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Naming Rights Dec 2012 NAMING

RIGHTS

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, whereas reported values are marked in black.

All values throughout this report are given in US dollars.

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CONTENTS

Executive summary ...... 6 Growth and acceptance of ...... 6 National cultural differences ...... 6 Indoor ’ high value ...... 7 Financial services biggest naming rights investor ...... 7 USA biggest naming rights market ...... 7 Durations vary according to value and market maturity ...... 7 The future ...... 7 Naming rights market overview by country ...... 9 ...... 10 ...... 11 ...... 11 ...... 11 ...... 12 Canada ...... 12 ...... 12 BRIC nations ...... 13 Scandinavia ...... 13 Naming rights duration ...... 14 Duration by country ...... 14 Duration by value ...... 15 Unexpected naming rights changes ...... 16 Naming rights spend by national source ...... 17 Naming rights market overview by sponsoring industry ...... 19 Financial services ...... 19 Telecommunications ...... 20 Airlines ...... 21 Automotive ...... 21 Energy ...... 21 Retail ...... 21 Naming rights by company ...... 23 Multiple naming rights deals ...... 23 Naming rights objectives ...... 24 Naming rights market overview by ...... 25 American ...... 27 ...... 27 Soccer ...... 28 ...... 28 Rugby ...... 29 Global naming rights sponsorship deals by country ...... 30

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Table of charts and tables

Table 1. Global sponsorship naming rights analysis by country ...... 9 Chart 1. Naming rights deals by number of deals by country (%) ...... 10 Chart 2. Naming rights deals by overall value of deals by country (%) ...... 10 Chart 3. Naming rights deals by average value of deals by country ($m) ...... 11 Table 2. Naming rights deals by duration by country (years) ...... 14 Chart 4. Naming rights deals by duration by country ...... 15 Table 3. The relationship between naming rights value and duration ...... 15 Table 4. Change of naming rights due to corporate takeover (USA) ...... 16 Table 5. Global sponsorship naming rights by sponsors’ origin ...... 17 Chart 5. Naming rights deals by company headquarters – number of deals ...... 17 Chart 6. Naming rights deals by company headquarters – total value of deals ...... 18 Table 6. Global sponsorship naming rights analysis by industry sector ...... 19 Chart 7. Global naming rights by sponsoring industry by number of deals (%) ...... 19 Chart 8. Global naming rights by sponsoring industry by value of deals (%) ...... 20 Chart 9. Global naming rights by sponsoring industry by average deal value ...... 20 Table 7. Leading corporate investors in naming rights by annual spend ...... 23 Table 8. Global sponsorship naming rights analysis by sport ...... 25 Chart 10. Global naming rights by sport by number of deals (%) ...... 25 Chart 11. Global naming rights by sport by value of deals (%) ...... 26 Chart 12. Global naming rights by sport by average value of deals ($m) ...... 26 Table 9. Sponsorship naming rights deals Australia ($m p.a) ...... 30 Table 10. Sponsorship naming rights deals Austria, Brazil, Canada ($m p.a) ...... 31 Table 11. Sponsorship naming rights deals Canada, Chile, China, Ecuador, Estonia, Fiji ($m p.a) .... 32 Table 12. Sponsorship naming rights deals , , Germany ($m p.a) ...... 33 Table 13. Sponsorship naming rights deals Germany ($m p.a) ...... 34 Table 14. Sponsorship naming rights deals Ireland, Israel, , Japan ($m p.a) ...... 35 Table 15. Sponsorship naming rights deals , New Zealand, , Ph’pines ($m p.a) . 36 Table 16. Sponsorship naming rights deals , Slovakia, South Africa, Spain, ($m p.a) 37 Table 17. Sponsorship naming rights deals Sweden, Switzerland, , UK ($m p.a) ...... 38 Table 18. Sponsorship naming rights deals UK ($m p.a) ...... 39 Table 19. Sponsorship naming rights deals USA ($m p.a) ...... 40 Table 20. Sponsorship naming rights deals USA ($m p.a) ...... 41 Table 21. Sponsorship naming rights deals USA ($m p.a) ...... 42 Table 22. Sponsorship naming rights deals USA ($m p.a) ...... 43 Table 23. Sponsorship naming rights deals USA ($m p.a) ...... 44 Table 24. Sponsorship naming rights deals USA ($m p.a) ...... 45 Table 25. Sponsorship naming rights deals USA ($m p.a) ...... 46 Table 26. Sponsorship naming rights deals USA ($m p.a) ...... 47 Table 27. Sponsorship naming rights deals USA ($m p.a) ...... 48 Table 28. Sponsorship naming rights deals USA ($m p.a) ...... 49 Table 29. Sponsorship naming rights deals USA ($m p.a) ...... 50

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Naming Rights December 1, 2012

EXECUTIVE SUMMARY

GROWTH AND ACCEPTANCE OF NAMING RIGHTS Although there are has been no previous major global analysis on the naming rights market, it is clear that this area of sponsorship has grown rapidly in the past 20 years.

That growth is in the number of rights and total value, (now estimated at $750 million per year) the diversity of regions and that have naming rights deals and the acceptance among fans. This report analysed 548 deals in 32 countries and the number of new deals and markets shows no sign of abating.

Manchester City’s $30 million per year deal with Etihad has broken the record for the value of a naming and, although some have claimed that an element of this deal has been designed to channel money from Abu Dhabi into the club (which is owned by the emirate’s Sheikh Mansour) to get round UEFA’s Financial Fair Play rules, it is clear that major rights holders with global appeal, do surpass a market value of $20 million for naming rights.

NATIONAL CULTURAL DIFFERENCES

Despite the growth in acceptance of naming rights, there are still major cultural differences in the structure of the deals.

In the USA, where the concept really took off, it is the primary sponsorship revenue source for many of the rights holders. In baseball and , for example, there is no jersey sponsorship and as such the stadium is the prime branding property.

US fans, wary of jersey sponsorship, readily appear to accept stadium naming and are much more accepting of traditional stadia names changing to take a corporate moniker than counterparts in other countries.

In Europe the general rule has been that new build stadia can successfully attract naming rights, but historical venues are much more resistant to change because of fan and media reactions. This is particularly the case in soccer where the stadium is seen as sacrosanct by many fans.

In other European sports, such as rugby and , name changes are more readily accepted by fans although prestigious national stadia, such as Wimbledon and Roland Garros (tennis), Twickenham (Rugby) and Lords (cricket) are more resistant.

In Latin countries, including Brazil, Italy and Spain, naming rights deals are still very rare. This is down to several factors including cultural opposition, a lack of new stadia coming on stream and a less mature sponsorship industry.

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INDOOR ARENAS’ HIGH VALUE Although the largest deals tend to be for top American Football, baseball and European soccer stadia, the real boom in naming rights is for indoor . This is partly the result of an increase in the number built. Traditionally all major cities had significant ‘outdoor’ stadia for soccer, American Football, baseball, rugby etc. However, indoor arenas were much less common. The rise of basketball, ice and cultural events such as pop concerts, meant that there is a demand for such facilities, although they are often funded by local government as few individual sports rights holders have the resources to build and operate such arenas.

Because indoor arenas can be used on a daily basis, they frequently have a high level of cumulative attendance and profile, which makes them attractive to sponsors, hence relatively high rights values in comparison to their size.

FINANCIAL SERVICES BIGGEST NAMING RIGHTS INVESTOR In keeping with most sectors in sponsorship, the financial services sector is the biggest investor with 38% of deals by value and 28% by number. Other big investors are airlines, telecommunications and car manufacturers.

USA BIGGEST NAMING RIGHTS MARKET The United States is by far the biggest market for naming rights with 276 deals listed, valued at more than $400 million annually. The UK ranks second in terms of total deal value, followed by Germany, which actually has more deals, but at lower average values.

DURATIONS VARY ACCORDING TO VALUE AND MARKET MATURITY There is a definite correlation between deal length and value and a noticeable variation in duration according to territory. On average the more valuable deals are five years longer and more common in the USA, Canada, the UK and Germany. In other countries, such as Japan, it is not unusual for major deals to be as short as three years.

THE FUTURE Although many major global rights holders have naming rights deals, there is major potential for growth. In emerging countries such as India, Russia, China and Brazil, there are relatively few deals at present but, in most of these countries, there has now been at least one significant deal with signs that more will follow.

In South America and southern Europe there have been few major new stadium projects in recent years. Over the next decade, as new stadia are built, (especially in countries such as Brazil and Russia, which are set to host major global events) there is an opportunity for naming rights for the new stadia. This was demonstrated in Germany following the 2006 FIFA World Cup, with the majority of new or refurbished stadia taking naming rights.

Similarly, in newly developing economies, there is likely to be an increase in the construction of indoor arenas as investment in city infrastructure grows. Here the opportunity to introduce naming rights should coincide with the development and maturity of sponsorship in those countries.

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As a marketing tool, there remain concerns that naming rights offer limited opportunities to brands to go beyond basic awareness and image transfer. Buildings are static objects and activation of the rights can be difficult in terms of both geographical marketing and connecting with fans.

Many brands have simply added their names to stadia and left it at that in the belief that it is not possible to really leverage the rights beyond the immediate vicinity of the stadium. Others have merely run occasional promotional activity at the venue, but frequently there is no on-going, strategic engagement with fans.

A more sophisticated and creative approach to activating naming rights through both social media and experiential marketing, as successfully achieved with ’s Arena or the in , will be needed to justify the levels of rights fee investment in the future.

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NAMING RIGHTS MARKET OVERVIEW BY COUNTRY

Although there are examples of adding a corporate name to a stadium that predate the modern era, such as the Stadion in the Netherlands (1913) or in (1926), these were not principally done as part of a corporate marketing strategy.

Table 1. Global sponsorship naming rights analysis by country Country Number Total deal Average of deals value ($m) deal value ($m)

USA 276 434.50 1.57 Germany 41 56.56 1.41 Canada 37 19.89 0.54 UK 36 71.56 1.99 Australia 26 29.70 1.14 Japan 19 33.03 1.74 Sweden 16 4.58 0.29 South Africa 13 10.64 0.82 Netherlands 10 4.79 0.48 New Zealand 8 3.84 0.48 Mexico 7 1.75 0.25 Norway 7 2.55 0.36 Switzerland 6 1.33 0.22 Finland 6 0.67 0.11 Italy 5 1.00 0.20 Ireland 4 8.19 2.05 Austria 4 1.66 0.42 France 4 5.19 1.30 3 0.55 0.18 Brazil 3 17.70 5.90 Turkey 2 14.00 7.00 Estonia 2 0.50 0.25 Lithuania 2 0.28 0.14 Russia 2 7.49 3.75 Philippines 2 1.15 0.58 Equador 1 0.25 0.25 Chile 1 0.50 0.50 Slovakia 1 0.15 0.15 Spain 1 1.00 1.00 China 1 15.00 15.00 Fiji 1 0.16 0.16 Israel 1 0.30 0.30 Grand Total 548 750.45 1.37

It wasn’t until the 1990s, as the sponsorship industry developed and the cost of developing new stadia escalated, that the USA pioneered the concept of stadium naming rights as a sponsorship tool.

In North America fans have shown a much greater acceptance of naming rights than in other countries, although there has been a big shift in both the UK and Germany in the past 15 years with a growth in acceptance.

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Research company Performance Research, undertook a major international survey on the subject in the late 1990s, which showed considerable resistance to naming rights in Europe (88% of UK soccer fans reported that it would be of no benefit to them) but widespread acceptance in the USA. Since then surveys have shown a narrowing of the gap with a general acceptance of naming rights for new build stadia in Western Europe.

Chart 1. Naming rights deals by number of deals by country (%)

Other 20%

USA Brazil 50% 1%

Canada 7% Australia 5%

Japan Germany UK 3% 7% 7%

UNITED STATES

The USA remains the dominant market with exactly half of all reported deals and 58% of naming rights fee value. One reason for this dominance is the strength of basketball and in the country. Unlike Europe, indoor sport commands a huge following in the USA and this has led to numerous indoor arenas being built with high profile sports teams as tenants. The consequent naming rights value has been significant with the Barclays Centre in , for example, commanding a fee of $10 million per year from the UK- based bank.

Chart 2. Naming rights deals by overall value of deals by country (%)

Other 12% Canada Brazil 3% 2% USA Australia 58% 4% Japan 4%

Germany 8% UK 9%

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Chart 3. Naming rights deals by average value of deals by country ($m)

6.00

4.00

2.00

0.00

The average value of deals sees both the UK and Japan marginally higher than the USA. Brazil’s high standing is based on a very limited number of deals and is therefore not statistically relevant, although it does hint at the potential in the country should naming rights become more accepted.

