ieg sponsorship · pdf file2012 ieg, llc. all rights reserved. 1 ... below the $15 million...

© 2012 IEG, LLC. ALL RIGHTS RESERVED. 1

IEG SPONSORSHIP REPORT

IN DEPTH

FOLLOWING THE MONEY: SPONSORSHIP’S TOP SPENDERS OF 2011 Most deep-pocketed sponsors increased spending last year; large sports deals account for most significant moves on the list.

Eight-figure deals with marquee sports properties again drove movement—both positive and negative—among sponsorship’s biggest U.S. spenders in 2011, as IEG’s ranking of companies spending $15 million or more grew from 77 to 86.

While the same companies comprised the top 10 sponsors last year as in 2010, there was significant movement within those ranks, as number-three Anheuser-Busch InBev closed in on The Coca-Cola Co. at number two thanks to the brewer’s blockbuster NFL deal.

The loss of the NFL beer sponsorship by MillerCoors LLC dropped that company from number seven to number eight, swapping places with Toyota Motor Sales U.S.A., Inc. Also slipping back a spot—from five to six—was General Motors Co., which lowered its NCAA sponsorship level from the top-tier, eight-figure Corporate Champion designation held by the now defunct Pontiac brand to a high-seven-figure Corporate Partner on behalf of Buick.

Three companies moved into the top 20 rankings: United Parcel Service is at number 16 on the strength of its IMG College deal; Mercedes-Benz USA, LLC is at number 19 following its naming rights agreement with the Superdome in New Orleans; and J.P. Morgan Chase & Co. rose from number 22 to number 20 without signing any major new deals.

Unilever United States Inc. was the biggest mover on the 2011 list, jumping up 22 spots to number 47 by way of its deal to become an NCAA Corporate Partner. The Home Depot, Inc. took the biggest tumble, dropping 18 positions to number 39 after its eight-figure NFL sponsorship lapsed. Aflac, Inc. took almost as big a fall, declining 16 spots to number 54 when its official status with NASCAR expired.

The rankings saw a net gain of nine companies in 2011, with 12 newcomers and three previous big spenders that fell below the $15 million spending threshold.

Of the dozen joining the list, the company that came in at the highest spot—number 48—is United Continental Holdings, Inc., with the spending of the merged airlines combined for the first time.

The other newcomers are: InterContinental Hotels Group PLC; Enterprise Holdings, Inc.; Comcast Corp.; Aaron’s,

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IEG SPONSORSHIP REPORTTHE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING

MAY 29, 2012



Inc.; MetLife, Inc.; Volkswagen of America, Inc.; Panasonic Corp. of North America; The PNC Financial Services Group, Inc.; Hyundai Motor America; National Automotive Parts Assn.; and Brown-Forman Corp., which returns to the rankings after a one-year absence.

Dropping off the list in 2011 were: Canon U.S.A., Inc.—which dropped major partnerships with the NFL, PGA Tour and USTA U.S. Open—DuPont Co.—which scaled back its commitment to Hendrick Motorsports and driver Jeff Gordon—and Sears Holdings Corp.

Taking stock of the entire group of 86 companies yields good news for the sponsorship industry. Only seven companies on the 2011 list (eight percent) decreased spending from the previous year. That compares to 23 percent of the 2010 list that lowered their budgets. Forty-four sponsors (51 percent) on the current list increased spending, while 35 (41 percent) kept their spending at 2010 levels.

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.

