Beer Monthly sponsorship industry analysis report Nov 2012 BEER

SPONSORSHIP

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.

3

CONTENTS

Executive summary ...... 6 Global beer sports sponsorship spend hits $1.4 billion ...... 6 Leading brewers account for 50% of spend ...... 6 USA biggest market ...... 6 National sponsorships preferred ...... 6 No correlation between sponsorship spend and consumption...... 6 The future ...... 7 Regulatory impact ...... 7 The global beer market ...... 8 Global market size ...... 8 The leading global beer brands ...... 9 Leading beer brands’ global sponsorship spend ...... 11 Global beer sponsorship expenditure ...... 11 Title rights reduced ...... 11 Mega deals renewed ...... 12 Soccer club primary sponsorships reduced ...... 12 Beer sponsorship by company and brand ...... 13 The global beer groups ...... 13 Beer sponsorship spend by brewing group ...... 14 Sponsorship spend by beer brand ...... 15 Beer brand sponsorship strategies ...... 18 Budweiser / Bud Light ...... 18 Heineken ...... 18 Carlsberg ...... 19 Miller Lite / Coors Light ...... 19 Guinness ...... 20 Corona ...... 20 Brahma ...... 20 Beer sponsorship by sport ...... 21 American football and soccer out in front ...... 21 Beer sponsorship by country ...... 24 Beer sponsorship v consumption ...... 26 Global alcohol sponsorship regulations ...... 31 France ...... 31 Russia ...... 31 Brazil ...... 31 Australia ...... 31 UK ...... 32 Global beer sponsorship deals by brand ...... 33

4

Table of charts and tables

Chart 1. Global beer market by region 2012 ...... 8 Chart 2. Global beer market share by brewer 2010 ...... 8 Table 1. Global beer brand values...... 9 Table 2. Leading brewing groups and their brands ...... 13 Table 3. Leading beer sponsors by brewing group – number of deals ...... 13 Chart 3. Leading beer sponsors by brewing group – number of deals ...... 14 Table 4. Leading beer sponsors by brewing group – value of deals ...... 15 Chart 4. Leading beer sponsors by brewing group – value of deals ...... 15 Table 5. Leading beer sponsors by brand – value of deals ...... 16 Chart 5. Leading beer sponsors by brand – value of deals ...... 16 Table 6. Leading global beer sponsorship deals ...... 17 Chart 6. Relationship between brand value and sports sponsorship spend ...... 17 Table 7. Global beer sponsorship by sport by value ...... 21 Chart 7. Global beer sponsorship by sport by value ...... 22 Table 8. Global beer sponsorship by sport by number of deals ...... 22 Chart 8. Global beer sponsorship by sport by number of deals...... 23 Table 9. Global beer sponsorship by country by number of deals...... 24 Chart 9. Global beer sponsorship by country by number of deals ...... 24 Table 10. Global beer sponsorship by country by value of deals ...... 25 Chart 10. Global beer sponsorship by country by value of deals ...... 25 Table 11. Total beer sponsorship spend v total beer consumption ...... 27 Chart 11. Total beer sponsorship spend v total beer consumption ...... 28 Table 12. Relationship between beer consumption, sponsorship and disposable income ...... 28 Chart 12. Relationship between beer consumption, sponsorship and disposable income ...... 29 Table 13. Global beer sponsorship deals by brand ...... 33 Table 13(a). Global beer sponsorship deals by brand ...... 34 Table 13(b). Global beer sponsorship deals by brand ...... 35 Table 13(c). Global beer sponsorship deals by brand ...... 36 Table 13(d). Global beer sponsorship deals by brand ...... 37 Table 13(e). Global beer sponsorship deals by brand ...... 38 Table 13(f). Global beer sponsorship deals by brand ...... 39 Table 13(g). Global beer sponsorship deals by brand ...... 40 Table 13(h). Global beer sponsorship deals by brand ...... 41 Table 13(i). Global beer sponsorship deals by brand ...... 42 Table 13(j). Global beer sponsorship deals by brand ...... 43 Table 13(k). Global beer sponsorship deals by brand ...... 44 Table 13(l). Global beer sponsorship deals by brand ...... 45 Table 13(m). Global beer sponsorship deals by brand ...... 46 Table 13(n). Global beer sponsorship deals by brand ...... 47 Table 13(o). Global beer sponsorship deals by brand ...... 48 Table 13(p). Global beer sponsorship deals by brand ...... 49 Table 13(q). Global beer sponsorship deals by brand ...... 50 Table 13(r). Global beer sponsorship deals by brand ...... 51 Table 13(s). Global beer sponsorship deals by brand ...... 52 Table 13(t). Global beer sponsorship deals by brand ...... 53

5

Beer Sponsorship November 1, 2012

EXECUTIVE SUMMARY

GLOBAL BEER SPORTS SPONSORSHIP SPEND HITS $1.4 BILLION Global beer sports sponsorship spend is estimated to have reached $1.4 billion. The figures are based on analysis of 420 of the leading sponsorships around the world. The estimated rights expenditure among those leading deals is $1.03 billion and it is estimated that there is a further $400 million spent on smaller sports rights globally.

LEADING BREWERS ACCOUNT FOR 50% OF SPEND A small group of brewers, headed by ABInBev accounts for more than 80% of all beer sponsorship spend. Indeed ABInBev itself accounts for almost exactly half of the spend among the deals tracked with its flagship brands Budweiser and Bud Light leading.

USA BIGGEST MARKET Not surprisingly the USA is the biggest beer sponsorship market accounting for nearly 52% of deals by value. This is followed by the UK (6.9%) and Germany (4.25%). International deals such as those for the FIFA World Cup, and Europe-wide deals such as the Champions League and Heineken Cup account for 2.35% and 7.9% respectively.

NATIONAL SPONSORSHIPS PREFERRED The report suggest that most beer sponsorship is undertaken at national level – there are relatively few deals with international sports governing bodies – and quite a few have stated that they are against taking sponsorship from alcohol brands. Where rights holders with high global exposure take beer sponsorship, the majority of deals are relatively low profile and are often predominantly activated at only a local level.

NO CORRELATION BETWEEN SPONSORSHIP SPEND AND CONSUMPTION The data finds no direct correlation between beer sponsorship spend and national consumption. Data has been analysed on a consumption and sponsorship spend per capita basis. The findings show that there is a strong correlation between consumption and disposable income, but no definite pattern to show a link between sponsorship spend and consumption.

In itself, this is not proof that sponsorship has no impact on consumption levels, but it does add to the growing body of evidence to suggest that sponsorship is not a key factor in driving alcohol sales. Major alcohol producers have always claimed that sponsorship is used to drive market share rather than market growth and the findings generally support this claim.

Indeed in major developed markets, sponsorship spend appears to be increasing in a climate of reduced or unchanged beer consumption. However these findings could be attributed to the general stagnation of major western economies and a shift towards healthier lifestyles among a proportion of the populations in question. It is, therefore,

6 Beer Sponsorship November 1, 2012

theoretically possible that sponsorship could have a minor positive impact on consumption levels, even in a declining market.

THE FUTURE The report suggests that there is unlikely to be any major change to beer sponsorship spend patterns without regulatory or government intervention. Major brands are using sponsorship extensively to grow or support market share and although there are fewer title sponsorships and primary club sponsorship deals than in the past two decades, there are still many major deals for such properties as the NFL, the Champions League, NBA, NHL and MLB.

The only potential for significant growth is in the Chinese market which represents the world’s biggest market by consumption. However, given the relatively low levels of sponsorship in the country at present, the lower margins available to brewers and the lack of major sports properties, it is unlikely that there will be many major deals signed in the country in the near future.

REGULATORY IMPACT The most likely impact on beer sponsorship is from legal or voluntary regulation in response to public health concerns. Already France and Russia have curtailed alcohol marketing with beer sponsorship being banned. The Australian Government has created a fund to invest in certain sports in return for a voluntary end to beer sponsorship. There is also growing pressure in several other countries for more stringent controls on alcohol sponsorship.

7 Beer Sponsorship November 1, 2012

THE GLOBAL BEER MARKET

GLOBAL MARKET SIZE The global beer market was estimated to be worth $494,777 million in 2010 with forecasts suggesting that it will grow to $523,579 million by 20151. Most of the growth is forecast to occur in the developing regions of Asia and South America with sales flat in North America and Western Europe.

Chart 1. Global beer market by region 2012

Africa Australasia 8% 2%

South America Asia 12% 37%

North America 18%

Europe 23%

Source: Various Chart 2. Global beer market share by brewer 2010 AB/InBev 19%

SAB Miller 9.50% Other 53%

Heineken 8.70%

Carlsberg 5.50% China Resources 5%

Source: Euromonitor

1 Source: Research and Markets, Beer: Global Industry Guide, Jan 2012

8 Beer Sponsorship November 1, 2012

THE LEADING GLOBAL BEER BRANDS The world’s leading brewing group is Belgian-based ABInBev, which is a product of the merger between Interbrew and AmBev followed by the acquisition of Anheuser-Busch. The company owns such brands as Budweiser, Skol, Stella Artois, Becks, Brahma and Harbin and also has a 50% stake in Mexican giant, Grupo Modelo, brewer of Corona.

Table 1. Global beer brand values.

Brand Rank Brand Value

1 $8.8 billion

2 $7.2 billion

3 $6.6 billion

4 $5.5 billion

5 $4.6 billion

6 $4.5 billion

7 $3.4 billion

8 $2.5 billion

9 $2.0 billion

10 $1.9 billion

Source: Millward Brown 2011

9 Beer Sponsorship November 1, 2012

The world’s second biggest brewing group, SAB Miller, owns such brands as Miller, Grolsch, Peroni, Pilsner Urquell, Fosters and Victoria Bitter. Now based in the UK, the company developed in South Africa as South African Breweries but listed on the London Stock Exchange to raise capital for acquisitions that have included Miller Brewing and Australia’s Foster’s Group.

Heineken, the third largest brewer, is best known for its eponymous lager brand although the group portfolio is considerable but predominantly consists of national, rather than international beers.

Similarly Carlsberg, with an estimated market share of 5.5%, is best known for its Carlsberg range although the brewer also produces Tuborg and Russian market leader Baltika as well as several lesser known brands.

As can be seen from Table 1, ABInBev, owns the majority of high value brands in the market with only Heineken, Guinness (owned by Diageo) and Miller Lite not being part of the company’s stable.

In terms of new developing brands, it should be noted that China is the world’s leading market for beer accounting for 38% of global consumption by volume. The consumer price of beer in China is considerably lower than in most major countries, so the ratio by sales volume is significantly lower.

Despite this, there are signs that Chinese brands are looking to expand internationally. Tsingtao, for example, has deals with US basketball teams Miami Heat and Cleveland Cavaliers. The deals are, in part, aimed at the Chinese domestic market where NBA basketball is popular.