UNITED KINGDOM

As with Brazil, the UK’s high average needs some context. There are only two major deals in the country: Etihad’s sponsorship of Manchester City’s stadium (a record breaking $30 million per year) and Emirates deal with Arsenal (estimated at $15 million annually). The only other significant deal is for the multi-purpose O2 Arena (formerly the Millennium Dome) at $7.5m per year. These three deals have pushed up the average annual value of the country’s 36 deals to just below $2 million.

GERMANY

In Germany, on the other hand, there are a larger number of relatively high priced deals among soccer’s clubs. The deals were agreed mainly in the build-up to the 2006 FIFA World Cup when the stadia were either new build or major renovations. The likes of Bayern Munich (Allianz), Eintracht (Commerbank), Koln (Rheine Energie), (Imtech), Borussia (Signal Iduna) and Schalke (Veltins) all have deals worth more than $2.5 million annually.

The relative buoyancy of the German market demonstrates an acceptance of the concept, the maturity of the sponsorship industry in the country and also the high attendance levels among the top clubs where it is not uncommon to see gates in excess of 60,000. There are only four other soccer teams in Europe (, Real , Manchester United and Arsenal) that draw such large crowds on a regular basis.

AUSTRALIA

Both Japan and Australia have stadia attracting high value deals although their total values are significantly below the market leaders (USA, UK and Germany). Australia has arguably shown more market maturity given the relative size of its population. To an extent the catalyst was the 2000 after which the main stadium attracted

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sponsorship from telecommunications company, Telstra. The naming rights have since been taken by banking group, ANZ ($4.5m p.a.). In 2000, ’s newest stadium also took naming rights from the Colonial State Bank in a 10-year, $32.5 million deal. After two years, the rights were sold on to Telstra and, on expiry in 2009, Etihad agreed a five-year, $25 million deal.

The other major deal in the country is the Suncorp Stadium in Brisbane, also worth $5m per year, which started in 1994. Although this could be viewed as the most mature deal in the country, having been the first major agreement, it has recently seen a series of short-term extensions, the latest of which is for just two years. The repeated name changes and short- term deals for major properties suggests a degree of market immaturity.

JAPAN

Japan has an even lower average deal duration than Australia and despite the size of the country’s economy, there are currently only two major deals, the Fukuoka Yahoo! Japan Dome ($6m p.a.) which began in 2005, and ’s three-year, $15m deal to name the Dome.

CANADA

Canada has followed a similar path to the USA with naming rights being commonplace, although with ice hockey being arguably the only really strong , large sized deals have been limited. Two of the biggest deals are with telecommunications providers for the ($3.2m p.a.) and ($1.7m p.a.). Elsewhere in the country Maple Leaf Sports & Entertainment, owner of Toronto FC and the , has secured significant deals with banking group, BMO ($2.3m p.a.) and ($1.5m p.a.) respectively.

SOUTH AFRICA

South Africa is well placed in the table in terms of both number of deals and overall spend. The country has no club rights holders that could be considered to have global recognition, such as Real Madrid, Cowboys, Corinthians etc. The country is also significantly behind those previously discussed in terms of GDP. Sport is, however, very strong in the country and at international level it has had considerable success in rugby, cricket and to a lesser extent, soccer, which is the primary sport among the majority black population.

Given the country’s ‘western’ marketing culture and high quality stadia infrastructure, particularly in light of the investment for staging the FIFA 2010 World Cup, naming rights have thrived in the country, with notable deals for rugby’s Vodacom Park ($4m p.a.) and the multi-purpose Coca-Cola park ($1.3m p.a.).

Despite this relatively high level of naming rights deals, market immaturity was demonstrated by the fact that First National Bank had to take the City of to court to ensure that its naming rights deal was fully implemented for the city’s major stadium. The name Soccer City, used during the FIFA World Cup (no naming rights are permitted to operate during the tournament) was still being used by the rights holder on tickets and other official references. The case was settled in November 2012 in favour of the bank. This suggests a basic lack of understanding of the legal and practical requirements on behalf of the rights holder in order for naming rights to succeed.

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BRIC NATIONS

Major deals have started to emerge in the so-called BRIC (Brazil, Russia, India and China) nations, but they are still very limited in number. As previously discussed, there is widespread resistance to naming rights in Brazil with both fans and the media very reluctant to embrace corporate naming. Soccer club Grêmio has recently signed a $16.7m annual deal with Industrial and Commercial Bank of China (ICBC) for its new 60,000 seat stadium. The deal will be a major test for the Brazilian soccer market with the only precedent for such a deal in Brazil being Atlético Paranaense’s Arena de Baixada, which became the Kyocera Arena between 2005 and 2008.

In China, the only deal of any significance is the Mercedes-Benz Arena in , worth $150 million over ten years.

Russia has just one significant deal; Spartak ’s Otkritie Bank Stadium, which runs from 2014-19 and is worth $6.6 million per year. The FIFA World Cup in 2018, however, will entail a significant development of stadia infrastructure in the country and should simultaneously act as a further catalyst to the sponsorship industry in Russia following the Sochi 2014 Winter Games, which have already attracted high levels of domestic sponsorship. These events could lead to new naming rights deals being agreed which would commence once the World Cup is finished.

Several factors could lead to more indoor arenas in Russia in the next decade. In sport, ice hockey is relatively popular and there is a growing interest in the type of cultural events, such as pop concerts, staged in arenas. With an expanding economy and middle class, the supply of modern arenas is almost certain to grow. The potential here for a growth in naming rights, however, will depend on how the country’s marketing industry develops in the next few years.

In India, despite stadia infrastructure improving since the start of cricket’s very lucrative Indian (IPL), none of the major venues has a naming rights deal. Smaller cricket stadia in the country have taken the names of local companies in the past, but these have generally been because the club was essentially the factory team and there were numerous examples of grounds named after the regional railway or utilities companies. Even these names have disappeared in recent years.

In other Indian sports sponsorship is still under-developed with, for example, many I-League soccer teams not even having jersey deals at present. The country has, however, witnessed several significant sponsorship deals, particularly in the IPL and with no strong cultural opposition to the concept, there is a likelihood that naming rights will slowly be introduced in the next decade.

SCANDINAVIA

The one other strong market for naming rights is the Scandinavian countries; Sweden, Norway and Finland. Because of the small populations, deals are not particularly high, with ’s ‘’ deal being the most notable, valued at $2.6 million per year. The deal is significant in that the bank donated the rights to the Friends charity, which educates and campaigns to stop bullying. It is a rare example of a sponsor using its rights solely as a corporate social responsibility initiative.

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NAMING RIGHTS DURATION

The duration of naming rights deals is considered to be a good indication of market maturity. It is generally accepted that sponsorship is used as a strategic, rather than tactical, marketing initiative and as such it is necessary to develop the programme over a number of years for full benefits to accrue.

In naming rights, the length of the deal is particularly important because it requires both acceptance and an actual change of behaviour among fans and the media for the sponsorship to work. Quite simply, changing the naming of a physical property on a regular basis invites cynicism and confusion and devalues the rights. Although any negative impact could be argued to fall mainly on the rights holder, as it is they who have to convince everyone to use the new name, for sponsors the benefit of a long-term deal is that they become intrinsically associated with both the rights holder and the city.

DURATION BY COUNTRY

It is no surprise, therefore, to see long average deals in the more mature markets of the USA, Canada and Western Europe. The data is, of course, analysed only for those deals where the duration is disclosed (approximately 53% of deals). In countries where fewer than five deals have reported durations, they are arguably statistically irrelevant.

Table 2. Naming rights deals by duration by country (years) Country Number Average of deals duration

Brazil 1 18.0 USA 195 14.4 Canada 15 11.5 Norway 2 11.0 Sweden 1 11.0 Austria 1 10.0 Ireland 1 10.0 Israel 1 10.0 South Africa 1 10.0 China 1 9.0 New Zealand 1 9.0 Turkey 1 9.0 Germany 23 8.6 France 3 8.0 UK 17 7.6 Australia 17 5.4 Russia 1 5.0 Ecuador 1 4.0 Philippines 1 4.0 Japan 6 3.7 Fiji 1 2.0 Total 291 12.3

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Chart 4. Naming rights deals by duration by country

15.0

10.0

5.0

0.0

Chart 4 is probably more instructive because it strips out countries with low numbers of reported deal durations. It shows that North America in particular has embraced the concept of long-term deals, with an average of 14.4 years in the USA and 11.5 years in Canada. In Germany and the UK, supposedly the most mature sponsorship markets after the USA, the deal lengths are actually below the global averages.

Some caution needs to be taken when analysing these findings as many of the smaller deals throughout the world do not have reported durations but are likely to be short-term, whereas small deals in Germany and the UK, with low durations, are frequently reported.

DURATION BY VALUE

Table 3, below, shows a very strong correlation between the deal value and its length. Indeed the duration of deals worth $5 million or above is more than five years longer than those below $2 million per year.

Table 3. The relationship between naming rights value and duration Average duration Value p.a. (years) $5m + 15.97 $2m-$4.99m 14.69 >$2m 10.8

This suggests that there is much greater maturity and commitment to naming rights among sponsors with high levels of expenditure on prestige properties. In the USA, for example, all of the deals above $15 million p.a. are long-term:  MetLife Stadium - 25 years  (the proposed) Farmers Field - 23 years  - 20 years*  - 20 years

* Deal originally negotiated at $20m p.a. but renegotiated to approximately $10 million.

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In most cases, deals worth more than $5 million in the USA follow a similar pattern. In other countries, however, major deals are commonly under ten years in duration and in some cases as short as three years.

UNEXPECTED NAMING RIGHTS CHANGES

One critical point to bear in mind regarding duration is that naming rights for major deals have seen frequent name changes due to bankruptcy of the sponsor (e.g. Enron Field, now ) and corporate takeover.

Corporate takeover is much more common and what is notable here is that the consolidation of financial services and IT industries in particular has led to a number of naming rights changes in mid contract. To an extent, it can be argued that the new naming rights owner is at a disadvantage for several reasons. First, any fan loyalty/brand equity accrued by the existing brand, which is seen as an asset (perhaps even on the balance sheet) will at best be diluted by the name change. Second, the name change in itself is of reduced value – as discussed, the more often a stadium name changes, the less favourable the public and media tend to be towards the new name.

Finally, the new brand owner might not consider a long-term naming rights deal to be a key part of its marketing strategy. That said, in a world of multi-billion dollar corporate takeovers, even a large naming rights deal is unlikely to be a major sticking point in negotiations and it is interesting to note that following such takeovers, the selling on of naming rights has been relatively rare.

Table 4. Change of naming rights due to corporate takeover (USA) Original venue brand/name Venue brand/name following corporate takeover

BankAtlantic Center BB&T Center Field CenuryLink Field Compaq Center HP Pavilion SBC Park AT&T Park Commerce Bank Park Metro Bank Park RBC Center PNC Arena Power Park Progress Energy Park Carolina First Arena TD Arena America West Arena US Airways Center Alltel Arena Verizon Arena MCI Center Verizon Center First American Bank Ballpark Citibank Ballpark

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NAMING RIGHTS SPEND BY NATIONAL SOURCE

Table 5. Global sponsorship naming rights by sponsors’ origin Sponsor Number Total Average Hq of deals deal deal value value ($m) ($m) USA 271 383.79 1.42 Germany 43 72.74 1.73 Japan 27 47.43 1.76 UK 35 42.27 1.21 Abu Dhabi 2 35.00 17.50 Canada 33 26.53 0.80 Australia 24 21.16 0.88 Netherlands 10 18.56 1.86 China 2 17.90 8.95 Dubai 3 16.80 5.60 Turkey 2 14.00 7.00 Ireland 3 9.20 3.07 South Africa 10 7.47 0.75 Other 78 34.03 0.43

Not surprisingly US companies are the biggest investors in stadium naming rights. The domestic market in the USA is by far the largest globally. However, outside of the United States, the big American multi-nationals have signed very few naming rights deals.

In South Africa, Coca-Cola has two deals and Chevrolet one, but elsewhere it is only in Canada that there has been any significant activity from US companies.

Chart 5. Naming rights deals by company headquarters – number of deals

Other 20% Australia 4% USA 50% Canada 6%

UK 7%

Japan 5% Germany 8%

German companies such as Mercedes and Allianz in particular, have been willing to invest in international naming rights.

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Japanese multi-nationals, notably , Honda, , Bridgestone, Kyocera and Ricoh have also invested globally although the deals are, on the whole, lower in value.

Gulf states Abu Dhabi and Dubai feature mainly because of the large deals signed by airlines; Etihad and Emirates respectively.

Chart 6. Naming rights deals by company headquarters – total value of deals

Other Australia 16% 3% Canada 3% USA 51% Abu Dhabi 5%

UK 6% Japan 6% Germany 10%

What is noticeable about naming rights deals on the whole is that rights appear to be taken predominantly by domestic brands. This fits the general assumption that naming rights are not easy to leverage globally even though many of the rights holders have global recognition.