Top U.S. Sponsors: Companies Spending More Than $15 MillionAmount Company 2011 Rank 2010 Rank

$340M-$345M PepsiCo, Inc. 1 1

$265M-$270M The Coca-Cola Co. 2 2

$255M-$260M Anheuser-Busch InBev 3 3

$215M-$220M Nike, Inc. 4 4

$175M-$180M AT&T, Inc. 5 6

$170M-$175M General Motors Co. 6 5

$150M-$155M Toyota Motor Sales U.S.A., Inc. 7 8

$135M-$140M MillerCoors LLC 8 7

Ford Motor Co. 9 9

Adidas North America, Inc. 10 10

$105M-$110M Verizon Communications, Inc. 11 11

$80M-$85M Sprint Nextel Corp. 12 13

The Procter & Gamble Co. 13 14

$70M-$75M Bank of America Corp. 14 12

$65M-$70M FedEx Corp. 15 15

$60M-$65M United Parcel Service 16 23

$50M-$55M Motorola Mobility, Inc. 17 16

State Farm Cos. 18 18

Mercedes-Benz USA, LLC 19 29

J. P. Morgan Chase & Co. 20 22

$45M-$50M Berkshire Hathaway, Inc. 21 24

Target Corp. 22 28

Mars, Inc. 23 20

Chrysler Group LLC 24 19

$40M-$45M Visa 25 32

American Express Co. 26 34

Shell Oil Co. 27 26

Wells Fargo & Co. 28 27

Dr Pepper Snapple Group, Inc. 29 33



Top U.S. Sponsors: Companies Spending More Than $15 Million (continued)

Amount Company 2011 Rank 2010 Rank

$40M-$45M Lowe’s Cos. 30 30

Citigroup Inc. 31 21

Bridgestone Americas, Inc. 32 25

$35M-$40M American Honda Motor Co. 33 44

Diageo North America, Inc. 34 31

McDonald’s Corp. 35 35

Nationwide Financial Services, Inc. 36 42

SIRIUS XM Radio Inc. 37 36

General Mills, Inc. 38 39

The Home Depot, Inc. 39 17

Yum! Brands, Inc. 40 41

$30M-$35M MasterCard Int’l, Inc. 41 43

Time Warner Inc. 42 40

American Airlines 43 46

Under Armour, Inc. 44 55

$25M-$30M Capital One Financial Corp. 45 45

3M Co. 46 54

Unilever United States, Inc. 47 69

United Continental Holdings, Inc. 48 -

Eastman Kodak Co. 49 47

Red Bull North America, Inc. 50 60

IBM Corp. 51 62

The Allstate Corp. 52 53

Microsoft Corp. 53 57

Aflac Inc. 54 38

Hewlett-Packard Co. 55 52

Office Depot, Inc. 56 51

Kia Motors America, Inc. 57 67

Exxon Mobil Corp. 58 48

Nestlé USA, Inc. 59 50

BMW of North America, LLC 60 61

$20M-$25M InterContinental Hotels Group PLC 61 -

Enterprise Holdings, Inc. 62 -

Delta Air Lines, Inc. 63 66

Comcast Corp. 64 -

Aaron’s, Inc. 65 -

Sunoco, Inc. 66 58

Kraft Foods Inc. 67 68

MetLife, Inc. 68 -

Chevron Corp. 69 56

Subway Restaurants 70 72

Papa John’s Int’l, Inc. 71 59

Best Buy Co. 72 63

BP America, Inc. 73 70



Top U.S. Sponsors: Companies Spending More Than $15 Million (continued)

