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Ieg Sponsorship Report Ieg Sponsorship Report the Latest on Sports, Arts, Cause and Entertainment Marketing

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Ieg Sponsorship Report Ieg Sponsorship Report the Latest on Sports, Arts, Cause and Entertainment Marketing IEG SPONSORSHIP REPORT IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING AUGUST 12, 2013 WWW.IEGSR.COM IN DEPTH IEG’S TOP SPONSORSHIP SPENDERS LIST SWELLS TO 93 COMPANIES IEG research shows more companies than ever are committing big dollars to sponsorship. Last year was one of relative stability among the U.S.- based companies that spend the most on sponsorship, according to IEG’s annual spending analysis. The list of companies spending $15 million or more grew to an all-time high of 93 in 2012. That total is seven more than in 2011; 11 companies are new to the list, while four dropped off. The top 10 companies remained the same as the year before, with the only shift being 2011’s number-nine Ford Motor Co. switching places with last year’s number-eight MillerCoors LLC. The brewer substantially reduced the number of deals in its portfolio in 2012. PepsiCo, Inc. maintained its number-one position despite spending slightly less on sponsorship for its soft-drink, water, snack and sports beverage brands. The approximately $10-million drop in spending was primarily due to a cutback in its commitment to the Hendrick Motorsports NASCAR team and driver Dale Earnhardt, Jr., a deal that was further slashed in 2013. Number-two The Coca-Cola Co. narrowed the gap with its archrival by increasing its spend by about $10 million in 2012. Similarly, Anheuser-Busch InBev remained in the number-three position even though it reduced spending by nearly $20 million—based mostly on 2012 being the first full year without its previous NHL deal. The brewer is just narrowly ahead of number-four Nike, which nearly matched A-B’s spending thanks to its blockbuster NFL deal. Three companies moved into the top 20 rankings: Berkshire Hathaway, Inc. broke in at number 16 primarily on the strength of its GEICO insurance deals; Citigroup, Inc. is at number 18 thanks to new New York City-area deals, including the Citi Pond skating rink in Bryant Park; and Target Corp. rose from number 22 to number 19. Diageo North America, Inc. was the biggest mover on the 2012 list, falling from number 34 to number 91 after the expiration of its primary sponsorship deal with Roush Fenway Racing’s No. 17 car. The largest jump in a positive © 2013 IEG, LLC. ALL RIGHTS RESERVED. 1 IEG SPONSORSHIP REPORT direction was BP America, Inc., which rose from number 73 to number 34 on the strength of its NFL deal for the Castrol brand. Two sponsorship heavyweights from days gone by dropped off the top spenders list in 2012. Motorola Mobility Inc., now part of Google Inc., ended its 13-year relationship with the NFL—the last remaining major deal in what was once a worldwide portfolio. And bankrupt Eastman Kodak Co. exited its remaining sponsorships, including removing its name from Hollywood’s Kodak Theater, now the Dolby Theatre. The other two companies leaving the ranks of big spenders were Aflac Inc., which reduced spending on Roush Fenway Racing’s No. 99 car and driver Carl Edwards; and spirits holding company Brown-Forman Corp., which had returned to the list in 2011 only to fall back off. The eleven newcomers to the rankings are: Zurich American Insurance Co.—parent of Farmers Insurance Group— Barclays Group US Inc.; General Electric Co.; Stanley Black & Decker, Inc.; Dollar General Corp.; SAP America, Inc.; The Clorox Co.; Menard, Inc.; Caterpillar, Inc.; Bass Pro, Inc.; and NRG Energy, Inc. The spending estimates for the companies on the list reflect amounts spent on sponsorship fees of U.S. properties and the portion of spending on international properties that is directed to the U.S. market. Top U.S. Sponsors: Companies Spending More Than $15 Million Amount Company 2012 Rank 2011 Rank $330M-$335M PepsiCo, Inc. 1 1 $275M-$280M The Coca-Cola Co. 2 2 $235M-$240M Anheuser-Busch InBev 3 3 $230M-$235M Nike, Inc. 4 4 $175M-$180M AT&T, Inc. 5 5 $170M-$175M General Motors Co. 6 6 $145M-$150M Toyota Motor Sales U.S.A., Inc. 7 7 $135M-$140M Ford Motor Co. 8 9 $115M-$120M MillerCoors LLC 9 8 $110M-$115M Adidas North America, Inc. 10 10 $105M-$110M Verizon Communications, Inc. 11 11 $85M-$90M FedEx Corp. 12 15 $80M-$85M The Procter & Gamble Co. 13 13 $75M-$80M Sprint Nextel Corp. 14 12 $70M-$75M Bank of America Corp. 15 14 $60M-$65M Berkshire Hathaway, Inc. 16 21 $60M-$65M United Parcel Service 17 16 $55M-$60M Citigroup, Inc. 18 31 $55M-$60M Target Corp. 19 22 $55M-$60M J. P. Morgan Chase & Co. 20 20 $55M-$60M State Farm Cos. 21 18 $50M-$55M Mercedes-Benz USA, LLC 22 19 $45M-$50M Lowe’s Cos. 23 30 $45M-$50M Visa 24 25 $45M-$50M Mars, Inc. 25 23 $40M-$45M McDonald’s Corp. 26 35 © 2013 IEG, LLC. ALL RIGHTS RESERVED. 