Widely acknowledged to be an industry leader and trendsetter, Kim Skildum-Reid is a corporate sponsorship strategist, trainer, coach, and writer with 24 years' experience and a blue-chip client list from around the globe.
Facts & Stats
As part of the Doing Away with Foul Play in Sports Marketing initiative, The Business Performance Innovation (BPI) Network and CMO Council has aggregated statistics on the market impacts, supply and value chain management, customer collaboration and innovation cultures across various regions and industries. To learn more, select a topic from the menu below.
| According to the EIG spending on sport sponsorship in both league and team sponsorship was $2.07 billion dollarsSource |
| In 2009 80% of counterfeit goods seize came from ChinaSource |
| Annual turnover in licensed sport merchandise sales runs into the several billion dollar range.Source |
| Businesses worldwide lose an estimated $600 – 700 billion annually due to counterfeiting.Source |
| Since 1993, the NHL – through its membership in the Coalition to Advance the Protection of Sports logos (CAPS) – has been involved in the seizure of more than nine million pieces of counterfeit merchandise featuring the names and logos of various professional sports leagues and teams, colleges and universities, and other brand owners – valued at more than $334 million.Source |
| Vancouver 2010 Olympic committee expects to earn $500 million from olympic branded merchandiseSource |
| In 2008 counterfeiting accounted for 2% of all global tradeSource |
| In 2010 the average consumer is expected to spend $52.63 on Super Bowl related merchandise, totaling $8.868 billion worldwide. Source |
| Snowboard athlete Shaun White is the higgest paid olympic athlete appearing at 2010 games, earning $7.5 million from corporate sponsors in the last year.Source |
| Since January, 2006, anti-counterfeit specialists and law enforcement officers have recorded more than 1,500 incidents of unauthorized commercial association with the 2010 Games.Source |
| Spending on sport sponsorship increased 15% in 2007 |
| Sports is ranked as the top leisure activity for consumers with 54% of the population stating that they are fans |
| $16.4 billion dollars is spent on stadium/arena sinage and promotionsSource |
| Advertisers spent $13.5 billion on sports advertising in 2006(most recent data)Source |
| Motorsports recieves the highest annual sponsorship earning $3.2 billion (2007), followed by the NFL, College Sports, MLB, NBA, and NHLSource |
| Network TV earns the highest dollar amounts of sport advertisment followed by cable tv, other tv, national magazines, internet, and radioSource |
| Shoes such as knock off Nike shoes were the biggest category seized, making up 38% of merchandise seized in 2009Source |
| Sports Business Simulation (SBS) reports that the size of the sports business industry overall reaches an estimated value of $213 billion—that's twice the size of the U.S. auto industry and seven times the size of the movie industrySource |
| The NFL leads revenue values with an annual income in excess of $2.5 billion. The Super Bowl is one of the biggest annual sporting events in North America, with a global audience that generates hundreds of millions of dollars in spinoff sales and promotionsSource |
| The NFL is followed by MLB, with revenues of $2.3 billion. NASCAR, the NBA, the NHL and other leagues, teams and sports together generate $5.6 billion. All have lucrative official merchandising programs protected by hologram-based security tagging systems.Source |
| Since 1993, the NHL – through its membership in the Coalition to Advance the Protection of Sports logos (CAPS) – has been involved in the seizure of more than nine million pieces of counterfeit merchandise featuring the names and logos of various professional sports leagues and teams, colleges and universities, and other brand owners – valued at more than $334 millionSource |
| Vancouver 2010 Olympic committee expects to earn $500 million from olympic branded merchandiseSource |
| In 2010 the average consumer is expected to spend $52.63 on Super Bowl related merchandise, totaling $8.868 billion worldwideSource |
| Korea's Kim Yu-Na shares the top spot for highest endorsment earnings with Shaun White also earning $7.5 million in endorsement dollars from P&G, Nike, and HyundaiSource |
| The economic recession has negatively effected athlete edorsement deals, Shaun White has even lost contract deal from American Express and HPSource |
| Number three on the top earning athletes at the olympics is Darlene Vonn. Vonn earned $2.5 million last year from sponsors such as Under Armour, Redbull, and Procter and Gamble, and another $350 000 in prize earningsSource |
| Tiger Woods earned more then any other athlete from endorsment deal in 2009, earning $110 million, his total income is over $900 millionSource |
| The NFL, NBA, NHL and MLB bring in about $11 billion in annual revenue, after expensesSource |
| $52 billion is spent each year in the U.S. on sports equipment around $57 billion on sports apparel and shoes,Source |
| Officially licensed merchandise from professional U.S. sports teams and colleges will fetch more than $10 billion this year for the leagues and retailersSource |
