Japanese carmaker Toyota’s $1.63bn (€1.5bn), eight-year Worldwide Partner agreement with the International Olympic Committee is the single biggest deal in the history of sports sponsorship and heads Sports Sponsorship Insider’s Top 40 Deals of 2015 by total value.
Another record-breaker for the Olympic movement in 2015 was the $1.91bn committed last year by top-tier Gold Partners of the local organising committee for the Tokyo 2020 Summer Olympic Games. Each of the 15 Gold Partner deals signed were worth around $127m over the five-to-six year contract term.
Olympic-related deals accounted for one-third of the Top 40 Deals of 2015 in what was a banner year for contracts worth more than $100m as our research shows.
The Top 40 deals listed below add up to a cool $10.75bn over the lifetime of the contracts, with 44.5 per cent per cent of the spend based on US sports properties ($4.78bn), 22.6 per cent based on European sports properties ($2.43bn), 17.8 per cent on Asian sports properties ($1.91bn) and 15.1 per cent on global sports properties ($1.63bn).
Leaving aside the one-off global deal between Toyota and the IOC, the greatest average total spend per deal was in the US, where the average Top 40 deal was worth $318.92m compared to $270.4m in Europe and $127m in Asia.
The US deals also had the longest durations, averaging 10.6 years per deal, with financial advice company Charles Schwab’s partnership with the PGA Tour, and stadium naming rights agreements between banking group US Bank and the NFL’s Minnesota Vikings and carmaker Nissan and the NFL’s Tennessee Titans leading the way with 20-year terms.
Europe’s longest deal last year was also its biggest – the 15-year $940m deal signed by sporting goods brand adidas with Bundesliga club Bayern Munich. Otherwise, Europe’s mega-deals tend to be shorter – six years on average – and worth less per year.
Price per year
In terms of average price per year, the 15 US-based Top 40 deal were worth around $50.05m per year, compared to the nine European-based deals, which were worth, on average, $43.28m per year.
The inclusion of broadcast advertising spend in some US-based rights fees is one reason why US deals are bigger than those in Europe, although comparisons can be drawn with Uefa’s Champions League packages which vary in value with the levels of broadcast sponsorship inventory.
Top 20 Deals of 2015
8. Nike signs $250m deal with the University of Texas over 15 years, from 2017 to 2031
10. US Bank signs $200m deal with the Minnesota Vikings over 20 years, from 2016 to 2035
18 to 32. Tokyo 2020 Gold Partners each sign ¥15bn ($127m) deals with Tokyo 2020 over 5 or 6 years, from 2015 to 2020. These are Asahi Breweries, Asics, Canon, Fujitsu, JX Nippon Oil & Energy, Lixil, Meiji, Mitsui Fudosan, Mizuho, NEC, Nippon Life Insurance Company, Nomura Holdings, NTT, SMFG, Tokio Marine & Nichido Fire Insurance Company.
Photo: Getty Images
35. Gazprom signs $120m deal with Uefa over 3 years, from 2015-16 to 2017-18