There is also a pattern of companies taking rights in their home city, which further explains the findings.

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NAMING RIGHTS MARKET OVERVIEW BY SPONSORING INDUSTRY

Table 6. Global sponsorship naming rights analysis by industry sector Industry Sector Number Total deal Average deal of deals value ($m) value ($m)

Financial Services 155 285.43 1.84 Telecommunications 56 68.01 1.21 Airline 13 65.41 5.03 Automotive 32 47.92 1.50 Energy 34 41.49 1.22 Retail 42 40.99 0.98 Food 27 19.80 0.73 Soft drinks 15 18.29 1.22 IT 7 15.12 2.42 Alcohol 22 14.93 0.68 Logistics 4 12.30 3.07 Consumer Electronics 3 12.10 4.03 Sports Clothing 6 10.40 1.73 Other 132 98.28 0.45

FINANCIAL SERVICES

The financial services sector has long been the biggest investor in sponsorship and with 28% of all deals and 38% of total deal value, naming rights are no exception. Indeed in most sports sponsorship sector analysis, financial services typically accounts for around 25% of value. The high level of spend in naming rights is largely a result of intense domestic competition in the banking sector, particularly in the USA, although there are deals from banking, insurance or credit card companies in virtually every major market. In the USA, the likes of Farmers, Barclays, MetLife, Citi, Chase, Bank of America, TD, Sun Life, PNC, Lincoln, M&T and Prudential, to name but a few, all have major rights.

Chart 7. Global naming rights by sponsoring industry by number of deals (%)

Financial Other Services 40% 28%

Telecommunica -tions 10%

Airline Retail Energy Automotive 2% 8% 6% 6%

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Chart 8. Global naming rights by sponsoring industry by value of deals (%)

Other Financial 27% Services 38%

Retail 5% Energy 6% Telecommunica Automotive Airline -tions 6% 9% 9%

Outside the USA major investors include Commerzbank, ANZ, Industrial and Commercial Bank of China (ICBC), , Swedbank and Otkritie. These deals are mainly for domestic properties although insurer Allianz appears to be creating a global naming rights strategy with deals in the UK, France and Australia as well as its native Germany.

TELECOMMUNICATIONS

The telecommunications sector is the second strongest investor in naming rights and this is again a global finding. As with financial services, however, the deals tend to be by domestic sponsors. This is less surprising given the fact that most telecommunications companies operate primarily within their domestic market. Thus in the USA, AT&T, US Cellular, Verizon and CenturyLink all have several deals. Of the major international service providers, Telefónica, has widest geographical spread with indoor arena rights in its home city, Madrid, while subsidiary O2 has similar deals in the UK, Germany (two deals) and the Czech Republic and its Brazilian offshoot, Vivo, has rights to the Minas basketball arena. . Chart 9. Global naming rights by sponsoring industry by average deal value

6.00 5.00 4.00 3.00 2.00 1.00 0.00

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AIRLINES

By average value, the airline sector leads with the Etihad (Manchester City) and Emirates (Arsenal) deals accounting for $45 million of the $65 million annual total. This has pushed the average value for airline deals to above the $5 million mark.

In North America, the major legacy carriers such as American Airlines, Delta, United, US Airways and Air Canada all have seven figure annual deals and, despite the unpredictable trading conditions in the industry, most are over long periods. Airlines in North America have used their team sponsorships to sell direct to spectators and to promote new routes. Typically, when a new route is added, an airline will secure a secondary deal with a major right holder in the destination city. In the case of naming rights, however, most deals are in the airlines’ hub cities, suggesting that the rationale is partly about securing the local market but there is also an element of showing good citizenship within its employee base.

Low cost airlines in the US, such as Southern and JetBlue, despite being major sponsors of sport, have no naming rights deals in their portfolios.

AUTOMOTIVE

The motor industry is a big investor in naming rights in terms of both deal numbers and value. The values vary from Mercedes’ $15 million annual deal in Shanghai, to local car dealerships in the USA who support . Again, there is a large element of manufacturers supporting their local communities with Volkswagen (), Ford (Detroit), Porsche and Mercedes-Benz (), Mazda (), Nissan (Yokohama), Toyota (Toyota City) and General Motors (City of Oshawa – manufacturing plant) holding local naming rights.

ENERGY

The energy sector has gradually increased its investment in sponsorship over the past 15 years. In Europe in particular, privatisation of state-owned utilities and market de-regulation, has led to an increase in competition. As a consequence, the sector has looked to sponsorship to develop brand awareness and image, especially for new companies entering the market.

In the USA, where the market has traditionally been very competitive, the biggest naming deal is by Reliant Energy in ($10 million p.a.), followed by FirstEnergy’s recent deal with the Cleveland Browns at $6 million per year. There are also several $3 million plus deals from companies such as Xcel, Chesapeake Energy and Consul.

In the German Bundesliga several energy suppliers have taken naming rights worth more than $2 million per year. These include RheineEnergie, GEW and Wirsol.

Elsewhere, deal values have been much smaller, although it will be interesting see how the Russian market develops given the size of its domestic energy companies and their interest in using sponsorship to develop their brands.

RETAIL

Retail is not traditionally a particularly big investor in sponsorship, especially when compared to the enormous sums the sector invests in advertising. The main reason for this is that marketing budgets are spent more tactically to promote sales and special offers, so it is interesting to see a relatively big investment in naming rights.

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The biggest deals are in the USA where the Staples Centre in became one of the few indoor arenas to gain international recognition. Home Depot, Target and Petco also have major deals in the country. Outside of America, however, retail deals are much less common and generally of fairly low value.

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NAMING RIGHTS BY COMPANY

Table 7 shows that by company, the leading investors in naming rights are financial services groups and airlines. Etihad’s $30 million annual deal with Manchester City has propelled it to the top of the list, followed by Farmers’ proposed deal to name a new NFL stadium in Los Angeles. The deal has been signed in principle, although the group will not actually pay unless the stadium is built and a tenant is found.

Table 7. Leading corporate investors in naming rights by annual spend Company Number Total Average of deals deal deal value value ($m) ($m) Etihad Airways 2 35 17.50 Farmers 1 23 23.00 Mercedes-Benz 3 21 7.00 Citi Group 1 20 20.00 MetLife 1 18 18.00 Emirates 3 16.8 5.60 Industrial and Commercial Bank of China (ICBC) 1 16.7 16.70 Allianz 4 14.87 3.72 FedEx 2 12.1 6.05 Philips 2 11.1 5.55 O2 4 10.2 2.55 Barclays 1 10+ 10+ Reliant Energy 1 10 10.00 Türk Telekom 1 10 10.00 American Airlines 2 8.6 4.30 Toyota 4 8.45 2.11 Aviva Group Ireland Plc 1 8 8.00 University of Phoenix 1 7.72 7.72 Sun Life Financial 1 7.5 7.50 TD Bank 5 7.4 1.48

The table shows that, on the whole, the number of deals held by any one corporation is relatively low. There are several reasons for this. First, many naming rights deals are effectively an investment in their head office’s local community. This was noted in the previous section. The desire to invest in local communities is generally viewed as good business and good corporate citizenship. Benefits can be numerous and include improved internal communications, hospitality rights for visiting buyers and improved recruitment programmes. There is also usually a marketing benefit through brand exposure, which is most powerful at local level but in many cases also has national impact.

MULTIPLE NAMING RIGHTS DEALS

The second issue is that having numerous naming rights deals can cause confusion, especially if the deals are in the same country and apply to the same sport. To have, ‘Acme’ Park, ‘Acme’ Arena, ‘Acme’ Stadium, ‘Acme’ Bowl etc would be confusing to fans and also suggests that the company is ‘promiscuous’. Where corporate objectives are to communicate

23 Naming Rights December 1, 2012 over a wide geographical area brands tend to prefer governing body rights, which cover an entire tournament on a national, or international basis. This also explains why, on the whole, brands don’t take jersey sponsorship rights for more than one team in a league.

Of the leading spenders with more than one naming rights deal, it is interesting to note that there is generally very little potential for confusion. Allianz, for example, has soccer deals in Germany and France, a deal in the UK and a /Soccer deal in Australia. There is very little danger of confusion here and the company can use its experience of activation, particularly the innovative programme built around the in Munich1, across the different territories.

NAMING RIGHTS OBJECTIVES

In those cases where major investors have bought rights away from their domestic base, there is a clear pattern of brands wishing to promote themselves in new markets. Both Emirates and Etihad, for example, represent airlines that are seeking to establish themselves as global players. Although Emirates is further advanced in its brand development, both come from a low base level in terms of global recognition and brand acceptance.

Mercedes, despite being one of the world’s leading global brands, has invested heavily in its naming rights deal in China, a major new market where there is growing potential for luxury vehicles. Similarly, the UK bank Barclays does not have high levels of recognition in the USA and taking major rights in , the dominant financial centre in the USA, is designed to improve awareness and image as well as offer a hospitality base in the city.

It is therefore clear that corporate naming rights objectives tend to be much narrower than for other forms of sponsorship. Rights holders seeking major deals should therefore focus on either locally-based companies or those looking to enter (or significantly develop) the market in their region.

1 Sponsorship Activation & Case Studies, IMR Publications, 2009

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NAMING RIGHTS MARKET OVERVIEW BY SPORT

The biggest sector for naming rights by both value and number of deals is for multi-purpose venues. In the data analysis, it has been difficult to separate basketball and ice hockey arenas from the multi-purpose indoor venues that often host these sports. The data has, therefore, been compiled to list basketball and ice hockey arenas, both separately and jointly, where the arena has clearly been built primarily for tenants of the sport(s).

Multi-purpose also applies to outdoor stadia where more than one sport is played, such as soccer/rugby, Aussie Rules/soccer etc.

Table 8. Global sponsorship naming rights analysis by sport Sport Number Total Average of deals deal deal value value ($m) ($m) Multi-purpose 200 219.04 1.10 Soccer 96 169.30 1.76 American Football 34 150.02 4.41 Baseball 104 100.76 0.97 Basketball 15 33.81 2.25 Rugby Union 10 14.24 1.42 Ice Hockey 27 11.01 0.41 Motorsport 5 9.40 1.88 Basketball / Ice Hockey 2 8.30 4.15 Cricket 11 7.07 0.64 Aussie Rules 9 4.15 0.46 Other 35 23.36 0.66

Chart 10. Global naming rights by sport by number of deals (%) Other 16%

Rugby Union Multi-purpose 2% 36%

Basketball 3%

Baseball 19%

American Soccer Football 18% 6%

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On the whole, multi-purpose arenas tend to host smaller stature rights holders. The major American Football, soccer and baseball teams are usually either single, or certainly primary, occupants of their stadia. For basketball or ice hockey venues, major teams such as the LA Lakers () or the New York Nets (Barclays Center) are the primary occupants despite a wide range of other events being held at the venues. The value of naming rights for multi-purpose arenas, therefore, is usually more dependent on the profile of the tenants than the size of the arena. That said, large multi-purpose venues in high-profile cities, such as London’s O2 arena (which doesn’t have a prestigious tenant) can still command large naming rights deals. O2, in conjunction with venue operator AEG, has developed a sophisticated activation programme for the arena, which includes priority ticket booking and exclusive hospitality areas for customers. This has also increased the value of its rights.

Chart 11. Global naming rights by sport by value of deals (%) Other Rugby Union 8% 2% Multi-purpose 29% Basketball 5%

Baseball 13%

American Soccer Football 23% 20%

Chart 12. Global naming rights by sport by average value of deals ($m)

5.00 4.00 3.00 2.00 1.00 0.00

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AMERICAN FOOTBALL

In terms of average value, dedicated American Football and US basketball venues lead. In American Football major deals include the MetLife Stadium in (worth $18 million per year) and the proposed Farmers Field in Los Angeles which, should it go ahead, would be worth $700 million over 30 years.

There are also a number of annual $5 million plus deals such as:  Reliant Stadium ($10m)  University of Phoenix Stadium ($7.7m)  and Stadium ($7m)  and ($6.7m)  Sports Authority Field ($6m)  Mercedes-Benz Superdome ($5m)

Several big teams, such as the Dallas Cowboys and have not sold their naming rights and these would certainly fetch premium prices should they decide to do so. Dallas Cowboys owner, Jerry Jones, declared that its new stadium should be called Cowboys Stadium, at least over the short-term. The huge stadium was opened in 2009, at the height of the financial crisis, making a lucrative deal more difficult, although not impossible.

The Green Bay Packers’ Lambeau Field is, in theory at least, a candidate for a deal. The stadium owner, Brown County, even ran a local referendum to ask if the rights should be sold, which was backed by 53% to 47% against. The City and team agreed to sell the rights if a price of $100 million could be realised, although no buyer has been found to date.

