirates 14.8 Qatar 5.3 Saudi Arabian Airlines 5.3 Etihad 2.9 South African Airways El Al 1.9 Gulf Air 1.4 Royal Jordanian .9 Kuwait Airways .78

Sports sponsorship expenditure by airlines is considerably lower in Asia than in both the Americas and Europe. This mirrors the general picture in sponsorship, although as discussed previously, among South and South East Asia it is markedly lower than expected. There are few deals of any significant size among Chinese or Indian carriers with Korean Air being the biggest spender in the region after Emirates.

In Australia, however, both Qantas and Virgin Australia are using sponsorship as a key marketing tool. Qantas has title rights to the Australian Grand Prix as well as national team rights in cricket, rugby and soccer.

Virgin, on the other hand has taken national rights in Australian Rules Football, V8 Supercars and basketball.

Table 19. Airlines‟ annual sports sponsorship rights expenditure by airline - Asia Airline Rights fee p.a. ($m) Emirates 24.45 Etihad 9 Qantas 8.3 Virgin Australia 8.6 Korean Air 6.5 Air New Zealand 3.25 All Nippon Airways 2.5 AirAsia 2 Jetstar 1.7 Cathay Pacific 1.1 Thai AirAsia 1.1 Qatar Airways 0.7 South African Airways 0.6 SriLankan Airlines 0.3 China Southern Airlines 0.21 Jet Airways 0.2 Total 70.51

Table 20. Airlines‟ annual sports sponsorship rights expenditure by sport by value – Asia / ME / Africa Sport Rights fee p.a. ($m) Football (Soccer) 16.1 Australian Rules Football 13 Horse Racing 8.25 Cricket 7.21 Rugby 5.4 Athletics 5 Basketball 3.5 Golf 2.85 Tennis 2.4 Motorsport 1.8 Winter Sports 1.5 Olympics 1.2 General 1 Rugby League 0.5 American Football 0.3 Swimming 0.3 Leisure running 0.2 Total 70.51

Sponsorship growth in the Asian region is highly likely given that Chinese professional sport is set to develop commercially in the next decade. Chinese airlines, which rank among some of the biggest in the world, are also likely to continue to grow and to adopt western marketing practices. There is every chance that they will seek to take international as well as domestic rights in the mid to long term.

Overall soccer just edges it in terms of most popular sponsored sport in the region. There are few major rights holders in the sport outside of Europe and the Americas, which explains why deals are not so big.

Chart 8. Airlines‟ annual sports sponsorship rights expenditure by sport by % - Asia / ME / Africa Other 13% Football Golf (Soccer) 4% 23% Basketball 5%

Athletics 7%

Horse Racing Rugby 12% 8% Cricket Australian Rules 10% Football 18%

Table 21(a). Asia / Middle East / Africa sport sponsorship deals by airline Company Rights Holder Property Sport Status Start End Value p.a ($m)

Air New Zealand New Zealand Cricket International Team Cricket Sponsor 1 Air New Zealand PGA NZ PGA Pro-Am tournament Golf Sponsor 2012 0.25 Air New Zealand New Zealand Rugby Union National Team (All Blacks) Rugby Union Global Partner 2011 2015 2 AirAsia Asean Basketball League (ABL) Federation / events Basketball Title Sponsor 2011 2012 2 All Nippon Airways Japan Football Association National Team Football Sponsor 1.5 All Nippon Airways Yokohama F Marinos Yokohama F Marinos Football Sponsor 1 Cathay Pacific Nat'l Golf Ass'n of Philippines Philippine Open Golf Sponsor 0.1 Cathay Pacific Hong Kong International Races Hong Kong Int’l Races Horseracing Title sponsor 1 China Southern NSW MBAP NSW Maharashtra Cup Cricket Title sponsor 2012 2012 0.21 Emirates UAE Rugby Association Federation / events Rugby Union Primary sponsor 2011 2015 0.2 Emirates Singapore Turf Club Singapore Derby Horse racing Title sponsor 2011 2015 0.75 Emirates Saudi Professional League Federation / events Football Official Airline 2011 2014 0.5 Emirates Deccan Chargers Team Cricket Primary sponsor 2012 2014 4 Emirates Asian Football Confederation Federation / events Football Sponsor 2009 2013 9 Emirates Emirates Horse Racing Authority Dubai World Cup Horse Racing Title Sponsor 6 Emirates Dubai Duty Free Dubai Tennis Championship Tennis Sponsor 0.5 Emirates Collingwood (AFL) Collingwood (AFL) Aussie Rules Primary sponsor 2010 2015 2 Emirates Victoria Racing Club Limited Emirates Melbourne Cup Horse Racing Title Sponsor 2015 0.5 Emirates Western Force Western Force Rugby Union Primary Sponsor 2006 2013 1