Amount Company 2011 Rank 2010 Rank

$20M-$25M Sony Corp. of America 74 64

$15M-$20M Volkswagen of America, Inc. 75 -

$15M-$20M The Goodyear Tire & Rubber Co. 76 71

$15M-$20M Discover Financial Services, Inc. 77 75

$15M-$20M Panasonic Corp. of North America 78 -

$15M-$20M The PNC Financial Services Group, Inc. 79 -

$15M-$20M The Sherwin-Williams Co. 80 77

$15M-$20M Cisco Systems, Inc. 81 76

$15M-$20M Hyundai Motor America 82 -

$15M-$20M National Automotive Parts Association 83 -

$15M-$20M Brown-Forman Corp. 84 -

$15M-$20M Samsung Electronics America, Inc. 85 73

$15M-$20M The Hershey Co. 86 74

Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted by Category

Category Company 2011 Spending

Automotive General Motors Co. $170M-$175M

Toyota Motor Sales U.S.A., Inc. $150M-$155M

Ford Motor Co. $135M-$140M

Mercedes-Benz USA, LLC $50M-$55M

Chrysler Group LLC $45M-$50M

American Honda Motor Co. $35M-$40M

Kia Motors America, Inc. $25M-$30M

BMW of North America, LLC $25M-$30M

Volkswagen of America, Inc. $15M-$20M

Hyundai Motor America $15M-$20M

Bank Bank of America Corp. $70M-$75M

J. P. Morgan Chase & Co. $50M-$55M

Wells Fargo & Co. $40M-$45M

Citigroup Inc. $40M-$45M

Capital One Financial Corp. $25M-$30M

The PNC Financial Services Group, Inc. $15M-$20M

Beverage PepsiCo, Inc. $340M-$345M

The Coca-Cola Co. $265M-$270M

Anheuser-Busch InBev $255M-$260M

MillerCoors LLC $135M-$140M

Dr Pepper Snapple Group, Inc. $40M-$45M

Diageo North America, Inc. $35M-$40M

Red Bull North America, Inc. $25M-$30M

Brown-Forman Corp. $15M-$20M

Computer and Information Systems IBM Corp. $25M-$30M

Microsoft Corp. $25M-$30M

Hewlett-Packard Co. $25M-$30M

Sony Corp. of America $20M-$25M



Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted by Category (continued)


Consumer Electronics Panasonic Corp. of North America $15M-$20M

Cisco Systems, Inc. $15M-$20M

Samsung Electronics America, Inc. $15M-$20M

Credit Card Visa $40M-$45M

American Express Co. $40M-$45M

MasterCard Int’l, Inc. $30M-$35M

Discover Financial Services, Inc. $15M-$20M

Food Mars, Inc. $45M-$50M

General Mills, Inc. $35M-$40M

Nestlé USA, Inc. $25M-$30M

Kraft Foods Inc. $20M-$25M

The Hershey Co. $15M-$20M

Fuel Shell Oil Co. $40M-$45M

Exxon Mobil Corp. $25M-$30M

Sunoco, Inc. $20M-$25M

Chevron Corp. $20M-$25M

BP America, Inc. $20M-$25M

Insurance State Farm Cos. $50M-$55M

Berkshire Hathaway, Inc. $45M-$50M

Nationwide Financial Services, Inc. $35M-$40M

The Allstate Corp. $25M-$30M

Aflac Inc. $25M-$30M

MetLife, Inc. $20M-$25M

Mailing and Shipping FedEx Corp. $65M-$70M

United Parcel Service $60M-$65M

Personal Care The Procter & Gamble Co. $80M-$85M

Unilever United States, Inc. $25M-$30M

QSR McDonald’s Corp. $35M-$40M

Yum! Brands, Inc. $35M-$40M

Subway Restaurants $20M-$25M

Papa John’s Int’l, Inc. $20M-$25M

Retail Target Corp. $45M-$50M

Lowe’s Cos. $40M-$45M

The Home Depot, Inc. $35M-$40M

Office Depot, Inc. $25M-$30M

Aaron’s, Inc. $20M-$25M

Best Buy Co. $20M-$25M

National Automotive Parts Association $15M-$20M

Sport Apparel & Equipment Nike, Inc. $215M-$220M

Adidas North America, Inc. $135M-$140M

Under Armour, Inc. $30M-$35M



Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted by Category (continued)


Telecommunications AT&T, Inc. $175M-$180M

Verizon Communications, Inc. $105M-$110M

Sprint Nextel Corp. $80M-$85M

Motorola Mobility, Inc. $50M-$55M

Travel American Airlines $30M-$35M

United Continental Holdings, Inc. $25M-$30M

InterContinental Hotels Group PLC $20M-$25M

Enterprise Holdings, Inc. $20M-$25M

Delta Air Lines, Inc. $20M-$25M



CATEGORY UPDATE

CABLE COMPANIES BUNDLE UP NEW SPONSORSHIPS Cable companies increase sponsorship activity to promote new products, support local positioning and gain content for video-on-demand service.

New product offerings and increased competition are driving new sponsorship activity in the cable category.

