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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

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

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

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

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. $40M-$45M MasterCard Int’l, Inc. $30M-$35M Discover Financial Services, Inc. $15M-$20M Food Mars, Inc. $45M-$50M General Mills, Inc. $25M-$30M Nestlé USA, Inc. $25M-$30M Kraft Foods, Inc. $20M-$25M The Hershey Co. $15M-$20M Fuel Shell Oil Co. $40M-$45M BP America, Inc. $35M-$40M Exxon Mobil Corp. $25M-$30M Sunoco, Inc. $20M-$25M Chevron Corp. $20M-$25M Insurance Berkshire Hathaway, Inc. $60M-$65M State Farm Cos. $55M-$60M The Allstate Corp. $35M-$40M Nationwide Financial Services, Inc. $35M-$40M Zurich American Insurance Co. $20M-$25M MetLife, Inc. $20M-$25M Mailing and Shipping FedEx Corp. $85M-$90M United Parcel Service $60M-$65M Personal Care The Procter & Gamble Co. $80M-$85M Unilever United States, Inc. $25M-$30M

Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted by Category (cont.) QSR McDonald’s Corp. $40M-$45M Yum! Brands, Inc. $35M-$40M Papa John’s Int’l, Inc. $20M-$25M Subway Restaurants $20M-$25M Retail Target Corp. $55M-$60M Lowe’s Cos. $45M-$50M The Home Depot, Inc. $35M-$40M Office Depot, Inc. $25M-$30M Aaron’s, Inc. $20M-$25M National Auto Parts Association $15M-$20M Dollar General Corp. $15M-$20M Menard, Inc. $15M-$20M Bass Pro, Inc. $15M-$20M Best Buy Co. $15M-$20M Sport Apparel & Equipment Nike, Inc. $230M-$235M Adidas North America, Inc. $110M-$115M Under Armour, Inc. $25M-$30M Telecommunications AT&T, Inc. $175M-$180M Verizon Communications, Inc. $105M-$110M Sprint Nextel Corp. $75M-$80M Travel United Continental Holdings, Inc. $30M-$35M American Airlines $25M-$30M InterContinental Hotels Group PLC $20M-$25M Delta Air Lines, Inc. $20M-$25M Enterprise Holdings, Inc. $20M-$25M

AUGUST 12, 2013 WWW.IEGSR.COM

STRATEGY RAY-BAN USES MUSIC TO INSPIRE CREATIVITY

Eyewear brand leverages music festivals to build engagement at scale.

Building on its long-running involvement in music, Ray-Ban is using sponsorship to amplify its 2013 music- centric marketing campaign

The iconic eyewear brand this year has partnered with the Celebrate Brooklyn! concert series and three music festivals: Pitchfork, South by Southwest and the Treasure Island Music Festival.

The Luxottica Group, Inc. brand is using the events to support its global Envision Series marketing campaign. The goal of the campaign: identify, support and reward individuals who have stayed true to their passions.

The campaign centers around a promotion that dangles the opportunity for one consumer to have their vision become a reality. Consumers can enter the promo by uploading a video or photo through www.Ray-Ban.com/USA/ Neverhide/Envision.

Ray-Ban will announce the winner in September.

To generate a buzz around the campaign, Ray-Ban is helping four creative visionaries meld their artistic passions. The visionaries are Matt Goldman (event producer/designer); Caroline O’Donnell (experiential architecture); Dan Deacon (electronic music); and Action Bronson (rapper and chef).

“We selected four unique individuals, combined their two biggest passions and created a vision,” said Ingrid Baquero, Ray-Ban associate brand manager.

Vice Media identified and negotiated the tie-ins on behalf of Ray-Ban.

“We were asked how Ray-Ban could amplify the program, and our answer was by choosing ambassadors who already have a name for themselves and do things outside of their sphere,” said Shanon Kelley, Vice advertising director.

Ray-Ban and Vice are bringing the visions to life through RESULTS FROM RAY-BAN’S MUSIC PLATFORM live events. For example, Ray-Ban helped Action Bronson fulfill a dream of combining two passions—music and SXSW cooking—by sponsoring a food truck for the artist to • Dates: March 11-16 cook out of followed by a concert at the Bushwick Block • Partner: Boiler Room Party in Brooklyn, N.Y. • Boiler Room Party Stats o 14,593 RSVPs o 2,000 attendees (+6,500 in queue/at capacity) Ray-Ban last month supported its partnership with o 287,196 live stream views Deacon by sponsoring the artist’s concert at Celebrate • Envision Series Stats Brooklyn! o 295 Envision pitches o 1,897 activation attendees Ray-Ban used the concert to support the musician’s goal Pitchfork of blurring the worlds of art and technology. Deacon • Dates: July 19-21 achieved that goal with a smart phone app that gave fans • Partner: Boiler Room the opportunity to participate in a crowd-sourced light • Boiler Room Party Stats show during the concert. o 6,341 RSVPs o 2,400 attendees (at capacity) o 271,439 live stream views Ray-Ban has posted videos on each artist on the Envision • Envision Series Stats Series web site. One video highlights the artist and his/ o 164 Envision pitches her vision, while the other explains how the artist has o 2,251 activation attendees turned the vision into a reality. Action Bronson @ Roberta’s Bushwick Block Party • Date: July 27 Vice captured content from Deacon’s concert for the • Partner: Vice web site, said Brett McNamara, Celebrate Brooklyn! • Envision Series Stats sponsorship marketing manager. o 144 Envision pitches o 5,000 event attendees (3,000 in queue/at capacity) In addition to capturing content, Ray-Ban activated the Dan Deacon @ Celebrate Brooklyn! Aug. 2 concert with an on-site experiential area that • Date: Aug. 2 played up the brand’s creative, inspirational positioning. • Partner: Vice Attendees could watch videos of Envision Series brand • Envision Series Stats ambassadors and create and submit videos highlighting o 62 Envision pitches their own creative visions. o 6,500 event attendees

