Last year was one of relative stability among the U.S.-based companies that spend the most on sponsorship, according to IEG’s annual spending analysis.

The list of companies spending $15 million or more grew to an all-time high of 93 in 2012. That total is seven more than in 2011; 11 companies are new to the list, while four dropped off.

The top 10 companies remained the same as the year before, with the only shift being 2011’s number-nine Ford Motor Co. switching places with last year’s number-eight MillerCoors LLC. The brewer substantially reduced the number of deals in its portfolio in 2012.

PepsiCo, Inc. maintained its number-one position despite spending slightly less on sponsorship for its soft-drink, water, snack and sports beverage brands. The approximately $10-million drop in spending was primarily due to a cutback in its commitment to the Hendrick Motorsports NASCAR team and driver Dale Earnhardt, Jr., a deal that was further slashed in 2013.

Number-two The Coca-Cola Co. narrowed the gap with its archrival by increasing its spend by about $10 million in 2012.

Similarly, Anheuser-Busch InBev remained in the number-three position even though it reduced spending by nearly $20 million—based mostly on 2012 being the first full year without its previous NHL deal. The brewer is just narrowly ahead of number-four Nike, which nearly matched A-B’s spending thanks to its blockbuster NFL deal.

Three companies moved into the top 20 rankings: Berkshire Hathaway, Inc. broke in at number 16 primarily on the strength of its GEICO insurance deals; Citigroup, Inc. is at number 18 thanks to new New York City-area deals, including the Citi Pond skating rink in Bryant Park; and Target Corp. rose from number 22 to number 19.

Diageo North America, Inc. was the biggest mover on the 2012 list, falling from number 34 to number 91 after the expiration of its primary sponsorship deal with Roush Fenway Racing’s No. 17 car. The largest jump in a positive direction was BP America, Inc., which rose from number 73 to number 34 on the strength of its NFL deal for the Castrol brand.

Two sponsorship heavyweights from days gone by dropped off the top spenders list in 2012. Motorola Mobility Inc., now part of Google Inc., ended its 13-year relationship with the NFL—the last remaining major deal in what was once a worldwide portfolio. And bankrupt Eastman Kodak Co. exited its remaining sponsorships, including removing its name from Hollywood’s Kodak Theater, now the Dolby Theatre.

The other two companies leaving the ranks of big spenders were Aflac Inc., which reduced spending on Roush Fenway Racing’s No. 99 car and driver Carl Edwards; and spirits holding company Brown-Forman Corp., which had returned to the list in 2011 only to fall back off.

The eleven newcomers to the rankings are: Zurich American Insurance Co.—parent of Farmers Insurance Group—Barclays Group US Inc.; General Electric Co.; Stanley Black & Decker, Inc.; Dollar General Corp.; SAP America, Inc.; The Clorox Co.; Menard, Inc.; Caterpillar, Inc.; Bass Pro, Inc.; and NRG Energy, Inc.

