ieg sponsorship report...2017 ieg, llc. all rights reserved. 1 ieg sponsorship report pro sports nfl...

© 2017 IEG, LLC. ALL RIGHTS RESERVED. 1

IEG SPONSORSHIP REPORT

PRO SPORTS

NFL SPONSORSHIP REVENUE TOTALS $1.25 BILLION IN 2016 SEASON Spending takes a breather, but still outpaces overall 2016 sponsorship spending growth.

A decline in TV ratings and lingering concerns over off-field controversies have taken a toll on corporate interest in the National Football League.

Sponsorship spending on the NFL and its 32 teams rose 4.3 percent to $1.25 billion in the 2016-2017 season, according to IEG research. Spending rose 4.4 percent in the previous season.

The increase exceeds the 4.2 percent increase in overall 2016 sponsorship spending but trails the 4.7 percent increase in overall sports spending.

The NFL secured one major new partner in the 2016 season: Ford Motor Co. The company serves as the official truck of the NFL in a deal that splits the auto category with Hyundai Motor Co. (cars, SUVs, crossovers and luxury passenger vehicles).

NFL LEAGUE/TEAM SPONSORSHIP REVENUE

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FEBRUARY 6, 2017



2016 NFL SPONSORS & CATEGORIES



SIDEBAR

THE MOST ACTIVE CATEGORIES SPONSORING THE NFL To no surprise, the beer category has the deepest pockets when it comes to sponsorship spending on the NFL.

Led by Anheuser-Busch and the brewer’s six-year-old league partnership, beer companies spent 5.5 times more on NFL properties than the average category in the 2016-2017 season, according to IEG research.

The auto category was the second biggest spender (4.9), a factor driven in part by the league’s new partnership with Ford trucks.

While beer and autos were the biggest spenders, insurance was the most active category in terms of number of deals. Insurance companies were 3.3 times more likely to sponsor the NFL than the average of all sponsors.

TOP CATEGORIES SPONSORING THE NFL (SPENDING)

Beer companies spend 5.5 times more on the NFL than the average category.

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FEBRUARY 6, 2017



MOST ACTIVE CATEGORIES SPONSORING THE NFL (ACTIVITY)

Insurance companies are 3.3 times more likely to sponsor the NFL than the average of all sponsors



SIDEBAR

NFL TEAM SPONSORSHIP REVENUE RANKINGSThe New England Patriots didn’t just prove their superiority over the Atlanta Falcons in Super Bowl 2017—the team also is victorious in terms of sponsorship revenue. Thanks largely to its location in one of the country’s largest DMAs and three Super Bowl appearances over the past five years, the Patriots secured above average revenue in the 2016 season as compared to other NFL teams, according to IEG estimates. On the flip side, the Atlanta Falcons posted below average revenue, a factor largely attributed to the team’s home in the Georgia Dome—a venue without a naming rights sponsor. The team’s ranking is expected to change in the 2017 season following its move into Mercedes-Benz Stadium. NFL TEAM SPONSORSHIP REVENUE RANKINGS

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FEBRUARY 6, 2017



ABOUT IEG AND ESP PROPERTIES

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 IEG and the sponsorship industry, please visit www.sponsorship.com, www.espglobal.com, or call +1 312 944 1727.

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INSIGHTSEVALUATION GUIDANCEIEG LEADS THE WAY IN SPONSORSHIP ANALYSIS, INSIGHT, VALUATION & MEASUREMENT

ieg sponsorship report...2017 ieg, llc. all rights reserved. 1 ieg sponsorship report pro sports nfl...

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