| CLC, a division of sports and entertainment giant IMG Worldwide, controls about 80 percent of the revenue from college licensing thanks to partnerships with hundreds of colleges. The Atlanta-based firm said the market hit $4.3 billion last year but might struggle to top $4 billion in 2009.Source |
| The first few months of 2009 sales of college merchandise were grim. Sales of merchandise to college bowl games fell by more than halfSource |
| NFL estimates that retail sales for 2010 Superbowl related merchandise is $100 millionSource |
| The Federal Bureau of Investigation estimates retail thieves steal $30 billion worth of merchandise a yearSource |
| 65% of retailers surveyed in January 2009 reported an increase in organized retail crime 74% of surveyed retailers said they experienced an increase in stolen items being sold on online marketplaces 47% said there was an increase in hot goods being sold both in traditional fencing operations and flea marketsSource |
| In 2009 spending on sports sponsorships shrank by $100 million to $11.3 billion, in line with weakness in marketing outlays generallySource |
| Naming rights generated a combined $187 million for the 122 franchises in Major League Baseball, the National Basketball Association, the National Football League and the National Hockey League over the past year. That's only 1% of their revenue, but it's a crucial stream of financing for constructionSource |
| That disconnect between athletes and the products they endorse is a central reason endorsement deals are declining, according to Credit Suisse research analyst Omar Saad. Marketers have decided that they haven't fooled consumers into thinking the athletes love or even use the products they endorseSource |
| Banking giant Barclays, desperate to cut costs, recently managed to halve--from $400 million to $200 million--the amount it will pay the New Jersey Nets for the naming rights to the team's new basketball arena in Brooklyn, due to open in 2011Source |
| Since Beckham signed for LA Galaxy in July 2007, the club has sold around 300,000 shirts and ticket sales have risen. Source |
| Organizers of the PGA tournament in San Diego say that despite a field that includes fan favorites such as Mr. Mickelson and Rocco Mediate, tickets sales and revenue from premium corporate hospitality seating are down more than 20% from 2008, the last year Mr. Woods played there. (He was injured in 2009.)Source |
| Major championships featuring Mr. Woods drew TV audiences unheard-of in golf, as high as 50 million total viewers for his first win at the 1997 Masters. Corporations agreed to ever-higher sponsorship dealsSource |
| Adidas reports it sales slid 4.5% to 2.46 billion euros in 2009Source |
| Adidas has released it’s fourth quarter results which show profits dipped 64% because of weaker sales and writedowns in the company’s China businessSource |
| Adidas is pinning its hopes on profits generated linked to the Soccer World Cup in South Africa. It says profits should increase to 400 million euros and sales should rise - but in single digits.Source |
| The 2006 World Cup in Germany gave Adidas a huge sales surge, selling over 15 million balls around the time of the tournament. The company, which has produced the match ball for every World Cup since 1970, says pre-sales of the 2010 ball have already exceeded that volume.Source |
| FIFA showed a $184 million profit in 2008 despite the economic slowdown, thanks in part to marketing deals struck for the 2010 World CupSource |
| FIFA organizers were aiming for sponsors willing to donate more than R4bn for the opportunity to be associated with the event, he total market for sport sponsorship in South Africa is R2bn a year. When the Olympic Games were held in Sydney in 2000, 380 sponsors were involved and given those circumstances, a sponsor's impact was watered downSource |
| MTN signed the largest sponsorship deal by a South African company when it agreed to pay $65m to become Africa's first global sponsor of the 2010 football World CupSource |
| Goal.com estimates there are 10.3m Manchester United fans in South Africa. MTN recently signed a deal worth an estimated £5m (R55.7m) giving MTN the exclusive right to use the club's branding in promotions for the next three and a half yearsSource |
| The sale of sports merchandise is big business, with annual sales estimated at $4 billion, according to Forbes.comSource |
| The Coalition to Advance the Protection of Sports logos (CAPS) has seized more than 9 million pieces of illegal merchandise featuring the logos of professional sports teams, colleges and universities since 1993, valued at more than $329 million.Source |
| Annual tourist spending in the Vancouver area typically ranges between $4 billion to $4.5 billion, however some tourist-industry people speculate the Olympics boosted that number by four per cent this year. An estimated 300,000 people vistied Vancouver during the Olympics.Source |
| After Beijing hosted the Olympic Games in 2008, China experienced a 22 per cent increase in brand awareness and a 71 per cent increase in terms of familiarity globallySource |
| After Beijing hosted the Olympic Games in 2008, China experienced a 22 per cent increase in brand awareness and a 71 per cent increase in terms of familiarity globally. South Africa, which is set to host the FIFA World Cup in June, jumped from 59th to 33rd place in the FutureBrand index between 2008 and last yearSource |