Although cable operators have historically used sponsorship to support their local positioning and fend off competition from Dish Network Corp. and DirecTV Group, Inc., the category could soon get a boost from another competitor: online video services.

Indeed, Netflix, Inc., Hulu, LLC and other streaming video companies represent a new source of competition for the cable industry as more and more consumers opt to cut the cord on traditional cable service.

And the online video category is expected to heat up even more. Verizon and Redbox are expected to launch their own streaming movie service this summer, while Amazon.com Inc. and other technology giants also reportedly plan to enter the space with their own service offerings.

And a growing number of those players are launching proprietary content: Hulu last week announced 10 exclusive shows slated for release this summer.

That competition is expected to breathe new life into the already active cable category. Recent deals include Comcast Corp. and the State Fair of Indiana, Cox Communications, Inc. and Gainesville Fashion Week and Charter Communications, Inc. and a JTG Daugherty Racing NASCAR Sprint Cup Series team.

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MAY 29, 2012

CHART 1: CABLE COMPANY SPONSORSHIPS BY NUMBER OF DEALS

@2012 IEG, LLC. All rights reserved.



Below, IEG SR highlights seven sponsorship hot buttons in the cable category.

Promote new products. While nearly every company uses sponsorship to promote their cable, Internet and telephone offerings, some are using the medium to promote new products and services.

Case in point: Comcast aligned with the Indiana State Fair to promote and demonstrate its new Xfinity Home security product.

Comcast will title the fair’s main street stage, around which it will set up interactive exhibits for Xfinity Home and other products. The company will set up cameras on the stage to demonstrate how the security product works.

“People think of Comcast as a cable company, but their product mix is expanding,” said Debbie Dreiband, director of sponsorship sales with Live Nation, the fair’s sponsorship sales agency.

Access content. Cable companies are increasingly using sponsorship to access content for video-on-demand channels. The goal: acquire unique, one-of-a-kind content that provides a point of differentiation.

For example, Comcast leverages the Comcast Bite of Seattle by videotaping singles for its Dating on Demand service, while the company activates the MLB Chicago White Sox by offering game reruns during a specified period.

In addition, Charter has used its tie to the NFL St. Louis Rams to develop a show based on the making of the team’s cheerleader calendar.

Reward customers. Some cable operators use sponsorship to access perks that can be used to incent new sign-ups or reward current customers.

In one of the more unique activations in the category, Comcast over the last two years has leveraged the Chicago White Sox with a promotion that dangles a team-branded remote to current customers.

Offer media support. Like other types of media, cable companies frequently pay for sponsorship with a mix of cash and in-kind inventory.

That in-kind inventory can be beneficial to properties. For example, the Aquaphor New York City Triathlon secured a cash and in-kind fee from RCN Corp., the event’s presenting sponsor. The triathlon used the media inventory for two purposes: drive registrations and add value to sponsorship packages.

“Sponsors can use the advertising inventory at their sole discretion,” said Armand Milanesi, president of Precision Sports Entertainment, a sponsorship sales agency that reps the triathlon.

Provide pass-through rights to TV networks. Cable companies also look for one-on-one marketing inventory that can be bundled into advertising packages.

For example, Comcast next month will activate the Chicago White Sox by sponsoring an overnight campout at U.S. Cellular Field. The event will be co-sponsored by the Outdoor Channel and Bass Pro Shops, said George McDoniel, the White Sox’s director of corporate partnerships development.

Gain broad exclusivity. Cable companies typically look for exclusivity across their three primary offerings: cable, Internet and telephone.

Some properties try to carve out discrete salable segments. For example, Comcast’s partnership with the White Sox includes exclusivity in the hardwire phone category but not wireless phones.



Help support strategic partners. The growing number of strategic partnerships between cable companies, telephone providers and other types of companies can make it difficult to navigate exclusivity.

But those partnerships also can help open the door to new sponsors. Case in point: The Comcast Bite of Seattle this year inked a new partnership with Verizon following a new marketing partnership between the cable company and wireless provider. Consumers in Seattle, Atlanta, Chicago and a handful of other markets can now purchase Verizon products through Comcast, and vice versa.

