Continuing a trend seen over the past five-plus years, Sprint Corp. is holding a line on new sponsorship spending amid increased activity in the telecommunications category.

Sprint spent an estimated $75 million to $80 million in 2014, the same as 2013. AT&T—the category’s largest spender—increased its sponsorship spend by $5 million to $10 million from 2013 to 2014, while Verizon upped its budget by an estimated $10 million.

T-Mobile increased its sponsorship spend by an estimated $5 million.

Where Telecommunications Companies Spend Money
Where Telecommunications Companies Spend Money


 

PORTFOLIO OVERVIEWS OF THE FOUR MAJOR U.S. WIRELESS SERVICE PROVIDERS

AT&T
Estimated 2014 U.S. Sponsorship Spend: $185M-$190M
2013 Spend: $175M-$180M

Major U.S. Partnerships

  • NCAA
  • College Football Playoff
  • AT&T Stadium
  • AT&T Pebble Beach Pro-Am
  • New York Yankees

Sponsorship Portfolio By Spend/Activity

Sponsorship Portfolio By Spend/Activity


 

Verizon
Estimated 2014 U.S. Sponsorship Spend: $120M-$125M
2013 Spend: $110M-$115M

Major U.S. Partnerships

  • National Football League
  • MetLife Stadium
  • Penske Racing
  • Verizon IndyCar Series
  • New England Patriots

Sponsorship Portfolio By Spend/Activity

Sponsorship Portfolio By Spend/Activity


 

Sprint
Estimated 2014 U.S. Sponsorship Spend: $75M-$80M
2013 Spend: $75M-$80M

Major U.S. Partnerships

  • NASCAR Sprint Cup Series
  • National Basketball Association
  • WNBA
  • Sprint Center, Kansas City
  • International Speedway Corp.

Sponsorship Portfolio By Spend/Activity

Sponsorship Portfolio By Spend/Activity


 

T-Mobile
Estimated 2014 U.S. Sponsorship Spend: $40M-$45M
2013 Spend: $35M-$40M

Major U.S. Partnerships

  • Major League Baseball
  • SFX Entertainment

Sponsorship Portfolio By Spend/Activity

Sponsorship Portfolio By Spend/Activity