| From hosting the World Cup in 2006 Germany: 1) Advanced to the most valuable country brand in the Nation Brand Index 2) Saw foreign tourism bookings increased by 31% 3) Saw unemployment dropped by 29% 4) Consumer confidence became the highest since 1980 5) Exports went up 14% year-on-year, making Germany the leading export nation Source |
| When polled about the probability of recommending Germany as a tourist destination to their family and friends back home, 88% of world cup visitors replied positively, with only 3% stating they would rather not (2%) or certainly not (1%) and another 9% remaining undecidedSource |
| It is estimated that for each visitor to the world cup, another 150 will be indirectly influenced in their perceptions about the host countrySource |
| Botswana Telecommunications Corporation (BTC), lost close to R2 million to con artists in a scam involving online ticket purchases for the 2010 FIFA gamesSource |
| To date, Fifa has identified approximately 100 violating Web sites globally, with the majority – approximately 32% ‑ based in the US, 15% in the UK and 15% in SA.Source |
| Major events such as the World Cup tend to draw an increase in online attacks. Symantec found attacks increased 40 percent before the 2006 World Cup and 66 percent during the 2008 Olympics.Source |
| A recent survey of Internet use in South Africa by the companies Cisco and World Wide Worx found broadband use grew by more than 50 percent last year.Source |
| SOUTH AFRICA has seized more than $6.6 million worth of fake World Cup merchandise, with many of the goods originating from China and other Asian countriesSource |
| Authorities have seized 46 million rand in fakes over the past six months, including about 20 million rand worth of copycat jerseys for the South African side, Bafana BafanaSource |
| During the 2010 Olympic Games there were over £100 million worth of fraudulent tickets sold to unsuspecting consumersSource |
| UK police have tracked over 100 sites that have been pushing and selling imitation tickets for the World CupSource |
| More than $3 million was involved in the fraud which hit thousands of Olympic fans in Vancouver. Some 4,000 people ordered Olympic tickets off the internet site but never received them.Source |
| The value of 30-second ad spots on the broadcast of a golf game is estimated at $500,000 US with Woods playing, $350,000 without him. Marketers believe viewership on the last day of the Masters could rise 60 per cent to a record audience if Woods makes it to the final round. Last year, 14.3 million viewers tuned in.Source |
| Woods’s Q score, a measurement of the familiarity and appeal of a brand, company, celebrity or television show, dropped from 28 this summer before the accident — which ranked him as the No. 1 active sport celebrity — to 16 when details of his behaviour were disclosed. Looked at another way, his positive Q score fell by 45 per cent, while his negative marks shot up from 19 to 50, an increase of 160 per cent.Source |
| Researchers at the University of California Davis Graduate School of Management calculated the loss to shareholders in the companies that sponsored Woods to be as much as $12 billion. Professors Christopher Knittle and Victor Stango looked at eight companies with commercial ties to Woods — Accenture, AT&T, Electronic Arts (Tiger Woods PGA Tour Golf), Procter & Gamble (Gillette), Nike, PepsiCo (Gatorade), TLC Laser Eye Centers and Conde Nast (publisher of Golf Digest) — and measured their performance against the stock market as a whole as well as against competitors that did not endorse Woods. The three sports-related companies alone suffered a 4.3 per cent drop in stock value, or roughly $6 billion.Source |
| The first corporate sponsorship programme for the World Cup (designed for Spain back in 1982) generated $19 million from nine sponsors. This is nothing compared to the sums paid by 15 partners and six official suppliers of the last finals in Germany. Internationally known brands including Adidas, Emirates and Budweiser paid up to $50 million each to supply products and associate their brands with the event. Source |
| More than three million counterfeit products were seized worldwide before and during the 2002 World Cup tournament, while organisers of the Beijing Olympics were faced with countless street traders brazenly selling unauthorised merchandise (often mascots) outside key venues.Source |
| FIFA logged 2,000 violations of IP during the 2006 World Cup – including going head-to-head with Korean electronics giant LG, which sponsored a World Cup supplement in a magazine without permission.Source |
| A huge amount of time and money has been invested by sportswear manufacturers with a multitude of technologies incorporated on products and packaging from holograms and security labels to tags, inks, serial numbers and RFID (radio-frequency identification) features. These can be used for on-the-spot identification of replica shirts and linked to online databases capable of tracking and tracing their whereabouts at any timeSource |
| Tickets at the 2006 World Cup (3.5 million of them) and the Beijing Olympics (15 million) included RFID chips that allowed the name of the purchaser to be written onto the ticket and then read by scanners at the stadium.Source |
| The global secondary ticket market is estimated to be worth between $2 and $25 billion annually.Source |
