IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING

Transcription

1 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING SEPTEMBER 26, CAUSE MARKETING CORPORATE DO-GOODERS: THE MOST ACTIVE SPONSORS OF CAUSES Bank of America retains bragging rights as the most active sponsor of causes. The list of categories sponsoring causes has gone through some heavy rotation over the past year. Pharmaceutical companies replace retailers as the most active category sponsoring causes in 2016, according to IEG research. Pharmaceutical companies are 8.5 times more likely to sponsor causes than the average of all sponsors. Retailers dropped off the top ten list of most active categories. Conversely, the list of most active sponsors has seen little change. Bank of America retains its status as the most active sponsor of causes, with sixteen percent of properties with a sponsor in the financial services category reporting a sponsorship with the banking giant. Wal-Mart and Toyota replace AT&T and Pfizer on the most active sponsors list SPONSORSHIP SPENDING ON CAUSES *North American spending projection 2016 IEG, LLC. ALL RIGHTS RESERVED. 1

2 PROJECTED 2016 CAUSE SHARE OF NORTH AMERICAN MARKET MOST ACTIVE CATEGORIES SPONSORING CAUSES Pharmaceutical companies are 8.5 times more likely to sponsor causes than the average of all sponsors. MOST ACTIVE COMPANIES SPONSORING CAUSES Sixteen percent of properties with a sponsor in the financial services category report a partnership with Bank of America IEG, LLC. ALL RIGHTS RESERVED. 2

3 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING SEPTEMBER 26, SIDEBAR BREAKING IT DOWN: CAUSE SPONSORSHIP BY SECTOR While Bank of America is the most active sponsor of causes as a whole, the company takes a backseat when it comes to specific sectors. That honor belongs to four companies: Johnson & Johnson (health), Shell Oil Co., (environment), Microsoft (education )and The Walt Disney Co. (social). Below, the most active companies and categories sponsoring the four property sectors. MOST ACTIVE COMPANIES SPONSORING HEALTH CAUSES Twenty-four percent of properties with a sponsor in the health products category report a partnership with Johnson & Johnson. MOST ACTIVE CATEGORIES SPONSORING HEALTH CAUSES Pharmaceutical companies are 20.4 times more likely to sponsor health causes than the average of all sponsors IEG, LLC. ALL RIGHTS RESERVED. 3

4 MOST ACTIVE COMPANIES SPONSORING SOCIAL CAUSES Twenty-four percent of properties with a sponsor in the hotel and resort category report a sponsorship with the Walt Disney Co. MOST ACTIVE CATEGORIES SPONSORING SOCIAL CAUSES Banks are 7.6 times more likely to sponsor social causes than the average of all sponsors. MOST ACTIVE COMPANIES SPONSORING EDUCATION CAUSES Eighteen percent of properties with a partner in the technology category report a partnership with Microsoft Corp. MOST ACTIVE CATEGORIES SPONSORING EDUCATION CAUSES Banks are 6.3 times more likely to sponsor education causes than the average of all sponsors IEG, LLC. ALL RIGHTS RESERVED. 4

5 MOST ACTIVE COMPANIES SPONSORING ENVIORNMENTAL CAUSES Twenty-seven percent of properties with a sponsor in the oil and gas category report a partnership with Shell Oil Co. MOST ACTIVE CATEGORIES SPONSORING ENVIORNMENTAL CAUSES Sports apparel and equipment companies are 5.2 times more likely to sponsor environmental causes than the average of all sponsors IEG, LLC. ALL RIGHTS RESERVED. 5

6 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING SEPTEMBER 26, EMERGING CATEGORY HOT CATEGORY: FINANCIAL TECHNOLOGY Innovation in the financial services category creates new sponsorship opportunities. With billions of dollars pouring into their coffers, financial technology companies are increasingly using sponsorship to build their brands, engage employees and demonstrate their technology in action. Venture capitalists, private equity firms and other companies have poured more than $50 billion into roughly 2,500 fintech companies over the past six years, according to a recent report by Accenture. The category includes both established and upstart companies, all united by the common goal of using technology to disrupt how consumers and businesses store, save, borrow, invest, move, spend and protect money. Categories include electronic payment (Paypal, Square, etc.), personal finance (Betterment, Credit Karma, etc.), lending (Lending Club, Guaranteed Rate, etc.), trading (TruMid Financial, MarketAxess, etc.), health insurance (Oscar Health) and money transfer (Circle, TransferWise, etc.). As a broad category comprised of multiple subcategories, fintechs use sponsorship to accomplish a multitude of objectives: Build name recognition Engage employees/prospective employees Demonstrate community involvement Demonstrate technology in action Engage customers/prospects Fintech Case Study: National Funding The private lender of small business loans kicked off its sponsorship push in late 15 with title of San Diego s Holiday Bowl. National Funding billed the sponsorship as the first college bowl game sponsored by a financial technology firm. Dave Gilbert, National Funding founder and CEO, credits the one-off sponsorship to a breakthrough year at the 17-year-old company. It felt like the right time to give back to our community and make a bold statement in our industry. The Holiday Bowl creates a surge of local economic activity and we wanted to be part of this important movement IEG, LLC. ALL RIGHTS RESERVED. 6

7 The sponsorship also had a personal connection. I graduated from USC and the two teams playing in the bowl were USC and Wisconsin, so I suppose there was a personal element in the decision, as well. While college loyalty played a key role in the sponsorship, the company credits the partnership with driving business and marketing goals. That includes a spike in web site traffic, a surge in social media mentions and new sales. Based on that success, the company has expanded its sponsorship portfolio with two other properties located near its San Diego headquarters: the NFL San Diego Chargers and MLB San Diego Padres. The partnerships include designation as small business lending partner, rights to team trademarks and on-site branding. National Funding also sponsors University of Southern California athletics and will sponsor the fan zone at the 2016 Holiday Bowl. Source National Funding, Inc., Tel: 888/ IEG, LLC. ALL RIGHTS RESERVED. 7

8 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. INSIGHTS EVALUATION GUIDANCE IEG LEADS THE WAY IN SPONSORSHIP ANALYSIS, INSIGHT, VALUATION & MEASUREMENT WWW. SPONSORSHIP.COM For more information about IEG and the sponsorship industry, please visit or call IEG, LLC. ALL RIGHTS RESERVED. 8