The ranks of U.S.-based companies spending more than $15 million on sponsorship grew by four to 107 last year, according to IEG’s annual spending analysis.

Anheuser-Busch InBev, after a relatively flat 2013, increased spending significantly and jumped into the number-two position behind perennial number one PepsiCo, Inc. and its many beverage and snack brands. A-B leapfrogged The Coca-Cola Co. and Nike, Inc., both of which held the line on spending in 2014.

New deals that contributed to A-B’s becoming the second U.S. marketer to allocate more than $300 million a year to sponsorship included Stewart-Haas Racing, MetLife Stadium and SFX Entertaiment.

Meanwhile, rival MillerCoors—which stayed at the same spending level for a second straight year—was nudged out of the top 10 by Verizon Communications, Inc.

The other shift within the top 10 saw General Motors Co. slip past AT&T, Inc. for fifth place. GM signed a slew of deals in 2014, including estimated seven-figure ties to the Academy Awards, NHRA and professional golf.

Rival Toyota maintained its position at number seven, but closed the gap with number six AT&T with a large increase in spending, including new deals with pro sports franchises in key markets.

Top Spender Category Snapshots

Top Auto Sponsors Top Bank Sponsors Top Beverage Sponsors Top Business Technology Sponsors Top Consumer Technology Sponsors Top Credit Card Sponsors Top Food Sponsors
Top Fuel Sponsors Top Insurance Sponsors Top QSR Sponsors Top Retail Sponsors Top Sport Apparel Sponsors Top Telecommunications Sponsors Top Travel Sponsors

For the second year in a row, no company in the top 10 decreased spending, with eight sponsors growing their budgets over 2013. In fact, no sponsor among the top 21 spenders shrank spending. Number 22, State Farm trimmed its budget, dropping some MLB team and college deals.

The 11 biggest spenders of 2014 belong to just four categories—beverages, auto, sport apparel and telecommunications. Although banks aren’t represented until number 18 (Bank of America Corp.), the category has nine companies represented on the full list, second to autos, which has 11.

In addition to A-B and Toyota, other brands with dramatically large increases in spending were number 31 Samsung Electronics America, Inc.—which signed a host of big new deals for the second year in a row, including title of the World Surf League and a partnership with entertainment giant AEG—and two newcomers to the list, numbers 52 and 53 respectively, Northwestern Mutual Life Insurance Co. and Bose Corp.

Northwestern Mutual appears courtesy of its College Football Playoff relationship—including presenting sponsorship of the Rose Bowl—and extension of its NCAA deal, while Bose joins the rankings thanks to its blockbuster NFL partnership.

The eight other additions to the list are: Quicken Loans Inc.; Mondelez Int’l, Inc.; Twenty-First Century Fox, Inc.; Kraft Foods Group, Inc.; Macy’s, Inc.; Rolex Watch U.S.A., Inc.; The Kroger Co.; and Lenovo Group Ltd.

Neither Mondelez nor Kraft made the 2013 top spenders list after Kraft Foods, Inc. spun off its North American grocery business and renamed itself Mondelez. However both companies increased spending enough in 2014 to join the list. If Kraft Foods Group makes the 2015 list, it will be under another new name, having merged last month with H.J. Heinz Holding Corp. to form The Kraft Heinz Co.

Six companies fell from the ranks of big spenders in 2014. Five dropped after diminishing the amount they spent in NASCAR: Stanley Black & Decker, Inc.; Dollar General Corp.; Great Clips, Inc.; National Auto Parts Association.; and Best Buy Co.

The sixth, Discover Financial Services, Inc., reached the end of its four-year commitment to title the Orange Bowl game in 2014.

The spending estimates for the companies on the list reflect amounts spent on sponsorship fees of U.S. properties and the portion of spending on international properties that is directed to the U.S. market.