The Packers, although agreeing to be bound by the will of the voters, have consistently stressed that they would prefer Lambeau Field keep its traditional name, honouring the club's founder.

BASKETBALL

In the USA, the going rate for naming rights of multi-purpose venues with high profile tenants was in the region of $4-7 million per year until the recently signed Barclays Center deal, which was originally reported at $20 million per year but, apparently, renegotiated to around $10 million.

The Home Depot Center, , Staples Center, , PNC Arena, TD Garden, , FedEx Forum, to name but a few, all come into the $4-7 million price bracket.

The one exception is the Philips Arena in , for which the Dutch giant signed a 20- year deal for $185 million ($9.25m p.a.) back in 1999. That deal now looks quite expensive, and there were rumours as early as 2003 that Philips was looking to find a way to cut the cost.

The reasons for the high value of the Barclays deal are the size and iconic nature of the new venue, the fact that it is in New York (which adds to the value for a financial services company) and the number of high-profile non-sporting events likely to take place. It is also in the heartland of the US marketing community, thus adding to the likelihood of increased profile within the sponsorship community and the consequent value of the rights.

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SOCCER

Naming rights in soccer vary enormously depending on the stature of the club. In the UK, for example, Manchester City (Etihad) and Arsenal (Emirates) have secured deals worth a combined annual fee of $45 million. The only other clubs in the English Premiership with naming deals are Stoke City and Swansea City, whose combined annual fees total $2.25 million. This demonstrates the value of having large, iconic stadia and global fan appeal.

In Germany, as previously discussed, there is less disparity in rights values with numerous clubs in the Bundesliga achieving between $2 million and $8 million per year.

In the USA, clubs Rapids (Dick’s Sporting Goods) and Real Salt Lake (Rio Tinto) have both managed to achieve deals above the $1.5 million mark, demonstrating the growing popularity of the league.

In Latin countries naming rights deals in soccer are much rarer, with the exception of Mexico, which is arguably more influenced by the marketing culture of the USA than such territories as Spain, Italy and Brazil.

No major club in Spain or Italy has yet sold naming rights, although there are rumours that Real Madrid’s Bernabeu Stadium could be renamed with Emirates mentioned as most likely candidate. The airline has a relatively low sponsorship presence in the country and is currently a secondary sponsor of Real Madrid and has also recently signed a five-year sponsorship deal for rights to the Barcelona Open tennis tournament.

France is a relatively untapped market with only one current soccer deal following Allianz taking rights to the recently opened Riviera stadium in .

Again there are rumours concerning a major Gulf state investor. Qatari-owned Saint- Germain (PSG) is believed to be on the verge of a huge sponsorship deal with a Qatar- based organisation. With PSG’s jersey sponsorship already taken by Emirates, it is difficult to see how a new deal would not include naming rights to the stadium.

Given that UEFA has introduced Financial Fair Play rules which dictate that high spending clubs, such as PSG, cannot simply be bankrolled by billionaires, any sponsorship would have to be justified as reflecting market value. It is, therefore, likely that naming rights would be part of any new deal given that there are few other high value rights available.

BASEBALL

Baseball has been particularly successful in selling naming rights in the USA. The majority of Major and Minor League clubs have sold rights to their stadia and deals vary from the $20 million annual deal with Citi bank and the to small local ballpark deals worth less than $100k.

Aside from the Mets deal, however, there are no others worth more than the $6 million p.a. fee for Minute Maid Park in Houston and only five above $2 million per year. That said, the biggest teams such as the , , Red Sox and have no naming rights deals.

The , for example, which opened in 2009, reportedly had offers of $50 million per year turned down with the club declaring that their heritage is too valuable to risk

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on selling the name of the legendary stadium despite that fact that it is a brand new facility (rebuilt on the original location).

RUGBY

On the whole Rugby Union deals tend not to be significant unless another sporting code shares the ground. A good example is Ireland’s , jointly leased to the Irish Union and the Football Association of Ireland and sponsored by Aviva to the tune of $9 million per year.

The big problem for rugby codes is that national, rather than club, teams generate the most interest among the public. Major international Rugby Union events such as the Six Nations or the can easily sell out the largest stadia and attract prime-time broadcasters, whereas top club rugby typically attracts crowds of around 10,000 and has much lower media exposure.

Not surprisingly this is reflected in naming rights value, although Allianz Park, home of the Saracens club in North London, has bucked the trend with a $2.3 million annual deal.

In Australia and South Africa, deals tend to be higher although major venues, such as Suncorp Stadium in Brisbane, are used for both rugby codes as well as soccer, adding to the value.

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GLOBAL NAMING RIGHTS SPONSORSHIP DEALS BY COUNTRY

Table 9. Sponsorship naming rights deals Australia ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Australia 1300Smiles Healthcare North Queensland Toyota Cowboys 1300Smiles Stadium Rugby League 2013 2017 0.2 Australia AAMI Financial Services Melbourne City AAMI Park Rugby League 2010 2017 1.25 Australia AAMI Financial Services South Australian Nat'l Football AAMI Stadium Aussie Rules 2013 1 Australia Allianz Financial Services SydneyLeague Cricket Ground Trust Allianz Stadium Rugby League / 2012 2021 2.5 Australia Allphones Telecoms Nine Entertainment Allphones Arena Multi-purposeSoccer 2011 2016 1.5 Australia ANZ Bank Financial Services Group ANZ Stadium Multi-purpose 2007 2014 4.5 Australia Aurora Energy Energy Hawthorn Aurora Stadium Aussie Rules 2011 2018 0.1 Australia Bendigo Bank Financial Services City of Mandurah Bendigo Bank Stadium Aussie Rules 2009 2012 0.4 Australia Bluetongue Brewery Alcohol Gosford City Council Bluetongue Central Coast Multi-purpose 2011 0.3 Australia Blundstone Footwear Retail Clarence City council BlundstoneStadium Arena Multi-purpose 2011 2015 0.4 Australia Brownes Food Perth Demons Brownes Stadium Aussie Rules 2011 2014 0.4 Australia Centrebet Gambling Penrith City Council Centrebet Stadium Penrith Rugby League 2011 2016 0.3 Australia City Mazda Automotive City of West Torrens City Aussie Rules 2009 0.15 Australia Etihad Airways Airline James Fielding Funds Etihad Stadium Multi-purpose 2013 2019 5 Australia Hisense Retail MelbourneManagement and Olympic Parks Trust Hisense Arena Multi-purpose 2008 2014 1.2 Australia Metricon Property Gold Coast City Council Metricon Stadium Aussie Rules 2011 2016 0.6 Australia nib Financial Services City of Vincent nib Stadium Multi-purpose 2010 2014 0.7 Australia Patersons Securities Financial Services Western Australian Government Patersons Stadium Aussie Rules 2010 2014 0.85 Australia Simonds Homes Real Estate City of Greater Geelong Simonds Stadium Aussie Rules 2011 2015 0.4 Australia Skilled Group Labour Hire Queensland Government Skilled Park Soccer 2006 0.3 Australia Steel Blue Retail N/A Steel Blue Oval Aussie Rules 0.25 Australia Suncorp Group Financial Services Queensland Government Suncorp Stadium Rugby Union 2013 2015 5 Australia TIO Financial Services AFL Northern Territory TIO Stadium Multi-purpose 2006 2015 0.2 Australia Westpac Financial Services Collingwood FC Westpac Centre Multi-purpose 2010 1.5 Australia WIN Media Sportsground Trust WIN Entertainment Centre Multi-purpose 0.4 Australia WIN Media Kogarah Council WIN Jubilee Oval Rugby Union 2009 0.3

Deals in red represent IMR estimates

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Table 10. Sponsorship naming rights deals Austria, Brazil, Canada ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Austria Cashpoint Gaming N/A Cashpoint Arena Soccer 0.07 Austria Soft drinks SWS Stadion Salzburg / Soccer 1 Errichtungsgesellschaft Austria Red Bull Soft drinks Motorsport 2011 0.4 Austria UPC Telekabel Telecoms Stadion Liebenau Betriebs GmbH UPC-Arena Soccer 2006 2016 0.19 Brazil HSBC Financial Services City of HSBC Arena Multi-purpose 2008 2026 0.8 Brazil Industrial and Financial Services Grêmio Grêmio Soccer 2012 16.7 Commercial Bank of China (ICBC) Brazil Vivo Telecoms Minas Minas Basketball 0.2 Canada Air Canada Airline Maple Leaf Sports & Entertainment Air Canada Center Ice Hockey 1999 2029 1.5 Canada Air Creebec Airline City of Val-d'Or Centre Air Creebec Multi-purpose 2005 0.07 Canada Bank of Financial Services City of Toronto BMO Field Soccer 2.37 Canada Bell Canada Telecoms Bell Centre Multi-purpose 2002 2023 3.2 Canada Brandt Retail City of Regina Multi-purpose 2005 0.1 Canada Alcohol London Civic Centre Corporation Multi-purpose 2012 0.1 Canada Canad Inns Hotels N/A Canad Inns Stadium 0.175 Canada Canadian National Transport City of George CN Centre Multi-purpose 0.08 Canada DesjardinsRailway Group Financial Services N/A Colisée Desjardins Multi-purpose 2006 0.04 Canada Enmax Energy Westerner Exposition Association ENMAX Centrium Multi-purpose 0.17 Canada Enmax Energy City of ENMAX Centre Multi-purpose 0.15 Canada Essar Steel Algoma Steel City of Sault Ste. Marie Steelback Centre Multi-purpose 2008 2017 0.15 Canada General Motors Automotive City of Oshawa General Motors Centre Multi-purpose 2006 0.15 Canada Hershey's Food City of Mississauga Hershey Centre Multi-purpose 0.25 Canada Interior Savings Financial Services City of Interior Savings Centre Multi-purpose 2005 0.12 Canada K-Rock 105.7 Radio Station City of Kingston K-Rock Centre Multi-purpose 0.33 Canada Telecom Telecoms True North Sports & Entertainment MTS Centre Multi-purpose 2011 2020 0.7 Canada PepsiServices co. Soft drinks City Colisée Multi-purpose 1999 0.25

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Table 11. Sponsorship naming rights deals Canada, Chile, China, Ecuador, Estonia, Fiji ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Canada Powerade Soft drinks City of Brampton Powerade Centre Multi-purpose 0.19 Canada Prospera Financial Services RG Properties Ltd. Multi-purpose 2003 0.15 Canada Prospera Financial Services Chiefs Development Group Ltd. Prospera Centre Multi-purpose 0.15 Canada Rexall Healthcare Northlands Rexall Place Multi-purpose 2003 2013 0.75 Canada Rexall Healthcare Tennis Canada Rexall Centre Tennis 2004 2014 0.5 Canada Rogers Telecoms Rogers Communications Rogers Centre Multi-purpose 2004 2014 1.77 Canada RogersCommunications Telecoms Canucks Sports and Entertainment Multi-purpose 2010 2019 1.5 Canada SaputoCommunications Food Saputo Soccer 2007 0.25 Canada Saskatchewan Credit Financial Services City of Credit Union Centre Multi-purpose 0.6 Canada Save-On-FoodsUnions Retail City of Victoria Save-On-Foods Memorial Multi-purpose 2004 2013 0.23 Canada Scotiabank Financial Services Capital Sports Properties ScotiabankCentre Place Multi-purpose 2006 2020 1.33 Canada Scotiabank Financial Services City of Multi-purpose 2010 2016 1 Canada Shaw Telecoms Sam Katz Baseball 2011 0.14 Canada SleemanCommunications Breweries Alcohol City of Sleeman Centre Multi-purpose 2007 2020 0.1 Canada TD Waterhouse Financial Services University of Western TD Waterhouse Stadium Gridiron Football 2000 0.2 Canada Telus Telecoms City of Telus Field Baseball 0.15 Canada The Mosaic Company Agriculture City of Regina at Taylor Gridiron Football 2006 2015 0.375 Canada Uniprix Pharmaceuticals Tennis Canada UniprixField Stadium Tennis 2004 2014 0.4 Canada Wesbild Holdings Ltd Real Estate North Okanagan Regional District Wesbild Centre Multi-purpose 2008 2012 0.2 Chile Movistar Telecoms Peter Hiller Movistar Arena Multi-purpose 2008 0.5 China Mercedes-Benz Automotive AEG Mercedes-Benz Arena Multi-purpose 2011 2020 15 Czech Generali Financial Services AC Sparta Praha fotbal, a.s. Generali Arena Soccer 2009 0.15 CzechRepublic O2 Telecoms N/A O2 Arena Ice Hockey 2008 0.2 CzechRepublic Tipsport Gambling HC Sparta Tipsport Arena Multi-purpose 2011 0.2 EquadorRepublic Banco del Pichincha Financial Services Barcelona Sporting club Estadio Monumental Banco Soccer 2008 2012 0.25 Estonia A. Le Coq Alcohol Estonian Football Association A.Pichincha Le Coq Arena Soccer 0.2 Estonia Saku Brewery Alcohol OÜ Pivotal Arena Multi-purpose 0.3 Fiji ANZ Bank Financial Services Fiji Sports Counci ANZ Stadium Rugby Union 2012 2014 0.16