Table 21(b). Asia / Middle East / Africa sport sponsorship deals by airline (a) Company Rights Holder Property Sport Status Start End Value p.a ($m)

Etihad Melbourne Stadiums Limited Etihad Stadium Aussie Rules Naming rights 2012 2019 5 Etihad Sport Australia Hall of Fame Sport Australia Hall of Fame General Sponsor 1 Etihad V8 Supercars V8 Supercars Motorsport Official int'l airline 2011 1 Etihad Abu Dhabi Championship Abu Dhabi Golf Ch’ship Golf Official airline 2 Jet Airways Jet Airways Fun Run Series Leisure running Event owner 2012 0.2 Jetstar Gold Coast Titans Gold Coast Titans Rugby League Sponsor 0.2 Jetstar WTA Federation / events Tennis Official airline - Asia-Pacific 2011 2013 1.5 Korean Air Korean Air Men's Speed Skating Team Winter Sports Owner 2011 1.5 Korean Air OCA 2014 Asian Games Athletics Prestige Partner 2012 2014 5 Qantas Cricket Australia National team Cricket Official Airline 2012 2015 2 Qantas Football Fed’n Australia National team Football Title sponsor 3 Qantas Greg Norman Greg Norman Golf Endorsement 0.3 Qantas Australian Olympic C’m’tee National Team Olympics Sponsor 2012 2016 0.5 Qantas Australian Rugby Union National team Rugby Title sponsor 2012 2015 2 Qantas John Eales John Eales Rugby Endorsement 0.2 Qantas Cathy Freeman Cathy Freeman Swimming Endorsement 0.3 Qatar Airways Qatar Olympic Committee National team Olympics Sponsor 2012 0.3 Qatar Airways Qatar Tennis Federation Qatar ExxonMobil Open Tennis Sponsor 0.4 South African Airways Angel Cabrera Angel Cabrera Golf Endorsement 2006 0.2 South African Airways South Africa Olympic Ass'n South Africa Paralympic Team Olympics Sponsor 0.4

Table 21(c). Asia / Middle East / Africa sport sponsorship deals by airline (a) Company Rights Holder Property Sport Status Start End Value p.a ($m)

SriLankan Airlines Elite Football League of India League American Football Official airline 2012 0.3 Thai AirAsia BEC Tero Sasana BEC Tero Sasana Football Sponsor 0.1 Thai AirAsia Buriram PEA Buriram PEA Football Sponsor 0.1 Thai AirAsia Chiangrai UTD Chiangrai UTD Football Sponsor 0.1 Thai AirAsia Chonburi Chonburi Football Sponsor 0.1 Thai AirAsia FC Phuket FC Phuket Football Sponsor 0.1 Thai AirAsia Krabi Krabi Football Sponsor 0.1 Thai AirAsia Muangthong United Muangthong United Football Sponsor 0.1 Thai AirAsia Nakhon Phanom Nakhon Phanom Football Sponsor 0.1 Thai AirAsia Osotspa Saraburi Osotspa Saraburi Football Sponsor 0.1 Thai AirAsia Samut Prakan CUTD Samut Prakan CUTD Football Sponsor 0.1 Thai AirAsia Suphanburi Suphanburi Football Sponsor 0.1 Virgin Australia V8 Supercars V8 Supercars Motorsports Official domestic airline 2012 2012 0.8 Virgin Australia AFL (Aussie Rules) Federation / events Aussie Rules Sponsor 2010 2013 6 Virgin Australia NBL Federation / events Basketball Sponsor 1.5 Virgin Australia South Sydney Rabbitohs South Sydney Rabbitohs Rugby League Sponsor 0.3

SPORTS SPONSORSHIP SPEND BY AIRLINE

Airline sports sponsorship spend by airline headquarters

Table 22. Airline sports sponsorship expenditure by airline headquarters

Region Spend (US$m) Europe 87.41 Asia / Australasia 47.05 Middle East / Africa 256.06 USA 105.44 Americas (non US) 19.2 Total 516.16

Table 22 analyses the total sports sponsorship rights expenditure according to where the airlines are based. It shows that investment from the Middle Eastern carriers, Emirates and Etihad accounts for nearly half of all spend.