Tsingtao is, however, the leading Chinese beer brand in the USA and also accounts for approximately 50% of Chinese beer exports.

Domestically, the leading Chinese brand is Snow, a joint venture between SAB Miller and China Resources. The brand hasn’t to date been developed internationally and sponsorship has not been an important factor in its brand development.

Should the Chinese brands such as Snow, Tsingtao and Harbin embark on serious international expansion, then there is a strong likelihood that sponsorship will become a key part of the brand development process. Given that these major brands are all either part or fully owned by major global brewers, there is a wealth of sponsorship experience for them to draw on.

10 Beer Sponsorship November 1, 2012

LEADING BEER BRANDS’ GLOBAL SPONSORSHIP SPEND

GLOBAL BEER SPONSORSHIP EXPENDITURE In total 420 of the major sports beer sponsorship deals from around the world have been analysed in this report. The total estimated value of those deals amounts to $1,031 million. This comprises a combination of reported deal values and IMR estimates.

It is estimated that at least another $400 million is spent on smaller properties around the world as virtually every professional American Football, baseball, soccer, rugby and numerous other sports clubs and federations (in countries where alcohol sponsorship is permitted) have a deal with a brewer.

Beer is, however, one area where it is difficult to determine the exact value of sponsorship as frequently the deals are part sponsorship, part pouring rights. Thus a brewer will acquire official rights to supply a stadium and as part of those rights, it will be accorded sponsorship status. For smaller clubs, the pouring rights/sponsorship deal will often exceed their primary sponsorship income (usually from a non-alcohol brand). Thus a $100k pouring rights deal might, in reality, only include around $10K worth of sponsorship. The brewery benefits through having a captive market for its product and the branding opportunity is a secondary consideration.

For this reason, estimates as to the overall sponsorship values in this report have been determined on the basis of what is reported as sponsorship and where no reported values are present, the values have been based on similar sponsorship rights accorded to non- alcohol sponsors.

With no previous comprehensive research on this market available to draw upon, it is difficult to establish clear trends in the market in terms of spend levels. This is further complicated by increasing restrictions on the marketing of alcohol.

TITLE RIGHTS REDUCED What is noticeable, however, is that there has been a reduction in the number of title sponsorships from beer brands. In the UK, for example, the English Premier League and the League Cup have both recently had Carling as title sponsor, whereas in the US Anheuser Busch was a title sponsor of NASCAR’s Busch Series.

In Rugby Union, the foremost national club competition; the Premiership in England, was title sponsored by Guinness, but the brand relinquished those rights in 2010. Similarly cider brand Magners ended its title rights to the Celtic League a year later in 2011.

Despite this, there are still several major sports events with beer brands retaining title sponsorship. They include the FA Cup (Budweiser) in England, the Heineken Cup (Rugby Union) in Europe, the Jupiler League (Soccer) in Belgium and Tetley’s Challenge Cup (Rugby League) in England.

The reason for the reduced level of title sponsorships among beer brands is partly to do with cost, but also some rights holders have reportedly been uncomfortable with the negative publicity a high profile link with alcohol can create.

11 Beer Sponsorship November 1, 2012

The English Premier League, for example, was rumoured to have wanted to switch from Carling for such reasons. The fact is that the sponsorship worked very well for Carling, which was effectively launched on the back of the sponsorship, but the current price tag of $60 million p.a. would almost certainly be out of reach for what is, in global terms, a relatively small brand.

MEGA DEALS RENEWED In terms of overall spend, Bud Light’s $166m per year deal with the NFL, signed in 2011, set a new record for the largest sponsorship deal in history and has helped to push the overall category spend to more than $1 billion. Stable mate Budweiser has also renewed major deals in US sport, particularly with the MLB and NBA.

Major competitor, MillerCoors, opted to take ice hockey rights in a $53.5 million p.a. deal with the NHL.

In Europe, Heineken is similarly spending heavily with its $70m annual deal with UEFA for Champions League rights which has now been running since 1994 (although in the early years the brand promoted was Amstel).

SOCCER CLUB PRIMARY SPONSORSHIPS REDUCED Over the past 15 years the number of major clubs with beer brands as primary sponsors has fallen dramatically with Everton (Chang) and Celtic (Tennents), both mid-sized clubs, being the only remaining examples.

In the past 15 years, the likes of Liverpool (Carlsberg), Shalke (Veltins)2, Chelsea (Coors), Leeds United (Strongbow), Tottenham Hotspur (Holsten), Queens Park Rangers (Guinness), Arminia Bielefeld (Krombacher) and Rangers (Carling) to name a few also had such deals.

There are arguably two main reasons for this reduction. One is the cost of primary sponsorships for major clubs, which is now around $20 million p.a. although in the case of mid-sized clubs in Europe, deals can easily be had for well under $10 million.

A bigger reason is arguably that it is much less in the club’s interest. Once a beer brand is signed as the major sponsor, it limits the club’s ability to communicate to fans in conjunction with that sponsor because promotion of alcohol to children is either banned by law or voluntary agreement.

Also, most clubs supplement their sponsorship income with a pouring rights deal, but obviously this is not available to them if their primary sponsor already has such rights.

2 Veltins does, however, have a naming rights deal for Schalke’s stadium.

12 Beer Sponsorship November 1, 2012

BEER SPONSORSHIP BY COMPANY AND BRAND

THE GLOBAL BEER GROUPS

Analysis of 420 deals shows that sponsorship is, not surprisingly, dominated by a small group of global brewing giants with ABInBev being by far the dominant player. The company accounts for nearly one third of all deals by number and almost exactly half by value.

Table 2. Leading brewing groups and their brands Group Brands Bud Light, Budweiser, Brahma, Labatt, Skol, Stella Artois, Becks, Harbin, ABInBev Jupiler, Quilmes MillerCoors* Coors, Coors Light, Miller Lite Heineken Heineken, Amstel, Cruzcampo, John Smiths, Strongbow, Warka Carlsberg Carlsberg, Baltika, Holsten, König Pilsener, Tetley’s, United Breweries Kingfisher SAB Miller* Miller Lite, Fosters, VB, Carlton, Castle, Peroni Grupo Modelo Corona Molson Coors* Molson, Carling, Coors (Canada), Worthington ThaiBev Chang Kirin Hahn, Tooheys, West End, XXXX, Steinlager, Speight’s, Lion, James Boags Diageo Guinness *Miller Coors is a joint venture between SAB Miller and Molson Coors in the USA.

Table 3. Leading beer sponsors by brewing group – number of deals Parent company Number % of reported of deals deals

ABInBev 133 31.74% Carlsberg 41 9.79% MillerCoors 37 8.83% Heineken 26 6.21% SAB Miller 31 7.40% Lion Nathan/Kirin 20 4.77% Diageo 13 3.10% Grupo Modelo/ABInBev 11 2.63% United Breweries 11 2.63% Molson Coors 10 2.39% Bitburger Braugruppe GmbH 8 1.91% Greene King 8 1.91% Marston's 7 1.67% C&C Group 6 1.43% Krombacher 6 1.43% Boon Rawd Brewery Co 5 1.19% Other 46 10.98%

13 Beer Sponsorship November 1, 2012

In terms of deal numbers Carlsberg is the second biggest investor, followed by MillerCoors, SAB Miller (which has a stake in MillerCoors) and Japanese giant Kirin.

In sponsorship terms, smaller and independent brewers make up only 11% of the total (14.56% if Greene King and Marston’s are included). Indeed Greene King and Marston’s make the list mainly due to exhaustive research of the UK market and primarily represent relatively small deals such as Rugby Union and county cricket clubs. There are arguably similar sized deals in American and German sport that haven’t been included.

The presence of Carlsberg at number two in the list is arguably the biggest surprise in the findings given that the company has no representative in the global top ten beer brands.

Chart 3. Leading beer sponsors by brewing group – number of deals

Molson Coors, 2.4% Other, 20.5% United Breweries, 2.6% ABInBev, 31.7%

Grupo Modelo/ ABInBev, 2.63%

Diageo, 3.1%

Lion Carlsberg, 9.8% Nathan/Kirin, 4.8% SAB Miller, Heineken, MillerCoors, 7.4% 6.2% 8.8%

BEER SPONSORSHIP SPEND BY BREWING GROUP When the major brewing groups are analysed according to sponsorship rights expenditure, the dominance of ABInBev is further underlined. The group spends more than three times more than its nearest rival, MillerCoors, on sponsorship. Admittedly ABInBev has more major brands in its stable, but the investment in sponsorship still dwarfs that of the competition. European giants Heineken and Carlsberg, along with India’s United Breweries, are the only other groups to spend more than $40 million p.a.

At national level, Germany’s Krombacher and Bitburger are, however, significant spenders with a total combined outlay of $25.04 million.

14 Beer Sponsorship November 1, 2012

Table 4. Leading beer sponsors by brewing group – value of deals Total value Value of Parent company of deals ($m) deals (%) ABInBev 507.296 49.18% MillerCoors 148.55 14.40% Heineken 102.8 9.97% Carlsberg 45.8 4.44% United Breweries 43.75 4.24% SAB Miller 24.82 2.41% Grupo Modelo/ABInBev 18.7 1.81% Molson Coors 18.65 1.81% Krombacher 18.3 1.77% ThaiBev 11.8 1.14% Diageo 10.95 1.06% Lion Nathan/Kirin 10.6 1.03% Sociedade Central de Cervejas e Bebidas 9.5 0.92% C&C Group 8.8 0.85% Bitburger Braugruppe GmbH 7.01 0.68% S.A. Damm 6.5 0.63% Other 37.69 3.65%

Chart 4. Leading beer sponsors by brewing group – value of deals

Molson Coors, Krombacher, ThaiBev, 1.8% 1.8% 1.1% Other, 8.8% Grupo Modelo/ ABInBev, 1.8% SAB Miller, ABInBev, 49.2% 2.4% United Breweries, 4.2%

Carlsberg, 4.4% Heineken, 10.0% MillerCoors, 14.4%

SPONSORSHIP SPEND BY BEER BRAND When the data is analysed according to brand, Budweiser and Bud Light again lead by a significant margin. Heineken, Coors and Miller Lite, however, contribute more than $220 million between them after which individual brand spend drops off significantly.

Carlsberg for example, which has a large number of deals, spends only an estimated $27.8 million per year on rights, the majority of which a relatively small.