| In 2006, World Cup tickets for sale on e-bay reached a reported $3,000 (average ticket prices were only $180) with no assurance the buyer would be able to enter the stadium.Source |
| Volume for Gatorade in the United States fell 15.5 percent last year compared with 2008, according to data from the Beverage Marketing Corporation. By comparison, volume for Powerade declined 1 percent, the data showed, and the sports-drink category fell 12.3 percent. Source |
| According to published research, there are more than 75 million international soccer fans in the United States. At a growth rate of 52% and with an increase of devoted fans since 2005, it's the fastest-growing avid fan base in the countrySource |
| Generally, soccer fans are also considered to be valuable and ad-friendly consumers. More receptive consumers translate to more sponsor dollars, which we've already seen in the case of marketing powerhouses McDonald's and Budweiser becoming FIFA World Cup Sponsors.Source |
| The U.S. average household delivery of international soccer events in 2008-09 was more than double versus the previous 12 years. Look no further than the UEFA Champions League final, which for the first time ever, surpassed the Super Bowl as the world's most-watched annual sporting event (approximately 109 million viewers).Source |
| More than 1.3 billion fans watched the 2006 World Cup worldwide, with more than 118 million in the United States. That figure is comparable to either March Madness or Super Bowl viewership, and it's even more than the World Series or BCS.Source |
| The biggest sports sponsorship deal in the world happened last summer when Chicago-based insurer AON Corporation committed more than $125 million over four years to be the new primary sponsor of English soccer club, Manchester United, beginning this year.Source |
| 300 million people worldwide, claim to be fans of Manchester United -- the equivalent of every man, woman and child in America. Source |
| US Youth Soccer, the nation's largest youth sports organization, grew from 100,000 players in 1974 to more than 1 million in the early '90s. Today, US Youth Soccer registers annually over 3.2 million players, ages 5 to 19.Source |
| Sponsors of the FIFA 2010 World Cup have returned 378,000 tickets while 650,000 more have been handed back by various football associations. This would mean about a quarter of 3.7 million tickets are still unsold. Sponsors typically give tickets away in much-publicised contests, so for so many to be returned is an unexpected blow to the organisers.Source |
| Fifa had granted 550,106 tickets to sponsors, yet just 172,000 have been taken up, making for a dismal 31 per cent acceptance rate. Originally, the 18 corporate sponsors backing South Africa 2010 and Fifa were each allowed an average of 30,000 tickets per firm, paying face value to purchase them and then giving them away gratis. Source |
| Fifa chiefs have handed back 45,000 return flights to South Africa's national airline, South African Airways. Similarly, the organisation's accommodation arm, Match, has reportedly cancelled 23,000 unsold room nights, having earlier block-booked hundreds of thousands of hotel rooms. The estimate of how many will be needed has since been slashed. Source |
| The British Retail Consortium estimates that the 2006 World Cup generated £1.25bn in retail sales and anticipates similar for 2010. Source |
| Consumer brands are ramping up their marketing budgets to take advantage. Another England sponsor, Carlsberg, is spending £18m on a marketing campaign around the event, 60% of its budget for 2010, including 2.6m packs offering drinkers the chance to meet England playersSource |
| For the 2007-2010 World Cup cycle, Fifa is estimated to have generated revenue of $3.2bn (£2.1bn), compared to $2.6bn in the 2003-2006 cycle.Source |
| Mars (chocolate bar) took the guerilla approach in 2006 and "ambushed" the event by changing the name of the chocolate bar to "Believe" during the tournament. The company claims the Believe campaign was behind a 7.4% increase in sales that yearSource |
| The British Beer and Pub Association suggests that the FIFA 2010 World Cup will generate £124m for pubs.Source |
| For the 2006 FIFA World Cup in Germany, tickets were sold for up to $3,000 on eBay with no guarantee the buyer would actually be able to enter the venue. Average ticket prices were only $180.Source |
| According to IEG (www.sponsorship.com), $11.28 billion was spent on sports sponsorship in 2009.Source |
| In an August 2009 poll by Gallup, 56% of respondents said they were sports fans. This ranked sports the highest among all leisure activities, ahead of casino games, crafts, gardening, hobby collecting, performing arts, video games and wildlife watching.Source |
| Annual spending on sports marketing is $42.1 billion, lead by $16.4 billion on stadium and arena advertising. Source |
| During Super Bowl XLII, 30 seconds of airtime cost advertisers almost $2.5 million, according to the Consumer Marketing 2010 report by Richard K. Miller & Associates. The event attracted 100 million viewers in the US and 800 million worldwide.Source |
| According to Fifa’s website, research has indicated that customers are more than 50 per cent more likely to buy a product that features sports event symbols.Source |