ieg sponsorship · pdf fileieg sponsorship report ... seventy percent of endurance sports...

© 2016 IEG, LLC. ALL RIGHTS RESERVED. 1

IEG SPONSORSHIP REPORT

ENDURANCE SPORTS

SPONSORSHIP SPENDING ON ENDURANCE SPORTS RISES 4.6% IN 2015 Gatorade is the most active sponsor for the second year in a row.

Sponsorship spending on endurance sports remains alive and well.

Spending on marathons, 5Ks and other endurance sports events totaled $118.8 million in 2015, up 4.6 percent from 2014, according to IEG research.

Reflecting the health of the sector, the year-over-year increase exceeds the 4.5 percent increase in overall sports spending and 4.1 percent increase in overall sponsorship spending.

For the second year in a row, Gatorade was the most active sponsor in terms of number of deals. Fifty-nine percent of properties with a sponsor in the isotonic beverage category reported a partnership with the beverage.

Michelob Ultra was the second most active brand (42 percent) with Marathon Foto and Fond Memories Graphics tied in third (29 percent).

Sponsorship Spending On Endurance Sports (U.S.)

WWW.IEGSR.COM

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

JANUARY 11, 2016

2011 2012 2013

2014

2015

$118

.8M

$113

.6M

$108

.4M

$102

.1M

$95.

7M



SIDEBAR

THE MOST ACTIVE CATEGORIES AND BRANDS SPONSORING ENDURANCE SPORTS

Fueled by Gatorade’s ubiquity at marathons, 5Ks and other running events, PepsiCo is by far the most active company sponsoring endurance sports, according to IEG research.

Seventy percent of endurance sports properties report a partnership with Gatorade or another PepsiCo brand, according to the research. Nestlé is the second most active sponsor (51 percent) with Anheuser-Busch in third (46%).

Below, a breakdown of the most active companies and categories sponsoring endurance sports events.

Most Active Companies Sponsoring Endurance Sports (North America)

Seventy percent of endurance sports properties report a PepsiCo brand as a sponsor.

WWW.IEGSR.COM


JANUARY 11, 2016

70%

51% NESTLÉ46% ANHEUSER-BUSCH36% CLIF BAR35% BERKSHIRE HATHAWAY29% MARATHON FOTO

29% FOND MEMORIES GRAPHICS26% AEGON22% UNITED PARCEL SERVICE21% AMERICA’S DAIRY FARMERS & MILK PROCESSORS

Most Active Companies Sponsoring Endurance Sports (North America)



Most Active Brands Sponsoring Endurance Sports (North America)

Fifty-nine percent of properties with a sponsor in the isotonic beverage category report a sponsorship with Gatorade.

Most Active Categories Sponsoring Endurance Sports (North America)

Sports apparel and equipment companies are 7.9 times more likely to sponsor endurance sports than the average of all sponsors.

59%

42% MICHELOB ULTRA29% MARATHON FOTO29% FOND MEMORIES GRAPHICS26% TRANSAMERICA25% POWERBAR

22% UPS21% BROOKS20% BUILT WITH CHOCOLATE MILK20% GARMIN

Most Active Brands Sponsoring Endurance Sports (North America)

7.96.1 SPORTS NUTRITION5.6 INSURANCE4.4 MEDICAL SERVICES4.2 SPORTS BEVERAGES3.6 BEER3.6 HOTEL

3.0 PHOTO SUPPLIES / SERVICES2.8 CONSUMER ELECTRONICS2.7 BOTTLED WATER

SPORTS APPAREL& EQUIPMENT

Most Active Categories Sponsoring Endurance Sports (North America)



NEW SPONSOR

OLD SPICE PARTNERS WITH TOUGH MUDDER Old Spice partners with obstacle course series to promote brand credentials.

Tough Mudder is finding success as a launch pad for new products.

The obstacle course series has kicked off 2016 with a new sponsorship with the Old Spice Hardest Working Collection.

The Hardest Working Collection features three products: Odor Blocker anti-perspirant/deodorant, Sweat Defense anti-perspirant/deodorant and Dirt Destroyer body wash. Procter & Gamble positions the product line as offering “unparalleled performance for men who train and play hard.”

“Just as with the Old Spice fraternity, Tough Mudder has a deep connection with its fans. It’s a group of fun-loving, active high-performers who take their playing hard seriously, which is a great match for the Hardest Working Collection,” said Kate DiCarlo, Old Spice communications manager.

Procter & Gamble is the latest company to use Tough Mudder as a product launch. SC Johnson (Ziploc Easy-Open Tabs); Mohawk Industries “Mohawk Cleans Up With Tough Mudder” 12.5.14” (SmartStrand Forever Clean carpet) and General Mills (Muddy Wheaties) all have used the property to promote, sample and demonstrate new products.

“Tough Mudder offers exciting partnerships that break through the clutter, offer differentiated content and provide the ultimate testing ground for new products,” said Donna Goldsmith, Tough Mudder senior vice president of consumer products and partnerships.

Procter & Gamble will use the sponsorship as part of an integrated marketing campaign that includes a new brand character (“The Legendary Man”), a digital infomercial series and the relaunch of a money-back guarantee.

Procter & Gamble launched the spots last weekend during NFL TV broadcasts. The company, which owns the over-the-counter grooming category as part of its multi-brand NFL sponsorship, plans to leverage the pro sports league in support of Old Spice’s Hardest Working positioning.

The Tough Mudder partnership affords exclusivity in the men’s body wash and anti-perspirant/deodorant categories across events in North America. Old Spice also gains sponsorship of the Mud Mile 2.0 obstacle, rinse stations, changing areas and product sampling at all 2016 Tough Mudder events in the U.S.

WWW.IEGSR.COM


JANUARY 11, 2016



The partnership builds on on-and-off conversations with Procter & Gamble over the past few years, said Goldsmith.

“In 2015, the right fit came along with Old Spice, and P&G’s PR agency Citizen Relations reached out to discuss partnership opportunities.”

No Sweat: Sponsorship Activity In The Deodorant Category

*2014 U.S. sales share per Statista. Not a comprehensive list of deals.

Sources The Procter & Gamble Co., Tel: 513/983-1100 Tough Mudder, Tel: 718/285-8725

• Alfa Future People Festival, Russia • Chip Ganassi Racing (multi-brand) • Lollapalooza, Brazil • Operation Gratitude• Spike TV’s Guys Choice

• Bunbury Music Festival, Cincinnati• HARD Summer Music Festival, Los Angeles

• Chip Ganassi Racing (multi-brand)

• Australian Rugby Union • Irish Rugby Football Union • New Amsterdam City Swim, New York City • Rugby Football Union • Rugby World Cup 2015 • NCAA (multi-brand) • Scottish Rugby Union • Union Argentina de Rugby• Welsh Rugby Union

• Cincinnati Flying Pig Marathon (multi-brand) • National Football League (multi-brand)

• Chip Ganassi Racing (multi-brand)

OLD SPICE

DEGREE

AXE

DOVE MEN + CARE

SECRET

KEY PARTNERSHIPS

DOLLAR SHARE

SUAVE

3.4%

2.8%

7.7%

6.6%

3.6%

15.7%



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

WWW. SPONSORSHIP.COM

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

ieg sponsorship · pdf fileieg sponsorship report ... seventy percent of endurance sports...

Documents