PROPERTY SECTOR SPENDING REPORT - Sponsorship · • Major League Baseball • Music and Music...
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Transcript of PROPERTY SECTOR SPENDING REPORT - Sponsorship · • Major League Baseball • Music and Music...
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PROPERTY SECTOR SPENDING REPORT
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PROPERTY SECTOR SPENDING REPORT
THROUGHOUT THE YEAR, IEG RESEARCH RELEASES UPDATES ON SPONSORSHIP ACTIVITY FOR MANY OF THE MOST ACTIVE SECTORS. THIS REPORT COMPILES OUR 2014 INTELLIGENCE ON THE FOLLOWING PROPERTY TYPES:
• Golf • Tennis
• National Football League • National Hockey League
• Major League Baseball • Music and Music Festivals
• National Basketball Assn. • Arts and Cultural Organizations
The report provides brands and rightsholders with a snapshot of how much sponsors are spending in each segment, annual growth rates and who the most active categories and companies are.
Overall, the automotive category was the most active sponsor in three sectors: golf, the NBA and the NHL; followed by banks, insurance and alcoholic beverages, which each topped two sectors.
On the brand side, AB InBev’s Anheuser-Busch was the most active sponsor in four areas: MLB, NBA, tennis and music festivals. No other company appeared more than once at the top of the other sectors’ sponsor lists.
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GOLF
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WORLDWIDE SPENDING ON GOLF
Spending includes sponsorship of professional and amateur sanctioning bodies and tournaments, charity fundraisers, endorsement deals and corporate hospitality.
Automobile companies are 4.4 times more likely to sponsor golf than the average of all sponsors.
GOLF
MOST ACTIVE CATEGORIES SPONSORING GOLF (WORLDWIDE)
Twenty-seven percent of golf properties with a sponsor in the auto category report a sponsorship with BMW.
MOST ACTIVE COMPANIES SPONSORING GOLF (WORLDWIDE)
MOST ACTIVE CATEGORIES SPONSORING GOLF (NORTH AMERICA)
MOST ACTIVE COMPANIES SPONSORING GOLF (NORTH AMERICA)
Banks are 4.1 times more likely to sponsor golf than the average of all sponsors.
Twenty-four percent of golf properties with a sponsor in the financial services category report having MasterCard as a sponsor.
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NFL
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NFL LEAGUE/TEAM SPONSORSHIP REVENUE
Insurance companies are 5.3 times more likely to sponsor the NFL than the average of all sponsors.
NFL
NFL MOST ACTIVE CATEGORIES (LEAGUE/TEAM)
NFL MOST ACTIVE SPONSORS (LEAGUE/TEAM)
*100% of NFL properties report having Gatorade as a sponsor.
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MLB
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MLB LEAGUE/TEAM SPONSORSHIP REVENUE
Food and alcoholic beverage companies are four times more likely to sponsor MLB than the average of all sponsors.
MLB
MLB MOST ACTIVE CATEGORIES (LEAGUE/TEAM)
MLB MOST ACTIVE SPONSORS (LEAGUE/TEAM)
Eighty-one percent of properties with a sponsor in the malt beverage category report Anheuser-Busch as a sponsor.
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NBA
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NBA LEAGUE/TEAM SPONSORSHIP REVENUE
Automobile and insurance companies are 5.4 times more likely to sponsor the NBA than the average of all sponsors.
NBA
NBA MOST ACTIVE CATEGORIES (LEAGUE/TEAM)
NBA MOST ACTIVE SPONSORS (LEAGUE/TEAM)
Eighty-four percent of properties with a sponsor in the malt beverage category report Anheuser-Busch as a sponsor.
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TENNIS
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WORLDWIDE TENNIS SPONSORSHIP SPENDING
Sports apparel and equipment companies are 8.4 times more likely to sponsor tennis than the average of all sponsors.
TENNIS
MOST ACTIVE CATEGORIES IN TENNIS
MOST ACTIVE COMPANIES IN TENNIS
Anheuser-Busch sponsors 34 percent of all properties reporting a partner in the malt beverage category.
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NHL
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LEXUS PEPSI-COLA†
TOYOTA FORD
COCA-COLAMILLERCOORS†
TICKETMASTER†
ENTERPRISE RENT-A-CAR†
GEICO†ANHEUSER-BUSCH
REEBOK*†
37%43% 47%
73%80%
50%
67%
100%
63%
NHL MOST ACTIVE SPONSORS (LEAGUE/TEAM)
*100% of NHL properties report Reebok as a sponsor.†Denotes an NHL Official Sponsor.NHL LEAGUE/TEAM SPONSORSHIP REVENUE
*Automobile manufacturers are 4.9 times more likely to sponsor the NHL than the average of all sponsors.
NHL
NHL MOST ACTIVE CATEGORIES (LEAGUE/TEAM)
NHL MOST ACTIVE SPONSORS (LEAGUE/TEAM)
*100% of NHL properties report Reebok as a sponsor. †Denotes official NHL sponsor.
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MUSIC
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MUSIC SPONSORSHIP REVENUE
Beer companies are 10 times more likely to sponsor music than the average of all sponsors with spirits and banks in close pursuit.
MUSIC
THE MOST ACTIVE CATEGORIES SPONSORING MUSIC (NORTH AMERICA)
THE MOST ACTIVE COMPANIES SPONSORING MUSIC (NORTH AMERICA)
The Coca-Cola Co. is the most active sponsor of music with 27 percent of properties reporting a partnership with the beverage giant.
Anheuser-Busch is by far the most active sponsor of music festivals with 31 percent of properties reporting a partnership with the company.
THE MOST ACTIVE COMPANIES SPONSORING MUSIC FESTIVALS (NORTH AMERICA)
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ARTS
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SPONSORSHIP SPENDING ON THE ARTS
Banks are 22.3 times more likely to sponsor the arts than the average of all sponsors.
ARTS
MOST ACTIVE CATEGORIES SPONSORING THE ARTS
TOP COMPANIES SPONSORING THE ARTS
Twenty-five percent of arts properties report Bank of America as a sponsor.
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ABOUT IEG AND ESP PROPERTIES
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IEG has shaped and defined sponsorship over three decades. It is the globally recognized source for industry insights, trends, training and events via sponsorship.com, its annual conference, online publications, trend reports, surveys and webinars.
IEG is part of ESP Properties, a WPP company. As a commercial and creative advisor for rightsholders, ESP Properties helps organizations unlock greater value from their audiences and brand partnerships.
Our consulting team assesses and advises how to grow the value of rightsholders’ commercial programs. We do this through a full range of services across data, digital and content development to better understand audiences and create more relevant ways to engage with them. This provides brand partners with new ways to connect with communities of fans and followers, growing the potential value of commercial partnerships.
Our sales team provides partnership strategy and sales representation to the world’s most active sponsors, within and beyond the WPP network of brand clients. Through WPP we have extensive contacts and deep insights into what it takes to create successful partnerships.
For more information about the value of sponsorships and partnerships, IEG and ESP Properties, please visit www.sponsorship.com, www.espglobal.com, or call Dan Kowitz at 312/725-5114.
DAN KOWITZ
Senior Vice President, Business Development, ESP Properties
