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

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IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING JULY 5, 2016 WWW.IEGSR.COM PRO SPORTS SPONSORSHIP SPENDING ON LATIN AMERICAN SOCCER TOTALS $1.

1 billion in the 2015-2016 season, flat from the previous year, according to IEG research.

1 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING JULY 5, PRO SPORTS SPONSORSHIP SPENDING ON LATIN AMERICAN SOCCER TOTALS $1.1 BILLION IN SEASON Beer is the most active non-endemic sponsor of LATAM soccer. Sponsorship spending on Latin America-based soccer teams, events and sanctioning bodies totaled $1.1 billion in the season, flat from the previous year, according to IEG research. While corporate interest in soccer remains strong, spending was flat due to one primary reason: the 2015 Copa America in Chile. Although spending in the season increased significantly, the increase nets out to roughly the same overall spend as the previous year due to the bump in spending on the international tournament spending does not include the 2016 Copa America due to the tournament s location in the United States. MOST ACTIVE CATEGORIES SPONSORING LATAM SOCCER (NON-ENDEMIC) Beer brands are 6.6 times more likely to sponsor LATAM soccer than the average of all sponsors IEG, LLC. ALL RIGHTS RESERVED. 1

IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING JULY 5, 2016 WWW.IEGSR.

4 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING JULY 5, FINANCIAL SERVICES HORIZON BLUE CROSS BLUE SHIELD REUPS NEW YORK RED BULLS Insurer expands partnership to support shared goals of community involvement and healthy lifestyles. Horizon Blue Cross Blue Shield of New Jersey is taking a community-centric approach to its extended partnership with the MLS New York Red Bulls. The BCBS licensee last month announced an expanded five-year exclusive sponsorship with the pro sports team. Horizon first partnered with the team in 2014, a sponsorship it previously renewed with one-year contracts. Jonathan Pearson, Horizon BCBSNJ executive director of corporate social responsibility, points to the team s executive leadership, results from previous consumer engagement programs and shared commitment to the local community as key drivers behind the expanded partnership. We were looking to promote our brand and health message with the Red Bulls, and we thought it would make sense to talk about a larger partnership. HEALTH INSURANCE HOT BUTTONS Promote health and wellness Engage local communities Reach new audiences Tour senior products Support business customers Promote rewards programs Horizon also was drawn to the Red Bulls growing, diverse audience. The tie provides access to roughly 21,000 fans at each of the team s 17 home matches, a number that is expected to grow as Red Bull Arena hosts more non-soccer events. In addition, roughly 45 percent of the team s fan base is female a demographic that plays a key role in healthcare decisions while roughly 38 percent are Hispanic, an audience of growing importance to Horizon and other insurance companies. As one of the most diverse states in the country, the partnership helps support our community initiatives, our company and our foundation, which focuses on population health management around the greater New York City area IEG, LLC. ALL RIGHTS RESERVED. 4

5 The partnership also provides another benefit: the opportunity to build relations with a customer. The team purchases insurance from a California BCBS licensee, an account Horizon services. They re a de factor customer, said Pearson. Horizon is activating the partnership in the following ways: Youth soccer clinics. Horizon is sponsoring youth soccer clinics at the Red Bulls training facility in East Hanover, N.J. We bring in disadvantaged children and tie-in our health message with vision, dental and other health screenings, said Pearson. Horizon also hosts health expos at Red Bull Arena as well as soccer clinics across the state. Horizon Healthy Zone. Horizon uses its branded presence in the Red Bull Arena concourse to share healthcare information with both members and non-members. That includes information on health screenings, free nurse hot line and discounts on gym memberships. Horizon Healthy Goal Concession Stand. Similar to the Horizon Healthy Plate concession stand at TD Bank Ballpark and other minor league ballparks, Horizon sponsors the Healthy Goal Concession Stand in Red Bull Arena. The menu was created in coordination with Horizon dieticians. We list calories per item, which dovetails with our health message. Member experiences. Horizon leverages the Red Bulls with social media-based promotions offering the opportunity to watch a match from the field, check out the press room after a game and other one-of-a-kind experiences. Horizon also offers discount tickets for all home games throughout the season. Upper 90 Challenge. Visitors to Red Bull Arena s BULLevard can kick soccer balls into a large goal to win prizes. Expands Presence In Golf Horizon this year teamed with RWJBarnabas Health to sponsor PGA Tour pro Morgan Hoffmann. The 26-year-old New Jersey native anchors Healthy Steps NJ, an educational campaign that promotes living a healthy and active lifestyle. Hoffmann shares health education tips through social media, online videos and events leading up to the July PGA Championship in Springfield, N.J. RWJBarnabas Health was created in April following the Barnabas Health and RWJ Health System merger IEG, LLC. ALL RIGHTS RESERVED. 5

6 THE MOST ACTIVE HEALTH INSURANCE COMPANIES (BY NUMBER OF DEALS) WHERE HEALTH INSURANCE COMPANIES SPEND MONEY Source Horizon Blue Cross Blue Shield of New Jersey, Tel: 973/ 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

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

IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING JUNE 6, 2016 WWW.IEGSR.COM ACTION SPORTS IEG RESEARCH: THE MOST ACTIVE COMPANIES SPONSORING ACTION SPORTS GoPro is the