15 Beer Sponsorship November 1, 2012

Table 5. Leading beer sponsors by brand – value of deals Rank Brand Total Rank Brand Total value of value of deals deals ($m) ($m) 1 Budweiser 293.846 11 Baltika 14 2 Bud Light 175.1 12 Coors Light 13.2 3 Heineken 86.1 13 Chang 11.8 4 Coors 84.85 14 Guinness 10.95 5 Miller Lite 64 15 Sagres 9.5 6 Kingfisher 43.75 16 Castle Lager 8.9 7 Carlsberg 27.8 17 Bitburger 7.01 8 Brahma 21.6 18 Estrella Damm 6.5 9 19 Carlton Krombacher 18.3 Draught 6.5 10 Corona 16.85 20 VB 6.17 Other 104.79

Kingfisher’s high showing is mainly down to its large Force India Formula One deal although the brand does also have extensive rights in the Indian Premier League (cricket), which is the most expensive domestic sport for sponsorship in India.

Chart 5. Leading beer sponsors by brand – value of deals

Corona 2% Krombacher Other Budweiser 2% 19% 29% Brahma 2% Carlsberg 3%

Kingfisher 4% Miller Lite Bud light 6% 17%

Coors Heineken 8% 8%

16 Beer Sponsorship November 1, 2012

Table 6. Leading global beer sponsorship deals Value Brand Rights Holder Property p.a. Bud Light NFL League $166.6m Coors NHL League $53.5m Heineken UEFA Champions League $70m Budweiser NBA League $35m* Budweiser MLB League $20m Budweiser FIFA World Cup $20m* Kingfisher Sahara Force India F1 team $20m* Budweiser Richard Childress Racing Kevin Harvick $18m Miller Lite Dallas Cowboys Club $16m* Miller Lite Penkse Nascar team $13m Corona ATP ATP Tour $13m Budweiser FA FA Cup $12m Baltika Sochi 2014 Winter Games $12m* Budweiser MLS League $10m Coors US College sports Various $10m Coors Toronto Maple Leafs NHL team $10m *Denotes IMR estimate

Chart 6 compares brand value data from Table 1 at the beginning of the report. It shows that overall there is a clear correlation between brand value and spending on sport. The exceptions concern Skol, Stella Artois and Becks, which have very low levels of sports sponsorship investment, although all are involved in arts sponsorship.

The chart doesn’t prove that sports sponsorship contributes to brand value, although there it is almost certain that the brands will have undertaken research to show that this is the case, but it does show the overall importance brand owners give to sports sponsorship to maintain brand attributes and value.

Chart 6. Relationship between brand value and sports sponsorship spend

Brand Value Sponsorship Spend

17 Beer Sponsorship November 1, 2012

BEER BRAND SPONSORSHIP STRATEGIES

BUDWEISER / BUD LIGHT

Budweiser is the both the leading brand and sponsor in the global beer market. The brand has grown internationally over the past three decades and used its FIFA World Cup partnership to help to develop awareness and image in international markets. Its sponsorship portfolio outside of the US, however, is relatively small when it comes to major rights with only the title sponsorship of soccer’s F.A Cup in England being added to its FIFA rights.

The actual Budweiser brand itself has struggled in the US, where it trails in third place behind stable mate Bud Light and Coors Light. There are numerous reasons behind the decline, including increased competition and the fact that US drinkers are looking for lower calorie options. Bud Light, introduced in 1982, became the best-selling brand in the USA in 2001. ABInBev is using sponsorship extensively to support both brands.

In 2010, eyebrows were raised when Bud Light paid a record breaking $1 billion for its six- year deal for NFL rights, roughly twice the amount incumbent, MillerCoors had been paying.

Budweiser’s rights to the MLB are considerably cheaper at $20m per year. MillerCoors had been predicted to have made a bid for MLB rights once it lost the NFL and many industry observers were surprised at the relatively low level of the renewal. The value of Budweiser’s NBA rights hasn’t been disclosed but IMR estimates this deal at $35m per year.

Budweiser also has rights to the majority of major professional sports teams, especially in American football, baseball and basketball.

Budweiser had been rumoured to be cutting back on its sponsorship spend prior to its 2010 NFL deal and following the takeover of Anheuser Busch by InBev. That clearly hasn’t happened with both the Budweiser and Bud Light brands continuing to invest heavily in sports.

HEINEKEN

Heineken’s biggest sponsorship deal is its $70 million per year partnership with UEFA for Champions League rights. The relationship dates back to 1994 when the competition (previously the European Cup) was in its infancy. For the first 11 years, the sponsorship was designed to promote the Amstel brand, partly because the Champions League was primarily aimed at a European audience.

Since 2005 the company switched to using the event to promote Heineken on a global basis as the Champions League television coverage expanded throughout the world.

Heineken has been one of the pioneers of developing social media to activate its sponsorships and its Champions League Star Player online competition, in which fans have the chance to predict match outcomes live, has been hailed as one of the most effective social media activations produced to date.

Aside from the Champions League, Heineken is also title sponsor of Europe’s premier international club rugby competition, the Heineken Cup as well as a global partner for the

18 Beer Sponsorship November 1, 2012

Rugby World Cup in 2015. The reason for involvement in rugby is seen as very different to that of soccer.

In soccer it is about reaching large numbers of fans globally and creating awareness and a link to the brand. For rugby, Heineken sees the audience as much more loyal – effectively fans remember who the sponsoring brand is and there is a mutually rewarding relationship. This explains why the brand backs the Heineken Cup despite the fact that in one of the key markets, France, it is simply known as the H Cup for legal reasons.

The brand has notably avoided sponsorship/pouring rights of individual teams. The rationale, according to Heineken, is that the company is a ‘great host’ and as such it wants to be at the heart of events and consequently takes event, rather than team, rights.

CARLSBERG

Carlsberg’s sponsorship portfolio is almost exclusively aimed at soccer. The brand is predominantly European and the marketing strategy has clearly identified football fans as the ideal demographic representing its core target market.

“Football is the perfect match for the Carlsberg brand,” says sponsorship director Keld Strudahl. “It has mass international appeal and high status, it engages our core male target audience and it suits our brand positioning of the best beer for the best moments. What’s better than watching your favourite team with your best mates, while enjoying a cold pint of Carlsberg”

The brand has had long-term high profile associations with UEFA (European Championships), which started in 1998, Liverpool F.C (primary shirt sponsor between 1992 and 2010) and the English Football Association as national team sponsor and Wembley Stadium partner. It also has national team sponsorship deals with soccer’s governing bodies in Bulgaria, Denmark, Serbia and Switzerland, which are strongly activated during World Cups and European Championships.

In the case of the latter, the domestic and UEFA sponsorships mean that the brand effectively has exclusive rights in those countries where it has deals with national teams. This is usually translated into dramatic sales uplifts as stores give high prominence to point of sale displays and multipacks which have official event branding.

After a period of difficulty in growing the market in Western Europe, and significant problems with its Russian operation, where there were major increases in duty leading to falling sales, the brand appears to have stabilised and has embarked on a new round of sponsorships including official rights to the English Premier League and Arsenal F.C.

The brand is keen to expand into Asia and has taken some minor rights on the continent and this is one area where rights acquisitions are likely to continue.

MILLER LITE / COORS LIGHT

Despite backing away from a bidding war with Budweiser over NFL rights, MillerCoors still has a significant NFL presence with its deals the Dallas Cowboys, Green Bay Packers and Minnesota Timberwolves in particular. The brand is also continuing to invest in media promotion around NFL matches.

19 Beer Sponsorship November 1, 2012

Its sponsorship budget has, however, shifted largely to ice hockey where it has a $53.5m per year deal with the NHL as well as further deals with the majority of teams.

Coors Light also has significant deals in soccer, both with MLS clubs and significantly also in Mexico where it sponsors the national soccer league and leading club.

Given the long-term nature of the ‘mega’ properties in the USA, however, MillerCoors has limited opportunities to make further significant impact through sponsorship at present. Instead it is expected that the brand will continue to spend marketing budget on media buying, much of which may be related to sports programming.

GUINNESS

Guinness sales are reported as flat in Europe but rising in the USA and Africa. Its sponsorship strategy in Europe has traditionally focussed on Rugby Union and in the past this has included title rights to the English Premiership, IRB World Cup partnerships and deals with several of the leading clubs. The brand has, to a large extent cut back on spend on rugby; it is now a partner rather than title sponsor of Premier Rugby and it dropped its IRB Rugby World Cup rights after the 2011 competition in New Zealand.

In Africa, the company has invested heavily in soccer having taken rights to the Nigerian and Ghanian national teams. Nigeria, the biggest beer market on the continent, is particularly important to Guinness and the brand has taken broadcast sponsorship rights to football as well as created events such as the friendly match between the Nigerian national team and Argentina.

CORONA

Corona’s rights are predominantly in soccer in Central and North America with several Mexican and US clubs. In the USA, these are mainly in the South where the ‘Latino’ community is larger with the most high profile being LA Galaxy.

The surprise move from the brand was taking premium partner rights to tennis’s ATP Tour at an annual cost of $13m. Although beer brands have sponsored the sport in the past; Stella Artois, for example, had a long association as title sponsor with the Queen’s Club tournament in England, it is rare for such major rights to be taken.

The rationale for the ATP partnership is that the brand has been developing a more upmarket image than many of its competitors. In the USA in particular, its ad campaigns have targeted women as well as men and have been more lifestyle focussed.

BRAHMA

Ambev’s Brahma and Skol brands are market leaders in Brazil but sports sponsorship investment is almost exclusivity undertaken by Brahma. The brand has rights to nine of the top clubs in the country (Santos is the notable exception) despite the fact that the sale of alcohol is not permitted in Brazilian stadia. Brahma also sponsors the main club competition, the Copa Kia. The brand is therefore one of the biggest sponsors in the country, although it hasn’t taken any major rights or title rights.

20 Beer Sponsorship November 1, 2012

BEER SPONSORSHIP BY SPORT

AMERICAN FOOTBALL AND SOCCER OUT IN FRONT American football and soccer account for more than 57% of all deals recorded. In fact this amount is likely to be larger given that medium and minor soccer clubs from around the world are not included in the report, and many will have beer partners.

Table 7. Global beer sponsorship by sport by value Total Value of value of deals (%) Sport deals ($m) American Football 299.4 29.03% Soccer 290.19 28.14% Ice Hockey 89.9 8.72% Baseball 89.05 8.63% Basketball 66.95 6.49% Motorsport 64.2 6.22% Cricket 37.94 3.68% Rugby Union 28.92 2.80% Olympics 15.25 1.48% Tennis 13.7 1.33% Various 12.74 1.21% AFL 7.2 0.70% Horseracing 5.75 0.56% Rugby League 5.22 0.51% Hurling 1.5 0.15% Golf 1.25 0.12% Cycling 1.2 0.12% Handball 0.7 0.07% Marathon 0.2 0.02% Athletics 0.15 0.01% Triathlon 0.1 0.01%

Ice hockey, heavily backed by MillerCoors, comes third with America’s other two big sports, baseball and basketball, filling the fourth and fifth spots.

