College Sports | Mar 19, 2018
College sports spending posts largest increase in more than three years.
Breaking It Down: The Most Active Sponsors Of The Power 5 Conferences
State Farm is the most active sponsor of the Power 5 Conferences, with Nissan in a close second, according to ESP analysis. more...
As sports fans settle in to watch the NCAA Division I Men’s Basketball Tournament, companies are hoping to score a major marketing assist from their involvement in college sports.
Sponsorship spending on college athletic departments, conferences, bowl games and related properties is expected to total $1.24 billion in the 2017/2018 season, a 4.5 percent increase over the previous season, according to ESP projections.
The increase exceeds the 3.2 percent increase from 2017 to 2018 and is on par with the projected 4.5 percent increase in overall 2018 North American sponsorship spending.
The NCAA itself has signed two new corporate sponsors in the 2017/2018 season: Google (official cloud partner) and Indeed, which bills itself as the world’s No. 1 job site.
Insurance remains the most active category sponsoring college sports, while State Farm is the most active sponsor.
Insurance companies are 6.2 times more likely to sponsor college athletics than the average category, according to ESP data. Seventy-two percent of NCAA properties report State Farm as a sponsor.
The automotive category is the second most active category, with Nissan the most active sponsor.
College Sports Sponsorship Spending *Projection. Includes college athletic departments, conferences, bowl games, College Football Playoff and NCAA Corporate Champions and Partners.
All NCAA Schools And Conferences Most Active Categories Insurance companies are 6.2 times more likely to sponsor college athletics than the average category.
All NCAA Schools And Conferences Most Active Brands Seventy-two percent of properties with a sponsor in the insurance category report a partnership with State Farm
financial services spending automotive
Sidebar
March 19, 2018:
State Farm is the most active sponsor of the Power 5 Conferences, with Nissan in a close second, according to ESP analysis.
State Farm is the most active sponsor of the Atlantic Coast Conference, the Big 12 (tied with Nissan), the Big 10 (tied with Nissan) and the Southeastern Conference (tied with Nike and Coca-Cola), according to the research.
The insurer is the second-most active sponsor of the Pacific-12 Conference behind AT&T.
Atlantic Coast Conference Most Active Brands Seventy-three percent of properties with a sponsor in the insurance category report a partnership with State Farm
Big 12 Conference Most Active Brands Eighty-two percent of properties with a sponsor in the insurance and auto categories report a partnership with State Farm and Nissan.
Big 10 Conference Most Active Brands Eighty percent of properties with a sponsor in the insurance and auto categories report a partnership with State Farm and Nissan.
Pacific-12 Conference Most Active Brands Ninety-two percent of properties with a sponsor in the telecommunications category report a partnership with AT&T.
Southeastern Conference Most Active Brands Sixty percent of properties with a sponsor in the insurance, apparel and non-alcoholic beverage categories report a partnership with State Farm, Nike and The Coca-Cola Co.
How Sponsors Are Activating The 2017-2018 NBA Playoffs and Finals
Sponsorship Spending On The NBA Totals $1.12 Billion In 2017-2018 Season
How Sponsors Plan To Activate The 2018 NBA All-Star Game