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

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1 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING JUNE 6, ACTION SPORTS IEG RESEARCH: THE MOST ACTIVE COMPANIES SPONSORING ACTION SPORTS GoPro is the most active sponsor of action sports while consumer electronics is the most active category. As demonstrated by its near ubiquity at skiing, surfing and other sports events, GoPro, Inc. is by far the most active sponsor of action sports. Forty-eight percent of action sports properties report a partnership with the action camera company, significantly more than the sector s two other most active sponsors: Anheuser-Busch InBev and Samsung Corp. Twenty-nine percent of properties report a partnership with the beverage and/or consumer electronics company, according to IEG research. Consumer electronics is the most active non-endemic category. Consumer electronics companies are 7.5 times more likely to sponsor action sports than the average of all sponsors. WHAT S INCLUDED: THE ACTION SPORTS UNIVERSE Auto racing (off-road) Cycling (BMX) Motorcycle racing Skateboarding Skiing Snowboarding Surfing Water skiing 2016 IEG, LLC. ALL RIGHTS RESERVED. 1

2 MOST ACTIVE SPONSORS OF ACTION SPORTS Forty-eight percent of action sports properties report a partnership with GoPro. MOST ACTIVE CATEGORIES SPONSORING ACTION SPORTS Sports apparel & equipment companies are 10.4 times more likely to sponsor action sports than the average of all sponsors IEG, LLC. ALL RIGHTS RESERVED. 2

3 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING JUNE 6, ARTS THE MOST ACTIVE SPONSORS OF THE PERFORMING ARTS Bank of America maintains status as the most active sponsor of the performing arts. Bank of America Corp. is the most active sponsor of symphony orchestras, theater companies and other performing arts organizations with Wells Fargo & Co. in a close second, according to IEG research. Twenty-two percent of performing arts organizations report a partnership with Bank of America, while twenty percent report a sponsorship with Wells Fargo. KMPG (11 percent), U.S. Bank (11 percent) and JPMorgan Chase (11 percent) round out the top five most active sponsors list. To no surprise, banks are by far the most active category. Banks are 11.4 times more likely to sponsor the performing arts than the average of all sponsors, according to the research. Legal services is the second most active category (6.1) followed by consulting services (4.2), insurance (3.5) and utilities (3.0). MOST ACTIVE CATEGORIES SPONSORING THE PERFORMING ARTS Banks are 11.4 times more likely to sponsor the performing arts than the average of all sponsors IEG, LLC. ALL RIGHTS RESERVED. 3

4 MOST ACTIVE SPONSORS OF THE PERFORMING ARTS Twenty-two percent of performing arts organizations with a sponsor in the financial services category report a sponsorship with Bank of America. SPONSORSHIP SPENDING ON THE PERFORMING AND VISUAL ARTS *Projected 2016 IEG, LLC. ALL RIGHTS RESERVED. 4

5 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING JUNE 6, CATEGORY UPDATE CREDIT UNIONS BANK ON NEW SPONSORSHIPS Credit unions double down on sponsorship to reach new members and reward existing customers. With legislation looming on the horizon that could loosen membership restrictions, credit unions are increasingly using sponsorship to reach new members and access perks for existing customers. The proposed rule from the National Credit Union Administration would make more than a dozen changes to limits on how credit unions can define their field of membership, according to The Wall Street Journal, noting that credit unions serving certain geographic areas could expand their territory without going afoul of population limits or other restrictions. The proposed rule which is expected to be completed by this fall would increase sponsorship activity in an already active category. Among recent deals, Boeing Employees Credit Union this year signed a new partnership with the MLS Seattle Sounders and expanded its sponsorship with the WNBA Seattle Storm in a new multiyear deal. The deals follow ties between Westcom Credit Union and University of California, Los Angeles athletics; Golden 1 Credit Union and the Golden 1 Center (future home of the NBA Sacramento Kings) and Founders Federal Credit Union and Founders Park, home to the University of South Carolina baseball team. Credit unions use sponsorship to accomplish three primary objectives: build visibility; recruit new members and reward existing customers. We want to make people aware of BECU and reinforce our members decision to keep their primary financial relationship with us by supporting things they care about and are invested in, said Stephen Black, BECU vice president of marketing. The state-charted credit union serves roughly 960,000 members throughout Washington State, he said. Below, three hot buttons for companies in the credit union category: Access member perks. As cooperative organizations, credit unions often look for sponsorship assets that can be shared with members IEG, LLC. ALL RIGHTS RESERVED. 5

6 BECU this year is activating the Seattle Storm with sponsorship of the team s Honorary Captain program, around which it offers members children the opportunity to sit on the bench during pre-game warmups and meet referees and team captains at center court. BECU leverages the Mariners by offering discount tickets to games on BECU Family Night. Promote savings accounts and other products. Like their bank counterparts, credit unions often use sponsorship to promote financial products. BECU uses the Seattle Storm s Honorary Captain program to promote youth savings accounts, while it activates its partnership with University of Washington athletics to promote a co-branded credit card. Support community initiatives. Like their bank counterparts, credit unions frequently use sponsorship as a community relations play. For every Sounders FC goalkeeper save on the field during a regular season home game, BECU makes a $250 donation to support employment and education programs at Youthcare, a Seattle-based nonprofit that provides services for homeless and at-risk youth IEG, LLC. ALL RIGHTS RESERVED. 6

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. 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. 7