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Table 12. Sponsorship naming rights deals Finland, France, Germany ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Finland Hartwall Alcohol Halli Oy Hartwall Areena Multi-purpose 0.15 Finland Hesburger Food City of Barona Areena Ice Hockey 0.1 Finland Isku Retail City of Isku Areena Ice Hockey 0.08 Finland ISS Property PK-35 ISS Stadion Soccer 0.04 Finland TeliaSonera AB Telecoms HJK Helsinki Sonera Stadium Soccer 2010 0.15 Finland Veritas Financial Services City of Soccer 0.15 France Allianz Financial Services City of Nice Soccer 2012 2021 2.17 France Kinder Food City of Rouen Kindarena Multi-purpose 2011 2021 0.62 France Matmut Financial Services OU Matmut Stadium Rugby Union 2011 2016 $1.40 France MMA Financial Services Ville du Mans MMArena Multi-purpose 1 Germany Allianz Financial Services Bayern Munich/1860 Munich Allianz Arena Soccer 2005 2020 7.9 Germany AWD Financial Services 96 AWD-Arena Soccer 2007 2013 1.8 Germany AWD Financial Services City of Hanover AWD-Hall Boxing/ 0.24 Germany Coface Financial Services FSV Mainz Coface Arena Soccer 2007 2015 1 Germany Commerzbank Financial Services Eintracht Frankfurt Commerzbank-Arena Soccer 2005 2015 3.9 Germany erdgas Energy City of Riesa Erdgas Arena Ice Hockey 2002 2012 0.2 Germany Esprit Retail City of Düsseldorf Esprit Arena Soccer 2009 1 Germany E-Tropolis Electric Mobility Motorsport Arena Oschersleben E-tropolis Motorsport Arena Motorsport 2013 2015 0.4 Germany Flensberg Brewery Alcohol N/AGmbH FlensOschersleben Arena Handball 2012 2016 0.1 Germany Flyeralarm Printing Würzburger Kickers Flyeralarm Arena Soccer 2013 2015 0.2 Germany GEW Energy RheinEnergie Köln GEW Energy Dome Basketball 2.6 Germany Grundig Consumer City of Nürnberg Grundig Stadion Soccer 2013 2017 1 Germany Hacker Pschorr AlcoholElectronics N/A Hacker-Pschorr Arena Ice Hockey 2003 0.1 Germany Imtech IT Hamburger SV Imtech Arena Soccer 2010 2016 6 Germany Knorr Food Stadt Heibronn Knorr Arena Ice Hockey 2002 0.65

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Table 13. Sponsorship naming rights deals Germany ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Germany König Pilsener Alcohol N/A König Pilsener Arena Handball 2002 2012 0.65 Germany König Pilsener Alcohol N/A KönigPalast Ice Hockey 2004 2014 0.1 Germany Lanxess AG Chemicals Immobilienfonds Köln-Deutz Arena, Lanxess Arena Multi-purpose 2018 0.1 Germany Mage Solar Energy CityMantelbebauung of Freiburg GbR Mage Solar Stadio Soccer 2012 0.65 Germany Mercedes-Benz Automotive Stadion NeckarPark GmbH & Co.KG Mercedes-Benz Arena Soccer 2008 1 Germany O2 Telecoms Anschutz Entertainment Group O2 World Multi-purpose 2008 2017 1.5 Germany O2 Telecoms Anschutz Entertainment Group O2 World Multi-purpose 2010 2019 1 Germany Porsche Automotive City of Stuttgart Porsche Arena Various 2006 2026 0.65 Germany Red Bull Soft drinks City of Red Bull Arena Soccer 2010 2019 0.5 Germany RheineEnergie Energy FC Köln RheinEnergieStadion Soccer 2009 2.6 Germany s.Oliver Clothing Wurzburg s.Oliver Arena Basketball 0.065 Germany SAP IT Dietmar Hopp SAP Arena Ice 2005 2015 Contra Germany Saturn Retail City of Ingolstadt Saturn Arena Multi-purposeHockey/Handball 0.1 Germany Scania Automotive City of Scania Arena Ice Hockey 0.65 Germany Schüco Construction Arminia Bielefeld Schuco Arena Soccer 2013 0.2 Germany SGL Carbon Industrialmaterials FC Augsburg SGL Arena Soccer 2011 2017 1 Germany Signal Iduna Financial Services Borussia Dortmund Signal Iduna Park Soccer 2012 2021 5.3 Germany Stadtwerke Bochum Energy Vfl bochum rewirpowerSTADION Soccer 2011 2016 2 Germany Tamiya Models N/A Tamiya Raceway Radio-controlled 0.1 Germany Trolli Food SpVgg Greuther Fürth TrolliSonneberg Arena Soccercar circuit 2010 2.1 Germany TUI Travel Arena Hannover GmbH TUI Arena Ice 1.3 Germany Veltins Alcohol Schalke 04 Veltins-Arena SoccerHockey/Handball 2005 2015 3.9 Germany Volkswagen Automotive Wolfsburg AG Soccer 1.5 Germany Volkswagen Automotive Stadthalle Braunschweig Volkswagen Halle Basketball 2000 2020 0.1 Germany Warsteiner Alcohol N/ABetriebsgesellschaft mbH Warsteiner HockeyPark Field 2005 0.2 Germany Wirsol Energy 1899 Hoffenheim Wirsol Rhein-Neckar-Arena SoccerHockey/American 2011 2014 2.2

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Table 14. Sponsorship naming rights deals Ireland, Israel, Italy, Japan ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Ireland Aviva Group Ireland Financial Services IRFU/FAI Aviva Stadium Soccer/rugby 2010 2020 8 Ireland FlancarePlc Logistics County Longford Flancare Park Soccer 0.1 Ireland Hunky Dorys Food Drogheda United Hunky Dorys Park Soccer 2010 0.01 Ireland Musgrave Group Wholesaler Irish Rugby Football Union Musgrave Park Rugby Union 0.08 Israel Nokia Telecoms Tel Aviv Municipality Nokia Arena Basketball 2004 2014 0.3 Italy Adriatic Insurance Financial Services N/A ADRIATIC Arena Multi-purpose 0.15 Italy BancaCompany Mediolanum Financial Services ForumNet S.p.A Multi-purpose 2009 0.25 Italy Land Rover Automotive Fortitudo Bologna Land Rover Arena Various 0.2 Italy Lottomatica Gambling Ente EUR Spa PalaLottomatica Multi-purpose 0.25 Italy Whirlpool Corporation Manufacturer City of Varese PalaWhirlpool Multi-purpose 0.15 Japan Ōita Bank Financial Services Ōita Prefecture Ōita Bank Dome Soccer 1.5 Japan Ajinomoto Co., Inc. Pharmaceuticals Metropolitan Government Soccer 2007 2.5 Japan Dainihon Jochugiku Pharmaceuticals Osaka City Kincho Stadium Soccer 2010 2013 1 Japan HardCompany, Off Corporation Limited Retail Niigata Prefecture Hard Off Eco Stadium Baseball 2009 1.5 Japan Home's Property City Home's Stadium Kobe Soccer 1.3 Japan Hotto Motto Food City of Kobe Hotto Motto Field Kobe Baseball 2011 3 Japan Kyocera Manufacturer Osaka City Dome Co., Ltd Baseball 2011 2014 5 Japan Level5 Video Games Fukuoka City Level-5 stadium Soccer 2008 0.3 Japan Mazda Automotive Hiroshima City Mazda Stadium Baseball 2008 2014 2.5 Japan NACK5 FM Radio Station Saitama City NACK5 Stadium Omiya Soccer 0.8 Japan NGK Insulators Ceramics City of Nippon Gaishi Hall Multi-purpose 2007 1 Japan Nissan Motors Automotive Yokohama City Soccer 2013 2016 1.4 Japan Otsuka Healthcare Tokushima Prefecture Pocari Sweat Stadium Soccer 0.7 Japan OutsourcingPharmaceutical Business Services Shizuoka City Outsourcing Stadium Soccer 2009 2013 0.93 Japan Sekisui Heim Property Hokkaido Prefecture MakomanaiNihondaira Sekisui Heim Ice Skating 2007 0.2 Japan Tohoku Electric Energy Niigata Prefecture TohokuIce Arena Denryoku Big Swan Athletics 2009 1 Japan ToyotaPower Automotive Toyota City ToyotaStadium Stadium Soccer 2001 1.7 Japan Yahoo! Japan Internet Hawks Town Co. Fukuoka Yahoo! Japan Baseball 2010 6

Dome

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Table 15. Sponsorship naming rights deals Netherlands, New Zealand, Norway, Ph’pines ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Netherlands AFAS IT AZ Alkmaar AFAS Soccer 2009 1 Netherlands GN Bouw Construction FC Dordrecht GN Bouw Stadion Soccer 0.04 Netherlands Grolsch Alcohol Twente Grolsch Veste Soccer 2008 0.8 Netherlands Kras Recycling FC Soccer 0.05 Netherlands Kyocera Office equipment ADO Den Haag Kyocera Stadion Soccer 2010 0.75 Netherlands Mandemakers Kitchens N/A Multi-purpose 0.07 Netherlands Mitsubishi Automotive FC Omniworld Mitsubishi Forklift Stadion Soccer 0.03 Netherlands Philips Consumer PSV Soccer 1913 1.8 Netherlands Trend Work FinancialElectronics Services Trendwork Arena Soccer 2009 0.2 Netherlands UnivéUitzendgroep Financial Services FC Emmen Univé Stadion Soccer 0.05 New Zealand Alpine Energy Energy N/A Alpine Energy Stadium Rugby Union 1995 0.1 New Zealand AMI Insurance Ltd Financial Services Victoria Park Trust AMI Stadium Rugby Union 2007 2016 0.7 New Zealand AMI Insurance Ltd Financial Services Canterbury Rugby League Christchurch Stadium Multi-purpose 2012 0.25 New Zealand FMG Financial Services Palmerston North City Council FMG Stadium Rugby and 0.04 New Zealand TelstraClear Telecoms Counties Manukau Pacific Trust TelstraClear Pacific Events Multi-purposemotorcycle 2005 0.15 New Zealand TSB Bank Financial Services Positively Wellington Venues, TSBCentre Bank Arena Multi-purpose 0.1 New Zealand Vector Energy AucklandWellington Council City Council / QPAM Vector Arena Multi-purpose 2007 0.5 New Zealand Westpac Financial Services Wellington Regional Stadium Trust Westpac Stadium Multi-purpose 2000 2 Norway Aka Retail Hønefoss BK Soccer 0.2 Norway Aker Engineering FK Soccer 0.2 Norway Color Line Transport Aalesund Stadion KS Soccer 0.1 Norway Komplett. no. Retail N/A Komplett.no Arena Soccer 0.1 Norway Skagerak Energi Energy Odd Grenland Soccer 2006 2017 0.15 Norway Sparebanken Sør Financial Services Start Toppfotball Sør Arena Soccer 0.2 Norway Telecoms Kjell Chr. Ulrichsen Multi-purpose 2009 2020 1.6 Philippines Filoil Flying V Oil San Juan City Government Filoil Flying V Arena Multi-purpose 0.15 Philippines Smart Telecoms Progressive Development Smart Araneta Coliseum Multi-purpose 2011 2015 1 Communications Corporation