The big US based airlines, as previously discussed are also high spenders, whereas Europe‟s carriers on the whole use sponsorship sparingly and the $87.41m is largely accounted for by Aeroflot and British Airways. It leaves Air France/KLM, Lufthansa, Iberia, Alitalia, SAS, TAP etc. with a very small combined spend.

Similarly, in Latin America, the investment among most airlines is small. Brazil‟s TAM has taken one big contract with the Brazilian Football Federation (CBF), but other than that there is very little spend from Southern and Central American carriers.

Elsewhere, Air Canada has invested significant sums, especially in ice hockey, which is the primary national sport, and this is partly aimed at the US market.

Table 23(a). Global sports sponsorship expenditure by European airlines Value Company Rights Holder Property Sport Status Start End ($m) Aeroflot CSKA Moscow CSKA Moscow Football Sponsor 2012 2013 9 Aeroflot Sochi 2014 Organising Committee Sochi 2014 Winter Olympic Games Olympics Sponsor 2009 2014 30 Aeroflot New York Nets New York Nets Basketball Sponsor 2011 2012 0.75 Aeroflot Russian Olympic Committee Team Russia Olympics Sponsor 2012 2016 0 Air Berlin Hertha Berlin Hertha Berlin Football Sponsor 2011 2013 0.45 Air Berlin St Pauli St Pauli Football Sponsor 2012 0.25 Air Berlin Fortuna Düsseldorf Fortuna Düsseldorf Football Sponsor 2011 2013 0.75 Air France City of Frankfurt BMW Frankfurt Marathon Marathon Sponsor 2012 0.2 Air France Paris Marathon Paris Marathon Marathon Sponsor 2011 2013 1 Air France French Rugby Federation (FFR) French National Team Rugby Union 2nd Tier Sponsor 1 Alitalia Italian Football Federation (FIGC) National Team Football 3rd Tier Sponsor 2011 2014 0.75 British Airways LOCOG London 2012 Olympic/Paralympics Olympics 1st Tier Sponsor 2008 2013 20 Flybe Exeter City Exeter City Football Primary sponsor 2012 2013 0.1 Flybe Inverness CT Inverness CT Football Primary Sponsor 0.1 Flybe Newquay AFC Newquay AFC Football Primary sponsor 2011 2013 £0.04 Flybe Exeter Chiefs Exeter Chiefs Rugby Union Sponsor 2010 2012 0.4 Iberia FEB Spanish League Basketball 1st Tier Sponsor 1.4 Iberia RFEF National Team Football Official airline 0.4 KLM KLM Open KLM Open Golf Title Sponsor 2007 0.4 Lufthansa DFB National team Football 3rd Tier Sponsor 2011 2014 1 Turkish Airlines Euroleague Basketball Euroleague Basketball Basketball Title sponsor 2010 2015 4 Turkish Airlines Kobe Bryant Kobe Bryant Basketball Endorsement 2010 1.5 Turkish Airlines FC Barcelona FC Barcelona Football Sponsor 2009 2012 4 Turkish Airlines Manchester United Manchester United Football Sponsor 2010 2013 4

Table 23(b). Global sports sponsorship expenditure by European airlines (a)

Turkish Airlines Turkey National Team Turkey National Team Football Primary Sponsor 2011 2013 2.9 Turkish Airlines Caroline Wozniacki Caroline Wozniacki Tennis Endorsement 2011 2 Turkish Airlines Maroussi BC Maroussi BC Basketball Sponsor 2010 2012 0.3 Turkish Airlines Valencia Basketball Club Valencia Basketball Club Basketball Sponsor 0.3 American Virgin Atlantic NFL International Series - London Football Sponsor 2010 0.15 Virgin Atlantic Surrey County Cricket Club Surrey County Cricket Club Cricket 2nd Tier Sponsor 2010 2013 0.15 Virgin Atlantic PGA PGA National Pro-Am Championship Golf Title sponsor 2009 0.12

