Who Spent What In 09: IEG s Top Sponsors List

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1 In Depth Who Spent What In 09: IEG s Top Sponsors List Nearly all companies and sectors cut sponsorship budgets last year. 4/26/10: In case anyone needed further proof that the sponsorship marketplace experienced severe contraction last year, IEG s annual ranking of the largest U.S. based sponsors lays any doubt to rest. Only 10 out of 70 sponsors that spent more than $15 million in 08 increased budgets in 09. That proportion 14 percent is exactly the same as the number of all sponsors who said they would raise spending in the IEG/Performance Research Decision-maker Survey conducted in February of 09. Among the top 20 sponsors, only two Nike, Inc. and The Procter & Gamble Co. expanded their sponsorship budgets last year, the latter signing major deals with the NFL and USOC. Another 19 of the largest spending companies 26 percent maintained sponsorship spending at the 08 level, while 41 companies 59 percent cut their budgets last year. Not surprisingly, no new companies joined the $15-million-plus ranks in 09. The list shrank by five companies to 66, in one case due to a merger. Alltel Corp. (number 38 on the 08 list) is now part of Verizon Communications, Inc., helping that company rise from number 32 to number 17. Conversely, four companies spending fell below the $15 million minimum threshold: ADT Security Services, Inc. (formerly number 62); Johnson & Johnson (the former number 65 that ended its Olympic association with the Beijing Games and the USOC); Sharp Electronics Corp. (formerly number 66 and poised to spend even less this year if it does not renew its MLB sponsorship); and Ashland Inc., (former number 68) which reduced motorsports spending for its Valvoline brand. PepsiCo, Inc. home to Pepsi, Gatorade, Mountain Dew, Aquafina and SoBe beverages, along with Frito-Lay snacks remained in the top spot, ahead of archrival The Coca-Cola Co. Coke spends just slightly more than Nike, which leapfrogged former number three General Motors Co. (now number five) and number four Anheuser-Busch Cos., where spending declined, but not by the draconian amounts some projected when the brewer became part of Leuven, Belgium-based Anheuser-Busch InBev SA/NV. 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. 1

2 Top U.S. Sponsors: Companies Spending More Than $15 Million $330M-$335M PepsiCo, Inc. 1 1 $240M-$245M The Coca-Cola Co. 2 2 $235M-$240M Nike, Inc. 3 5 $205M-$210M Anheuser-Busch Cos. 4 4 $180M-$185M General Motors Co. 5 3 $175M-$180M AT&T Inc. 6 6 $150M-$155M MillerCoors LLC 7 8 $140M-$145M Toyota Motor Sales U.S.A., Inc. 8 7 $125M-$130M Ford Motor Co. 9 9 $120M-$125M Adidas North America, Inc $110M-$115M Sprint Nextel Corp $95M-$100M Bank of America Corp $80M-$85M The Procter & Gamble Co $70M-$75M The Home Depot, Inc $65M-$70M FedEx Corp $55M-$60M State Farm Cos Verizon Communications, Inc $50M-$55M Chrysler Group LLC Motorola, Inc Mars, Inc $45M-$50M Lowe s Cos $40M-$45M Citigroup Inc Wells Fargo & Co Sirius XM Radio Inc United Parcel Service $35M-$40M Target Corp Shell Oil Co Bridgestone Americas, Inc Visa McDonald s Corp Nestlé USA, Inc J. P. Morgan Chase & Co Time Warner Inc Diageo North America, Inc Dr Pepper Snapple Group, Inc The Allstate Corp Nationwide Financial Services, Inc Berkshire Hathaway Inc Mercedes-Benz USA, LLC continued 2

3 Top U.S. Sponsors: Companies Spending More Than $15 Million (continued) MasterCard Int l, Inc Canon U.S.A., Inc American Honda Motor Co American Express Co Exxon Mobil Corp Yum! Brands, Inc General Mills, Inc Sears Holdings Corp Office Depot, Inc DuPont Co American Airlines Chevron Corp astman Kodak Co Sony Corp. of America Kellogg Co Microsoft Corp Red Bull North America, Inc Unilever United States, Inc Sunoco, Inc IBM Corp Hewlett-Packard Co Best Buy Co Brown-Forman Corp $15M-$20M Samsung Electronics America, Inc BP America, Inc Black & Decker Corp BMW of North America, LLC

