IEG: NFL Sponsorship Revenue Totals $1.07 Billion in 2013 Season

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New deals in the technology category help drive spending to new heights.

Estimated sponsorship revenue for the National Football League and its 32 teams totaled $1.07 billion in the 2013 season, up 5.7 percent from the previous year, according to the latest review from IEG, LLC.

Demonstrating the popularity of the sport among corporate marketers, the increase exceeds the 4.5 percent increase in the overall sponsorship industry and 5.1 percent increase in the sports category.

“A fervent fan base, broad reach and year-round marketing platforms continue to make the NFL a go-to platform for corporate marketers,” said William Chipps, IEG Sponsorship Report senior editor.

Revenue growth was driven in part by the NFL’s five-year, reported $400 million partnership with Microsoft Corp., a multifaceted deal that includes sideline rights for Surface tablets and other technology integration.

Reflecting the league’s focus on technology, the Microsoft deal followed a partnership with NetApp as the NFL’s official enterprise storage provider.

Insurance is the most active category sponsoring the NFL and its 32 teams, with quick service restaurants, autos, telecommunications, hospitals and beer sharing second place. Gatorade, Anheuser-Busch InBev and Ticketmaster are the three most active sponsors.

The Dallas Cowboys, New England Patriots, Houston Texans, New York Giants, Washington Redskins, New York Jets, Philadelphia Eagles, San Francisco 49ers and Indianapolis Colts lead the way in team sponsorship revenue.

About IEG, LLC
IEG leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP’s GroupM, IEG is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

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William Chipps
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