Table 24(a). Global sports sponsorship expenditure by Asian airlines Value Company Rights Holder Property Sport Status Start End ($m) Air New Zealand New Zealand Cricket International Team Cricket Sponsor 1 Air New Zealand PGA NZ PGA Pro-Am tournament Golf Sponsor 2012 0.25 Air New Zealand New Zealand Rugby Union National Team (All Blacks) Rugby Union Global Partner 2011 2015 2 AirAsia Asean Basketball League (ABL) Basketball Title Sponsor 2011 2012 2 AirAsia Queens Park Rangers Football Primary Sponsor 2012 2013 0.7 AirAsia FOM British Grand Prix MotoGP Title sponsor 2010 2013 0.5 AirAsia Caterham F1 Motorsport Sponsor 2011 2012 1.14 AirAsia Renault Renault Clio Cup Motorsport Title Sponsor 2011 0.5 All Nippon Airways Japan Football Association National Team Football Sponsor 1.5 All Nippon Airways Yokohama F Marinos Yokohama F Marinos Football Sponsor 1 Cathay Pacific National Golf Association of Philippines Philippine Open Golf Sponsor 0.1 Cathay Pacific Hong Kong International Races Horseracing Title sponsor 1 Cathay Pacific IRB Hong Kong Sevens Rugby Co-sponsor 2012 2015 0.5 China Southern NSW Multicultural Business Advisory Panel NSW Maharashtra Cricket Cup Cricket Title sponsor 2012 2012 0.21 Japan Airlines Honolulu Marathon Marathon Sponsor 1985 0.15 Jet Airways Jet Airways Fun Run Series Leisure running Event owner 2012 0.2 Jetstar Gold Coast Titans Gold Coast Titans Rugby League Sponsor 0.2 Jetstar WTA Federation / events Asia Pacific Tennis Official airline partner 2011 2013 1.5 Korean Air OCA 2014 Asian Games Athletics Prestige Partner 2012 2014 5 Korean Air AIBA Federation Boxing Primary sponsor 2012 1 Korean Air Korean Air Men's Speed Skating Team Winter Sports Owner 2011 1.5 Qantas Cricket Australia National team Cricket Official airline 2012 2015 2 Qantas FOM Australian Grand Prix Motorsport Official airline 2010 2012 4

Table 24(b). Global sports sponsorship expenditure by Asian airlines (a) Value Company Rights Holder Property Sport Status Start End ($m) Qantas Football Federation Australia National team Football Title sponsor 3 Qantas Greg Norman Greg Norman Golf Endorsement 0.3 Qantas Australian Olympic Com’ttee National Team Olympics Sponsor 2012 2016 0.5 Qantas Australian Rugby Union National team Rugby Title sponsor 2012 2015 2 Qantas John Eales John Eales Rugby Endorsement 0.2 Qantas Various British/Irish Lions Rugby Union Official airline 2012 2013 0.5 Qantas Cathy Freeman Cathy Freeman Swimming Endorsement 0.3 Singapore Airlines ICF Marathon World Ch'ships Canoeing Sponsor 2011 0.3 SriLankan Airlines Elite Football League of India League American Football Official airline 2012 0.3 Thai AirAsia BEC Tero Sasana BEC Tero Sasana Football Sponsor 0.1 Thai AirAsia Buriram PEA Buriram PEA Football Sponsor 0.1 Thai AirAsia Chiangrai UTD Chiangrai UTD Football Sponsor 0.1 Thai AirAsia Chonburi Chonburi Football Sponsor 0.1 Thai AirAsia FC Phuket FC Phuket Football Sponsor 0.1 Thai AirAsia Krabi Krabi Football Sponsor 0.1 Thai AirAsia Muangthong United Muangthong United Football Sponsor 0.1 Thai AirAsia Nakhon Phanom Nakhon Phanom Football Sponsor 0.1 Thai AirAsia Osotspa Saraburi Osotspa Saraburi Football Sponsor 0.1 Thai AirAsia Samut Prakan CUTD Samut Prakan CUTD Football Sponsor 0.1 Thai AirAsia Suphanburi Suphanburi Football Sponsor 0.1 Tune Group PGMO (England) Referees Football Referee sponsorship 2010 2013 2 Virgin Australia V8 Supercars Federation / events Motorsports Official domestic airline 2012 2012 0.8 Virgin Australia AFL (Aussie Rules) Federation / events Aussie Rules F’ball Official airline 2010 2013 6 Virgin Australia NBL Federation / events Basketball Sponsor 1.5 Virgin Australia South Sydney Rabbitohs South Sydney Rabbitohs Rugby League Sponsor 0.3