36 Naming Rights December 1, 2012

Table 16. Sponsorship naming rights deals Russia, Slovakia, South Africa, Spain, Sweden ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Russia Otkritie Bank Financial Services Spartak Moscow Otkritie Bank Stadium Soccer 2014 2019 6.69 Russia TatNeft Oil N/A TatNeft Arena Ice Hockey 0.8 Slovakia U. S. Steel Košice, Steel HC Košice Steel Aréna Ice Hockey 0.15 South Africa Axxesss.r.o. Telecoms N/A axxess DSL St Georges Cricket 0.15 South Africa Bidvest Trading & N/A BIDVest Wanderers Cricket 2008 0.4 South Africa Bidvest TradingDistribution & Wits University BidvestStadium Stadium Soccer 0.04 South Africa Chevrolet AutomotiveDistribution N/A Chevrolet Park Cricket 2011 0.4 South Africa Coca-Cola Soft drinks City of Johannesburg Coca-Cola Park Multi-purpose 1.3 South Africa Coca-Cola Soft drinks Sasol Pension Fund Coca-Cola Dome Multi-purpose 1.2 South Africa De Beers Retail N/A De Beers Diamond Oval Cricket 0.3 South Africa First National Bank Financial Services City of Johannesburg FNB Stadium Soccer 2004 2014 0.5 South Africa Griekwaland-Wes Agriculture N/A GWK Park Rugby Union 0.2 South Africa SaharaKorporatief Computers IT N/A Sahara Stadium Cricket 1 South Africa Standard Bank Financial Services N/A StandardKingsmead Bank Arena Multi-purpose 0.15 South Africa SuperSport Media N/A SuperSport Park Cricket 1 South Africa Vodacom Telecoms (city) Vodacom Park Rugby Union 4 Spain Telefónica Telecoms City of Madrid Telefónica Arena Various 1 Sweden AXA Financial Services Södertälje SK AXA Sports Center Various 2005 0.2 Sweden Behrn Property Degerfors IF Behrn Arena Soccer 0.1 Sweden Cloetta Food Linköpings HC Cloetta Center Ice Hockey 0.1 Sweden E.ON Energy Timrå IK E.ON Arena Ice Hockey 2005 0.2 Sweden Ericsson Telecoms SGA Fastigheter Ericsson Globe Multi-purpose 2009 0.1 Sweden Fjällräven Retail Evenemangsarenan i Örnsköldsvik Fjällräven Center Multi-purpose 2010 0.1 Sweden FM Mattsson Construction MoraAB IK FM Mattsson Arena Ice Hockey 0.1 Sweden Kinnarps OfficeMaterials Furniture HV71 Kinnarps Arena Ice Hockey 0.2 Sweden Kooperativa Retail Luleå HF Coop Arena Ice Hockey 0.1 Förbundet Sweden Läkerol Food Brynäs IF Läkerol Arena Ice Hockey 0.15

37 Naming Rights December 1, 2012

Table 17. Sponsorship naming rights deals Sweden, Switzerland, Turkey, UK ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) Sweden Löfbergs Lila Soft drinks Färjestads BK Löfbergs Lila Arena Ice Hockey 0.2 Sweden Norrporten Property GIF . Norrporten Arena Soccer 2006 0.1 Sweden PEAB Construction City of Nyköping PEAB Arena Ice Hockey 0.1 Sweden Skellefteå Kraft Energy Skellefteå AIK Skellefteå Kraft Arena Ice Hockey 0.13 Sweden Swedbank Financial Services Swedish Football Association, Friends Arena Soccer 2012 2023 2.6 Sweden Tegera Clothing LeksandsSolna Municipality, IF Jernhusen, Tegera Arena Ice Hockey 0.1 Switzerland Bank Cantonale de Financial Services N/A BCF Arena Ice Hockey 0.2 Switzerland DinersFribourg Club Financial Services N/A Diners Club Arena Ice Hockey 2006 0.08 Switzerland PostFinanceInternational Financial Services Swiss Prime Site AG PostFinance Arena Multi-purpose 2007 0.35 Switzerland Swiss Life Financial Services HC Luzern Lakers Swiss Life Arena Ice Hockey 0.3 Switzerland Swisspor Construction FC Lucerne Swisspor Arena Multi-purpose 2011 0.3 Switzerland Vaillant Energymaterials City of Davos Vaillant Arena Ice Hockey 2007 0.1 Turkey Türk Telekom Telecoms Galatasary Türk Telekom Arena Soccer 2011 2020 10 Turkey Ülker Food Fenerbahçe Ülker Ülker Arena Basketball 2012 Perm 4 UK Ageas Financial Services Hampshire Cricket Ageas Bowl Cricket 2012 anent 0.7 UK Allianz Financial Services Saracens Allianz Park Rugby Union 2013 2018 2.3 UK American Express Financial Services Brighton & Hove Albion Amex Community Stadium Soccer 2010 0.3 UK Banks's Alcohol Walsall FC Banks's Stadium Soccer 0.1 UK Barking and Local Authority Dagenham & Redbridge London Borough of Barking Soccer 2007 0.07 UK BritanniaDagenham London Financial Services Stoke City FC Britannia& Dagenham Stadium Stadium Soccer 2016 1.5 UK Cherry Red Records Record Label AFC Wimbledon The Cherry Red Records Soccer 0.03 UK Coral Windows Retail Bradford City CoralStadium Windows Stadium Soccer 2012 2015 0.1 UK DW Sports Fitness Sports Clothing Wigan Athletic FC DW Stadium Soccer and rugby 2009 0.7 UK Elliott Baxter and Co Retail Rushmoor Borough Council EBB Stadium Soccerleague 0.05 UK EmiratesLtd Airline Arsenal Soccer 2013 2028 15 UK Emirates Airline Lancashire CCC Emirates Cricket 2013 2022 1.5 UK Emirates Airline Durham County Cricket Club Emirates Durham Cricket 2010 2015 0.3 International Cricket Ground

38 Naming Rights December 1, 2012

Table 18. Sponsorship naming rights deals UK ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) UK Etihad Airline Manchester City City of Manchester Stadium Soccer 2011 2020 30 UK Exacta Plc Financial Services Cheshire West and Chester Exacta Stadium Soccer 0.08 UK Halliwell Jones Automotive WarringtonCouncil Sports Holding Halliwell Jones Stadium Rugby League 2011 2017 0.07 UK Jakemans Food Malkinson Family The Jakemans Stadium Soccer 2011 2013 0.03 UK John Smith's Alcohol Consortium John Smith's Stadium Multi-purpose 2012 2017 0.7 UK Keepmoat Real Estate Rovers FC Multi-purpose 2012 0.12 UK Kia Motors Automotive Duchy of Cornwall Kia Oval Cricket 2011 2016 1.1 UK King Power RetailProducts Leicester City King Power Stadium Soccer 2011 1.5 UK Kingston Telecoms Hull City council KC Stadium Soccer/Rugby 2010 2025 0.7 UK LeedsCommunications Metropolitan Academia Yorkshire C.C.C. and Leeds Rugby Headingley Carnegie Cricket / Rugby 2006 2016 0.6 UK LibertyUniversity Property Swansea City/Ospreys LibertyStadium Stadium Soccer/RugbyLeague 2005 2015 0.75 UK Liverpool Echo Media Liverpool City Council Echo Arena Liverpool Multi-purpose 2008 2013 0.12 UK Look Local Media Samuel Fox Steelmakers Look Local Stadium Soccer 2006 2013 0.01 UK Metro Radio Media SMG Europe Metro Radio Arena Various 2004 0.1 UK Motorpoint Automotive City Trust MotorpointNewcastle Arena Sheffield Multi-purpose 2010 0.15 UK O2 Telecoms English Partnerships O2 Arena Multi-purpose 2007 7.5 UK Automotive Burton Albion F.C Various 2005 0.06 UK Reekbok SportsProducts Bolton Wanderers Reebok Stadium Soccer 1997 1.5 UK Ricoh OfficeEquipment/Clothin Equipment Coventry City Council/ The alan Soccer 2005 2014 1.5 UK Sports Direct Retail RangersEdward Higgs Charity Soccer 2013 0.5 UK SWALEC Energy City Council SWALEC Stadium Cricket 2008 2017 0.22 UK Wish Communications Wish Communications Rugby League 2013 0.1 UK Wonga.comCommunications Financial Services Newcastle United St.Stadium James' Park Soccer 2012 1.5

39 Naming Rights December 1, 2012

Table 19. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA 1st Mariner Bank Financial Services City 1st Mariner Arena Multi-purpose 2003 2013 0.75 USA AB InBev Alcohol St Louis Cardinals Baseball 2006 2026 3.5 USA Adolph Coors Healthcare University of Colorado Coors Events Center Multi-purpose 0.125 USA AlaskaFoundation Airlines Airline University of Washington Alaska Airlines Arena at Multi-purpose 2011 2015 0.525 USA Alerus Financial Financial Services City of Grand Forks AlerusHec Edmundson Center Pavilion Multi-purpose 2000 2020 0.36 USA All Pro Freight Transportation/Dist Avon Ballpark LLC All Pro Freight Stadium Baseball 2009 0.1 USA AllianceSystems Bank Inc. Financialribution Services Onondaga County Alliance Bank Stadium Baseball 2005 2025 0.14 USA Alliant Energy Energy Dane County Alliant Energy Center Multi-purpose 2000 2020 0.315 USA AllstateCorporation Corporation Financial Services The Village of Rosemont Arena Multi-purpose 2010 2020 1.1 USA American Airlines Airline Dallas Mavericks / Stars American Airlines Center, Basketball / Ice 2001 2031 6.5 USA American Airlines Airline Miami Heat AmericanDallas Airlines Arena, BasketballHockey 2001 2021 2.1 USA American Bank Financial Services City of Corpus Christi AmericanMiami Bank Center Multi-purpose 2004 2014 0.2 USA Amway Health & Beauty City of Orlando Multi-purpose 2009 2019 4 USA Androscoggin Bank Financial Services City of Lewiston Androscoggin Bank Colisée Multi-purpose 2006 1 USA Apogee Apogee University of North Apogee Stadium American 2011 2030 1 USA Appalachian Power Energy City of Charleston BaseballFootball 2005 2015 0.125 USA Arvest Bank Group Financial Services City of Springdale Arvest Ballpark Baseball 2008 2017 1.5 USA AT&TInc. Telecoms Bexar County AT&T Center Basketball 2002 2022 2 USA AT&T Telecoms San Francisco Giants AT&T Park Baseball 2006 2020 2 USA AT&T Telecoms Texas Tech University Jones AT&T Stadium American 2000 2019 0.8 USA AT&T Telecoms State of Arkansas AT&T Field AmericanFootball 2010 2015 0.175 USA AT&T Telecoms Frank Burke AT&T Field BaseballFootball 2007 0.13 USA Automobile Club of Automotive International Speedway Corporation Auto Club Speedway Motorsport 2008 2018 6 USA AutozoneSouthern Automotive City of Memphis AutoZone Park Baseball 2000 2025 0.172 USA Avista Utilities EnergyProducts Spokane County Avista Stadium Baseball 1998 0.07 USA BanCorp South Financial Services N/A BancorpSouth Arena Multi-purpose 2006 2017 0.2 USA Bank of America Financial Services Stadium Corp Bank of America Stadium American 2004 2024 7 USA Bank of Kentucky Financial Services Northern Kentucky University The Bank of Kentucky Multi-purposeFootball 0.15

Center

40 Naming Rights December 1, 2012

Table 20. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Bank of Oklahoma Financial Services City of Tulsa BOK Center Multi-purpose 2005 2025 0.55 USA Bankers Life and Financial Services Pacers Sport & Entertainment Multi-purpose 1999 2019 2 USA BankUnitedCasualty Financial Services University of Miami BankUnited Center Multi-purpose 2005 2014 0.15 USA Barclays Financial Services Forest City Enterprises Barclay Center Basketball 2012 2032 10 USA BB&T Financial Services Broward County BB&T Center Multi-purpose 2006 2015 2.7 USA BB&T Financial Services Wake Forest University BB&T Field American 2007 2017 1 USA BB&T Financial Services Billy Prim and Andrew Fillipowski BB&T Ballpark BaseballFootball 2010 2024 0.4 USA Bethpage Federal Financial Services Suffolk County Bethpage Ballpark Baseball 2010 2020 0.21 USA BigCredit Sandy Union Retail City of Huntington Big Sandy Superstore Multi-purpose 0.075 USA BI-LOSuperstores Retail Greenville Arena District Bi-LoArena Center Multi-purpose 2008 0.3 USA Bitterroot Motors Automotive City of Missoula, Montana Ogren Park at Allegiance Baseball 0.06 USA Blue Cross Blue Healthcare City of Rochester BlueField Cross Arena Multi-purpose 1998 2013 0.19 USA BMOShield Harris Bank Financial Services Rockford Area Venues & BMO Harris Bank Center Multi-purpose 2011 2016 0.26 USA Bojangles'Restaurant Food CityEntertainment of Charlotte Authority Bojangles' Coliseum Multi-purpose 2008 2017 0.12 USA Bridgestones Inc. Automotive Sports Authority of Nashville and Multi-purpose 2010 2019 2.5 USA BrightCorporation House TelecomsProducts UniversityDavidson Countyof Central Florida American 2006 2022 1 USA BrightNetworks House Telecoms City of Clearwater BrightStadium House Field BaseballFootball 2004 2014 0.17 USA BudweiserNetworks Alcohol Larimer County, Colorado Multi-purpose 2004 2023 0.075 USA Calsonic Kansei Automotive N/A Calsonic Arena Multi-purpose 0.1 USA Campbell Soup FoodProducts Camden Riversharks Campbell's Field Baseball 2009 2020 0.3 USA Capitalcompany One Financial Services University of Maryland Capital One Field at Byrd American 2006 2030 0.8 USA Carolinas Medical Healthcare MILB CMC-NorthEastStadium Stadium BaseballFootball 2012 0.08 USA CarrierCenter-NorthEast Corporation Construction Syracuse University Multi-purpose 1980 0.06 USA Centene Corporation HealthcareProducts City of Great Falls Centene Stadium Baseball 2007 0.2 USA CenturyLink Telecoms Washington State Public Stadium CenturyLink Field American 2004 2019 4 USA CenturyLink Telecoms CityAuthority of Omaha CenturyLink Center Omaha Multi-purposeFootball 2011 2018 0.93 USA CenturyLink Telecoms City of Bossier CenturyLink Center Multi-purpose 2010 0.7 USA CenturyLink Telecoms State of Idaho CenturyLink Arena Boise Multi-purpose 2011 0.25