Motorsport occupies a surprising sixth place – the main surprise here being not the value to sponsors, but the political sensitivity of having an alcohol brand associated with driving. Major brewers and spirits producers have not been afraid to sponsor motorsports and have increasingly used the opportunity to promote responsible drinking.

Cricket and Rugby Union, both of which have a culture of beer drinking associated with watching and participating, fill seventh and eighth spots.

21 Beer Sponsorship November 1, 2012

Horse racing is arguably under-represented in the findings given that many of the World’s leading race courses having pouring rights deals. Only the higher profile deals and actual event sponsorships have been included in this report.

Beer sponsorship is, arguably, not a natural fit for athletics, marathon, cycling etc. These are not sports that are associated with a culture of social beer drinking. Fans tend not to congregate in bars to watch events and the audience profile is more orientated towards families.

Similarly golf, although presenting a good demographic for beer brands, is more commonly sponsored by spirits brands.

Chart 7. Global beer sponsorship by sport by value Olympics, Other, Rugby Union, 1.5% 2.8% Tennis, 3.5% 1.3% American Football, Cricket, 29.0% 3.7% Motorsport, 6.2%

Basketball, 6.5%

Baseball, 8.6% Ice Hockey, Soccer, 8.7% 28.1%

In terms of the number of deals, soccer is not surprisingly way out in front, largely due to the sheer number of major clubs across several countries.

The findings overall show that the majority of deals occur where there is also an opportunity for stadium pouring rights, hence teams sports filling all the top slots.

Table 8. Global beer sponsorship by sport by number of deals Number % of Number % of of deals reported of deals reported Sport deals Sport deals Soccer 146 34.85% AFL 10 2.39% Ice Hockey 36 8.59% Horseracing 8 1.91% American Football 35 8.35% Golf 5 1.19% Baseball 34 8.11% Cycling 2 0.48% Rugby Union 33 7.88% Marathon 2 0.48% Cricket 32 7.64% Olympics 2 0.48% Basketball 30 7.16% Tennis 2 0.48% Rugby League 19 4.53% Athletics 1 0.24% Motorsport 12 2.86% Other 10 2.38%

22 Beer Sponsorship November 1, 2012

Chart 8. Global beer sponsorship by sport by number of deals

Motorsport, Other, 2.9% 10% Rugby League, 4.5% Soccer, 34.9% Basketball, 7.2%

Cricket, 7.6% Ice Hockey, 8.6% Rugby Union, 7.9% American Baseball, Football, 8.1% 8.4%

23 Beer Sponsorship November 1, 2012

BEER SPONSORSHIP BY COUNTRY

There is no surprise that the largest number of deals reported is in the USA, which has significant beer sponsorships across all major sporting codes. The UK comes second, largely as a result of having its major sporting codes; soccer, Rugby Union/League and cricket all associated with a social beer drinking culture.

Despite the voluntary restrictions on alcohol sponsorship in Australia, the country has a similar sports related social drinking profile as the UK with most major teams in cricket, Rugby League/Union and AFL (Aussie Rules) having beer sponsorship.

Table 9. Global beer sponsorship by country by number of deals Territory Number % of reported Territory Number % of reported of deals deals of deals deals

USA 142 33.9% Mexico 8 1.9% UK 67 16.0% Denmark 7 1.7% Australia 46 11.0% Netherlands 6 1.4% Germany 38 9.1% Europe 5 1.2% Brazil 18 4.3% China 4 1.0% Canada 12 2.9% Ireland 4 1.0% India 10 2.4% South Africa 4 1.0% Spain 9 2.1% International 3 0.7% Other 36 8.6%

Germany, despite having high per capita consumption and a very mature sponsorship industry, has a relatively low number of deals. Unlike the USA, UK and Australia, the country doesn’t have a second sport with a social drinking culture, which explains the findings. It is also noticeable that in Germany, beer sponsorship is dominated by domestic brands such as Oettinger (which markets mainly on price), Krombacher, Bitburger and Veltins. This is a result of the country’s beer culture in which there were strict rules regarding the ingredients of beer making it difficult for importers to enter the market.

Chart 9. Global beer sponsorship by country by number of deals

Other, 16.5% Mexico 1.9% USA Spain 33.9% 2.1% India 2.4% Canada 2.9% Brazil 4.3%

Germany UK 9.1% Australia 16.0% 11.0%

24 Beer Sponsorship November 1, 2012

Table 10. Global beer sponsorship by country by value of deals Territory Total Value of value of deals deals (%) ($m) USA 534.196 51.79% Europe 81.45 7.90% UK 71.11 6.89% USA/Canada* 53.5 5.19% Germany 43.81 4.25% India 43.5 4.22% International 24.2 2.35% Australia 23.62 2.29% Brazil 23 2.23% Spain 22.25 2.16% Canada 21.1 2.05% Russia 14 1.36% Central/North America 13 1.26% Portugal 10.5 1.02% South Africa 9.2 0.89% Mexico 6.5 0.63% Other 36.58 3.55% *Denotes deals in cross border sports such as baseball and ice hockey

Analysis of spend by country also shows the USA as the dominant beer sponsorship market. This is largely driven by huge deals for the NFL, NHL and NBA. Overall, team deals in the USA are not significantly bigger than major sponsorship deals for leading premier European soccer clubs. However, with four major sporting leagues, each containing more teams than the average European premier soccer league, the combined value of team sponsorship in the USA is considerable.

Chart 10. Global beer sponsorship by country by value of deals

Brazil, Other, Australia, 2.2% 12.9% 2.3%

International, 2.3% USA, 51.8% India, 4.2%

Germany, 4.2%

USA/Canada, 5.2% UK, Europe, 6.9% 7.9%

25 Beer Sponsorship November 1, 2012

BEER SPONSORSHIP V CONSUMPTION

There has long been controversy regarding the impact of sponsorship on alcohol consumption patterns. Evidence proving either a direct causal effect, or little/no impact, has to date been difficult to prove.

The argument from the lobby seeking to ban or restrict alcohol sponsorship has always been that sponsorship helps to glamorise alcohol and that sports stars are role models. As such, promotion by sports stars helps to legitimise and promote the use of alcohol, particularly among young people. The argument was to a large extent disproved in research published by the International Journal of Sports Marketing & Sponsorship3 (also published by IMR Ltd).

Using qualitative research among groups of teenagers, author Fiona Davies of Cardiff Business School, found no significant impact between sponsorship and consumption. Davies did, however, find a strong correlation between alcohol consumption and involvement in sport. The findings suggested that it was the culture of sport, either watching on TV while drinking, or post match drinking when attending live games or participation, that showed the strongest correlations.

The counter argument from the alcohol industry is that sponsorship merely helps to promote brand preference rather than grow the market or target young drinkers.

It is therefore useful to add to the debate by analysing the data purely on the basis of sponsorship spend versus consumption. Such analysis alone is unlikely to offer definitive proof of the effect of sponsorship unless there are universal and very clear patterns in all countries examined. Caution also needs to be applied because there are other factors that clearly influence the consumption of alcohol. Similarly, there are no built in research test conditions to measure findings between different countries with a certainty that sponsorship spend is the only defining influence on consumption.

There are several key issues that could mitigate any findings. They include:  Cultural differences between nations  Results need to take per capita disposable income into account  Non-sponsorship marketing activity is not measured  Efficiency of sponsorship activity can vary  The findings are based on current sponsorships and do not take into account long- term sponsorship history  There are variations in the relative cost of sponsorship rights in different territories  The volume/impact of numerous low-level, unrecorded sponsorship deals is not measured

Taking cultural differences as an example, in India alcohol has traditionally played a relatively small role in society for both religious and cultural reasons. Marketing of alcohol is restricted with sponsorship being one of the few areas of high profile promotion being permitted.

3 International Journal of Sports Marketing & Sponsorship, October 2009. Volume 11, Number 1: An investigation into the effects of sporting involvement and alcohol sponsorship on underage drinking.

26 Beer Sponsorship November 1, 2012

As such, it is arguable that promotion through sponsorship is unnaturally high in the country. Critics of alcohol sponsorship could, therefore, argue that the recent growth in consumption of beer in India is largely as a result of sponsorship promotion. However this ignores significant cultural changes that are happening in the country, which are likely to have had a much greater impact.

The country is in the process of undergoing a social and economic transformation with an urban middle class demographic segment developing rapidly. Such people have a much higher disposable income than previous generations. They also have a more ‘western’ lifestyle with, for example, young people spending leisure time in clubs and being exposed to western influences, including a more tolerant attitude to alcohol consumption.

It could be argued that despite a relatively high per capita sponsorship spend by beer brands, much greater than that seen in China, (which is the most relevant comparison given the historical low levels of marketing), consumption is much lower, although this doesn’t fully take into account different religious attitudes to alcohol between the two countries.

Indeed, it is also arguable that if sponsorship had a direct link to consumption, then in countries where there was relatively low consumption, it would make sense to increase sponsorship significantly to help to expand the market. This would be particularly relevant in countries in which disposable income was growing. Yet no such trend is discernible.

Looking at Western countries, both the UK and the USA have significantly higher per capita beer sponsorship spend than Australia and Germany, yet the latter two show higher levels of consumption.

Table 11. Total beer sponsorship spend v total beer consumption Country Sponsorship Total national Value ($m) consumption (106L) USA 534.2 24138 UK 71.1 4587 Germany 43.8 8787 India 43.5 1400 Australia 23.6 1794 Brazil 23.0 12170 Spain 22.3 3251 Canada 21.1 2311 Portugal 10.5 590 South Africa 9.2 3095 Mexico 6.5 6419 Belgium 5.0 844 China 3.8 44683 Netherlands 3.2 1224 New Zealand 3.0 300 Ireland 2.9 479

27 Beer Sponsorship November 1, 2012

Chart 11. Total beer sponsorship spend v total beer consumption

Sponsorship Value Total national consumption

Source: IMR/Kirin

Chart 11 is not particularly constructive in terms of measuring the impact of sponsorship on consumption. The two biggest beer consumers (both with very large populations), China and the USA, have very different marketing cultures. Thus one country has high levels of consumption and sponsorship spend, whereas the other has high levels of consumption but low spend levels.

It is therefore more useful to look at the relationships on a per capita basis, measuring sponsorship spend, disposable income and beer consumption.