Table 25(a). Global sports sponsorship expenditure by Middle Eastern / African airlines Value Company Rights Holder Property Sport Status Start End ($m) Emirates Deccan Chargers Team Cricket Primary sponsor 2012 2014 4 Emirates Durham County Cricket Club Stadium Cricket Naming Rights 2010 2015 0.15 Emirates Durham County Cricket Club 20/20 Team Cricket Primary sponsor 2010 2015 0.15 Emirates ICC Major Tournaments Cricket Partner 2008 2015 3.8 Emirates Arsenal Arsenal Football Primary Club Sponsor 2006 2013 12 Emirates Arsenal Emirates Stadium Football Naming Rights 2006 2021 6 Emirates Asian Football Confederation Federation / events Football 2009 2013 9 Emirates FIFA World Cup Football Primary Sponsor 2007 2014 40 Emirates Hamburg SV Hamburg SV Football 2012 2015 13.46 Emirates Milan AC Milan AC Football Primary Club Sponsor 2010 2015 16.6 Emirates Real Madrid CF Real Madrid CF Football Sponsor 2011 2015 6.2 Emirates Singapore Turf Club Singapore Derby Horse racing Title sponsor 2011 2015 0.75 Emirates USTA US Open Tennis Sponsor 2012 2018 12.9 Emirates Collingwood (AFL) Collingwood (AFL) Australian Rules F'ball 2010 2015 2 Emirates Paris Saint-Germain Paris Saint-Germain Football Primary sponsor 2008 2014 7 Emirates USA Rugby Federation / events Rugby Sponsor 2010 2016 2 Emirates Team New Zealand America's Cup Sailing Primary Sponsor 2011 2013 30 Emirates ICC Umpires Cricket Primary Sponsor 2015 3 Emirates Lord's Taverners Lord's Taverners Team Cricket Primary Sponsor 0.25 Emirates Olympiacos Olympiacos Football Sponsor 2011 2013 1.3 Emirates Saudi Professional League Federation / events Football Official airline 2011 2014 0.5 Emirates Alstom Open de France. Alstom Open de France. Golf Sponsor 2010 2012 0.3 Emirates Emirates Horse Racing Authority Dubai World Cup Horse Racing Title Sponsor 6

Table 25(b). Global sports sponsorship expenditure by Middle Eastern / African airlines Value Company Rights Holder Property Sport Status Start End ($m) Emirates Victoria Racing Club Limited Emirates Melbourne Cup Horse Racing Title Sponsor 2015 0.5 Emirates IRB Dubai Sevens Rugby Union Title Sponsor 0.4 Emirates IRB Glasgow Sevens Rugby Union Title Sponsor 0.4 Emirates IRB Referees Rugby Union Primary Sponsor 2009 1.5 Emirates Western Force Western Force Rugby Union Primary Sponsor 2006 2013 1 Emirates Dubai Duty Free Dubai Tennis Championship Tennis Sponsor 0.5 Emirates Larry Ellison BNP Paribas Open Tennis Sponsor 0.5 Emirates Tennis Canada Rogers Cup Tennis Sponsor 0.2 Emirates UAE Rugby Association Federation / events Rugby Union Primary sponsor 2011 2015 0.2 Etihad Melbourne Stadiums Limited Etihad Stadium Aussie Rules F'ball Naming rights 2012 2019 5 Etihad Manchester City Manchester City Football Naming rights 2011 2020 18.6 Etihad Manchester City Manchester City Football Primary sponsor 2009 2012 28 Etihad Sport Australia Hall of Fame Sport Australia Hall of Fame General Sponsor 1 Etihad Abu Dhabi Championship Abu Dhabi Golf Championship Golf Official airline 2 Etihad Gaelic Athletic Association All Ireland Senior Ch'p'ship Hurling Official sponsor 2008 2012 1.5 Etihad V8 Supercars V8 Supercars Motorsport Official int'nat'l airline 2011 1 Etihad FOM Abu Dhabi Grand Prix Motorsport Title sponsor 2012 6 Etihad Harlequins Harlequins Rugby Union Primary club sponsor 2011 2014 0.8 Etihad Abu Dhabi Tourism Authority Volvo Ocean Race Sailing Team Sponsor 2011 2012 2 Gulf Air Bahrain Grand Prix Bahrain Grand Prix Motorsport Title Sponsor 2008 2013 2 Qatar Airways Qatar Olympic Committee National team Olympics Sponsor 2012 0.3 Qatar Airways Qatar Tennis Federation Qatar ExxonMobil Open Tennis Sponsor 0.4