“It opened up the opportunity to go with Verizon,” said Brett Gorrell, vice president of sponsorship with Festivals, Inc., which produces the food festival. The festival was prohibited from selling the wireless category prior to the Comcast/Verizon partnership, he added.

Charter Communications, Inc.12405 Powerscourt Dr., Suite 100St. Louis, MO 63131

Jim Obermeyer, vice president, brand marketing314/965-0555

Sponsorship/Activation Strategy: The country’s fourth-largest cable company provides video, broadband Internet and telephone service to roughly 4.3 million consumers in 25 states. Charter has sponsored motorsports teams for a number of years, culminating in a new partnership this year with a JTG Daugherty Racing NASCAR Sprint Cup Series team. Charter in 2011 reupped a partnership with the NFL St. Louis Rams in a multiyear, seven-figure tie; the company uses the sponsorship to support its hometown positioning and gain content for its video-on-demand service. Charter in 2011 also inked an endorsement deal with Rams quarterback Sam Bradford. The company uses the athlete in “Hometown Superstar” TV ads.

Current deals: Alliant Energy Center, Madison, Wis.; Bud Light presents Country Jam USA, Eau Claire, Wis.; Central Washington State Fair; DCU Center, Worcester, Mass.; Dreyer & Reinbold Racing IZOD IndyCar Series team; Greater Hickory Classic at Rock Barn PGA Champions Tour stop; JTG Daugherty Racing NASCAR Sprint Cup Series team; Nebraska State Fair; NFL St. Louis Rams; Taste of St. Louis.

Additional comments: Charter completed Chapter 11 protection in 2009. Sponsors Greater Hickory Classic on behalf of Charter Business product.

Comcast Corp.1 Comcast CenterPhiladelphia, PA 19103

Eileen Diskin, vice president, marketing communications & brand experience215/286-1700

Sponsorship/Activation Strategy: Country’s largest cable provider has 22.3 million subscribers in 40 states and the District of Columbia. The company uses sponsorship to support its local positioning, promote Xfinity bundled packages and gain content for Comcast video-on-demand. The cable giant also sponsors to promote new products and services. For example, Comcast this year aligned with the Indiana State Fair to promote its new Xfinity Home security service. Comcast in January 2011 acquired a majority interest in NBCUniversal.



Current deals: Title: Comcast Arena at Everett, Wash.; Comcast Bite of Seattle; Comcast Center, Mansfield, Mass.; Comcast Theatre, Hartford, Conn. Cosponsor: Atlanta Dogwood Festival; Brigham Young University Athletics; Cobb Energy Performing Arts Centre, Atlanta; Fillmore Jazz Festival, San Francisco; Indiana State Fair; MLB Atlanta Braves, Boston Red Sox, Chicago White Sox, Detroit Tigers, Florida Marlins; Oakland Athletics, Philadelphia Phillies, Pittsburg Pirates and Seattle Mariners; MLS Real Salt Lake and San Jose Earthquakes; National Black Arts Festival, Atlanta; NBA Atlanta Hawks; NFL Indianapolis Colts, Pittsburgh Steelers and San Francisco 49ers; NHL Boston Bruins, Florida Panthers and Philadelphia Flyers; San Jose Jazz Summer Fest; Seattle International Film Festival; Wells Fargo Center for the Arts, Santa Rosa, Calif.; WHL Portland Winter Hawks; World Wrestling Entertainment.

Additional comments: White Sox tie includes title of Comcast Fundamentals Deck in U.S. Cellular Field; Comcast this year renewed the tie with a new five-year contract. Leverages Red Sox by offering Business Class Metro Ethernet service at Fenway Park and JetBlue Park at Fenway South, the team’s training center in Fort Myers, Fla. Uses partnership with Tribeca Film to distribute content from the Tribeca Film Festival through its video-on-demand service and XfintiyTV.com; the company is not an official Tribeca Film Festival sponsor. GMR marketing helps execute ties.

