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Marketing and Sponsorship

Brands dominating in home markets

Illlustration by Katelyn Zander

Here’s a map a chart-throb could love.

 

SportsAtlas, the data research arm of Sports Business Journal, put together this look at the United States showing which brand has the most current sponsorships in each state. (To see an interactive version that includes a list of each sponsor by state, go to sportsatlas.com.)

Perhaps the most glaring takeaway is Coca-Cola’s dominance in its native Southeast. According to CDC data, states in this region consistently rank highest for soda consumption, which helps explain the strong focus for the Atlanta-based beverage powerhouse. Across over 400 partnerships, 42% of Coca-Cola’s portfolio lies in the Southeast.

One Southern state that stood apart is North Carolina, which was led by Chevrolet. Not only is that brand the original equipment manufacturer for 14 of the 37 NASCAR drivers, it is also a sponsor of many notable teams in the sport, allowing it to edge out other sponsors endemic to NASCAR for most sponsorships based in the Tar Heel State.

As the map shows, Coca-Cola isn’t the only brand to maintain a leading sponsorship presence in its home state. Anheuser-Busch (Missouri), Meijer (Michigan), NV Energy (Nevada), Pennsylvania Lottery (Pennsylvania), and Zions Bank (Utah) are a few of the brands with the most partnerships in their home state. Some local sponsors such as Love’s Travel Stops (Oklahoma City Thunder jersey patch) and U.S. Bank (Minnesota Vikings naming-rights partner) have combined high volume with marquee assets to excel in local markets.

SportsAtlas is launching market snapshots to help users understand what goes into them across the country. To find out which properties each brand partners with, and to download the full report, visit sportsatlas.com/insights.

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