TOP SPONSORS REPORT

TOP SPONSORS REPORT
THE BIGGEST SPONSORSHIP SPENDERS OF 2013
www.sponsorship.com
1
TOP SPONSORS
MORE THAN 100 U.S.-BASED COMPANIES SPENT
MORE THAN $15 MILLION ON SPONSORSHIP IN 2013,
ACCORDING TO IEG’S ANNUAL SPENDING ANALYSIS.
The spending estimates for the companies on the
list reflect amounts spent on sponsorship fees of U.S.
properties and the portion of spending on international
properties that is directed to the U.S. market.
The total list grew from 93 companies in 2012 to 103 in
2013, with 13 sponsors added and three dropping off.
For the first time, IEG also is reporting the top 10 global
sponsorship spenders.
www.sponsorship.com
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U.S. TOP 10
PEPSICO, INC. REMAINED THE BIGGEST U.S.
SPONSOR, ALLOCATING ABOUT $350 MILLION
ACROSS ITS MANY BEVERAGE AND SNACK BRANDS,
AND OUTSPENDING RIVAL THE COCA-COLA CO. BY
ABOUT $60 MILLION. MUCH OF THAT DIFFERENTIAL
CAN BE ATTRIBUTED TO GATORADE’S NEAR-NINEFIGURE SPORTS SPEND.
Nike, Inc. moved into the number-three position as it
increased spending on college athletic programs and
moved into its first full year as the NFL’s exclusive onfield apparel supplier. The sporting goods giant slipped
by Anheuser-Busch InBev, which did not embark on any
major new partnerships in 2013.
AMOUNT
COMPANY
2013
RANK
2012
RANK
$350M-$355M
PepsiCo, Inc.
1
1
$290M-$295M
The Coca-Cola Co.
2
2
$260M-$265M
Nike, Inc.
3
4
$255M-$260M
Anheuser-Busch InBev
4
3
$175M-$180M
AT&T, Inc.
5
5
General Motors Co.
6
6
$155M-$160M
Toyota Motor Sales U.S.A., Inc.
7
7
$145M-$150M
Ford Motor Co.
8
8
$120M-$125M
Adidas North America, Inc.
9
10
$115M-$120M
MillerCoors LLC
10
9
The ninth and tenth positions on the list also saw a sporting goods giant move past a brewer, as Adidas North
America, Inc. slightly outspent MillerCoors LLC.
Unlike 2012, no company in the top 10 decreased spending last year. Eight sponsors grew their budgets, while
two—MillerCoors and number five AT&T, Inc.—stayed at 2012 levels.
www.sponsorship.com
3
BIG MOVERS
MICROSOFT CORP. BROKE INTO THE TOP 20
FOR THE FIRST TIME, AS IT KICKED OFF ITS FIVE-YEAR
DEAL WITH THE NFL. MICROSOFT MOVED FROM
NUMBER 36 TO NUMBER 17, WHILE TARGET CORP.,
WHICH HELD THE LINE ON SPENDING, DROPPED
OUT OF THE TOP 20 TO NUMBER 22.
For the second year in a row, Diageo North America, Inc.
was the biggest mover among companies already on
the list, only this time its move reflected an increase
in spending rather than a decrease. Having dropped
to number 92 in 2012 after it ended its Roush Fenway
Racing NASCAR deal, the spirits company rebounded
to number 46 mostly on the heels of league-wide
sponsorships with the NBA and NHL.
The Home Depot, Inc. dropped from number 32 to just out of the top 50 after it ended its naming rights deal with
the MLS LA Galaxy and Chivas USA stadium in Carson, Calif., now known as StubHub Center.
Chrysler Group LLC dropped from number 39 to number 67 as it retreated from its NASCAR involvement, while
Samsung Electronics America, Inc. was a big mover in the positive direction, going from number 93 to number 58
on the strength of a major deal with the NBA and other new partnerships.
www.sponsorship.com
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ARRIVALS AND DEPARTURES
T-MOBILE USA, INC. JOINED THE RANKINGS AT
NUMBER 35 THANKS ALMOST ENTIRELY TO ITS
EIGHT-FIGURE MLB PARTNERSHIP.
The dozen other newcomers are: Oracle Corp.; Marriott
Int’l, Inc.; The Go Daddy Group, Inc.; Kellogg Co.;
Hilton Worldwide Holdings Inc.; New Era Cap Co.; BBVA
Compass Bancshares Inc.; Burger King Worldwide, Inc.;
U.S. Bancorp; Lucas Oil Products, Inc.; Great Clips, Inc.;
and Nissan North America Inc.