41 Naming Rights December 1, 2012

Table 21. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Chesapeake Energy Energy City of Oklahoma Multi-purpose 2011 2023 3 USA Chukchansi Resort Leisure City of Fresno Chukchansi Park Baseball 2007 2021 1 USA Cintas Retail Multi-purpose 0.2 USA Citi Group Financial Services Queens Ballpark Company, LLC. Citi Field Baseball 2009 2029 20 USA Citibank Financial Services City of Midland Citibank Ballpark Baseball 2002 0.2 USA Citizens Bank Financial Services City of Baseball 2003 2029 3.8 USA Citizens Business Financial Services City of Ontario Citizens Business Bank Multi-purpose 2008 2018 1 USA CityBank Bank Texas Financial Services City of Lubbock CityArena Bank Coliseum Multi-purpose 0.25 USA Classic Automotive Automotive City of Eastlake Classic Park Baseball 2006 2020 0.28 USA ClearGroup Channel Media City of Lancaster The Hangar Baseball 2005 2014 0.07 USA Clipper Magazine Media County of Lancaster Clipper Magazine Stadium Baseball 0.25 USA Coca-Cola Soft drinks City of Buffalo Coca-Cola Field Baseball 2008 2017 0.6 USA Coca-Cola Soft drinks Joseph Finley and Craig Stein Coca-Cola Park Baseball 2008 2017 0.35 USA Colonial Life Financial Services University of South Carolina Colonial Life Arena Multi-purpose 2003 2014 0.48 USA Telecoms University of Maryland Comcast Center Multi-purpose 2002 2026 1.25 USA Comcast Telecoms City of Everett Public Facilities Comcast Arena at Everett Multi-purpose 2007 2016 0.37 USA Comerica Bank Financial Services Detroit-WayneDistrict County Stadium Motorsport 2000 2030 2.2 USA CommunityAmerica Financial Services EhlertAuthority Development Corporation CommunityAmerica Baseball 2012 0.1 USA CompuwareCredit Union IT Peter Karmanos CompuwareBallpark Arena Multi-purpose 2007 0.12 USA Consol Energy Energy and Allegheny County Consol Energy Center Ice Hockey 2010 2031 4 USA Consol Energy Energy Ballpark Scholarships Inc. Consol Energy Park Baseball 2007 2017 0.1 USA Coolray Energy Qwinnett County Baseball 2010 2026 0.28 USA Coors Alcohol Metropolitan Major League Baseball 2008 2017 0.6 USA Covelli Enterprises Food CityBaseball of Youngstown Stadium District Covelli Centre Multi-purpose 2009 2012 0.012 USA Media University of Nevada, Las Vegas Cox Pavilion Multi-purpose 2011 0.5 USA Cox Communications Media City of Oklahoma Cox Convention Center Multi-purpose 2002 0.13 USA Dell, Inc. Retail City of Round Rock Dell Diamond Baseball 2000 2014 0.17 USA Delta Airlines Airline Atlanta-Fulton County Recreation Baseball 2011 2013 0.25 Authority USA Dick's Sporting Sports Equipment City of Commerce Dick's Sporting Goods Park Soccer 2007 2027 2 Goods, Inc. 42 Naming Rights December 1, 2012

Table 22. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Digital Federal Credit Financial Services City of Worcester, MA DCU Center Multi-purpose 2005 2014 0.52 Union USA Dignity Health Healthcare The Bakersfield Jam Dignity Health Event Center Basketball 2012 2015 0.02 USA Dow Chemical Chemicals Michigan Baseball Foundation Dow Diamond Baseball 2007 0.25 USA DrComapny Pepper Soft drinks City of Frisco Dr Pepper Arena Multi-purpose 2003 0.2 USA Dr Pepper Soft drinks Frisco Baseball LP Dr Pepper Ballpark Baseball 2003 2013 0.15 USA Dunkin' donuts Food Rhode Island Convention Center Dunkin' Donuts Center Multi-purpose 2011 2021 0.5 USA Edward Jones Financial Services St.Authority Louis Regional Sports Authority Edward Jones Dome American 2002 2013 2.65 USA Energy Solutions Waste Disposal Jazz Basketball Investors, Inc. EnergySolutions Arena Multi-purposeFootball 2006 2016 1.3 USA Erie Insurance Group Financial Services Erie County Convention Center Multi-purpose 2012 2022 0.3 USA EverBank Financial Services CityAuthority of Jacksonville EverBank Field American 2010 2015 3.32 USA Farmers Financial Services AEG Farmers Field AmericanFootball 2016 2046 23 USA FedEx Logistics Daniel Snyder FedExField AmericanFootball 1999 2025 7.6 USA FedEx Logistics City of Memphis FedExForum Multi-purposeFootball 2004 2023 4.5 USA Financial Services Toledo Mud Hens Fifth Third Field Baseball 2002 2016 0.33 USA Fifth Third Bank Financial Services University of Multi-purpose 2005 0.24 USA Fifth Third Bank Financial Services City of Dayton Fifth Third Field Baseball 2000 2019 0.215 USA Fifth Third Bank Financial Services West Michigan Whitecaps Corp. Fifth Third Ballpark Baseball 2012 2022 0.11 USA First Transport STED First Arena Multi-purpose 2004 0.08 USA First Niagara Financial Services Erie County First Niagara Center Multi-purpose 2011 2026 1 USA FirstEnergyFinancial Group Energy Cleveland Browns FirstEngergy Stadium American 2013 2029 6 USA FirstEnergyCorporation Energy Lakewood Development FirstEnergy Park BaseballFootball 2000 2020 0.225 USA FirstEnergyCorporation Energy CityCorporation of Reading FirstEnergy Stadium Baseball 2002 2016 0.15 USA FloridaCorporation Auto Automotive City of Dunedin Parks and Florida Auto Exchange Baseball 2011 2017 0.18 USA FluorExchange Corporation Construction GreenvilleRecreation Drive, Department LLC FluorStadium Field at the West End Baseball 2009 2018 0.1 USA Ford Automotive Detroit-Wayne County Stadium American 2002 2026 2.2 USA Ford Automotive CityAuthority of Evansville Ford Center Multi-purposeFootball 2011 2021 0.42 USA Frontier Telecoms Monroe County Baseball 1996 2016 0.175

43 Naming Rights December 1, 2012

Table 23. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA GCS Credit Union Financial Services GCS Federal Credit Union GCS Ballpark Baseball 0.05 USA Germain Motor Automotive Gale Force Sports and Germain Arena Multi-purpose 2004 2018 0.35 USA Giant-CarlisleCompany Retail DerryEntertainment Township Authority Multi-purpose 2011 2021 0.6 USA Gillette Beauty Products Kraft Sports Group American 2011 2031 7 USA Great American Financial Services Hamilton County BaseballFootball 2002 2032 2.5 USA HeinzInsurance Group Food Pittsburgh and Allegheny County American 2001 2021 2.9 USA Hewlett Packard IT City of San Jose HP Pavilion at San Jose Multi-purposeFootball 2001 2018 4 USA Hillerich & Bradsby Sports Equipment The Metro Development Authority Baseball 2000 lifetim 0.08 Louisville Baseball Club, Inc. e USA Honda Automotive City of Anaheim Multi-purpose 2006 2021 4 USA Huntington FinancialProducts Services Franklin County Government Huntington Park Baseball 2006 2029 0.48 USA HuntingtonBancshares Inc. Financial Services Lucas County Huntington Center Multi-purpose 2010 2017 0.35 USA iBancshares wireless Inc. Telecoms Quad City Civic Center Authority i wireless Center Ice Hockey 2007 2016 0.42 USA InfoCision Telecoms University of Akron InfoCision Stadium – American 2010 2029 0.5 USA IntrustManagement Bank Financial Services Sedgwick County IntrustSumma Bank Field Arena Multi-purposeFootball 2008 2033 0.35 USA Izod Retail New Jersey Sports and Exposition Izod Center Multi-purpose 2007 2014 1.4 Authority USA Jeld-Wen Construction City of Portland Jeld-Wen Field Multi-purpose 2011 2 USA Jobing.com Websitematerials City of Glendale Jobing.com Arena Multi-purpose 2006 2015 3 USA Jostens Retail N/A Jostens Center Multi-purpose 0.1 USA JPMorgan Chase & Financial Services Maricopa County Stadium District Chase Field Baseball 1999 2028 2.2 USA KeyBankCo. Financial Services City of Seattle KeyArena Multi-purpose 1 USA KFC Food Louisville Arena Authority KFC Yum! Center Multi-purpose 2010 2020 1.3 USA Klöckner Distribution University of Virginia Klöckner Stadium Soccer and 0.03 USA Lander's Auto Group Automotive County of DeSoto Lander's Center Multi-purposelacrosse 2011 0.4 USA Laredo Energy Energy City of Laredo Laredo Energy Arena Multi-purpose 2010 0.35 USA Lewis-Gale Hospital Healthcare Fenway Sports Group Lewis-Gale Field Baseball 2006 2014 0.1

44 Naming Rights December 1, 2012

Table 24. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Lincoln Financial Financial Services City of Philadelphia Lincoln Financial Field American 2002 2022 6.7 USA Louisiana-PacificGroup Building Products Nashville and Davidson County LP Field AmericanFootball 2006 2016 3 USA Lucas Oil Products Petroleum Indinana Stadium and Convention Lucas Oil Stadium AmericanFootball 2006 2026 6.75 Building Authority Football USA Lucas Oil Products Petroleum National Rod Association Lucas Oil Raceway at Motorsport 2015 0.4 USA M&T Bank Financial Services Maryland Stadium Authority M&TIndianapolis Bank Stadium American 2003 2018 5 USA Mall of America Retail City of Mall of America Field at the AmericanFootball 2010 2013 2 USA Massachusetts Financial Services Massachusetts Convention Center MassMutualHubert H. Humphrey Center Multi-purposeFootball 2005 2019 0.33 Mutual Life Insurance Authority USA Maverik, Inc. Retail City of West Valley Multi-purpose 2010 0.2 USA Mazda Automotive Monterey County Parks Department Mazda Raceway Laguna Road racing 0.4 USA McDonald's FoodProducts University of Southern California McDonald'sSeca Olympic Swim Swimmingcourse 0.07 USA Melaleuca, Inc. Health & Beauty City of Idaho Falls MelaleucaStadium Field Baseball 0.015 USA Mercedes-Benz Automotive Saints Mercedes-Benz Superdome American 2011 2021 5 USA MetLife Financial Services New Jersey Sports and Exposition MetLife Stadium AmericanFootball 2011 2036 18 Authority Football USA Metro Bank Financial Services City of Harrisburg Metro Bank Park Baseball 2004 2018 0.23 USA Miller Brewing Alcohol Southeast Wisconsin Professional Miller Park Baseball 2020 2.1 Compant District / Brewers USA Minute Maid Soft drinks Harris County-Houston Sports Minute Maid Park Baseball 2002 2030 6 USA Modern Woodmen of Benefit Society CityAuthority of Davernport Modern Woodmen Park Baseball 2007 2016 0.2 America USA Mohegan Sun at Race Track/Casino Luzerne County at Multi-purpose 2010 2020 0.238 USA MunicipalPocono Downs Credit Financial Services City of New York MCUCasey Park Plaza Baseball 2010 2020 0.5 USA NationwideUnion Mutual Financial Services Franklin County Convention Multi-purpose 2012 2021 0.28 USA NewBridgeInsurance Company Bank Financial Services GreensboroFacilities Authority Baseball LLC NewBridge Bank Park Baseball 2007 2017 0.3