Table 12. Relationship between beer consumption, sponsorship and disposable income Country Sponsorship Population Per capita Average Beer Spend (m) (m) beer household consumption sponsorship income ($) per capita spend ($) (litres) Germany 43.8 82 0.53 42,610.10 107 Ireland 2.9 4.5 0.64 45,266.60 104 Australia 23.6 23 1.03 50,047.80 83 USA 534.2 315 1.70 61,028.40 78 Belgium 5.0 11 0.45 45,948.70 78 UK 71.1 63 1.13 39,987.30 74 Netherlands 3.2 16.7 0.19 37,744.80 74 New Zealand 3.0 4.4 0.68 30,361.10 71 Spain 22.3 46 0.48 36,143.70 70 Canada 21.1 35 0.60 40,764.80 68 Brazil 23.0 193 0.12 16,373.30 65 South Africa 9.2 51 0.18 12,252.90 63 Mexico 6.5 112 0.06 13,000.80 57 Portugal 10.5 10.5 1.00 25,889.50 55 China 3.8 1,354 0.01 4,809.80 32 India 43.5 1,210 0.04 3,140.20 2 Source: IMR/Kirin/Euromonitor

28 Beer Sponsorship November 1, 2012

Table 12 and Chart 12 show clearly that there is a strong correlation between beer consumption and disposable income, but the correlation with sponsorship spend is much weaker.

Indeed in certain countries such as the USA, UK and Portugal, where per capita beer sponsorship levels are high, there doesn’t appear to be a corresponding consumption spike.

It is also interesting to analyse the data presented by Spain and Portugal, neighbouring countries with very similar economic, cultural and sports profiles. Spain has lower levels of beer sponsorship per capita than Portugal, but significantly higher levels of consumption. Likewise, the profiles of Belgium and the Netherlands are broadly similar although beer consumption levels in this case are very close. However, beer sponsorship per capita is considerably different.

Chart 12. Relationship between beer consumption, sponsorship and disposable income

Beer sponsorship spend per capita Consumption per capita Household disposable income

Source: IMR/Kiri/Euromonitor

In Germany and Brazil, where consumption is high, beer sponsorship expenditure is relatively low, particularly given that overall sponsorship spend in Germany is higher than in most countries.

It is also interesting to analyse the activities of the major brewing groups. The five year predictions for market growth (published by specialist beverage research company, Canadean4), showed static markets in North America, Australasia and Western Europe, but considerable growth rates of between 3.5%- 4.5% in Asia, South America and Africa.

4 Global Beer Trends Report 2012, Canadean

29 Beer Sponsorship November 1, 2012

Despite this, the giant brewers have shown a willingness to significantly increase sponsorship spend, particularly in the USA. Again, this is no proof of a lack of causal effect, however it does suggest that sponsorship is being used more for brand development and protection than for market expansion in mature markets at least.

The conclusion from both the Cardiff Business School study and the analysis into the relationship between sponsorship spend and consumption, is that there is no significant link between sponsorship by beer brands and consumption of beer products.

30 Beer Sponsorship November 1, 2012

GLOBAL ALCOHOL SPONSORSHIP REGULATIONS

FRANCE

Sponsorship from alcohol companies is completely banned and this includes for example, soccer teams based outside of the country playing matches in France. Such teams are not allowed to display alcohol brands on kit. The law, known as the Loi Envin, was passed in 1991 and has been strictly implemented and included the banning of perimeter advertising by FIFA sponsor Anheuser Busch, during the 1998 World Cup held in the country.

RUSSIA

2012 saw the introduction of tough regulations on the promotion of alcohol through advertising and sponsorship. Beer had been exempt from previous alcohol legislation because it was classified as 'food', however that was changed when the new laws came into place. As such there is now very little beer sponsorship in the country with an exemption being made for Baltika's deal for the 2014 Sochi Winter Games.

ABInBev has recently invested heavily in the Russian market, through the 2010 launch of its Budweiser brand, as well as signing on as official beer sponsor for the 2018 FIFA World Cup, which the country will host. While beer advertising and sale is currently prohibited in Russian stadiums, the brewer and FIFA hope an exception will be made. If such an exception will not be made, AB InBev is prepared to use "alternative channels of communication, i.e. digital and PR channels," a spokeswoman for the company told Advertising Age recently.

BRAZIL

Selling alcohol inside Brazilian football stadiums is currently prohibited by law. The measure was imposed to attempt to reduce crowd violence and improve public health. The measure is, however, expected to be lifted for the 2014 FIFA World Cup and FIFA has been forthright in its insistence on the issue. Secretary-General Jerome Valcke says: “Alcoholic drinks are part of the FIFA World Cup, so we’re going to have them. Excuse me if I sound a bit arrogant but that’s something we won’t negotiate.”

AUSTRALIA

12 sports codes will become free of all alcohol sponsorship after a $25 million deal with the federal government was announced in the summer of 2012.

The sporting associations have agreed to promote safe alcohol consumption to adults, provide alcohol-free sporting environments for minors and to reduce alcohol promotion in their codes.

31 Beer Sponsorship November 1, 2012

Soccer, basketball, cycling, volleyball, netball, swimming, hockey, athletics, skateboarding, equestrian, triathlon and canoeing national associations have all signed the deal, which supports the ''Be the Influence, Tackling Binge Drinking'' health campaign.

However, the AFL and NRL have not signed up.

Sports Minister Kate Lundy, who announced the deal as part of the National Binge Drinking Strategy, said the AFL and NRL were approached about joining the initiative.

But AFL spokesman Patrick Keane denied that, saying the league had not had any specific discussions about the deal: ''We [the AFL] already have strong messages of responsible use of alcohol, gambling and racial tolerance,'' Mr Keane said.

Soccer and netball have signed up despite some teams and clubs having alcohol company sponsors.

Football Federation Australia chief executive Ben Buckley said the new sponsorship deal would replace a contract that ceased between Coopers brewery and Adelaide United.

Under the deal, the sports will promote the safe drinking message through advertising, uniform branding, sports ambassadors and communication with players, their families and spectators.

Ms Lundy said clubs and sporting associations could still serve alcohol, but the sports would promote the ‘Be the Influence’ message to inspire young people to reduce drinking.

UK

A voluntary code is currently in place in the UK in which sponsors and sports rights holders have agreed to remove any alcohol branding on replica clothing aimed at children

The Portman Group, the alcohol industry body, has agreed to introduce a sponsorship code which will require drink brands to promote responsible drinking in activation activity by spring 2013.

32 Beer Sponsorship November 1, 2012

GLOBAL BEER SPONSORSHIP DEALS BY BRAND

Table 13. Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

Germany ABInBev Werder Bremen Bundesliga Soccer Sponsor 2011 2016 $1.5m UK Amstel Man City FC Premier League Soccer Sponsor 2010 $3m Greece Amstel Hellenic Football Federation National Team Soccer Sponsor $1.2m Netherlands Amstel Amstel Gold Race Foundation Amstel Gold Race Cycling Title Sponsor $.7m Netherlands Amstel Feyenoord FC Club Soccer Sponsor 2011 2014 $.4m Russia Baltika Sochi 2014 Winter Games Olympics Supplier 2011 2014 $12m Kontinental Russia Baltika KHL League Ice Hockey Sponsor 2013 2014 $2m Netherlands Bavaria PSV Eindhoven FC Club Soccer Sponsor 2010 2014 $.4m Germany Bitburger DFB National team Soccer Premium Partner 2012 2016 $3.9m Germany Bitburger Borussia Mönchengladbach Club Soccer Sponsor 2011 2016 $1.2m Germany Bitburger 1899 Hoffenheim Club Soccer Sponsor $.4m Germany Bitburger Bayer Leverkusen Club Soccer Sponsor 2012 2015 $.36m Germany Bitburger Alemannia Aachen Club Soccer Sponsor $.35m Germany Bitburger SV Eintracht Trier Club Soccer Sponsor $.3m Germany Bitburger FC Saarbrücken Club Soccer Sponsor 2010 $.25m Germany Bitburger TuS Koblenz Club Soccer Premium Partner 2009 $.25m UK Black Sheep Yorkshire County Cricket Club Club Cricket Sponsor 2013 $.16m

33 Beer Sponsorship November 1, 2012

Table 13(a). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

Brazil Brahma CBF Copa Kia do Brasil Soccer Sponsor $5m Brazil Brahma Corinthians Corinthians Soccer Tier 2 Sponsor 2012 $3m Brazil Brahma Flamengo Flamengo Soccer Tier 2 Sponsor $2m Brazil Brahma Sao Paulo Sao Paulo Soccer Sponsor $1.9m Brazil Brahma Palmeiras Palmeiras Soccer Sponsor 2012 $1.8m Brazil Brahma Vasco da Gama Vasco da Gama Soccer Tier 2 Sponsor 2011 $1.5m Brazil Brahma Botafogo Botafogo Soccer Tier 2 Sponsor 2011 $1.1m Brazil Brahma Fluminense Fluminense Soccer Sponsor 2012 $1m Brazil Brahma Atletico Mineiro Atletico Mineiro Soccer Tier 2 Sponsor $.9m Brazil Brahma Cruzeiro Cruzeiro Soccer Sponsor $.8m Brazil Brahma Bahia Bahia Soccer Sponsor $.7m Brazil Brahma Figueirense Figueirense Soccer Tier 2 Sponsor $.4m Brazil Brahma Nautico Nautico Soccer Sponsor $.4m Brazil Brahma Ponte Preta Ponte Preta Soccer Sponsor 2012 $.4m Brazil Brahma Sport Club do Recife Club Soccer Sponsor $.4m Brazil Brahma Portuguesa Portuguesa Soccer Sponsor $.3m UK Brains Welsh Rugby Union National Team Rugby Union Sponsor 2012 2016 $1.4m UK Brains FA of Wales National Team Soccer Sponsor 2012 $1m UK Brains London Welsh Club Rugby Union Primary Sponsor 2012 2015 $.5m UK Brains Glamorgan CCC Club Cricket Sponsor $.1m Germany Brauhaus Riegele FC Augsburg Club Soccer Sponsor 2012 $.4m Germany Brinkhoff's Borussia Dortmund Bundesliga Soccer Sponsor 2010 2015 $1m

34 Beer Sponsorship November 1, 2012

Table 13(b). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

USA Bud Light NFL League American Football Sponsor 2011 2016 $166.6m USA Bud Light Houston Texans Club American Football Sponsor $4m USA Bud Light Carolina Panthers Club American Football Sponsor $1.5m USA Bud Light Tampa Bay Buccaneers Club American Football Sponsor $1.5m Canada Bud light Winnipeg Jets Club Ice Hockey Sponsor 2011 $.5m USA Bud Light San Jose Sharks NHL team Ice Hockey Sponsor 2013 $.5m USA Budweiser NBA NBA Basketball Sponsor 2013 2018 $35m International Budweiser FIFA World Cup Soccer Sponsor 2014 2022 $20m USA Budweiser MLB League Baseball Sponsor 2013 2018 $20m USA Budweiser Richard Childress Racing Kevin Harvick NASCAR Sponsor 2011 2013 $18m UK Budweiser FA FA Cup Soccer Title Sponsor 2011 2014 $12m USA Budweiser MLS League Soccer Sponsor 2011 2014 $10m USA Budweiser Washington Redskins Club American Football Sponsor $8m USA Budweiser New England Patriots Club American Football Sponsor $8m USA Budweiser New York Jets / Giants Metlife Stadium American Football Sponsor 2009 2029 $8m USA Budweiser San Francisco 49ers Club American Football Sponsor $6m USA Budweiser New York Yankees Club Baseball Sponsor $5m USA Budweiser Daytona Int'l Speedway Speedweeks Motorsport Title Sponsor 2013 $4m USA Budweiser Boston Red Sox Club Baseball Sponsor $4m USA Budweiser Chicago Cubs Club Baseball Sponsor $4m USA Budweiser Texas Rangers Club Baseball Sponsor $4m USA Budweiser Miami Dolphins Club American Football Sponsor $4m