2 IEG SPONSORSHIP REPORT Top U.S. Sponsors: Companies Spending More Than $15 Million (cont.) $40M-$45M Shell Oil Co. 27 27 $40M-$45M Bridgestone Americas, Inc. 28 32 $40M-$45M Wells Fargo & Co. 29 28 $40M-$45M American Express Co. 30 26 $40M-$45M Dr Pepper Snapple Group Inc. 31 29 $35M-$40M The Home Depot, Inc. 32 39 $35M-$40M The Allstate Corp. 33 52 $35M-$40M BP America, Inc. 34 73 $35M-$40M American Honda Motor Co. 35 33 $35M-$40M Microsoft Corp. 36 53 $35M-$40M SIRIUS XM Radio, Inc. 37 37 $35M-$40M Yum! Brands, Inc. 38 40 $35M-$40M Chrysler Group LLC 39 24 $35M-$40M Nationwide Financial Services, Inc. 40 36 $30M-$35M 3M Co. 41 46 $30M-$35M Capital One Financial Corp. 42 45 $30M-$35M MasterCard Int’l, Inc. 43 41 $30M-$35M United Continental Holdings, Inc. 44 48 $25M-$30M Comcast Corp. 45 64 $25M-$30M Office Depot, Inc. 46 56 $25M-$30M Unilever United States, Inc. 47 47 $25M-$30M Kia Motors America, Inc. 48 57 $25M-$30M American Airlines 49 43 $25M-$30M Exxon Mobil Corp. 50 58 $25M-$30M Under Armour, Inc. 51 44 $25M-$30M BMW of North America, LLC 52 60 $25M-$30M Time Warner Inc. 53 42 $25M-$30M General Mills, Inc. 54 38 $25M-$30M Nestlé USA, Inc. 55 59 $20M-$25M InterContinental Hotels Group PLC 56 61 $20M-$25M Delta Air Lines, Inc. 57 63 $20M-$25M Zurich American Insurance Co. 58 - $20M-$25M MetLife, Inc. 59 68 $20M-$25M Barclays Group US Inc. 60 - $20M-$25M Hyundai Motor Co. 61 82 $20M-$25M PNC Financial Services Group, Inc. 62 79 $20M-$25M Hewlett-Packard Co. 63 55 $20M-$25M Sunoco, Inc. 64 66 $20M-$25M Papa John’s Int’l, Inc. 65 71 $20M-$25M Aaron’s, Inc. 66 65 $20M-$25M Enterprise Holdings, Inc. 67 62 $20M-$25M Subway Restaurants 68 70 $20M-$25M Volkswagen AG 69 75 $20M-$25M Kraft Foods, Inc. 70 67 © 2013 IEG, LLC. ALL RIGHTS RESERVED. 3 IEG SPONSORSHIP REPORT Top U.S. Sponsors: Companies Spending More Than $15 Million (cont.) $20M-$25M Chevron Corp. 71 69 $20M-$25M IBM Corp. 72 51 $20M-$25M Red Bull North America, Inc. 73 50 $15M-$20M General Electric Co. 74 - $15M-$20M The Hershey Co. 75 86 $15M-$20M Panasonic Corp. of North America 76 78 $15M-$20M Stanley Black & Decker, Inc. 77 - $15M-$20M National Auto Parts Association 78 83 $15M-$20M Dollar General Corp. 79 - $15M-$20M Discover Financial Services, Inc. 80 77 $15M-$20M SAP America, Inc. 81 - $15M-$20M The Sherwin-Williams Co. 82 80 $15M-$20M The Clorox Co. 83 - $15M-$20M Menard, Inc. 84 - $15M-$20M Caterpillar, Inc. 85 - $15M-$20M Cisco Systems, Inc. 86 81 $15M-$20M Bass Pro, Inc. 87 - $15M-$20M NRG Energy, Inc. 88 - $15M-$20M Best Buy Co. 89 72 $15M-$20M The Goodyear Tire & Rubber Co. 90 76 $15M-$20M Diageo North America, Inc. 91 34 $15M-$20M Samsung Electronics America, Inc. 92 85 $15M-$20M Sony Corp. of America 93 74 Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted by Category Category Company 2011 Spending Automotive General Motors Co. $170M-$175M Toyota Motor Sales U.S.A., Inc. $145M-$150M Ford Motor Co. $135M-$140M Mercedes-Benz USA, LLC $50M-$55M American Honda Motor Co. $35M-$40M Chrysler Group LLC $35M-$40M Kia Motors America, Inc. $25M-$30M BMW of North America, LLC $25M-$30M Hyundai Motor Co. $20M-$25M Volkswagen AG $20M-$25M Automotive - Aftermarket Bridgestone Americas, Inc. $40M-$45M The Goodyear Tire & Rubber Co. $15M-$20M Bank Bank of America Corp. $70M-$75M Citigroup, Inc. $55M-$60M J. P. Morgan Chase & Co. $55M-$60M Wells Fargo & Co. $40M-$45M Capital One Financial Corp. $30M-$35M © 2013 IEG, LLC. ALL RIGHTS RESERVED. 4 IEG SPONSORSHIP REPORT Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted by Category (cont.) Bank (cont.) Barclays Group US Inc. $20M-$25M PNC Financial Services Group, Inc. $20M-$25M Beverage PepsiCo, Inc. $330M-$335M The Coca-Cola Co. $275M-$280M Anheuser-Busch InBev $235M-$240M MillerCoors LLC $115M-$120M Dr Pepper Snapple Group Inc. $40M-$45M Red Bull North America, Inc. $20M-$25M Diageo North America, Inc. $15M-$20M Computer and Information Systems Microsoft Corp. $35M-$40M Hewlett-Packard Co. $20M-$25M IBM Corp. $20M-$25M SAP America, Inc. $15M-$20M Cisco Systems, Inc. $15M-$20M Consumer Electronics General Electric Co. $15M-$20M Panasonic Corp. of North America $15M-$20M Samsung Electronics America, Inc. $15M-$20M Sony Corp. of America $15M-$20M Credit Card Visa $45M-$50M American Express Co.
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