PepsiCo, champion des dépenses sponsoring aux Etats-Unis

L’agence américaine IEG (groupe WPP) a publié son étude annuelle sur le sponsoring sportif aux Etats-Unis et les entreprises qui investissent le plus ce marché.

Sans surprise, on retrouve en haut du classement les principaux annonceurs américains. PepsiCo s’adjuge la première place en ayant consacré entre 355 et 360 M$ en sponsoring sportif (NFL, MLB, …) sur le marché US en 2014 quand son concurrent Coca-Cola a investi entre 290 et 295 M$ (NCAA, NBA, …). Anheuser-Busch arrive en seconde position (+ 2 places en un an) avec des dépenses sponsoring comprises entre 300 et 305 M$ (NBA, NFL, golf, …).

Au niveau des équipementiers, Nike avec 260-265 M$ (4ème) devance son rival Adidas (9ème, 135-140 M$) et l’ambitieux Under Armour (32ème, 45-50 M$, + 12 places en un an). Nike a récemment remporté le contrat d’équipementier officiel de la NBA et adidas devrait remplacer Reebok en NHL.

Au niveau des secteurs d’activités, celui de l’agroalimentaire et des boissons (PepsiCo, Coca-Cola, Anheuser-Busch, …) investit le plus le marché du sponsoring devant l’industrie automobile (GM, Ford, Toyota, Kia, …).

En plus d’être sponsors des principaux événements et ligues aux USA, ces différentes marques auront à coeur de communiquer lors du prochain Super Bowl, traditionnelle messe annuelle de la publicité aux Etats-Unis. CBS retransmettra l’événement et il faudra débourser 5 M$ pour un spot de 30 secondes l’an prochain.

Top 20 entreprises :

Classement Sponsors Etats-Unis

Top 20 secteurs d’activités :

Secteurs d'activité et sponsoring sportif - Etats-Unis

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