Press Room

We are pleased to serve as the primary source of sponsorship information and analysis for news media around the globe. Our current news releases are viewable through the links below. For additional information and/or to schedule an interview, members of the media should feel free to contact Bill Chipps at william.chipps@sponsorship.com or 312/725-5188.


Press Releases:

NFL Sponsorship Revenue Totals $1.25 Billion In 2016 Season

March 07, 2017:

Spending takes a breather, but still outpaces overall 2016 sponsorship revenue growth

For More Information Contact:
William Chipps, IEG, Tel: 312/725-5188 
william.chipps@sponsorship.com
sponsorship.com

Infographic:
http://www.sponsorship.com/infographics/nfl2017

 

Chicago, Ill. – Sponsorship spending on the NFL and its 32 teams rose 4.3 percent to $1.25 billion in the 2016-2017 season, according to IEG research.

The increase exceeds the 4.2 percent increase in overall sponsorship spending but trails the 4.7 percent increase in overall sports spending. Spending on the NFL rose 4.4 percent in the previous season.

“The NFL remains the undisputed leader in the U.S. sports marketplace, but declining TV ratings and lingering concerns over off-field controversies have taken a toll on sponsorship revenue,” said William Chipps, IEG Sponsorship Report senior editor.

The NFL secured one major new partner for the just-concluded season: Ford Motor Co. The company serves as the official truck of the NFL in a deal that splits the auto category with Hyundai Motor Co. (cars, SUVs, crossovers and luxury passenger vehicles).

NFL LEAGUE/TEAM SPONSORSHIP REVENUE
NFL LEAGUE/TEAM SPONSORSHIP REVENUE

To no surprise, the beer category has the deepest pockets when it comes to sponsorship spending on NFL football.

Led by Anheuser-Busch and the brewer’s six-year-old league partnership, beer companies spent 5.5 times more on the NFL than the average category in the 2016-2017 season, per IEG research.

TOP CATEGORIES SPONSORING NFL FOOTBALL (SPENDING)
TOP CATEGORIES SPONSORING NFL FOOTBALL (SPENDING)
Beer companies spend 5.5 times more on the NFL than the average category.

While beer was the biggest spender, insurance was the most active category. Insurance companies were 3.3 times more likely to sponsor the NFL than the average of all sponsors.

MOST ACTIVE CATEGORIES SPONSORING NFL FOOTBALL (ACTIVITY)
MOST ACTIVE CATEGORIES SPONSORING NFL FOOTBALL (ACTIVITY)
Insurance companies are 3.3 times more likely to sponsor the NFL than the average of all sponsors.

The New England Patriots didn’t just prove their superiority over the Atlanta Falcons at Super Bowl 2017—the team also was victorious in terms of sponsorship revenue.

Thanks largely to its location in one of the country’s largest DMAs and three Super Bowl appearances over the past five years, the Patriots secured above average revenue in the 2016-2017 season.

On the flip side, the Falcons posted below average revenue, a factor largely attributed to the team’s home in the Georgia Dome—a venue without a naming rights sponsor. The team’s ranking is expected to change in the 2017-2018 season following its move into Mercedes-Benz Stadium.

NFL TEAM SPONSORSHIP REVENUE RANKINGS
NFL TEAM SPONSORSHIP REVENUE RANKINGS


About IEG
IEG is part of ESP Properties, a WPP company. For more than 30 years, IEG has shaped and led the global sponsorship industry, providing consulting, valuation and research services, as well as insights, trends and training, to rightsholders and brands across sports, arts, entertainment, nonprofit and other partnership sectors.

Its consulting, valuation and research teams are now under the ESP Properties name, while insights, trends and events continue under the IEG brand.

For more information about IEG and the sponsorship industry, please visit www.sponsorship.com, or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727). For information on ESP Properties, please visit www.espglobal.com.

ESP Subscription Bundle

Unlimited access to Sponsorship Report, webinars & more. Become a subscriber now