4 Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted by Category Category Company 2009 Spending Automotive General Motors Co. $180M-$185M Toyota Motor Sales U.S.A., Inc. $140M-$145M Ford Motor Co. $125M-$130M Chrysler Group LLC $50M-$55M Mercedes-Benz USA, LLC American Honda Motor Co. BMW of North America, LLC $15M-$20M Bank Bank of America Corp. $95M-$100M Citigroup Inc. $40M-$45M Wells Fargo & Co. $40M-$45M J. P. Morgan Chase & Co. Beverage PepsiCo, Inc. $330M-$335M The Coca-Cola Co. $240M-$245M Anheuser-Busch Cos. $205M-$210M MillerCoors LLC $150M-$155M Diageo North America, Inc. Dr Pepper Snapple Group, Inc. Red Bull North America, Inc. Brown-Forman Corp. Consumer Electronics Canon U.S.A., Inc. Sony Corp. of America Samsung Electronics America, Inc. $15M-$20M Credit Card Visa MasterCard Int l, Inc. American Express Co. Food Mars, Inc. $50M-$55M Nestlé USA, Inc. General Mills, Inc. Kellogg Co. Fuel Shell Oil Co. $35M-$40M Exxon Mobil Corp. Chevron Corp. Sunoco, Inc. BP America, Inc. $15M-$20M Insurance State Farm Cos. $55M-$60M The Allstate Corp. Nationwide Financial Services, Inc. Personal Care The Procter & Gamble Co. $80M-$85M Unilever United States, Inc. 4

5 SIDEBAR Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted Alphabetically by Company Name Adidas North America, Inc. $120M-$125M The Allstate Corp American Airlines American Express Co American Honda Motor Co Anheuser-Busch Cos. $205M-$210M 4 4 AT&T Inc. $175M-$180M 6 6 Bank of America Corp. $95M-$100M Berkshire Hathaway Inc Best Buy Co Black & Decker Corp. $15M-$20M BMW of North America, LLC $15M-$20M BP America, Inc. $15M-$20M Bridgestone Americas, Inc. $35M-$40M Brown-Forman Corp Canon U.S.A., Inc Chevron Corp Chrysler Group LLC $50M-$55M Citigroup Inc. $40M-$45M The Coca-Cola Co. $240M-$245M 2 2 Diageo North America, Inc Dr Pepper Snapple Group, Inc DuPont Co Eastman Kodak Co Exxon Mobil Corp FedEx Corp. $65M-$70M Ford Motor Co. $125M-$130M 9 9 General Mills, Inc General Motors Co. $180M-$185M 5 3 Hewlett-Packard Co The Home Depot, Inc. $70M-$75M IBM Corp J. P. Morgan Chase & Co Kellogg Co Lowe s Cos. $45M-$50M Mars, Inc. $50M-$55M MasterCard Int l, Inc McDonald s Corp Mercedes-Benz USA, LLC continued 5

6 SIDEBAR Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted Alphabetically by Company Name (continued) Microsoft Corp MillerCoors LLC $150M-$155M 7 8 Motorola, Inc. $50M-$55M Nationwide Financial Services, Inc Nestlé USA, Inc Nike, Inc. $235M-$240M 3 5 Office Depot, Inc PepsiCo, Inc. $330M-$335M 1 1 The Procter & Gamble Co. $80M-$85M Red Bull North America, Inc Samsung Electronics America, Inc. $15M-$20M Sears Holdings Corp Shell Oil Co. $35M-$40M Sirius XM Radio Inc. $40M-$45M Sony Corp. of America Sprint Nextel Corp. $110M-$115M State Farm Cos. $55M-$60M Sunoco, Inc Target Corp. $35M-$40M Time Warner Inc Toyota Motor Sales U.S.A., Inc. $140M-$145M 8 7 Unilever United States, Inc United Parcel Service $40M-$45M Verizon Communications, Inc. $55M-$60M Visa Wells Fargo & Co. $40M-$45M Yum! Brands, Inc