The three companies leaving the ranks of big spenders
are Office Depot, Inc.; The Sherwin Williams Co.; and
Kraft Foods, Inc. The first two dropped NASCAR deals
after 2012, while the latter spun off its North American
grocery business into Kraft Foods Group, Inc. and
renamed itself Mondelez Int’l, Inc. Neither Kraft Foods
Group nor Mondelez spends more than $15 million a
year on sponsorship.
www.sponsorship.com
5
TOP U.S. SPONSORSHIP SPENDERS
AMOUNT
COMPANY
2013
RANK
$350M-$355M
PepsiCo, Inc.
1
1
$290M-$295M
The Coca-Cola Co.
2
2
$260M-$265M
Nike, Inc.
3
4
$255M-$260M
Anheuser-Busch InBev
4
3
$175M-$180M
AT&T, Inc.
5
5
Wells Fargo & Co.
27
29
General Motors Co.
6
6
McDonald’s Corp.
28
26
$155M-$160M
Toyota Motor Sales U.S.A., Inc.
7
7
Bridgestone Americas, Inc.
29
28
$145M-$150M
Ford Motor Co.
8
8
Mars, Inc.
30
25
$120M-$125M
Adidas North America, Inc.
9
10
The Allstate Corp.
31
33
$115M-$120M
MillerCoors LLC
10
9
American Express Co.
32
30
$110M-$115M
Verizon Communications, Inc.
11
11
Dr Pepper Snapple Group Inc.
33
31
$90M-$95M
FedEx Corp.
12
12
SAP America, Inc.
34
81
$85M-$90M
The Procter & Gamble Co.
13
13
T-Mobile USA, Inc.
35
—
$75M-$80M
Bank of America Corp.
14
15
MasterCard Int’l, Inc.
36
43
Sprint Nextel Corp.
15
14
BP America, Inc.
37
34
Berkshire Hathaway, Inc.
16
16
SIRIUS XM Radio, Inc.
38
37
Microsoft Corp.
17
36
American Honda Motor Co.
39
35
$65M-$70M
United Parcel Service
18
17
Yum! Brands, Inc.
40
38
$60M-$65M
Citigroup, Inc.
19
18
Comcast Corp.
41
45
J. P. Morgan Chase & Co.
20
20
Kia Motors America, Inc.
42
48
State Farm Cos.
21
21
Target Corp.
22
19
$70M-$75M
$55M-$60M
2012
RANK
AMOUNT
$50M-$55M
$45M-$50M
$40M-$45M
$35M-$40M
$30M-$35M
COMPANY
2013
RANK
2012
RANK
Lowe’s Cos.
23
23
Visa
24
24
Mercedes-Benz USA, LLC
25
22
Shell Oil Co.
26
27
www.sponsorship.com
6
TOP U.S. SPONSORSHIP SPENDERS
(CONT.)
AMOUNT
COMPANY
2013
RANK
$30M-$35M
(continued)
Unilever United States, Inc.
43
47
Under Armour, Inc.
44
51
Capital One Financial Corp.
45
42
BMW of North America, LLC
66
52
Diageo North America, Inc.
46
92
Chrysler Group LLC
67
39
Nationwide Financial Services, Inc.
47
40
Bass Pro, Inc.
68
87
United Continental Holdings, Inc.
48
44
Marriott Int’l, Inc.
69
—
Nestlé USA, Inc.
49
55
Aaron’s, Inc.
70
66
3M Co.
50
41
Hewlett-Packard Co.
71
63
The Home Depot, Inc.
51
32
IBM Corp.
72
72
Hyundai Motor Co.
52
61
Stanley Black & Decker, Inc.
73
77
Delta Air Lines, Inc.
53
57
The Hershey Co.
74
75
Barclays Bank PLC
54
60
Chevron Corp.
75
71
Oracle Corp.
55
—
Enterprise Holdings, Inc.
76
67
Time Warner Inc.
56
53
Subway Restaurants
77
68
Zurich American Insurance Co.
57
58
Volkswagen of America, Inc.
78
69
Samsung Electronics America, Inc.
58
93
The Goodyear Tire & Rubber Co.
79
90
Papa John’s Int’l, Inc.
59
65
Red Bull North America, Inc.
80
73
MetLife, Inc.
60
59
The Go Daddy Group, Inc.
81
—
Sunoco, Inc.
61
64
Kellogg Co.
82
—
PNC Financial Services Group, Inc.
62
62
Hilton Worldwide Holdings Inc.
83
—
Exxon Mobil Corp.
63
50
New Era Cap Co.
