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:

Don’t Tell The President: NFL Sponsorship Revenue Grows 5.9 Percent In 2017-2018 Season

February 01, 2018:

Quick-service restaurants overtake insurance as the most active category sponsoring the NFL.

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

Infographic:
http://www.sponsorship.com/infographics/nfl2018

Chicago, Ill. — Even in the face of declining TV ratings, lower attendance, anthem protest controversies and other issues, the National Football League was able to leverage some positive developments into strong sponsorship growth this past year.

Sponsorship spending on the league and its 32 teams rose 5.9 percent to $1.32 billion in the 2017-2018 season, according to ESP research. Spending rose 4.3 percent in the previous season.

The increase exceeds the year-over-year increase in 2017 sports spending and overall North American sponsorship spending, both of which grew 3.5 percent.

In addition to adding an eight-figure naming rights deal for Atlanta’s Mercedes-Benz Stadium, revenue growth can be attributed to two primary factors: a growing focus on digital media (and new sponsorship inventory) at the team level and interest from the tech sector in national deals.

“Despite the many challenges it faces, the NFL remains a powerhouse sports league with massive reach and interest,” said William Chipps, ESP Sponsorship Report senior editor.

The NFL secured two new league sponsors in the 2017-2018 season: Intel and Amazon Web Services.

Intel is leveraging the NFL via its FreeD replay technology, while AWS powers the league’s “Next Gen Stats,” a platform that uses player and ball tracking to create statistics on distance covered, speed, acceleration and other performance metrics.

Quick-service restaurants overtook insurance as the most active category sponsoring the NFL and its teams in the 2017-2018 season, according to ESP.

QSRs were 2.8 times more likely to sponsor pro football than the average of all sponsors. Autos and medical tie as the second most active categories (2.5) followed by consumer electronics fourth (2.4) and insurance fifth (2.3).

While QSRs are the most active category sponsoring the NFL and its teams, beer and autos retain their status as the biggest spenders. Beer companies spent 4.9 times more on the NFL than the average category, while autos spent 4.8 times more than average.

The telecom, soft drink and technology categories round out the top five biggest spenders on pro football.

TOP CATEGORIES SPONSORING THE NFL (ACTIVITY)
TOP CATEGORIES SPONSORING THE NFL (ACTIVITY)
Quick-service restaurants are 2.8 times more likely to sponsor the NFL than the average of all categories.

TOP CATEGORIES SPONSORING THE NFL (SPENDING)
TOP CATEGORIES SPONSORING THE NFL (SPENDING)
Beer companies spend 4.9 times more on the NFL than the average of all sponsors.

THE MOST ACTIVE BRANDS SPONSORING THE NFL (DEALS)
THE MOST ACTIVE BRANDS SPONSORING THE NFL (DEALS)
Ticketmaster sponsors 100 percent of NFL properties.
*Official league sponsor.


About IEG and ESP Properties
Building on the 35-year legacy of sponsorship pioneer IEG, ESP Properties—a WPP Company—was founded in 2015 as a new type of agency dedicated to helping properties unlock more value from their audiences and brand partnerships.

While continuing to provide thought leadership across the industry through the annual conference, publications, webinars, etc., ESP Properties works directly with rightsholder clients to take advantage of digital and data-driven changes in the media landscape.

For more information about IEG, ESP Properties and the sponsorship industry, please visit www.sponsorship.com, or call 312/725-5100.

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