Global Sports Sponsorship Airline Industry
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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 Copyright ©2012 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 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. 3 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 4 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).