Table 25(c). Global sports sponsorship expenditure by Middle Eastern / African airlines Value Company Rights Holder Property Sport Status Start End ($m) South African Airways ATP ATP Men's Tour Tennis 1st Tier Sponsor 2008 4 South African Airways Angel Cabrera Angel Cabrera Golf Endorsement 2006 0.2 South African Airways South Africa Olympic Ass'n South Africa Paralympic Team Olympics Sponsor 0.4 South African Airways USTA Citi Open Tennis 2nd Tier Sponsor 2012 0.3

Table 26(a). Global sports sponsorship expenditure by US airlines Value ($m) Company Rights Holder Property Sport Status Start End Airtran Airways Atlanta Falcons Atlanta Falcons American Football Sponsor 2009 0.4 Airtran Airways Baltimore Ravens Baltimore Ravens American Football Sponsor 0.5 Airtran Airways Orlando Magic Orlando Magic Basketball Sponsor 1 Airtran Airways Boston Bruins Boston Bruins Ice Hockey Sponsor 0.5 Alaska Airlines Portland Timbers Portland Timbers Football Primary Sponsor 2011 3 Alaska Airlines University of Washington Edmundson Pavilion Multi-use Naming Rights 2011 2015 0.7 American Airlines Dallas Cowboys Dallas Cowboys American Football Sponsor 2007 2019 0.9 American Airlines New England Patriots New England Patriots American Football Sponsor 2009 2012 1.5 American Airlines Miami Heat American Airlines Arena, Miami Basketball Naming Rights 2001 2021 2.1 American Airlines Dallas Mavericks / Stars American Airlines Center, Dallas Basketball / Ice Hockey Naming Rights 2001 2031 6.5 American Airlines USA Wrestling Federation / events Wrestling Sponsor 2010 1.2 American Airlines AT&T Cotton Bowl Classic AT&T Cotton Bowl Classic American Football Sponsor £0.20 American Airlines Washington Wizards Washington Wizards Basketball Sponsor 0.4 American Airlines Columbus Crew Columbus Crew Football Sponsor 0.5 American Airlines DC United DC United Football Sponsor 0.6 American Airlines New England Revolution New England Revolution Football Sponsor 2009 2012 0.35 American Airlines Dallas Stars Dallas Stars Ice Hockey Sponsor 0.5 American Airlines New York Islanders New York Islanders Ice Hockey Sponsor 0.4 American Airlines Honolulu Marathon Honolulu Marathon Marathon Sponsor 2012 0.5 Bank of America Chicago 0.3 American Airlines Marathon Chicago Marathon Marathon Sponsor American Airlines Palm Beaches Marathon Palm Beaches Marathon Marathon Sponsor 0.15 American Airlines ING Miami Marathon Marathon and Half Marathon Marathon Sponsor 0.3

Table 26(b). Global sports sponsorship expenditure by US airlines

Company Rights Holder Property Sport Status Start End Value ($m) Delta Airlines St Louis Rams St Louis Rams American Football Sponsor 2011 2012 0.4 Delta Airlines Atlanta Braves Atlanta Braves Baseball Naming Rights 2011 2013 0.25 Delta Airlines Cincinnati Reds Cincinnati Reds Baseball Sponsor 2 Delta Airlines Civil Rights Game Civil Rights Game Baseball Sponsor 2007 2012 2 Delta Airlines Detroit Tigers Detroit Tigers Baseball Sponsor 2011 2012 2 Delta Airlines Minnesota Twins Minnesota Twins Baseball Sponsor 2 Delta Airlines New York Mets New York Mets Baseball Sponsor 2 Delta Airlines New York Yankees New York Yankees Baseball Sponsor 2 Delta Airlines St. Louis Cardinals St. Louis Cardinals Baseball Sponsor 2011 2 Delta Airlines Los Angeles Lakers Los Angeles Lakers Basketball Sponsor 2011 3 Delta Airlines Memphis Grizzlies Memphis Grizzlies Basketball Sponsor 1 Delta Airlines New York Knicks New York Knicks Basketball Sponsor 1 Delta Airlines New York Liberty New York Liberty Basketball Sponsor 1 Delta Airlines New York Rangers New York Rangers Ice Hockey Sponsor 1 Delta Airlines Minnesota Vikings Minnesota Vikings American Football Sponsor 0.3 Delta Airlines Tennessee Titans Tennessee Titans American Football Sponsor 0.4 Delta Airlines Bank of America Atlanta F'ball Classic Atlanta Football Classic American Football Sponsor 0.2 Delta Airlines Brigham Young University University Athletics Athletics Sponsor 0.2 Delta Airlines University of Georgia University Athletics Athletics Sponsor 0.2 Delta Airlines Durham Bulls Durham Bulls Baseball Sponsor 2011 0.2 Delta Airlines Atlanta Hawks Atlanta Hawks Basketball Sponsor 0.5 Delta Airlines Indiana Pacers Indiana Pacers Basketball Sponsor 0.2 Delta Airlines Utah Jazz Utah Jazz Basketball Sponsor 0.4 Delta Airlines Chelsea Chelsea Football Sponsor 2012 2014 1.8 Delta Airlines L.A Kings L.A Kings Ice Hockey Sponsor 2011 0.6 Delta Airlines Grandma’s Marathon Grandma’s Marathon Marathon Sponsor 0.1 Delta Airlines Madison Square Gardens Madison Square G’dns Venue Sponsor 1 Delta Airlines U.S. Ski & Snowboard Assn Various events Winter Sports Sponsor 0.5

