SBJ/January 24 - 30, 2005/SBJ In Depth

Retailer sponsorship in sports

The following is a sampling of sports sponsorships involving some of the nation’s largest retailers.

Wal-Mart Stores
Headquarters: Bentonville, Ark.
2003 revenue: $258.7 billion
Partial list of sports sponsorships: Presenting sponsor of Champions Tour The First Tee Open at Pebble Beach in Pebble Beach, Calif.; FLW Outdoors (includes title sponsor of Wal-Mart FLW Tour, Wal-Mart Bass Fishing League, Wal-Mart Walleye Tour and Wal-Mart Walleye League); Southeastern Louisiana University athletics; Western Hockey League Prince Albert Raiders, Saskatoon Blades and Swift Current Broncos

Home Depot
Headquarters: Atlanta
2003 revenue: $64.8 billion
Partial list of sports sponsorships: Partner of U.S. Olympic Committee; ESPN College GameDay; NASCAR; NASCAR Nextel Cup driver Tony Stewart (No. 20 Chevrolet, Joe Gibbs Racing); naming rights of Home Depot Center in Carson, Calif. (10-year, $70 million deal through 2013)

Kroger Co.
Headquarters: Cincinnati
2003 revenue: $53.8 billion
Partial list of sports sponsorships: Presenting sponsor of LPGA Jamie Farr Owens Corning Classic in Sylvania, Ohio; founding partner of LPGA Wendy’s Championship for Children in Dublin, Ohio; presenting sponsor of ATP/WTA Regions Morgan Keegan Championships and Cellular South Cup in Memphis; Big South Conference; Southern Methodist University, Texas A&M University, University of Cincinnati, University of Memphis and Xavier University athletics; Central Hockey League Bossier-Shreveport Mudbugs

Target Corp.
Headquarters: Minneapolis
2003 revenue: $48.2 billion
Partial list of sports sponsorships: Naming rights of Target Center in Minneapolis ($18.75 million, 15-year deal through 2005); primary sponsor of IRL drivers Scott Dixon (No. 9 car, Chip Ganassi Racing), IRL driver Darren Manning (No. 10 car, Chip Ganassi Racing) and NASCAR Nextel Cup driver Casey Mears (No. 41 Dodge, Chip Ganassi Racing); title sponsor of PGA Tour Target World Challenge in Thousand Oaks, Calif.

Sears, Roebuck and Co.*
Headquarters: Hoffman Estates, Ill.
2003 revenue: $41.1 billion
Partial list of sports sponsorships: Official tools of the NHRA (Craftsman brand); title sponsor of the NASCAR Craftsman Truck Series (Craftsman brand); official tools of NASCAR (Craftsman brand); official retail partner of the Chicago Cubs; official tool/lawn care partner of the Chicago Cubs (Craftsman brand)

Safeway
Headquarters: Pleasanton, Calif.
2003 revenue: $35.6 billion
Partial list of sports sponsorships: Title sponsor of LPGA Safeway International in Superstition Mountain, Ariz.; title sponsor of LPGA Safeway Classic in Portland

Albertsons
Headquarters: Boise, Idaho
2003 revenue: $35.4 billion
Partial list of sports sponsorships: Title sponsor of Nationwide Tour Albertsons Boise Open

Walgreen Co.
Headquarters: Deerfield, Ill.
2003 revenue: $32.5 billion
Partial list of sports sponsorships: Chicago Cubs

Lowe’s Cos.
Headquarters: Mooresville, N.C.
2003 revenue: $30.8 billion
Partial list of sports sponsorships: Naming rights of Lowe’s Motor Speedway in Concord, N.C. (10-year, $35 million deal through 2009); NASCAR Nextel Cup driver Jimmie Johnson (No. 48 Chevrolet, Hendrick Motorsports); NASCAR Busch Series driver Kyle Busch (No. 5 Chevrolet, Hendrick Motorsports)

Ahold U.S.A. Inc.**
Headquarters: Quincy, Mass.
2003 revenue: $27 billion
Partial list of sports sponsorships: (Bi-Lo) Naming rights of Bi-Lo Center in Greenville, S.C. ($3 million, 10-year deal through 2011); (Bruno’s) title sponsor of Champions Tour Bruno’s Memorial Classic in Hoover, Ala.

CVS Corp.
Headquarters: Woonsocket, R.I.
2003 revenue: $26.6 billion
Partial list of sports sponsorships: CVS Charity Classic; Tampa Bay Buccaneers; New England Patriots

Publix Super Markets
Headquarters: Lakeland, Fla.
2003 revenue: $16.9 billion
Partial list of sports sponsorships: Atlanta Braves, Miami Dolphins

Delhaize America***
Headquarters: Salisbury, N.C.
2003 revenue: $15.5 billion
Partial list of sports sponsorships: (Food Lion) Associate sponsor of NASCAR Nextel Cup driver Bobby Labonte (No. 18 Chevrolet, Joe Gibbs Racing); (Food Lion) Atlantic Coast Conference; (Food Lion) Central Intercollegiate Athletic Association; (Food Lion) University of North Carolina-Charlotte; (Kash n’ Karry) Tampa Bay Lightning; (Kash n’ Karry) New York Yankees

Federated Department Stores
Headquarters: Cincinnati
2003 revenue: $15.3 billion
Partial list of sports sponsorships: (Macy’s) Seattle Mariners, San Francisco Giants, Oakland Athletics, Los Angeles Dodgers, San Diego Padres, Pacific Coast League Sacramento River Cats, Pacific Coast League Albuquerque Isotopes, Texas League San Antonio Missions, Emerald Nut Bowl; (Macy’s) title sponsor of Macy’s E-Series (surf competition in Hawaii)

The TJX Cos.
Headquarters: Framingham, Mass.
2003 revenue: $13.3 billion
Partial list of sports sponsorships: (TJ Maxx) USA Gymnastics; (Marshall’s) U.S. Figure Skating

Staples Inc.
Headquarters: Framingham, Mass.
2003 revenue: $13.2 billion
Partial list of sports sponsorships: New England Patriots, Dallas Cowboys, Philadelphia Eagles, New York Jets, Seattle Sea-hawks, Washington Redskins, Atlanta Falcons, San Francisco 49ers; Los Angeles Lakers, Los Angeles Clippers; naming rights of Staples Center in Los Angeles ($116 million, 20-year deal through 2019)

* In November 2004, Sears agreed to merge with Kmart. The merger is waiting for FTC approval.
** Ahold U.S.A. is a subsidiary of Netherlands-based Royal Ahold N.V. Revenue listed is for Ahold U.S.A. only. The parent company reported $76.5 billion in net sales for 2003.
*** Delhaize America is a subsidiary of Belgium-based Delhaize Group. Revenue listed is for Delhaize America only. The parent company reported $26.2 billion in operating income in 2003.
Sources: SportsBusiness Journal research, the companies

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