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 2012 Rank 2011 Rank
$330M-$335M PepsiCo, Inc. 1 1
$275M-$280M The Coca-Cola Co. 2 2
$235M-$240M Anheuser-Busch InBev 3 3
$230M-$235M Nike, Inc. 4 4
$175M-$180M AT&T, Inc. 5 5
$170M-$175M General Motors Co. 6 6
$145M-$150M Toyota Motor Sales U.S.A., Inc. 7 7
$135M-$140M Ford Motor Co. 8 9
$115M-$120M MillerCoors LLC 9 8
$110M-$115M Adidas North America, Inc. 10 10
$105M-$110M Verizon Communications, Inc. 11 11
$85M-$90M FedEx Corp. 12 15
$80M-$85M The Procter & Gamble Co. 13 13
$75M-$80M Sprint Nextel Corp. 14 12
$70M-$75M Bank of America Corp. 15 14
$60M-$65M Berkshire Hathaway, Inc. 16 21
United Parcel Service 17 16
$55M-$60M Citigroup, Inc. 18 31
Target Corp. 19 22
J. P. Morgan Chase & Co. 20 20
State Farm Cos. 21 18
$50M-$55M Mercedes-Benz USA, LLC 22 19
$45M-$50M Lowe's Cos. 23 30
Visa 24 25
Mars, Inc. 25 23
$40M-$45M McDonald's Corp. 26 35
Shell Oil Co. 27 27
Bridgestone Americas, Inc. 28 32
Wells Fargo & Co. 29 28
American Express Co. 30 26
Dr Pepper Snapple Group Inc. 31 29
$35M-$40M The Home Depot, Inc. 32 39
The Allstate Corp. 33 52
BP America, Inc. 34 73
American Honda Motor Co. 35 33
Microsoft Corp. 36 53
SIRIUS XM Radio, Inc. 37 37
Yum! Brands, Inc. 38 40
Chrysler Group LLC 39 24
Nationwide Financial Services, Inc. 40 36
$30M-$35M 3M Co. 41 46
Capital One Financial Corp. 42 45
MasterCard Int’l, Inc. 43 41
United Continental Holdings, Inc. 44 48
$25M-$30M Comcast Corp. 45 64
Office Depot, Inc. 46 56
Unilever United States, Inc. 47 47
Kia Motors America, Inc. 48 57
American Airlines 49 43
Exxon Mobil Corp. 50 58
Under Armour, Inc. 51 44
BMW of North America, LLC 52 60
Time Warner Inc. 53 42
General Mills, Inc. 54 38
Nestlé USA, Inc. 55 59
$20M-$25M InterContinental Hotels Group PLC 56 61
Delta Air Lines, Inc. 57 63
Zurich American Insurance Co. 58
MetLife, Inc. 59 68
Barclays Group US Inc. 60
Hyundai Motor Co. 61 82
PNC Financial Services Group, Inc. 62 79
Hewlett-Packard Co. 63 55
Sunoco, Inc. 64 66
Papa John’s Int’l, Inc. 65 71
Aaron's, Inc. 66 65
Enterprise Holdings, Inc. 67 62
Subway Restaurants 68 70
Volkswagen AG 69 75
Kraft Foods, Inc. 70 67
Chevron Corp. 71 69
IBM Corp. 72 51
Red Bull North America, Inc. 73 50
$15M-$20M General Electric Co. 74
The Hershey Co. 75 86
Panasonic Corp. of North America 76 78
Stanley Black & Decker, Inc. 77
National Auto Parts Association 78 83
Dollar General Corp. 79
Discover Financial Services, Inc. 80 77
SAP America, Inc. 81
The Sherwin-Williams Co. 82 80
The Clorox Co. 83
Menard, Inc. 84
Caterpillar, Inc. 85
Cisco Systems, Inc. 86 81
Bass Pro, Inc. 87
NRG Energy, Inc. 88
Best Buy Co. 89 72
The Goodyear Tire & Rubber Co. 90 76
Diageo North America, Inc. 91 34
Samsung Electronics America, Inc. 92 85
Sony Corp. of America 93 74
Top U.S. Sponsors: Companies Spending More Than $15 Million, Sorted by Category
Category Company 2012 Spending
Automotive General Motors Co. $170M-$175M
Toyota Motor Sales U.S.A., Inc. $145M-$150M
Ford Motor Co. $135M-$140M
Mercedes-Benz USA, LLC $50M-$55M
American Honda Motor Co. $35M-$40M
Chrysler Group LLC $35M-$40M
Kia Motors America, Inc. $25M-$30M
BMW of North America, LLC $25M-$30M
Hyundai Motor Co. $20M-$25M
Volkswagen AG $20M-$25M
Automotive - Aftermarket
Bridgestone Americas, Inc. $40M-$45M
The Goodyear Tire & Rubber Co. $15M-$20M
Bank Bank of America Corp. $70M-$75M
Citigroup, Inc. $55M-$60M
J. P. Morgan Chase & Co. $55M-$60M
Wells Fargo & Co. $40M-$45M
Capital One Financial Corp. $30M-$35M
Barclays Group US Inc. $20M-$25M
PNC Financial Services Group, Inc. $20M-$25M
Beverage PepsiCo, Inc. $330M-$335M
The Coca-Cola Co. $275M-$280M
Anheuser-Busch InBev $235M-$240M
MillerCoors LLC $115M-$120M
Dr Pepper Snapple Group Inc. $40M-$45M
Red Bull North America, Inc. $20M-$25M
Diageo North America, Inc. $15M-$20M
Computer and Information Systems Microsoft Corp. $35M-$40M
Hewlett-Packard Co. $20M-$25M
IBM Corp. $20M-$25M
SAP America, Inc. $15M-$20M
Cisco Systems, Inc. $15M-$20M
Consumer Electronics General Electric Co. $15M-$20M
Panasonic Corp. of North America $15M-$20M
Samsung Electronics America, Inc. $15M-$20M
Sony Corp. of America $15M-$20M
Credit Card Visa $45M-$50M
American Express Co. $40M-$45M
MasterCard Int’l, Inc. $30M-$35M
Discover Financial Services, Inc. $15M-$20M
Food Mars, Inc. $45M-$50M
General Mills, Inc. $25M-$30M
Nestlé USA, Inc. $25M-$30M
Kraft Foods, Inc. $20M-$25M
The Hershey Co. $15M-$20M
Fuel Shell Oil Co. $40M-$45M
BP America, Inc. $35M-$40M
Exxon Mobil Corp. $25M-$30M
Sunoco, Inc. $20M-$25M
Chevron Corp. $20M-$25M
Insurance Berkshire Hathaway, Inc. $60M-$65M
State Farm Cos. $55M-$60M
The Allstate Corp. $35M-$40M
Nationwide Financial Services, Inc. $35M-$40M
Zurich American Insurance Co. $20M-$25M
MetLife, Inc. $20M-$25M
Mailing and Shipping FedEx Corp. $85M-$90M
United Parcel Service $60M-$65M
Personal Care The Procter & Gamble Co. $80M-$85M
Unilever United States, Inc. $25M-$30M
QSR McDonald's Corp. $40M-$45M
Yum! Brands, Inc. $35M-$40M
Papa John’s Int’l, Inc. $20M-$25M
Subway Restaurants $20M-$25M
Retail Target Corp. $55M-$60M
Lowe's Cos. $45M-$50M
The Home Depot, Inc. $35M-$40M
Office Depot, Inc. $25M-$30M
Aaron's, Inc. $20M-$25M
National Auto Parts Association $15M-$20M
Dollar General Corp. $15M-$20M
Menard, Inc. $15M-$20M
Bass Pro, Inc. $15M-$20M
Best Buy Co. $15M-$20M
Sport Apparel & Equipment
Nike, Inc. $230M-$235M
Adidas North America, Inc. $110M-$115M
Under Armour, Inc. $25M-$30M
Telecommunications AT&T, Inc. $175M-$180M
Verizon Communications, Inc. $105M-$110M
Sprint Nextel Corp. $75M-$80M
Travel United Continental Holdings, Inc. $30M-$35M
American Airlines $25M-$30M
InterContinental Hotels Group PLC $20M-$25M
Delta Air Lines, Inc. $20M-$25M
Enterprise Holdings, Inc. $20M-$25M