Ray-Ban activates the other music festivals with similar on-site programs. The brand activated Pitchfork with an on-site area that featured a branded waterfall and a water wall where attendees could cool off.

OMD’s Ignition Factory worked on the program with Ray-Ban and Vice.

Extending The Message Into The Virtual World Ray-Ban amplified its involvement at Pitchfork and SXSW through a partnership with Boiler Room, a U.K.-based producer and programmer of underground music events.

Boiler Room created and hosted co-branded invitation-only after-parties at each festival. The shows took place in warehouses and other nontraditional locations that were disclosed to attendees’ just hours before they began.

While each event drew less than 2,000 people, Ray-Ban amplified its message through live streams on www. BoilerRoom.com. The webcasts significantly expanded Ray-Ban’s reach: nearly 288,000 people watched the live stream of the SXSW event, while 271,439 watched the Pitchfork after party stream.

Ray-Ban will net additional exposure from archived content, said Barquero.

“The content will be discussed and shared long after the party is gone.”

Sources Luxottica USA, Tel: 212/302-1200 BRIC, Tel: 718/683-5600 Vice Media, Tel: 718/599-3101

AUGUST 12, 2013 WWW.IEGSR.COM

FINANCIAL SERVICES WELLS FARGO BANKS ON NATIONAL PROPERTIES

With Wachovia conversion complete, Wells Fargo seeks properties that offer national visibility and local touch points.

Ten months after becoming a truly coast-to-coast brand, Wells Fargo & Co. has set its sights on national properties.

The bank, which in October 2012 completed the three- year process of converting former Wachovia branches under the Wells Fargo brand, last month announced its first national partnership with a four-year tie to Major League Soccer.

And additional deals with other national properties are a possibility, said Nick Carey, Wells Fargo’s vice president of sponsorship.

WELLS FARGO SPONSORSHIP BY ACTIVITY “We’ll consider new opportunities as they come in. We’re always looking to build our brand and deliver value.”

For now the bank has its hands full with Major League Soccer. The goal: build national visibility while gaining local touch points.

“We were looking for properties that afford national scale and programming that allows us to market to customers and deliver benefits to team members,” said Carey, noting that the deal took roughly nine months to complete.

“The younger generation is the future of our business.”

The sponsorship builds on a two-year-old tie to the MLS San Jose Earthquakes, a property located near the bank’s San Francisco headquarters. The MLS partnership replicates several elements of the team sponsorship.

Taking A Local Program National

Wells Fargo will build on its tie to the Quakes’ Goals for Education program with the MLS Works Community MVP Award. The award—which is given to individuals who go beyond the call of duty in their community—gives the bank a marketing platform in each of the 19 MLS club markets.

Wells Fargo also will co-present MLS Futbolito, a national series of 4v4 amateur soccer tournaments. The program— which kicked off last weekend—builds on the bank’s presenting status of amateur tournaments with the Quakes.

“We’ve been involved with the Earthquakes on a number of programs, and we look forward to expanding those initiatives to the national level,” said Carey.

Wells Fargo kicked off the partnership at the AT&T MLS All-Star Game in Kansas City. The bank gained field board exposure, in-stadium advertising and participation in the MLS Works Community Awards ceremony.

While the bank is still developing activation programs, it plans to leverage the partnership across multiple business units. The tie affords exclusivity in the retail banking and commercial lending categories.

“We have dozens of business lines in those two categories,” said Carey.

Regional marketing managers spearhead local and regional deals, some of which are used to reward customers. Wells Fargo this year leveraged its presenting sponsorship of a Snow White exhibition at San Francisco’s The Walt Disney Family Museum by offering free tickets to cardholders.

Other ties include the Wells Fargo Championship PGA Tour stop in Charlotte, N.C. (the former Wachovia Championship); the Wells Fargo Center in Philadelphia and California’s Sonoma International Film Festival.

Source Wells Fargo & Co., Tel: 866/878-5865

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