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Kraft Returns to Big-spenders List as Corporate Sponsorships Rebound

Chicago Tribune, May 26, 2011

By Mary Ellen Podmolik

Big-name, big-time corporate sponsorship rebounded last year after a disappointing 2009, and a few Chicago-area companies dug deep into their wallets to be among the top spenders.

Fourteen companies joined or returned to the list of largest U.S. sponsorship spenders, including Kraft Foods Inc., according to sponsorship research firm IEG. After not making the 2009 list, the Northfield-based food company, spent $15 million to $20 million on corporate sponsorships last year, ranking No. 68 among the top 77 companies.

Other Chicago-area companies and their estimated 2010 spending were MillerCoors LLC, $155 million to $160 million; Motorola Inc., $55 million to $60 million; McDonald's Corp., $35 million to $40 million; Allstate Corp., $25 million to $30 million; Sears Holdings Corp., $20 million to $25 million; and Discover Financial Services Inc., $15 million to $20 million.