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 AUGUST 8, GOLF WORLDWIDE SPENDING ON GOLF TO TOTAL $1.82 BILLION IN 2016 A-B, MasterCard and Coca-Cola top the list of the most active sponsors of golf. If golf s return to the Olympics after more than a century wasn t enough, golf properties have even more to cheer about: a solid boost in sponsorship spending. Worldwide spending on golf is expected to total $1.82 billion in 2016, up 5.1 percent from 2015, according to IEG research. The increase exceeds the projected 4.6 percent increase in global sports spending and 4.7 percent increase in overall sponsorship spending. Alcoholic beverages is the most active category sponsoring golf. Alcoholic beverage companies are five times more likely to sponsor the sport than the average of all sponsors, according to IEG research. Banks (3.0) and autos (2.8) are the second and third most active categories, respectively, with professional services, insurance and business technology tied in third (2.3). Anheuser-Busch InBev is the most active sponsor of golf. Thirty-five percent of properties with a sponsor in the malt beverage category report a partnership with the beverage giant. MasterCard is the second most active sponsor (33 percent) with The Coca-Cola Co. in third (32 percent. WORLDWIDE SPENDING ON GOLF *Projection. Spending includes sponsorship of professional and amateur sanctioning bodies and tournaments, charity fundraisers, endorsement deals and corporate hospitality IEG, LLC. ALL RIGHTS RESERVED. 1

2 MOST ACTIVE CATEGORIES SPONSORING GOLF (NORTH AMERICA) Alcoholic beverages are five times more likely to sponsor golf than the average of all sponsors. MOST ACTIVE COMPANIES SPONSORING GOLF (NORTH AMERICA) Thirty-five percent of properties with a sponsor in the malt beverage category report a partnership with an Anheuser-Busch brand IEG, LLC. ALL RIGHTS RESERVED. 2

3 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING AUGUST 8, SPONSOR PROFILE CELEBRITY CRUISES EXPANDS FILM FESTIVAL TOUR Cruise line uses film fests to promote new onboard experience. Celebrity Cruises may soon be sailing to a film festival near you. Pleased with a first-time activation at the Sonoma International Film Festival, the premium cruise line has signed a new partnership with the Newport Beach Film Festival and is vetting ties to additional film fests. Celebrity is using the ties to promote A Taste of Film, an onboard experience where guests are treated to a multi-sensory journey as they enjoy a specific cultural, culinary or destination-based film while dining on cuisine that brings the movie s scenes to life through guests taste buds. The cruise line hosts the experience on a new rooftop terrace aboard its ships. A Taste of Film activates all senses to create a fully immersive and transportive experience, said Scott Clifton, Celebrity Cruises director of sales, western region. We launched with The Hundred-Foot Journey because it emphasizes through both story and visuals the power of food to bring people together, and to evoke memories. Celebrity launched A Taste of Film in December on roughly half its 13 ships. The cruise line plans to roll out the program on additional ships after they enter dry dock in October. Celebrity used its sponsorship of the Sonoma International Film Festival to give attendees a taste of film on land. The cruise line leveraged the March 29-April 3 festival by treating viewers of the Celebrity-sponsored film Cooking Up A Tribute to a glass of JCB by Jean-Charles Boisset s French sparkling No. 69 Cremant de Bourgogne and a fourcourse Spanish meal curated by chef Gary Penir to bring the aromas and flavors featured onscreen to life. The partnership afforded naming rights to Celebrity Cruises at Vintage House, an on-site venue with a commercial kitchen. We are continually creating new assets for our partners, as well as activation opportunities. With Celebrity Cruises, we were able to create a venue naming rights opportunity where their Taste of Film pop-up activation sold out both screenings and filmgoers were surprised and delighted, said Beth Schnitzer, president of Spritz Marketing, SIFF s official marketing and creative agency. Celebrity may expand the program to other film festivals, including both new festivals as well as those it currently sponsors. Current ties include the Frameline LGBT film festival in San Francisco and The Palm Springs Gay & Lesbian Film Festival IEG, LLC. ALL RIGHTS RESERVED. 3

4 We re interested in working with them in some regard, either taking existing sponsorships to the next level or negotiating new sponsorships. Food and wine festivals represent Celebrity s second sponsorship pillar. Celebrity holds 39 Wine Spectator Awards more than any other cruise line in the world. Food and wine are two hallmarks of our brand, said Clifton. Ties include the Aspen Food & Wine Classic, Flavor! Napa, Newport Beach Wine & Food Festival, Seattle Wine & Food Experience and Taste of Sonoma. Royal Caribbean Cruises Ltd. owns Celebrity Cruises. Source Royal Caribbean Cruises, Tel: 305/ IEG, LLC. ALL RIGHTS RESERVED. 4

5 IEG SPONSORSHIP REPORT THE LATEST ON SPORTS, ARTS, CAUSE AND ENTERTAINMENT MARKETING AUGUST 8, SIDEBAR QUICK HIT: CRUISE LINES Royal Caribbean Cruises is the most active sponsor in the cruise line category, according to IEG research. Forty-two percent of properties with a sponsor in the category report a partnership with Celebrity Cruises or another Royal Caribbean brand, according to the research. Carnival Corp. is the second most active sponsor (28 percent) with Norwegian Cruise Line in a distant third (5 percent). Sports represent nearly half (46 percent) of deals with the rest evenly split between festivals (15 percent), causes (15 percent), arts (13 percent) and entertainment (7 percent). The four primary drivers in the cruise line category: Promote the onboard experience Build excitement around new ships Enhance the onboard experience Gain leads for follow-up marketing TOP CRUISE LINE COMPANIES INVOLVED IN SPONSORSHIP Forty-two percent of properties with a sponsor in the cruise line category report a partnership with a Royal Caribbean brand IEG, LLC. ALL RIGHTS RESERVED. 5

6 WHERE CRUISE LINES SPEND MONEY 2016 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