35 Beer Sponsorship November 1, 2012

Table 13(c). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate USA Budweiser Baltimore Ravens Club American Football Sponsor $4m USA Budweiser Indianapolis Colts Club American Football Sponsor $4m USA Budweiser Philadelphia Phillies Club Baseball Sponsor $3.5m USA Budweiser New York Mets Club Baseball Sponsor $3.5m USA Budweiser St Louis Cardinals Club Baseball Sponsor $3.5m USA Budweiser Seattle Seahawks Club American Football Sponsor $3.5m USA Budweiser New Yorl Rangers Club Ice Hockey Sponsor $3.5m USA Budweiser USOC Team USA Olympics Sponsor 2012 2016 $3.25m USA Budweiser LA Lakers NBA Basketball Sponsor $3m USA Budweiser Detroit Lions Club American Football Sponsor $3m USA Budweiser New Orleans Saints Club American Football Sponsor $3m USA Budweiser Tennessee Titans Club American Football Sponsor $3m USA Budweiser Philadelphia Eagles Club American Football Sponsor $3m USA Budweiser Minnesota Twins Club Baseball Sponsor 2010 2014 $3m USA Budweiser Arizona Cardinals Club American Football Sponsor $2.8m USA Budweiser Cincinnati Bengals Club American Football Sponsor $2.8m USA Budweiser Kansas City Chiefs Club American Football Sponsor $2.8m USA Budweiser Oakland Raiders Club American Football Sponsor $2.8m USA Budweiser Los Angeles Angels Club Baseball Sponsor $2.5m USA Budweiser San Francisco Giants Club Baseball Sponsor $2.5m USA Budweiser Jacksonville Jaguars Club American Football Sponsor $2.5m USA Budweiser Arizona Cardinals Club American Football Sponsor $2.5m USA Budweiser St. Louis Rams Club American Football Sponsor $2.5m

36 Beer Sponsorship November 1, 2012

Table 13(d). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate USA Budweiser New York Knicks NBA Basketball Sponsor $2.2m USA Budweiser Chicago Bulls NBA Basketball Sponsor 2016 $2m USA Budweiser Houston Astros Club Baseball Sponsor $2m USA Budweiser Barclays Center Facility Basketball/Ice Hockey Sponsor 2012 $2m USA Budweiser Detroit Tigers Club Baseball Sponsor $2m USA Budweiser Denver Broncos Club American Football Sponsor $2m USA Budweiser Brooklyn Nets Club Basketball Sponsor $2m USA Budweiser Dallas Mavericks Club Basketball Sponsor $2m USA Budweiser Boston Bruins Club Ice Hockey Sponsor $2m USA Budweiser Atlanta Braves Club Baseball Sponsor $1.7m USA Budweiser Baltimore Orioles Club Baseball Sponsor $1.6m USA Budweiser Miami Marlins Club Baseball Sponsor $1.5m USA Budweiser LA Dodgers Club Baseball Sponsor $1.5m USA Budweiser Houston Rockets Club Basketball Sponsor $1.5m USA Budweiser Cincinnati Reds Club Baseball Sponsor $1.4m USA Budweiser Washington Nationals Club Baseball Sponsor $1.4m USA Budweiser Pittsburgh Pirates Club Baseball Sponsor 2012 $1.3m USA Budweiser Washington Wizards NBA Basketball Sponsor $1.2m USA Budweiser Kansas City Royals Club Baseball Sponsor $1.1m USA Budweiser San Diego Padres Club Baseball Sponsor $1.1m USA Budweiser Arizona Diamondbacks Club Baseball Sponsor $1.1m USA Budweiser Orlando Magic Team Basketball Sponsor 2010 2013 $1m USA Budweiser Oakland Athletics Club Baseball Sponsor $1m

37 Beer Sponsorship November 1, 2012

Table 13(e). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate USA Budweiser Cleveland Indians Club Baseball Sponsor $1m Canada Budweiser Vancouver Canucks NHL team Ice Hockey Sponsor $1m USA Budweiser Miami Marlins Club Baseball Sponsor $1m USA Budweiser San Antonio Spurs Club Basketball Sponsor $1m USA Budweiser Charlotte Bobcats Club Basketball Sponsor 2011 $1m USA Budweiser LA Kings Club Ice Hockey Sponsor $.9m USA Budweiser Philadelphia Flyers Club Ice Hockey Sponsor $.8m USA Budweiser Detroit Pistons Club Basketball Sponsor $.7m USA Budweiser Dallas Stars Club Ice Hockey Sponsor $.7m Canada Budweiser Calgary Flames Club Ice Hockey Sponsor 2011 2016 $.6m USA Budweiser Tampa Bay Rays Club Baseball Sponsor $.6m USA Budweiser Philadelphia 76ers Club Basketball Sponsor $.6m USA Budweiser Washington Wizards Club Basketball Sponsor $.6m Canada Budweiser Vancouver Whitecaps Club Soccer Sponsor 2011 2016 $.5m USA Budweiser Atlanta Hawks Club Basketball Sponsor $.5m USA Budweiser Indiana Pacers Club Basketball Sponsor $.5m USA Budweiser Sacramento Kings Club Basketball Sponsor $.5m USA Budweiser Minnesota Wild Club Ice Hockey Sponsor $.5m USA Budweiser New Jersey Devils Club Ice Hockey Sponsor $.5m USA Budweiser FC Dallas Club Soccer Tier 2 Sponsor 2011 $.4m USA Budweiser Tampa Bay Lightning Club Ice Hockey Sponsor $.4m USA Budweiser Nashville Predators Club Ice Hockey Sponsor $.4m USA Budweiser Columbus Crew Club Soccer Sponsor $.3m

38 Beer Sponsorship November 1, 2012

Table 13(f). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

Westports Malaysia Malaysia Budweiser Dragons Club Basketball Sponsor 2013 2015 $.25m Porsche Carrera Cup China Budweiser Asia Motorsport Sponsor 2012 2012 $.2m USA Budweiser St Louis Blues Club Ice Hockey Sponsor $.2m USA Budweiser Real Salt Lake Club Soccer Sponsor $.2m USA Budweiser Columbus Blue Jackets Club Ice Hockey Sponsor 2010 2013 $.2m USA Budweiser Buffalo Sabres Club Ice Hockey Sponsor $.15m Tier 3 USA Budweiser Houston Dynamo Club Soccer Sponsor $.15m USA Budweiser Sporting Kansas City Club Soccer Partner $.15m USA Budweiser Seattle Sounders Club Soccer Sponsor $.15m USA Budweiser Kansas City Triathlon 5150 Event Triathlon Sponsor 2012 $.1m USA Budweiser Iowa Hawkeyes University teams Various Sponsor 2012 2016 $.046m UK Caledonian Scottish Rugby National Team Rugby Union Sponsor 2013 2015 $.7m UK Caledonian Edinburgh Rugby Club Rugby Union Sponsor 2013 2015 $.15m UK Caledonian Glasgow Warriors Club Rugby Union Sponsor 2013 2015 $.15m UK Carling Scottish FA National Team Soccer Sponsor 2010 2013 $.75m UK Carling Newcastle United Club Soccer Sponsor $.6m UK Carling Southampton F.C Club Soccer Sponsor $.25m South Carling Black Title Africa Label SA Breweries Carling Black Label Cup Soccer Sponsor 2011 $.3m

39 Beer Sponsorship November 1, 2012

Table 13(g). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

UK Carlsberg Arsenal Club Soccer Sponsor 2012 2015 $5m UK Carlsberg FA National team Soccer Third Tier Sponsor 2011 2014 $3m UK Carlsberg Liverpool Club Soccer Official Partner 2010 $3m UK Carlsberg EPL English Premier League Soccer Sponsor 2013 2016 $2.7m UK Carlsberg Tottenham Hotspur Club Soccer Sponsor 2012 2015 $2.5m Europe Carlsberg UEFA Euro 2012 Soccer Global Sponsor 2010 2012 $2.5m UK Carlsberg FA Wembley Stadium Soccer Partner 2010 2014 $1.5m Germany Carlsberg Hamburg Club Soccer Sponsor $1m Ireland Carlsberg FA of Ireland National Team Soccer Sponsor 2009 2013 $.68m Germany Carlsberg Hertha Berlin Club Soccer Sponsor $.7m Denmark Carlsberg Denmark National Team Soccer Primary Sponsor $.5m Serbia Carlsberg Serbia-Montenegro National Team Soccer Sponsor $.5m Germany Carlsberg St Pauli Club Soccer Sponsor $.5m Bulgaria Carlsberg Bulgaria National Team Soccer Sponsor $.5m Germany Carlsberg FC Porto Club Soccer Sponsor $.4m UK Carlsberg West Ham United Club Soccer Sponsor $.35m Denmark Carlsberg Odense Boldklub Club Soccer Primary Sponsor 2011 2015 $.3m Croatia Carlsberg Hajduk Split Club Soccer Sponsor 2011 $.3m Malaysia Carlsberg European/Asian Tour Maybank Malaysian Open Golf Sponsor 2012 2015 $.3m Switzerland Carlsberg Switzerland National Team Soccer Sponsor $.25m