45 Naming Rights December 1, 2012

Table 25. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Northeast Delta Healthcare City of Manchester Northeast Delta Dental Baseball 2011 2020 0.05 USA NYSEGDental Energy City of Binghamton NYSEGStadium Stadium Baseball 2000 0.3 USA O.co Website City of Oakland and O.co Coliseum Multi-purpose 2011 2016 1.2 USA ONEOK Energy TulsaCounty Stadium Trust ONEOK Field Baseball 2009 2029 0.25 USA Oracle Corporation IT City of Oakland and Alameda Oracle Arena Multi-purpose 2006 2016 3 USA Papa John's Pizza Food UniversityCounty of Louisville Papa John's Cardinal American 2008 2040 0.68 USA Peoples Natural Gas Energy Blair County PeoplesStadium Natural Gas Field BaseballFootball 2012 0.1 USA PepsiCo Soft drinks Kroenke Sports Enterprises Pepsi Center Multi-purpose 2000 2019 3.4 USA Perani's Hockey Sports Equipment Standard Insurance Co. Perani Arena and Event Multi-purpose 0.12 World Center USA Petco Retail City of San Diego/San Diego Baseball 2004 2025 2.7 USA Philips Consumer Atlanta-FultonPadres County Philips Arena Multi-purpose 2000 2019 9.3 USA Pinnacle Bank FinancialElectronics Services City of Lincoln Pinnacle Bank Arena Basketball 2013 2037 0.45 USA PNC Financial Financial Services Centennial Authority PNC Arena Multi-purpose 2002 2022 4 USA PNCServices Financial Financial Services Pittsburgh and Allegheny County PNC Park Baseball 2020 2 USA PNCServices Financial Financial Services Lackawanna County Stadium PNC Field Baseball 2007 2016 0.3 USA PrincipalServices Financial Financial Services CityAuthority of Des Moines Baseball 2004 0.2 USA ProgressGroup Energy Energy City of St. Petersburg Progress Energy Park Baseball 2003 0.15 USA Progressive Financial Services Cuyahoga County Baseball 2008 2024 3.63 USA PrudentialCorporation Financial Financial Services City of Newark Prudential Center Multi-purpose 2007 2016 5.26 USA Qualcomm Telecoms City of San Diego Qualcomm Stadium American 1997 2017 0.9 USA Quicken Loans Financial Services Gateway Economic Development Quicken Loans Arena Multi-purposeFootball 2005 3 USA Rabobank Financial Services Citycorp. of Bakersfield Rabobank Arena Multi-purpose 2005 2015 0.25 USA Raley's Retail River Management, Raley Field Baseball 2000 2019 0.75 USA Raymond James Financial Services HillsboroughLLC County American 2011 2015 3.2 Financial Football USA Red Bull Soft drinks Red Bull GmbH Red Bull Arena Soccer 2010 2035 1.25

46 Naming Rights December 1, 2012

Table 26. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Regency Furniture Retail Charles County, Maryland Regency Furniture Stadium Baseball 2007 2016 0.288 USA Regions Financial Financial Services City of Regions Field Baseball 2007 2015 0.2 USA ReliantCorporation Energy Energy Harris County Reliant Stadium American 2000 2032 10 USA Rent One Retail Jayne Simmons Rent One Park BaseballFootball 2007 0.8 USA Reser's Fine Foods Food Oregon State University Reser Stadium American 1999 0.2 USA Richmond County Financial Services Richmond County Bank BaseballFootball 0.1 USA RioSavings Tinto Bank Mining SCP Worldwide RioBallpark Tinto Stadium Soccer 2008 1.5 USA Roger Dean Automotive Florida Marlins Baseball 2008 2017 0.1 USA S&T Bank Financial Services N/A S&T Bank Arena Multi-purpose 0.02 USA Safeco Financial Services Washington-King County Stadium Safeco Field Baseball 2000 2019 2 USA Sahlen's Food CityAuthority of Rochester Sahlen's Stadium Soccer 2011 2020 0.2 USA San Manuel Gambling Elmore Sports Group San Manuel Stadium Baseball 2012 0.1 USA Santa Ana Star Gambling Global Santa Ana Star Center Multi-purpose 2010 0.5 USA Save Mart Retail California State University, Fresno at Fresno Multi-purpose 2001 2023 2 USA SavingsSupermarkets Bank Financial Services N/AAssociation, Inc. JamestownState Savings Bank Multi-purpose 0.06 USA Scottrade Financial Services City of St. Louis ScottradeIce Arena Center Multi-purpose 2006 2020 2.5 USA Sears Retail Village of Hoffman Estates Sears Centre Multi-purpose 2007 2016 1 USA Security Service Financial Services Elmore Sports Group Security Service Field Baseball 2005 2017 0.11 USA SEFCUCredit Union Financial Services University at Albany SEFCU Arena Multi-purpose 2006 2015 0.27 USA Simplot Agriculture City of Caldwell Simplot Stadium Multi-purpose 0.15 USA Sleep Train Retail Maloof Sports & Entertainment Multi-purpose 2012 1.2 USA Southeast Texas Automotive Jefferson County Multi-purpose 2008 0.27 USA SovereignFord Dealers Bank Financial Services Berks County Convention Center Sovereign Center Multi-purpose 2001 2030 0.3 USA Sovereign Bank Financial Services YorkAuthority County Industrial Development Sovereign Bank Stadium Baseball 0.27 Authority USA Sports Authority Sports Clothing Denver Metropolitan Football Sports Authority Field at Mile American 2011 2035 6 USA Spring Mobile Telecoms SaltStadium Lake District City SpringHigh Mobile Ballpark BaseballFootball 2009 2014 0.13 USA Sprint Nextel corp Telecoms City of Kansas Sprint Center American 2007 2032 2.5 Football

47 Naming Rights December 1, 2012

Table 27. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Standard Bank Financial Services Village of Crestwood Standard Bank Stadium Baseball 2007 0.03 USA Staples, Inc. Retail L.A. Arena Company / AEG Staples Center Multi-purpose 1999 2019 5 USA State Farm Insurance Financial Services City of Hidalgo-Texas Municipal Multi-purpose 2010 2015 0.2 Facilities Corporation USA State Mutual Financial Services Floyd County State Mutual Stadium Baseball 2003 2021 0.1 USA StaterInsurance Bros. Company Retail City of Adelanto Stater Bros. Stadium Baseball 2007 0.1 USA Sun Life Financial Financial Services Stephen M. Ross/H. Wayne Sun Life Stadium Multi-purpose 2010 2014 7.5 USA Sun National Bank Financial Services MercerHuizenga County Improvement Sun National Bank Center Multi-purpose 2009 2015 0.3 Authority USA Food Boise State University Taco Bell Arena Multi-purpose 2004 2018 0.27 USA Taco John's Food City of Cheyenne Taco John's Events Center Multi-purpose 0.09 USA Tampa Bay Times Newspaper Tampa Sports Authority Tampa Bay Times Forum Multi-purpose 2012 2018 2.75 USA Retail Ballpark Authority Baseball 2008 2032 5 USA Target Corporation Retail City of Minneapolis Multi-purpose 2011 2014 1.25 USA TCF Bank Financial Services University of Minnesota TCF Bank Stadium American 2005 2030 1.4 USA TD Ameritrade Financial Services City of Omaha TD Ameritrade Park BaseballFootball 2011 2030 0.75 USA TD Bank Financial Services Delaware North Companies TD Garden Multi-purpose 2005 2024 6 USA TD Bank Financial Services Quinnipiac University TD Bank Sports Center Multi-purpose 0.25 USA TD Bank Financial Services Somerset County Improvement TD Bank Ballpark Baseball 2000 0.2 Authority USA The Home Depot Retail AEG Home Depot Center Multi-purpose 2003 2013 7 USA Thomas M. Cooley Education City of Lansing Cooley Law School Baseball 2010 2020 0.13 USA TicketReturn.comLaw School Box Office Horry County/City of Myrtle Beach TicketReturn.comStadium Field Baseball 0.07 USA Telecoms City of Charlotte Time Warner Cable Arena Multi-purpose 2008 1.7 USA Time Warner Cable Media Fox Cities Sports Authority Time Warner Cable Field Baseball 2007 2016 0.15 USA Times Union Media Albany County Multi-purpose 2007 2016 0.35 USA Tim's Toyota Automotive City of Prescott Valley Tim's Toyota Center Multi-purpose 0.12 USA Toronto Dominion Financial Services College of Charleston TD Arena Multi-purpose 2008 0.45 USA TownBank Toyota Automotive Wenatchee PFD Town Toyota Center Multi-purpose 2008 0.14

48 Naming Rights December 1, 2012

Table 28. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Toyota Automotive Harris County-Houston Sports Toyota Center Multi-purpose 2003 2023 5 Authority USA Toyota Automotive AEG Toyota Sports Center Multi-purpose 1 USA Toyota Automotive Village of Bridgeview Toyota Park Soccer 2006 2015 0.75 USA Tropicana Soft drinks City of St. Petersburg Baseball 1996 2026 1.5 USA Trustmark Financial Services Bloomfield Equities, LLC Trustmark Park Baseball 2005 2019 0.15 USA U.S Cellular Telecoms Sports Facilities Authority U.S. Cellular Field Baseball 2003 2022 3.4 USA U.S Cellular Telecoms City of Cedar Rapids U.S. Cellular Center Multi-purpose 0.4 USA U.S Cellular Telecoms Wisconsin Center District U.S. Cellular Arena Basketball 2008 2014 0.34 USA U.S Cellular Telecoms City of Bloomington U.S. Cellular Coliseum Multi-purpose 2006 2015 0.175 USA U.S Cellular Telecoms City of Asheville U.S. Cellular Center Multi-purpose 2012 2019 0.16 USA U.S. Bank Financial Services Nederlander Organization U.S. Bank Arena Multi-purpose 0.3 USA U.S. Century Bank Financial Services Florida International University U.S. Century Bank Arena Multi-purpose 2008 0.4 USA U.S. Steel Steel Gary, Indiana U.S. Steel Yard Baseball 2003 2012 0.14 USA UC Health Healthcare Florence Freedom UC Health Stadium Baseball 2013 2022 0.1 USA United Airlines Airline and Basketball / Ice 1994 2014 1.8 USA United Supermarkets Retail Texas Tech University United Spirit Arena Multi-purposeHockey 1999 2018 0.5 USA University Federal Financial Services University of Texas UFCU Disch-Falk Field Baseball 2005 2020 0.87 USA UniversityCredit Union of Phoenix Education Arizona Sports and Tourism University of Phoenix American 2006 2026 7.72 USA US Airways Airline CityAuthority of Phoenix USStadium Airways Center Multi-purposeFootball 1992 2022 0.86 USA Value City Furniture Retail State University Multi-purpose 1998 0.4 USA Verizon Telecoms Winona State University Maxwell Field at Verizon American 2004 2013 0.025 USA Verizon Wireless Telecoms Monumental Sports and VerizonWireless Center Stadium Multi-purposeFootball 2006 2017 2.9 USA Verizon Wireless Telecoms CityEntertainment of Manchester Verizon Wireless Arena Multi-purpose 2001 2016 0.73 USA Verizon Wireless Telecoms Pulaski County Multi-Purpose Civic Verizon Arena Multi-purpose 1999 2019 0.3 Center Facilities Board

49 Naming Rights December 1, 2012

Table 29. Sponsorship naming rights deals USA ($m p.a) Country / Company Industry Sector Rights Holder Property Sport Start End Value Region ($m) USA Verizon Wireless Telecoms City of Mankato Verizon Wireless Center Multi-purpose 2009 0.15 USA Viejas Gambling San Diego State University Multi-purpose 2009 0.6 USA Vision One, Inc. Software City of Kent ShoWare Center Multi-purpose 2008 0.4 USA WakeMed HealthcareDevelopment Wake County WakeMed Soccer Park Soccer 2008 2010 0.3 USA Webster Bank Financial Services City of Bridgeport Multi-purpose 2011 2020 0.35 USA Wells Fargo Financial Services Wells Fargo Center Multi-purpose 2010 2023 1.4 USA Wells Fargo Financial Services Polk County Wells Fargo Arena Multi-purpose 2006 2025 0.575 USA Wells Fargo Financial Services Arizona State University Wells Fargo Arena Multi-purpose 0.125 USA Werner Enterprises Transport Sarpy County Baseball 2010 2014 0.3 USA WesBanco Financial Services Wheeling Municipal Auditorium WesBanco Arena Multi-purpose 2004 2013 0.23 USA Whataburger, Inc. Food CityBoard of Corpus Christi Whataburger Field Baseball 2005 2019 0.15 USA Whitaker Bank Financial Services Lexington Professional Baseball Baseball 2011 0.1 Company LLC USA Xcel Energy Energy City of St. Paul Multi-purpose 2000 2024 3 USA XL Capital Financial Services City of Hartford XL Center Multi-purpose 2007 2013 1.1 USA Yum! Food Louisville Arena Authority KFC Yum! Center Basketball 2010 2020 1.35

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