Eight-Second Spots: Writer Examines PBR's Sponsorships
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PBR Expecting To Earn About $25M In
Advertising And Sponsoring Revenue In '07 |
The PBR currently boasts 20 sponsors -- including Ford, Wrangler, Enterprise Rent-A-Car and Jack Daniel’s -- and says that revenue from advertising and sponsorships “will be about $25[M] this year,” according to Claire Atkinson of the N.Y. TIMES. PBR CMO Sean Gleason indicated national sponsorship packages cost $1-2M and that league is still "looking to fill a number of sponsorship categories, including wireless, pain relievers, beverages and insurance.” WPP Group media agency Mindshare President Jason Maltby said the cost of PBR deals "might allow an advertiser in who might not buy big ticket sports.” Atkinson notes the PBR has TV contracts with NBC, Fox and Versus. The PBR has also launched a channel on YouTube, and when the league’s finals took place in Las Vegas in October and November, "the channel was YouTube’s fifth most popular.” Gleason added that the average income of a TV viewer for the sport of bull riding is $67,000, “while those characterized as ‘most avid’ fans at live events had an annual household income of $92,000." Wrangler VP Allen Montgomery said that it was “hard to judge whether sales had risen" as a result of the company's sponsorship, but he added that “local stores saw a lift in sales when the national tour reached their location.” A-B VP/Global & Sports Marketing Tony Ponturo said the company's decision to discontinue its PBR sponsorship was "based solely on a shift in marketing priorities for the brand" (N.Y. TIMES, 12/11).
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