40 Beer Sponsorship November 1, 2012

Table 13(h). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate Singapore Carlsberg Singapore Sports Hub S’pore Indoor Stadium Various Sponsor 2012 $.2m UK Carlsberg West Bromwich Albion Club Soccer Sponsor $.2m Canada Carlsberg Toronto FC Club Soccer Sponsor $.15m USA Carlsberg Toronto FC Club Soccer Sponsor $.15m Denmark Carlsberg FC Copenhagen Club Soccer Sponsor $.1m Denmark Carlsberg AGF Club Soccer Sponsor $.1m Denmark Carlsberg Silkeborg FC Club Soccer Sponsor $.1m Denmark Carlsberg Esbjerg FC Club Soccer Sponsor $.1m Serbia Carlsberg Vojvodina Club Soccer Sponsor $.1m Australia Carlsberg Brisbane Roar Club Soccer Sponsor $.1m Australia Carlton & United Melbourne Cricket Club Facility Cricket Sponsor $.3m Australia Carlton & United Sydney Cricket Ground Facility Cricket Sponsor $.3m Australia Carlton & United Melbourne Racing Club Facility Horseracing Sponsor $.25m Australia Carlton & United West Coast Eagles Club AFL Sponsor 2011 2010 $.2m Australia Carlton & United Perth Racing Facility Horseracing Sponsor $.2m Australia Carlton & United Geelong Cats Club AFL Sponsor $.1m Australia Carlton Draught AFL League AFL Sponsor 2012 2022 $5m Australia Carlton Draught New South Wales Waratahs Club Rugby Union Sponsor 2011 2014 $.35m Australia Carlton Draught Adelaide Crows Club AFL Sponsor 2010 2014 $.3m Australia Carlton Draught Moonee Valley Racing Club Facility Horseracing Sponsor $.25m Australia Carlton Draught Port Adelaide Club AFL Sponsor 2012 2016 $.25m Australia Carlton Draught Brisbane Lions Club AFL Sponsor 2013 $.25m Australia Carlton Draught Gold Coast Suns Club AFL Sponsor $.1m

41 Beer Sponsorship November 1, 2012

Table 13(i). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate Australia Carlton Mid Fremantle Dockers Club AFL Sponsor $.25m Australia Carlton Mid Brisbane Racing Club Facility Horseracing Sponsor $.2m Australia Carlton MID Queensland Reds Club Rugby Sponsor $.15m South Africa Castle Lager Cricket South Africa Test Cricket Cricket Sponsor 2011 2014 $3.5m South Africa Castle Lager SARU National Team Rugby Sponsor 2011 2015 $3m South Africa Castle Lager SAFA National Team Soccer Sponsor 2012 2017 $2.4m Primary UK Chang Everton FC Club Soccer Sponsor 2011 2014 $6.3m Spain Chang Barcelona FC Club Soccer Sponsor 2012 2015 $2.75m Spain Chang Real Madrid FC Club Soccer Sponsor 2012 2015 $2.75m USA/Canada Coors NHL NHL Ice Hockey Sponsor 2013 2019 $53.5m Canada Coors Toronto Maple Leafs NHL team Ice Hockey Sponsor $10m USA Coors US College sports Various Various Sponsor 2011 $10m Canada Coors Montreal Canadiens NHL team Ice Hockey Sponsor $5m USA Coors Milwaukee Brewers Club Baseball Naming Rights 2001 2020 $2.05m USA Coors Detroit Red Wings NHL team Ice Hockey Sponsor 2011 2016 $1m Canada Coors Edmonton Oilers NHL team Ice Hockey Sponsor $.6m USA Coors Milwaukee Bucks NBA Basketball Sponsor 2012 2022 $.5m Canada Coors Ottawa Senators NHL team Ice Hockey Sponsor 2011 2016 $.5m USA Coors Colorado Avalanche NHL team Ice Hockey Sponsor $.5m USA Coors Colorado Rockies Club Baseball Naming Rights 2008 2017 $.5m USA Coors New York Islanders Club Ice Hockey Sponsor 2011 $.4m USA Coors Phoenix Coyotes NHL team Ice Hockey Sponsor $.3m

42 Beer Sponsorship November 1, 2012

Table 13(j). Global beer sponsorship deals by brand Country / Region Company Rights Holder Property Sport Status Start End Value IMR P.A Estimate

USA Coors Light Nascar Nascar Motorsport Official Beer 2012 $6m Mexico Coors Light Femexfut Primera División Soccer Sponsor 2010 $3m USA Coors Light Seattle Mariners Club Baseball Sponsor 2012 2015 $2m USA Coors Light Phoenix Suns Basketball Sponsor 2012 $1.5m USA Coors Light New York Red Bulls Club Soccer Sponsor $.25m USA Coors Light Philadelphia Union Club Soccer Sponsor $.2m Canada Coors Light Montreal Impact Club Soccer Sponsor 2012 $.15m USA Coors Light Chicago Wolves Club Ice Hockey Sponsor 2012 $.1m Central / North Premier America Corona ATP ATP Tour Tennis Partner 2010 2015 $13m NASCAR Corona Mexico Corona Nascar Series Motorsport Major Sponsor $1m USA Corona LA Galaxy Club Soccer Sponsor $.8m Mexico Corona Atlas Club Soccer Sponsor $.4m Mexico Corona Santos Laguna Club Soccer Sponsor $.4m Mexico Corona Toluca Club Soccer Sponsor $.4m Mexico Corona America Club Soccer Sponsor $.4m USA Corona DC United Club Soccer Sponsor 2010 $.25m Mexico Corona WRC Rally Mexico Motorsport Title Sponsor $.2m Corona USA Extra Club Deportivos Chivas Club Soccer Sponsor 2011 $1.7m Corona USA Extra San Jose Earthquakes Club Soccer Sponsor $.15m

43 Beer Sponsorship November 1, 2012

Table 13(k). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

UK Courage Exeter Chiefs Club Rugby Union Sponsor $.1m Spain Cruzcampo RFEF National Team Soccer Tier 1 Sponsor 2011 2014 $4.5m Brazil Crystal King Truck Show & Events Fórmula Truck Motorsport Tier 1 Sponsor $.8m Turkish Football Turkey Efes Federation National Team Soccer Sponsor $2m Europe Efes ULEB Euroleague Basketball Partner 2012 2015 $1.2m Germany Erdinger Weißbräu Berlin Marathon Athletics Sponsor $.15m Spain Estrella Damm Barcelona FC Club Soccer Sponsor 2011 2016 $5m Spain Estrella Damm Valencia FC Club Soccer Sponsor $1.5m Denmark Faxe FC Nordsjaelland Club Soccer Sponsor $.1m Australia Fosters Etihad Stadium Facility AFL Sponsor $.6m Fuller's London UK Pride London Marathon Marathon Sponsor 2011 $.1m Germany Gaffel FC Köln Club Soccer Sponsor $.5m UK Greene King IPA Worcester Warriors Club Rugby Union Sponsor 2012 $.3m UK Greene King IPA London Wasps Club Rugby Union Sponsor $.3m UK Greene King IPA Sale Sharks Club Rugby Union Sponsor $.2m UK Greene King IPA Harlequins Club Rugby Union Sponsor $.15m

44 Beer Sponsorship November 1, 2012

Table 13(l). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

Europe Guinness Six Nations Rugby Six Nations Rugby Union Sponsor 2011 $3.5m Nigeria Guinness Nigeria Football Federation National Team Soccer Sponsor 2011 2013 $1.7m Ireland Guinness GAA All-Ireland Senior Champ'ship Hurling Sponsor 2012 2013 $1.5m Ireland Guinness Irish Rugby Football Union National Team Rugby Union Sponsor $.5m Primary USA Guinness Guinness Cycling Team Cycling Sponsor $.5m UK Guinness RFU National Team Rugby Union Sponsor 2012 $.5m UK Guinness Premier Rugby English Premiership Rugby Union Sponsor 2012 $.5m UK Guinness Scottish Rugby National Team Rugby Union Partner 2010 2012 $.5m UK Guinness Welsh Rugby Union National Team Rugby Union Sponsor 2011 2013 $.5m Ghana Guinness Ghana Football Association National Team Soccer Sponsor 2011 2013 $.45m UK Guinness London Irish Club Rugby Union Sponsor $.2m Primary USA Guinness Denver Barbarians Club Rugby Sponsor $.1m Naming Germany Hacker Pschorr Hacker-Pschorr Arena Ice Hockey Rights $.5m Australia Hahn Superdry ARU National team Rugby Sponsor 2013 2015 $1m Australia Hahn Superdry WACA Cricket Sponsor 2009 2014 $.3m China Harbin NBA NBA China Basketball Sponsor 2012 $2m Naming Finland Hartwall Hartwall Areena Various Rights $.15m Germany Hasseroeder Hannover 96 Bundesliga Soccer Sponsor $.3m

45 Beer Sponsorship November 1, 2012

Table 13(m). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate Europe Heineken UEFA Champions League Soccer Sponsor 2012 2015 $70m European Europe Heineken ERC Challenge Cup Rugby Union Title Sponsor 2009 2013 $4.25m South Copa Santander America Heineken Conmebol Libertadores Soccer Tier 2 Sponsor $4m Rugby UnionWorld International Heineken IRB Cup 2015 Rugby Union Worldwide Partner 2010 2015 $4m Royal Dutch Football Netherlands Heineken Association (KNVB) National Team Soccer Sponsor $1m Australia Heineken Tennis Australia Australian Open Tennis Primary Sponsor 2010 2013 $.7m Ethiopian Football Eithiopia Heineken Federation National Team Soccer Sponsor 2013 2014 $.65m UK Heineken Welsh Rugby Union National Team Rugby Official Lager 2012 2016 $.5m UK Heineken Aston Villa Club Soccer Sponsor $.5m Ireland Heineken The Irish Open Irish Open Golf Sponsor 2012 2014 $.2m USA Heineken Del Mar Racetrack Horseracing Sponsor 2010 $.15m USA Heineken Houston Dynamo Club Soccer Tier 3 Sponsor $.15m Germany Holsten Hamburger SV Bundesliga Soccer Sponsor $.6m Italy Interbrau Inter Milan FC Club Soccer Sponsor 2012 $.4m Italy Interbrau AC Milan Club Soccer Sponsor 2012 $.4m Vicar SA Sports Brazil Itaipava Promotions Stock Car Brasil Motorsport Tier 3 Sponsor $.6m Australia James Boags Victoria Racing Club Facility Horseracing Sponsor $1m Australia James Boags Australian Grand Prix Corp Event Motorsport Sponsor $.2m UK John Smith's Grand National Horseracing Sponsor 2010 2013 $2.5m

46 Beer Sponsorship November 1, 2012

Table 13(n). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

Belgium Jupiler Belgian Pro League League Soccer Title Sponsor 2013 $4m Belgium Jupiler Royal Belgian FA (KBVB) National Team Soccer Sponsor $1m Netherlands Jupiler Ajax FC Club Soccer Sponsor 2012 2015 $.5m Finland Karjala Finland National Team Ice Hockey Sponsor $.2m India Kingfisher Sahara Force India F1 team Motorsport Sponsor $20m India Kingfisher BCCI Umpire sponsorship Cricket Sponsor $19m India Kingfisher Royal Challengers Bangalore IPL team Cricket Sponsor $1.2m India Kingfisher Rajasthan Royals IPL team Cricket Sponsor $.7m India Kingfisher Deccan Chargers IPL team Cricket Sponsor $.7m India Kingfisher Mumbai Indians IPL team Cricket Official Partner $.5m India Kingfisher Delhi Daredevils IPL team Cricket Sponsor $.5m India Kingfisher Kings XI Punjab IPL team Cricket Sponsor $.4m India Kingfisher Pune Warriors IPL team Cricket Sponsor $.4m UK Kingfisher ECB Kingfisher Cup Cricket Title Sponsor 2011 $.25m India Kingfisher East Bengal Football Club Club Soccer Sponsor $.1m Germany Kirner 1. FSV Mainz 05 Bundesliga Soccer Sponsor 2010 2019 $.2m König Germany Pilsener König Pilsener Arena Handball Naming Rights 2002 2012 €.5m König Germany Pilsener KönigPalast Ice Hockey Naming Rights 2004 2014 $.2m König Primary Germany Pilsener Füchse Duisburg Club Ice Hockey Sponsor $.2m

