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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

State Farm: Getting Older Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Thursday
Sep222016

Going The Distance: Sponsorship Spend On Endurance Sports Approaches $125M

By Barry Janoff

September 21, 2016: Led by Gatorade, Michelob Ultra, Anheuser-Busch and MarathonFoto, sponsorship spend on such endurance sports as marathons, cross-country cycling, mountain climbing, triathlons and obstacle competitions is expected to hit a record $124.6 million in 2016, a 4.9% increase over 2015 and just behind the 5% increase predicted for overall sports sponsorship spending this year.

The spend is up from $118.8 million in 2015 and more than $20 million over the spend just four years ago, according to research and consulting firm IEG, Chicago.

PepsiCo is the most active company in the sports endurance genre, with 46% of properties in the non-alcoholic beverage category reporting a sponsorship with its brands, topped by Gatorade, with 43% of properties isotonic beverage category reporting a deal with the brand.

However, Gatroade’s figure is down from 59% in 2015 as rival sports beverage, water and other non-alcoholic brands move into the endurance sports space, according to IEG’s Endurance Sports Sponsorship Report.

Previous sponsorship spend in the category was $113.6 million in 2014, $108.4 million in 2013, $102.1 million in 2012 and $95.7 million in 2011.

By comparison, worldwide sponsorship spend on golf is expected to top a record $1.82 billion this year, global sponsorship spend on soccer will hit a record $60.2 billion, worldwide sponsorship spend in motorsports topped $5.3 billion last year and tennis is projected to hit $801 million in 2016, per IEG.

NFL sponsorship spend was $1.2 billion last season, the NBA hit $799 million, MLB reached $778 million and the NHL was at $477 million.

The most active brands in the category behind Gatorade are Michelob Ultra (31% of properties in the alcoholic-beverage space report an alliance with the beer), Iconic Group’s MarathonFoto (24%), FMG (21%), TransAmerica (17%), PowerBar (17%),  Clif Bar (16%), Glukos (16%), UPS (16%) and Toyota (16%).

Behind PepsiCo, the most active companies in endurance sports are Anheuser-Busch (31%), MarathonFoto (24%), Clif Bar (22%), Nestle (22%), Fond Memories Graphics (21%), AEGON (18%), Starwood Hotels (18%) and Toyota (17%).

Sponsorship spend in the category is up from $118.8 million in 2015, $113.6 million in 2014, $108.4 million in 2013, $102.1 million in 2012 and $95.7 million in 2011.

Earlier this year, Gatorade, which backs such mainstream sports stars as Cam Newton, Bryce Harper, Serena Williams, JJ Watt, Paul George and Elena Delle Donne, signed eight-time Ironman champion Luke McKenzie, who joined pro triathlete Beth Gerdes on the brand’s roster of endurance athletes.

As part of their sponsorship, Gatorade said they would “work closely with the Gatorade Sports Science Institute throughout the season to hone in on (their) training and race-day nutrition.” They also have been training and competing using the full Gatorade Endurance product portfolio, with Gerdes featured in a “Win From Within” spot (pictured above) as part of the brand’s marketing campaign.

As part of its Endurance line, Gatorade also has such products as Carb Energy Chews, Thirst Quench Powder and Gatorlytes electrolyte powder blend.

MarathonFoto — with the marketing tag line, “What lasts longer than a marathon” Great race memories” — said it has alliances with more than 350 races around the world this year, including the Virgin Money London Marathon, TCS New York City Marathon, Boston Marathon and the Skechers Performance Los Angeles Marathon.

MarathonFoto said that includes 1,200 photographers on-hand at these events, taking more than 34 million images.

The National Fluid Milk Processor Promotion Board (Built With Chocolate Milk) fell out of the Top Ten among most active companies and brands, according to the Endurance Sports Sponsorship Report.

The most active categories in endurance sports are sports apparel & equipment (6.3 times more likely to sponsor endurance sports than the average all sponsors, non-alcoholic beverages (4.4), sports nutrition (3.3), food (3), medical (2.9), insurance (2.9), alcoholic beverages (2.3), photo supplies (2) and hotels & resorts (1.8).

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