Table 26(c). Global sports sponsorship expenditure by US airlines Value ($m) Company Rights Holder Property Sport Status Start End Frontier Airlines Milwaukee Wave Milwaukee Wave Football Official Partner 2011 0 Frontier Airlines Colorado Rockies Colorado Rockies Baseball Official airline 2012 2015 0.7 Frontier Airlines LPGA Women's Tour Golf Official Partner 2011 0.7 Hawaiian Airlines Oakland Raiders Oakland Raiders American Football Official airline 2012 2013 0.5 Hawaiian Airlines New York Outrigger Liberty Challenge Canoe Racing Title sponsor 2012 2014 0.4 Hawaiian Airlines Aloha Stadium Playing field Multi-use Naming Rights 2011 0.2 Jet Blue Buffalo Bills Buffalo Bills American Football Sponsor 0.4 Jet Blue Hofstra University University Athletics Athletics Sponsor 0.2 Jet Blue University of Texas University of Texas Athletics Athletics Sponsor 0.2 Jet Blue Boston Red Sox Boston Red Sox Baseball Sponsor 2 Jet Blue LA Angels LA Angels Baseball Sponsor 1.7 Jet Blue LA Clippers LA Clippers Basketball Sponsor 0.25 Jet Blue Real Salt Lake Real Salt Lake Football Sponsor 0.2 Jet Blue Florida Panthers Florida Panthers Ice Hockey Sponsor 0.4 Jet Blue 3M Half Marathon 3M Half Marathon Marathon Sponsor 0.1 Jet Blue Austin Marathon Austin Marathon Marathon Sponsor 0.2 Jet Blue Boston Marathon Boston Marathon Marathon Sponsor 0.5 Jet Blue Carlsbad Marathon Carlsbad Marathon Marathon Sponsor 0.1 Jet Blue Hollywood Half Marathon Hollywood Half Marathon Marathon Sponsor 0.1 Jet Blue Long Beach Marathon Long Beach Marathon Marathon Sponsor 0.1 Jet Blue Marine Corps Marathon Marine Corps Marathon Marathon Sponsor 0.1 Jet Blue Nike Women's Marathon Nike Women's Marathon Marathon Sponsor 0.2 Publix Fort Lauderdale Fort Lauderdale A1A 0.1 Jet Blue Marathon Marathon & Half M’r’tn Marathon Sponsor

Table 26(d). Global sports sponsorship expenditure by US airlines Value Company Rights Holder Property Sport Status Start End ($m) Jet Blue Ukrops 10K Ukrops 10K Marathon Sponsor 0.1 Jet Blue TD Garden TD Garden Multi-use Venue Sponsor 2010 1 Jet Blue New York Jets New York Jets American Football Sponsor 0.8 Aquaphor New York City 0.1 Jet Blue Triathlon New York City Triathlon Triathlon Sponsor Jet Blue Nation's Triathlon Nation's Triathlon Triathlon Sponsor 0.1 University of South 0.15 Jet Blue California College Sports Various Sponsor Southwest Airlines Indianapolis Colts Indianapolis Colts American Football Sponsor 0.3 Loyola Marymount 0.2 Southwest Airlines University University Athletics Athletics Sponsor Southwest Airlines Baltimore Orioles Baltimore Orioles Baseball Sponsor 1 Southwest Airlines Milwaukee Brewers Milwaukee Brewers Baseball Sponsor 0.8 Southwest Airlines Phillies Phillies Baseball Sponsor 1.7 Southwest Airlines Texas Rangers Texas Rangers Baseball Sponsor 1.4 Southwest Airlines Boston Celtics Boston Celtics Basketball Sponsor 0.6 Southwest Airlines Denver Nuggets Denver Nuggets Basketball Sponsor 2008 0.8 Southwest Airlines Phoenix Suns Phoenix Suns Basketball Sponsor 0.3