47 Beer Sponsorship November 1, 2012

Table 13(o). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

Primary Germany Krombacher Eintracht Frankfurt Club Soccer Sponsor 2012 2017 $8m Germany Krombacher DFL Bundesliga Soccer Partner 2011 2013 €5m Germany Krombacher VfB Stuttgart Club Soccer Sponsor 2011 2016 $2m Germany Krombacher VfB Wolfsburg Club Soccer Sponsor 2010 2013 $.95m Germany Krombacher Phoenix Hagen Club Basketball Sponsor 2012 $.2m Germany Krombacher Arminia Bielefeld Club Soccer Sponsor 2010 $.15m Germany Kulmbacher FC Nuremberg Club Soccer Sponsor 2010 $.3m American USA Labatt Buffalo Bills Club Football Sponsor $2.8m Canada Labatt Toronto Blue Jays Club Baseball Sponsor $1.6m USA Labatt New York Islanders Club Ice Hockey Sponsor $.4m USA Labatt Carolina Hurricanes Club Ice Hockey Sponsor $.4m USA Labatt Buffalo Sabres Club Ice Hockey Sponsor $.15m Australia Lion Australian Turf Club Golden Slipper Horseracing Title Sponsor 2013 2015 $1.2m Australia Lion ANZ Stadium Facility Various Sponsor $.15m Australia Lion Red Warriors Club Rugby League Sponsor $.2m Germany Lübzer FC Energie Cottbus Club Soccer Sponsor 2012 2015 $.25m Primary UK Magners Celtic Club Soccer sponsor 2013 2016 $3m Spain Mahou Real Madrid FC La Liga Soccer Sponsor $2m Spain Mahou LFP La Liga Soccer Sponsor $2m

48 Beer Sponsorship November 1, 2012

Table 13(p). Global beer sponsorship deals by brand Country Company Rights Holder Property Sport Status Start End Value IMR / Region P.A Estimate

UK Marston's ECB England Team Cricket Official Partner 2013 2017 $1m UK Marston's Stoke City Club Soccer Sponsor $.35m UK Marston's Leicestershire CCC Club Cricket Sponsor $.3m UK Marston's Warwickshire CCC Club Cricket Sponsor $.17m UK Marston's Surrey CCC Club Cricket Sponsor $.16m Primary UK Marston's Gloucestershire CCC Club Cricket Sponsor $.1m UK Marston's Worcestershire CCC Club Cricket Sponsor $.1m USA Miller Coors LA Dodgers Club Baseball Sponsor $1.5m USA Miller Coors Anaheim Ducks Club Ice Hockey Sponsor $.6m USA Miller Lite Dallas Cowboys Club American Football Sponsor 2008 2020 $16m USA Miller Lite Penkse Nascar team Motorsport Sponsor 2012 2013 $13m USA Miller Lite Chicago Bears Club American Football Sponsor $7m USA Miller Lite Green Bay Packers Club American Football Sponsor 2012 2022 $5m USA Miller Lite Chicago White Sox Club Baseball Sponsor $4m USA Miller Lite Philadelphia Eagles Club American Football Sponsor $3m USA Miller Lite Minnesota Vikings Club American Football Sponsor $3m USA Miller Lite Atlanta Falcons Club American Football Sponsor $3m USA Miller Lite San Diego Chargers Club American Football Sponsor $2.8m USA Miller Lite Denver Broncos Club American Football Sponsor $2m USA Miller Lite Carolina Panthers Club American Football Sponsor $1.5m USA Miller Lite Tampa Bay Buccaneers Club American Football Sponsor $1.5m Mexico Miller Lite Chivas de Guadalajara Club Soccer Sponsor 2011 2014 $.7m

49 Beer Sponsorship November 1, 2012

Table 13(q). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

USA Miller Lite Tampa Bay Rays Club Baseball Sponsor 2011 $.6m USA Miller Lite Minnesota Timberwolves Club Basketball Sponsor $.5m USA Miller Lite Chicago Fire Club Soccer Sponsor $.3m USA Miller Lite Corrigan Sports Baltimore 10 Miler Marathon Sponsor 2012 $.1m North / Central America MillerCoors Concacaf Gold Cup Soccer Sponsor $.5m USA Molson Coors Denver Nuggets Club Basketball Sponsor $.6m UK Molson Coors Wigan FC Club Soccer Sponsor $.2m Primary UK Old Speckled Hen Northants CCC Club Cricket Sponsor 2010 $.5m UK Old Speckled Hen Derbyshire CCC Club Cricket Sponsor 2010 2013 $.2m UK Old Speckled Hen Sussex CCC Club Cricket Sponsor 2010 2014 $.15m Premium Germany Paulaner Bayern Munich Club Soccer Partner 2012 2016 $4m Italy Peroni FIR National Team Rugby Union Tier 2 Sponsor $.5m Argentina Quilmes AFA National Team Soccer Sponsor $1m National Premier Jamaica Red Stripe PLCA League Soccer Title Sponsor 2011 $.5m Germany Rothaus SC Freiburg Club Soccer Sponsor 2010 2012 $.2m Joint title Portugal Sagres Portuguese Liga Primeira Liga Soccer sponsor 2008 $5.5m Portuguese Football Portugal Sagres Federation National team Soccer Sponsor 2010 2014 $4m

50 Beer Sponsorship November 1, 2012

Table 13(r). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate Spain San Miguel FEB Governing Body Basketball Sponsor $1.5m Spain San Miguel Malaga Club Soccer Sponsor 2013 2015 $.25m Indonesia San Miguel San Miguel Beermen ABL Basketball Owner $.1m UK Shepherd & Neame Essex CCC Club Cricket Sponsor $.13m UK Shepherd & Neame Kent CCC Club Cricket Primary Sponsor $.12m UK Singha Manchester United Manchester United Soccer Sponsor 2010 2013 $2.5m UK Singha Chelsea F.C. Club Soccer Sponsor 2012 2017 $.7m Asia Singha Asian Tour Asian Tour Golf Sponsor 2012 2013 $.5m International Singha Red Bull Racing Team Motorsport Sponsor 2010 $.2m Thailand Singha Thailand Open Golf Sponsor 2011 $.15m New Zealand Rugby New Zealand Steinlager Union All Blacks Rugby Sponsor 2009 2013 $3m China Stella Artois UBS Hong Kong Open Event Golf Sponsor $.1m UK Stowford Press ECB Governing Body Cricket Official Partner 2012 2014 $.5m UK Strongbow Sunderland Club Soccer Sponsor $.15m UK Tennent's Celtic Scottish Premier League Soccer Primary Sponsor 2010 2013 $2.4m UK Tennent's Rangers Scottish Premier League Soccer Primary Sponsor 2010 2013 $2.4m UK Tetley's Northampton Saints Club Rugby Union Sponsor $1m UK Tetley's RFL Challenge Cup Rugby League Title Sponsor 2013 2014 $.7m UK Tetley's Leeds Rhinos Club Rugby League Sponsor 2010 2016 $.2m UK Tetley's Bradford Bulls Club Rugby League Sponsor 2011 2015 $.15m UK Thatchers Bath Club Rugby Sponsor 2012 $.1m UK Thwaites Lancashire CCC Club Cricket Primary Sponsor $.6m

51 Beer Sponsorship November 1, 2012

Table 13(s). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimate

Australia Tooheys Sea Eagles Club Rugby League Sponsor $.2m Australia Tooheys Penrith Panthers Club Rugby League Sponsor $.2m Australia Tooheys Rabbitohs Club Rugby League Sponsor $.2m Australia Tooheys Parramatta Eels Club Rugby League Sponsor $.15m China Tsingtao CBA League Basketball Sponsor 2012 $1.5m USA Tsingtao Miami Heat Miami Heat Basketball Sponsor 2012 $1.5m USA Tsingtao Cleveland Cavaliers Cleveland Cavaliers Basketball Sponsor 2010 2013 $.3m Germany Tucher SpVgg Greuther Fürth Club Soccer Sponsor 2012 2014 $.1m Kenya Tusker Kenyan Premier League League Soccer Title Sponsor 2012 2015 $.63m Australia VB Cricket Australia Australian Team Cricket Platinum Partner $4m Australia VB NRL Governing Body Rugby League Sponsor 2014 $1.2m Australia VB NSWRL Federation/Cup Rugby League Sponsor $.25m Australia VB Bulldogs Club Rugby League Sponsor $.2m Australia VB Sydney Roosters Club Rugby League Sponsor $.2m Australia VB Canberra Raiders Club Rugby League Sponsor $.12m Australia VB New South Wales Blues Rugby League Primary Sponsor 2012 2015 $.1m Australia VB Dragons Club Rugby League Sponsor $.1m Germany Veltins Schalke 04 Veltins-Arena Soccer Naming Rights 2005 2015 €3m

52 Beer Sponsorship November 1, 2012

Table 13(t). Global beer sponsorship deals by brand Country / Company Rights Holder Property Sport Status Start End Value IMR Region P.A Estimat e Polish Football Poland Warka Association National Team Soccer Sponsor 2010 2013 $1m Germany Warsteiner Fortuna Dusseldorf Bundesliga Soccer Sponsor 2012 $.4m Warsteiner Field Hockey/American Naming Germany Warsteiner HockeyPark Football Rights $.2m Major Australia West End South Australia Cricket Sponsor $.4m SA National Football Australia West End League AFL Sponsor $.15m UK Worthington's Gloucester Rugby Club Rugby Union Sponsor $.15m Australia XXXX Brisbane Broncos Club Rugby League Sponsor $.35m Queensland Rugby Australia XXXX League State of Origin Rugby League Sponsor 2013 $.3m Australia XXXX Cowboys Club Rugby League Sponsor $.2m Australia XXXX Gold Coast Titans Club Rugby League Sponsor 2015 $.2m Major Australia XXXX Gold Queensland Cricket Cricket Sponsor $1m XXXX Gold Queensland Australia XXXX Gold Queensland Cricket Bulls Cricket Title Sponsor $.2m

53