Cox Communications, Inc.1400 Lake Hearn Dr.Atlanta, GA 30319

Joe Rooney, senior vice president, brand marketing, social media & activation404/843-5000

Sponsorship/Activation Strategy: The third-largest U.S. cable company markets cable and other services to 4.7 million customers in 15 states. The company uses sponsorship to maintain top-of-mind awareness, host clients and support its charitable arm. For example, Cox has leveraged the Barrett-Jackson auto auction by auctioning off a designated vehicle, with the proceeds going to Cox Charities. Cox Communications is a subsidiary of media conglomerate Cox Enterprises.

Current deals: Title: Cox Classic presented by Lexus of Omaha Nationwide Tour event; Cox Pavilion, University of Las Vegas. Cosponsor: Arizona Science Center; Barrett-Jackson auto auction, Scottsdale, Ariz.; Bridgeport Education Holiday Bowl; Cajundome, Lafayette, La.; MLB Arizona Diamondbacks; NBA New Orleans Hornets; NFL Arizona Cardinals and New Orleans Saints; NHL Phoenix Coyotes; Louisiana State University Athletics; Oklahoma Aquarium; Scottsdale Arabian Horse Show; Wolf Trap Foundation for the Performing Arts, Vienna, Va.

Additional comments: Cox in December 2011 announced a cross-sales deal with Verizon Wireless.

Time Warner Cable Inc.60 Columbus CircleNew York, NY 10023

Marissa Freeman, senior vice president, brand strategy & marketing communications212/364-8200

Sponsorship/Activation Strategy: The country’s second-largest cable company operates in 28 states with roughly 12 million subscribers. TWC largely uses sponsorship to demonstrate its local positioning and promote its bundled offerings. The company has increased sponsorship activity over the past few years with a handful of new deals



ranging from venue naming rights to community festivals. Those include the Time Warner Cable Arena--home to the NBA Charlotte Bobcats--and the AHL Lake Erie Monsters. Spearheads ties out of regional and local offices.

Current deals. Title: Time Warner Cable Arena, Charlotte, N.C.; Time Warner Cable BBQ & Blues, Charlotte, N.C.; Time Warner Cable Field at Fox Cities Stadium, Grand Chute, Wis.; Time Warner Cable Music Pavilion at Walnut Creek, Raleigh, N.C. Presenting: Akron Marathon; Columbus Arts Festival. Cosponsor: Aquarium of Niagara; Brooklyn Museum of Art; Buc Days, Corpus Christi, Texas; Buffalo Zoo; Charlotte Motor Speedway; Colgate University Athletics; Dallas International Film Festival; Duke University Athletics; Eastern Kentucky University Athletics; Hendrick Motorsports NASCAR team; Home Depot Center, Carson, Calif.; ING New York City Marathon; Long Center for the Performing Arts, Austin, Texas; MLB Cleveland Indians and Los Angeles Dodgers; MLS Columbus Crew and Chivas USA; New York City Wine & food Festival presented by Food & Wine; NFL Buffalo Bills; Carolina Panthers, Cincinnati Bengals, Green Bay Packers and Kansas City Chiefs; NHL Anaheim Ducks and Columbus Blue Jackets; University of Albany Athletics; University of Buffalo Athletics; University of South Carolina Athletics; University of Texas Athletics; Yuma Air Show, Arizona; Zach Theatre, Austin, Texas.

Additional comments: Sponsors Lake Erie Monsters and other properties on behalf of Road Runner high-speed Internet service.

Editor’s note: Subscription numbers are for basic video services in the year-ended December 2011, per the National Cable & Telecommunications Assn.

Sources Chicago White Sox, Tel: 312/674-1000 Festivals, Inc., Tel: 425/295-3262 Live Nation Midwest, Tel: 317/249-2710 Precision Sports Entertainment, Tel: 973/882-8240



SELLING

ATLANTA TRACK CLUB ROLLS OUT THE RED CARPET FOR PROSPECTS Race producer gears up inaugural event aimed at educating prospects about sponsorship.