84
—
$25M-$30M
2012
RANK
AMOUNT
$25M-$30M
(continued)
$20M-$25M
$15M-$20M
COMPANY
2013
RANK
2012
RANK
General Mills, Inc.
64
54
American Airlines
65
49
www.sponsorship.com
7
TOP U.S. SPONSORSHIP SPENDERS
(CONT.)
AMOUNT
COMPANY
2013
RANK
2012
RANK
$15M-$20M
(continued)
BBVA Compass Bancshares Inc.
85
—
Burger King Worldwide, Inc.
86
—
Sony Corp. of America
87
94
InterContinental Hotels Group PLC
88
56
General Electric Co.
89
74
U.S. Bancorp
90
—
National Auto Parts Association
91
78
Caterpillar, Inc.
92
85
NRG Energy, Inc.
93
88
Discover Financial Services, Inc.
94
80
Lucas Oil Products, Inc.
95
—
Best Buy Co.
96
89
Great Clips , Inc.
97
—
Cisco Systems, Inc.
98
86
Nissan North America Inc.
99
—
Panasonic Corp. of North America
100
76
Dollar General Corp.
101
79
The Clorox Co.
102
83
Menard, Inc.
103
84
www.sponsorship.com
8
BEVERAGE CATEGORY TOP SPENDERS
COMPANY
TOP DEALS
2012 SPEND
2013 SPEND
NFL
MLB
Hendrick Motorsports
$330M-$335M
$350M-$355M
NCAA
American Idol
NBA
$275M-$280M
$290M-$295M
NFL
Richard Childress Racing
NBA
$235M-$240M
$255M-$260M
NHL
Penske Racing
AT&T Stadium/Dallas Cowboys
$115M-$120M
$115M-$120M
Dallas Cowboys
$40M-$45M
American Airlines Center/Dallas Mavericks/Dallas Stars
Dr Pepper ACC Football Championship
$40M-$45M
NBA
Los Angeles Dodgers
MetLife Stadium
$15M-$20M
$30M-$35M
Red Bull Arena/New York Red Bulls
MLS
Coachella Valley Music & Arts Festival
$20M-$25M
$20M-$25M
www.sponsorship.com
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AUTO CATEGORY TOP SPENDERS
COMPANY
TOP DEALS
2012 SPEND
2013 SPEND
Joe Gibbs Racing
Michael Waltrip Racing
Toyota Center/Houston Rockets
$145M-$150M
$155M-$160M
American Idol
Roush Fenway Racing
AT&T Stadium/Dallas Cowboys
$135M-$140M
$145M-$150M
USTA U.S. Open
PGA of America
Mercedes-Benz Superdome/New Orleans Saints
$50M-$55M
$50M-$55M
Honda Center/Anaheim Ducks
Disneyland
NHL
$35M-$40M
$35M-$40M
NBA
New York Knicks
Kia Classic
$25M-$30M
$30M-$35M
24 NCAA Colleges
Hyundai Tournament of Champions
GRAMMY Awards
$20M-$25M
$25M-$30M
www.sponsorship.com
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AUTO CATEGORY TOP SPENDERS
(CONT.)
COMPANY
TOP DEALS
2012 SPEND
2013 SPEND
BMW Championship
USOC
Houston Texans
$25M-$30M
$25M-$30M
Pro Rodeo Cowboys Association
Winter X Games
Kentucky Derby/Churchill Downs
$35M-$40M
$25M-$30M
USA Ski & Snowboard
D.C. United
MLS
$20M-$25M
$20M-$25M
NCAA
Heisman Memorial Trophy
Cirque du Soleil
<$15M
$15M-$20M
www.sponsorship.com
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TELECOM CATEGORY TOP SPENDERS
COMPANY
TOP DEALS
2012 SPEND
2013 SPEND
NCAA
AT&T Stadium/Dallas Cowboys
AT&T Pebble Beach National Pro-Am
$175M-$180M
$175M-$180M
NFL
MetLife Stadium
Penske Racing
$105M-$110M
$110M-$115M
NASCAR Sprint Cup Series
NBA
Sprint Center
$75M-$80M
$75M-$80M
MLB
City Year
Seattle Mariners
<$15M
$35M-$40M
www.sponsorship.com
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BANK CATEGORY TOP SPENDERS
COMPANY
TOP DEALS
2013 SPEND
2012 SPEND
MLB
Bank of America Stadium/Carolina Panthers
New England Patriots
$70M-$75M
$75M-$80M
Citi Field/New York Mets
Live Nation
Citi Bikes
$55M-$60M
$60M-$65M
USTA U.S. Open
Madison Square Garden
Chase Field/Arizona Diamondbacks
$55M-$60M
$60M-$65M
Wells Fargo Championship
$40M-$45M
MLS
Staples Center/Los Angeles Lakers/Los Angeles Kings
$45M-$50M
NCAA
Capital One Bowl
ESPY Awards
$30M-$35M
$30M-$35M
NFL
Barclays Center/Brooklyn Nets
The Barclays
$20M-$25M
$25M-$30M
PNC Arena/Carolina Hurricanes
PNC Park/Pittsburgh Pirates
Cleveland Browns
$20M-$25M
$25M-$30M
www.sponsorship.com
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BANK CATEGORY TOP SPENDERS
(CONT.)