Top U.S. Sponsors: Companies Spending More Than $15 Million

Amount Company 2014 Rank 2013 Rank
$355M-$360M PepsiCo, Inc. 1 1
$300M-$305M Anheuser-Busch InBev 2 4
$290M-$295M The Coca-Cola Co. 3 2
$260M-$265M Nike, Inc. 4 3
$190M-$195M General Motors Co. 5 6
$185M-$190M AT&T, Inc. 6 5
$175M-$180M Toyota Motor Sales U.S.A., Inc. 7 7
$155M-$160M Ford Motor Co. 8 8
$135M-$140M Adidas North America, Inc. 9 9
$120M-$125M Verizon Communications, Inc. 10 11
$115M-$120M MillerCoors LLC 11 10
$95M-$100M FedEx Corp. 12 12
$85M-$90M The Procter & Gamble Co. 13 13
$80M-$85M Microsoft Corp. 14 17
$75M-$80M Sprint Nextel Corp. 15 15
Bank of America Corp. 16 14
$70M-$75M Citigroup, Inc. 17 19
United Parcel Service 18 18
Berkshire Hathaway, Inc. 19 16
$60M-$65M J. P. Morgan Chase & Co. 20 20
$55M-$60M The Allstate Corp. 21 31
State Farm Cos. 22 21
Lowe's Cos. 23 23
$50M-$55M Visa 24 24
Dr Pepper Snapple Group Inc. 25 33
MasterCard Int’l, Inc. 26 36
McDonald's Corp. 27 28
American Express Co. 28 32
Target Corp. 29 22
Mercedes-Benz USA, LLC 30 25
$45M-$50M Samsung Electronics America, Inc. 31 58
Under Armour, Inc. 32 44
Capital One Financial Corp. 33 45
Bridgestone Americas, Inc. 34 29
$40M-$45M T-Mobile 35 35
SAP America, Inc. 36 34
Mars, Inc. 37 30
Wells Fargo & Co. 38 27
Nationwide Financial Services, Inc. 39 47
Shell Oil Co. 40 26
$35M-$40M Comcast Corp. 41 41
American Honda Motor Co. 42 39
Kia Motors America, Inc. 43 42
SIRIUS XM Radio, Inc. 44 38
Yum! Brands, Inc. 45 40
United Continental Holdings, Inc. 46 48
$30M-$35M Oracle 47 55
Barclays Bank PLC 48 54
The Goodyear Tire & Rubber Co. 49 79
Northwestern Mutual Life Insurance Co. 50
Bose Corp. 51
Diageo North America, Inc. 52 46
BP America, Inc. 53 37
3M Co. 54 50
The Home Depot, Inc. 55 51
Unilever United States, Inc. 56 43
Nestlé USA, Inc. 57 49
$25M-$30M Hyundai Motor Co. 58 52
Delta Air Lines, Inc. 59 53
Time Warner Inc. 60 56
MetLife, Inc. 61 60
Bass Pro, Inc. 62 68
Exxon Mobil Corp. 63 63
Chrysler Group LLC 64 67
BMW of North America, LLC 65 66
Papa John’s Int’l, Inc. 66 59
$20M-$25M IBM Corp. 67 72
Nissan 68 99
American Airlines 69 65
Burger King 70 86
Sony Corp. of America 71 87
PNC Financial Services Group, Inc. 72 62
Hewlett-Packard Co. 73 71
Quicken Loans Inc. 74
Volkswagen AG 75 78
BBVA 76 85
Zurich American Insurance Co. 77 57
Aaron's, Inc. 78 70
Panasonic Corp. of North America 79 100
Sunoco, Inc. 80 61
Enterprise Holdings, Inc. 81 76
General Mills, Inc. 82 64
Marriott Hotels 83 69
The Hershey Co. 84 74
Chevron Corp. 85 75
Red Bull North America, Inc. 86 80
$15M-$20M Go Daddy 87 81
Kellogg's 88 82
The Clorox Co. 89 102
New Era 90 84
Lucas Oil 91 95
Menard, Inc. 92 103
NRG Energy, Inc. 93 93
Mondelez Int’l, Inc. 94
Twenty-First Century Fox, Inc. 95
Kraft Foods Group, Inc. 96
Macy’s, Inc. 97
Caterpillar, Inc. 98 92
Subway Restaurants 99 77
General Electric Co. 100 89
Rolex Watch U.S.A., Inc. 101
Lenovo Group Ltd. 102
InterContinental Hotels Group PLC 103 88
The Kroger Co. 104
Cisco Systems, Inc. 105 98
Hilton Hotels 106 83
U.S. Bank 107 90