Looking to build on a low-double-digit year-over-year percentage increase in sponsorship revenue, the Atlanta Track Club (“Atlanta Track Club Sees Sponsorship Success” 03.05.12) is adding a new tactic to its sales strategy.

The race producer plans to host roughly 10 prospects at the inaugural ATC Partnership Event during the July 4 AJC Peachtree Road Race.

The goal of the two-day event: educate sponsorship decision-makers about endurance sports, demonstrate how partnerships can be activated and gain the interest of companies located outside the Atlanta market.

“Many people have no idea about what goes on from a participant and spectator standpoint at a running event. We want to bring people in so they can see firsthand what the opportunity actually is,” said Kevin Kimbell, ATC’s director of business development and strategic partnerships.

ATC will provide prospects a behind-the-scenes look at the 10K race. That includes a tour of the race expo, hospitality areas and lunch with elite athletes. The organization will provide race entries to attendees that would like to run the 10K; those who opt not to run will receive a police escort to the finish area.

ATC will host prospects at the Westin Peachtree Plaza hotel.

ATC will invite executives from 50 Fortune 500 companies, roughly 70 percent of which are located outside the Atlanta market. The race organizer will host the first ten respondents at the event.

The race producer will use sponsor assets to cover travel expenses and otherwise enhance the attendee experience. For example, ATC will provide transportation using travel credits from Delta Air Lines, Inc. and offer gift packages stocked with items from Reebok Int’l, Ltd. and Publix Super Markets, Inc.

ATC will ship the invites via United Parcel Service, Inc., another sponsor.

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MAY 29, 2012



ATC hopes to use the event to spur interest in the AJC Peachtree Road Race as well as the more than 25 other events it produces. Those include the Atlanta Marathon and Half Marathon and ATC Grand Prix series.

“Our expectation is for companies to become a partner of the Atlanta Track Club and our multiple events,” said Kimbell.

While the ATC will be busy balancing the hosting event with the needs of sponsors and their activation programs at the 10K race, Kimbell believes the effort will be worth it.

“We’re going to be spread thin, but the beauty is being able to show prospects how Reebok and other companies are activating their sponsorships.”

Source Atlanta Track Club, Tel; 404/231-9064

ATC PARTNERSHIP EVENT AGENDA

Tuesday, July 3rd• Check-inatWestin• Lunch:12:30(locationTDB)• Traveltoexpo• Tourofexpo2:00-3:30• TraveltoMeadow• TourofMeadow/set-up4:00-5:00• TravelbacktoWestin• Freshenup• Cocktailhour:partnersandprospects• ElitedinnerattheRitz• Overseasstart(optional)

Wednesday, July 4th• ContinentalbreakfastinWestinPresidential Suite 6:00 am• Observewavestarts(complimentaryentriesfor those who would like to run) 7:30-8:00• Policeescorttofinishareaforthosenotrunning8:15• Tourofactivation(Reebok/Volkswagen)8:45-9:45• Awardsceremony• Tourofcorporatehospitalityarea• Shuttlebacktohotel• Informallunchathotelwitheliteathletes• Lighthord’oeuvresandbeveragesinWestin Presidential Suite 6:00• WatchLenoxfireworks



ABOUT IEGIEG leads the way in sponsorship solutions. With over

30 years providing insights, evaluation, and guidance,

our teams 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 rise above competitors, meaningfully engage

audiences and achieve lasting impact.

A unit of WPP’s GroupM, IEG is connected to specialty

sibling communications companies in media, digital and

activation. GroupM is the leading global media investment

management operation that also serves as parent company

to WPP media agencies including Maxus, MEC, MediaCom,

and Mindshare.

For more information about IEG and the sponsorship

industry, please visit www.sponsorship.com or call

800/834-4850 (outside the U.S. and Canada, 312/944-1727).

WWW. SPONSORSHIP.COM

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

ieg sponsorship · pdf file2012 ieg, llc. all rights reserved. 1 ... below the $15 million...

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