COMPANY
TOP DEALS
2013 SPEND
2012 SPEND
NBA
BBVA Compass Bank Stadium
BBVA Compass Bowl
<$15M
$15M-$20M
Target Field/Minnesota Twins
Minnesota Vikings
Sports Authority Field at Mile High/Denver Broncos
<$15M
$15M-$20M
www.sponsorship.com
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GLOBAL TOP 10
EIGHT OF THE TOP 10 U.S. SPENDERS, OR THEIR
PARENT COMPANIES, ALSO APPEAR ON IEG’S FIRSTEVER ACCOUNTING OF THE LARGEST SPONSORSHIP
SPENDERS GLOBALLY. JOINING THEM ARE TWO
COMPANIES WHO TOGETHER SPEND MORE THAN
$600 MILLION, PRIMARILY OUTSIDE THE U.S.:
EMIRATES AIRLINE AND VOLKSWAGEN AG.
Nike and Adidas AG are the top two global spenders,
each topping $600 million. PepsiCo and Coca-Cola,
the U.S. number one and two, are fourth and third
respectively in the global rankings.
The sporting goods and apparel giants surpassed the
beverage kings due mostly to major kit sponsorships with
soccer’s most prominent professional clubs and national
teams. Further evidence of how much the sport fuels
global spending: PepsiCo is the only one of the global
top 10 without a soccer sponsorship as one of its three
largest deals.
www.sponsorship.com
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GLOBAL TOP 10
COMPANY
TOP DEALS
2013 SPEND
NFL
French Football Federation
Football Association (England)
$685M-$690M
Real Madrid
Chelsea FC
FIFA
$630M-$635M
FIFA
NCAA
IOC
$490M-$495M
NFL
MLB
Hendrick Motorsports
$470M-$475M
NFL
Richard Childress Racing
FIFA World Cup Brazil 2014
$421M-$426M
Emirates Stadium/Arsenal FC
Formula 1
Emirates Team New Zealand
$409M-$414M
NFL
Hendrick Motorsports
Manchester United
$266M-$271M
www.sponsorship.com
16
GLOBAL TOP 10
(CONT.)
COMPANY
TOP DEALS
2013 SPEND
Joe Gibbs Racing
Michael Waltrip Racing
Austrailian Football League
$226M-$231M
Vfl Wolfsburg
Sochi 2014 Winter Olympic Games
Brazilian Serie A
$220M-$225M
UEFA Champions League
American Idol
Roush Fenway Racing
$183M-$188M
www.sponsorship.com
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ABOUT IEG
IEG leads the way in sponsorship solutions. With more than 30 years’ experience providing independent insights,
evaluation and guidance, our consultants and analysts bring unparalleled perspective and proven methodology to
every challenge.
We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results.
Our clients redefine what’s possible, exceed expectations and achieve lasting impact.
IEG evolves new and better ways for companies and brands to partner with organizations and events throughout
sports, arts, entertainment, associations and causes—for mutual benefit.
IEG builds property clients’ sponsorship revenue by making their offers more relevant and valuable to new and
current corporate partners. Our approach includes packaging, pricing, sales and servicing strategies that result in
tailored solutions for current and prospective sponsors.
No company is as influential as IEG in establishing the sponsorship industry as an essential part of business.
Shaping and defining sponsorship over three decades, we have gained an unparalleled and objective
understanding of how and why the industry works. Every client we partner with enriches their industry know-how
through our leadership and talent.
For more information about IEG and the sponsorship industry, please visit www.sponsorship.com or call
Courtney Campbell at 312/725-5104.
COURTNEY CAMPBELL
JESSI SANCHEZ
Vice President, Client Solutions
IEG Consulting Group
Director of Sponsorship Research,
Client Solutions, IEG Consulting Group
© 2014 IEG, LLC. All Rights Reserved. www.sponsorship.com
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