SBJ/December 12 - 18, 2005/SBJ In Depth

Major U.S. sports properties and their sponsorship categories

The pdf file here identifies non-endemic categories that are filled — or vacant — for select sports properties. Only categories with a corporate partnership with at least two sports properties are included. Some properties may have more than one partner in a category. For example, Anheuser-Busch is the NHL’s U.S. beer sponsor, while Labatt Breweries holds the same distinction in Canada. Also, a sponsor may have exclusivity in more than one category. Coca-Cola, for example, is the NCAA’s official water, juice and sports drink provider.

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