Table 26(d). Global sports sponsorship expenditure by US airlines Value($m) Company Rights Holder Property Sport Status Start End United Airlines Chicago Cubs Chicago Cubs Baseball Sponsor 2011 2013 2 United Airlines Los Angeles Dodgers Los Angeles Dodgers Baseball Sponsor 2011 2014 2 United Airlines United Center, Chicago United Center, Chicago Basketb’l / Ice Hockey Naming Rights 1994 2014 1.8 United Airlines U.S. Olympic Committee Olympics Olympics Sponsor 2008 2012 2.5 United Airlines Chicago Bears Chicago Bears American Football Sponsor 1 United Airlines Cleveland Browns Cleveland Browns American Football Sponsor 0.4 United Airlines Denver Broncos Denver Broncos American Football Sponsor 0.6 United Airlines Houston Texans Houston Texans American Football Sponsor 1.1 United Airlines Kansas City Chiefs Kansas City Chiefs American Football Sponsor 0.25 United Airlines New Orleans Saints New Orleans Saints American Football Sponsor 0.6 United Airlines New York Giants New York Giants American Football Sponsor 1.8 United Airlines San Diego Chargers San Diego Chargers American Football Sponsor 0.6 United Airlines San Francisco 49ers San Francisco 49ers American Football Sponsor 0.8 United Airlines Washington Redskins Washington Redskins American Football Sponsor 0.5 United Airlines Chicago White Sox Chicago White Sox Baseball Sponsor 2 United Airlines Cleveland Indians Cleveland Indians Baseball Sponsor 1 United Airlines San Francisco Giants San Francisco Giants Baseball Sponsor 1.7 United Airlines Washington Nationals Washington Nationals Baseball Sponsor 1 United Airlines Chicago Bulls Chicago Bulls Basketball Sponsor 0.3 United Airlines Cleveland Cavaliers Cleveland Cavaliers Basketball Sponsor 0.2 United Airlines Houston Rockets Houston Rockets Basketball Sponsor 0.6 United Airlines PGA PGA Tour Golf Official airline 2011 2015 5 United Airlines AT&T Pebble Beach Nat’l Pro Am Pebble Beach National Pro Am Golf Sponsor 0.4 United Airlines Chicago Blackhawks Chicago Blackhawks Ice Hockey Sponsor 1 United Airlines ING New York City Marathon ING New York City Marathon Marathon Sponsor 0.6 United Airlines US Figure Skating Various events Winter Sports Sponsor 0.4 United Airlines USA Bobsled & Skeleton Fed’tion Various events Winter Sports Sponsor 0.25

Table 26(e). Global sports sponsorship expenditure by US airlines Value ($m) Company Rights Holder Property Sport Status Start End US Airways Charlotte Bobcats Charlotte Bobcats Basketball Sponsor 2010 2012 0.4 US Airways Arizona Cardinals Arizona Cardinals American Football Sponsor 0.4 US Airways Carolina Panthers Carolina Panthers American Football Sponsor 0.3 US Airways Philadelphia Eagles Philadelphia Eagles American Football Sponsor 0.4 US Airways Pittsburgh Steelers Pittsburgh Steelers American Football Sponsor 0.5 US Airways Arizona Diamondbacks Arizona Diamondbacks Baseball Sponsor 0.6 US Airways City of Phoenix U.S Airways Center, Phoenix Basketball Naming Rights 2005 1.1 US Airways PGA Phoenix Open PGA Tour stop Golf Sponsor 0.15 US Airways Philadelphia Fliers Philadelphia Fliers Ice Hockey Sponsor 1 US Airways Phoenix Coyotes Phoenix Coyotes Ice Hockey Sponsor 0.3