Brands entering partnerships with sports properties typically do so to either improve at least one of their funnel metrics (awareness, consideration, preference, purchase) or alter their perception throughout their target audience. With these goals in mind, SportsAtlas took a look at the brands with the most current sponsorships in each state to understand high-level strategies and trends.
1. Coca-Cola’s Stronghold in the Southeast
The most glaring takeaway from this map is Coca-Cola’s dominant sponsorship presence in the Southeast. According to publicly available historical data from the CDC, states in this region consistently rank highest for soda consumption. This helps explain the Atlanta, GA-based beverage corporation’s strong focus. Across 421 tracked U.S.-based sponsorships, 42% of Coca-Cola’s portfolio lies in the Southeast. Given Coca-Cola’s global prominence, we believe the company’s push in this region is to drive purchases across these markets.
2. Influence of Motorsports
Chevrolet (North Carolina) and Bridgestone (Indiana) each appear once in states where motorsports reign supreme. As the OEM for 14 of the 37 NASCAR Cup Series drivers and a sponsor of many of the most notable teams in the sport, Chevrolet edged out other sponsors endemic to NASCAR for most sponsorships based in North Carolina.
As the exclusive tire supplier of the NTT IndyCar Series, Bridgestone (Firestone) has partnered with each of the INDYCAR teams and drivers, many of whom are based in and around Indianapolis. According to INDYCAR, Bridgestone has maintained a presence within the sport for more than 80 years, serving as the exclusive tire provider for 20 years.
3. Home Field Advantage
Many brands maintain a leading sponsorship presence in the state they call home. Anheuser-Busch (Missouri), Arvest Bank (Arkansas), Coca-Cola (Georgia), First Interstate Bank (Montana), Hy-Vee (Iowa), Love’s Travel Stops (Oklahoma), Meijer (Michigan), Nike (Oregon), NV Energy (Nevada), Pennsylvania Lottery (Pennsylvania), Pepsi (New York), Probitas Promotions (North Dakota), Sanford Health (South Dakota), TD Bank (Maine), U.S. Bank (Minnesota), and Zions Bank (Utah) are all brands with the most partnerships in their home state.
While some of these brands still have a relatively limited link to sports because of few professional and college teams in their state, others have combined high-volume with marquee assets to excel in local markets. Notable examples include Love’s Travel Stops’ partnership with the Oklahoma City Thunder for the team’s jersey patch and U.S. Bank’s naming rights partnership with the Minnesota Vikings.
4. Top Categories Given Coca-Cola and Pepsi’s prominence, no surprise that the beverage industry is the most represented with the most prevalent sponsor coming from this category in 16 states. Other top categories include financial institutions (5 states), automotive (4), insurance (4), apparel/footwear (3), and dining (3).
For a list of the partnerships each brand has in the state where they have the most deals and a list of the top five brands in each state, enter your contact information and download the data.