Marketers to Continue Sports Event Advertising

by | 2 minute read

For some marketers, reaching  specific demographic groups means sponsoring televised sporting events. The most recent analysis of sports advertisers, done annually by Sports Business Journal, shows that Anheuser-Busch was king in 2009 when it came to televised events. The company spent over $300 million last year on TV sporting events, which accounted for 75% of its total ad spending.

It turns out that beer companies aren’t the only big spenders who chase sports fans. The other companies in the top 5 include:

2. Verizon Communications $228 million

3. Sprint Nextel $205 million

4. Ford $197 million

5. AT&T Wireless $180.9 million

These companies all spent 1/3rd or less of their total ad budgets on televised sports events. However, there are several other companies who allocate more than 50% of their total ad spend to televised sports.  Among these companies are:

  • Southwest Airlines $136.5 million (64.3%)
  • MillerCoors $116.8 million (67.5%)
  • Coors Brewing $115.2  million (80.5%)
  • FedEx $51 million (92%)

It seems that well-established companies that target a broad cross-section of consumers are not afraid to focus a significant portion of their ad spending on one medium. It's even more interesting to consider the companies, in 2009, that recorded the biggest percent increases in added TV sports advertising — Adaptive Marketing (a customer loyalty firm), Microsoft and consumer products giant Unilever.

The shifts in spending by these marketers show that there’s no substitute for advertising  products and services during live programming that fully engages its audience.

[Source: Broughton, David. A‑B again leads list of top sports advertisers. SportsBusinessJournal. 19 Apr. 2010. Web. 29 Apr. 2010]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.