Brushing aside economic uncertainty, swings in the stock market and ongoing labor issues, the four major U.S. pro sports leagues and teams are on track to post a 7.9 percent increase in sponsorship revenue in 2011.

Total sponsorship spending is expected to total $2.46 billion, up from $2.28 billion in 2010, according to an IEG SR analysis.

The increase is slightly more than the 7.6 percent rise in spending the segment experienced in 2010, and outpaces both IEG SR’s projected 5.9 percent increase for the overall sponsorship industry in 2011 and the 6.1 percent increase for the entire sports category.

Recent deals by companies in the malt beverage and telecommunications categories demonstrate the importance corporate marketers place on pro sports sponsorships and their willingness to sign larger deals.

Case in point: This NBA has reportedly replaced its partnership with T-Mobile USA, Inc. with a new four-year, $45 million deal with Sprint Nextel Corp. The partnership—valued at roughly $250 million when media commitments and other contractual obligations are thrown in—represents one of the league’s largest deals.

In addition, the NHL earlier this year replaced its deal with Anheuser-Busch InBev SA/NV with a seven-year, estimated $400 million sponsorship from Molson Coors Canada and MillerCoors, LLC. The deal is the largest in the league’s history.

And if that wasn’t enough, the NFL last year replaced MillerCoors’ Coors Light with a new partnership with Anheuser-Busch beginning with the 2011 season. The deal is reportedly valued at double what MillerCoors was paying.

In addition to Anheuser-Busch, the NFL has brought on a handful of other sponsors for the 2011 season. Those include Bose Corp.; Marriott Int’l, Inc.; USAA; and BP Lubricants USA Inc.’s Castrol motor oil.

On the baseball front, Bayer Corp. this year expanded a three-year-old MLB partnership with a new deal on behalf of Bayer Advance Aspirin. The company has sponsored the league since 2008 on behalf of One A Day vitamins.

Corporate Partners Of the Four Major U.S. Pro Sports Leagues
League Sponsor Category Start of relationship
MLB Anheuser-Busch Alcoholic & non-alcoholic malt beverages 1980
Bank of America Banking services 2004 (1997 for MBNA affinity card)
Bayer Advanced Aspirin Pain relief 2011
Firestone Tire 2010
Frito-Lay Salty snack 2006
Gatorade Isotonic beverages, energy bars 1990
General Motors/Chevrolet Foreign & domestic vehicle 2005
InterContinental Hotels Group/Holiday Inn Hotel & resort 2006
MasterCard Credit card/payment system 1998
Nike Athletic footwear & athletic eyewear 1998
One A Day/Bayer Multivitamin 2008
Pepsi-Cola Beverage (non-alcoholic & non-isotonic) 1997
Procter & Gamble/Gillette and Head & Shoulders Men’s and women’s grooming products 1939
Scotts Lawn care and grass seed 2010
Sirius/XM Satellite radio network 2004
State Farm Insurance 2007
Taco Bell Quick service restaurant 2004
NBA* Adidas Apparel/footwear 2002
American Express Credit card 2010
Anheuser-Busch InBev Beer (alcohol & non-alcohol malt beverage) 1998
AutoTrader.com Online auto retailer 2006
Bacardi Rum 2010
BBVA Banking 2010
Cisco Information technology and networking solutions; digital camcorders 2007
The Coca-Cola Co. Soft drink/juice/flavored beverages 1986
Electronic Arts Video game software 2002
Gatorade Sports & energy drinks 1984
Haier America High definition TVs & consumer appliances 2006
Hewlett-Packard Personal computers, printers & IT services 2008
Kia Motors Automotive 2008
Nike Footwear 1992
Right Guard Antiperspirant, deodorant & body wash 2008
Sirius XM Radio Satellite radio 2005
Spaulding Basketballs 1983
State Farm Insurance 2010
T-Mobile Wireless service provider & handset 2005
Taco Bell Quick service restaurant 2009
NFL Anheuser-Busch InBev Official beer
Barclays Official credit card 2010
Bose Official home theater system 2011
Bridgestone Official tire sponsor 2007
Campbell’s Soup Soup, canned pasta, tomato food sauces, salsa 1998
Castrol Motor oil 2011
Dairy Management Inc. Dairy, milk, yogurt, cheese 2003
FedEx Worldwide package delivery service 2000
Frito-Lay Salted snack/popcorn/peanuts/dips
Gatorade Isotonic beverage 1983
General Motors Car & passenger truck 2001
IBM Computer hardware, software, IT services 2003
Marriott Official hotel 2011
Mars Snackfood Chocolate & non-chocolate confectionery 2002
Motorola Wireless telecommunications equipment 1999
National Guard U.S. armed forces 2009
Papa John’s Pizza 2010
Pepsi Soft drinks 2002
Prilosec* Heartburn medication 2005
Procter & Gamble/Gillette; Head & Shoulders; Vicks Grooming products, fabric care/air care, household needs 2009
USAA Official military appreciation 2011
Verizon Wireless telecommunication service 2010
Visa USA Payment systems services 1995
NHL North America
Bridgestone Official tire 2008
Cisco Official technology partner 2008
Compuware Global application performance partner 2009
Cybex Preferred fitness equipment 2010
Enterprise Official rent-a-car 2009
EA Sports Official video game 1994
Las Vegas Convention & Visitors Authority Official gaming destination 2009
Palms Hotel Las Vegas Host hotel of the NHL Awards 2008
Panini Official trading card
Pepsi Co./Pepsi, Gatorade, Aquafina, Frito-Lay Official soft drink, energy drink, water and juice 2006
Reebok Official authentic outfitter 2003
Sirius/XM Official satellite radio 2005
Starwood Hotels Official hotel 2009
Ticketmaster Official secondary ticket provider 2007
Upper Deck Official trading card partner 1990
U.S.
Discover Official credit/charge/debit card 2010
Geico Official insurance partner 2010
Honda Official U.S. automotive partner 2008
McDonald’s Official quick service restaurant 2009
MillerCoors Official beer 2011
Verizon Wireless Official wireless service provider 2006
Canada Only
Bell Official wireless and wireline telecommunications provider 2008
Canadian Tire Official home improvement retailer 2010
Hershey’s Official chocolate, chocolate bar, gum, candy and confectionary partner 2009
Kraft

Official cookie, cracker, gelatin, pudding, ground & instant coffee, peanut butter, cheese, cream cheese, mayonnaise, salad dressing, compartment snack and convenient meal

1989
Pepsi Official beverages, isotonic sports drinks, savory snacks 2005
Scotiabank Official retail bank, financial services provider and affinity card provider 2007
Tim Hortons Official quick service restaurant (coffee, breakfast & donut) partner 2011
Visa Official payment card, credit card and payment system 2008
Molson Coors Official beer 2011
*Marketing partners as of the June NBA Finals