Beer Sponsorship Expenditure
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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...........................................................