A record number of companies—21—joined the list of biggest U.S. sponsors in 2015, bringing the total number spending more than $15 million to 122, according to IEG’s annual spending analysis.

The top four sponsors remained in the same order as 2014, but a second consecutive big boost in spending—led by a renewal and fee increase for its NFL deal—saw number two Anheuser-Busch InBev almost equal perennial number one PepsiCo, Inc. and open a sizable gap between itself and the third largest sponsor, The Coca-Cola Co.

Last year’s number five sponsor General Motors Co. fell to number nine after dropping its NFL sponsorship—one spot below rival Ford Motor Co.

Unlike the past two years, when none of the companies at the top of the chart decreased spending, four of 2014’s top 20 sponsors cut their budgets in 2015: Coke, GM, Sprint Corp. and United Parcel Service.

While Sprint’s spending trim was minor, the other three saw eight-figure declines, primarily due to GM letting go of the NFL, Coke exiting from American Idol, and UPS—which fell from number 18 to number 32, dropping its longtime primary sponsorship with the Roush Fenway Racing NASCAR team.

Moving in the other direction, sponsors with the biggest increases in spending in 2015 were A-B InBev; Adidas North America, Inc.; and Hyundai Motor America. While league sponsorships with the NFL accounted for most of A-B and Hyundai’s increases, bigger commitments to its college and university athletics deals drove Adidas’ spending—moving the company past Ford into the number seven position. Hyundai’s official NFL sponsorship saw the company jump from number 58 in 2014 to number 15 in 2015.

As it was in 2014, the 11 biggest spenders of 2015 belong to just four categories—beverage, auto, sport apparel and telecommunications. Categories with the most companies represented among the 122 biggest sponsors: auto (11 companies); beverage (10 companies, up from seven in 2014 with the addition of Heineken USA, Monster Beverage Corp. and Bacardi U.S.A., Inc.); and bank (nine companies).

Six companies on the 2014 list did not make it in 2015: The Home Depot, Inc.; Time Warner Inc.; Hewlett-Packard Co.; Panasonic Corp. of North America; General Mills, Inc.; and Menard, Inc.

Home Depot, the highest ranked 2014 sponsor (number 55) to fall off the list ended its primary sponsorship with the Joe Gibbs Racing NASCAR team. Time Warner was replaced in the rankings by Charter Communications, Inc., the company that acquired Time Warner Cable and its sponsorships. Hewlett-Packard’s sponsorships are now split between its two successor companies—Hewlett Packard Enterprise and HP Inc.—with neither spending more than $15 million in 2015.

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 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

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

Amount Company 2015 Rank 2014 Rank
$370M-$375M PepsiCo, Inc. 1 1
$360M-$365M Anheuser-Busch InBev 2 2
$275M-$280M The Coca-Cola Co. 3 3
$260M-$265M Nike, Inc. 4 4
$200M-$205M AT&T, Inc. 5 6
$195M-$200M Toyota Motor Sales U.S.A., Inc. 6 7
$190M-$195M Adidas North America, Inc. 7 9
$155M-$160M Ford Motor Co. 8 8
$150M-$155M General Motors Co. 9 5
$145M-$150M Verizon Communications, Inc. 10 10
$125M-$130M MillerCoors LLC 11 11
$95M-$100M FedEx Corp. 12 12
$85M-$90M Microsoft Corp. 13 14
The Procter & Gamble Co. 13
$80M-$85M Bank of America Corp. 15 16
Citigroup, Inc. 17
Hyundai Motor America 58
$75M-$80M Berkshire Hathaway, Inc. 18 19
$70M-$75M Sprint Corp. 19 15
$65M-$70M The Allstate Corp. 20 21
$60M-$65M J. P. Morgan Chase & Co. 21 20
Under Armour, Inc. 32
$55M-$60M American Express Co. 23 28
Capital One Financial Corp. 33
Dr Pepper Snapple Group Inc. 25
MasterCard Int’l, Inc. 26
McDonald’s Corp. 27
Mercedes-Benz USA, LLC 30
State Farm Cos. 22
$50M-$55M Comcast Corp. 30 41
T-Mobile 35
$45M-$50M Bridgestone Americas, Inc. 32 34
Lowe’s Cos. 23
Nationwide Financial Services, Inc. 39
Samsung Electronics America, Inc. 31
SAP America, Inc. 36
Target Corp. 29
United Parcel Service 18
Visa 24
Wells Fargo & Co. 38
$40M-$45M American Honda Motor Co. 41 42
Mars, Inc. 37
Shell Oil Co. 40
$35M-$40M Diageo North America, Inc. 44 52
Kia Motors America, Inc. 43
SIRIUS XM Radio, Inc. 44
United Continental Holdings, Inc. 46
Yum! Brands, Inc. 45
$30M-$35M Barclays Bank PLC 49 48
Bose Corp. 51
Delta Air Lines, Inc. 59
The Goodyear Tire & Rubber Co. 49
Nestlé USA, Inc. 57
Northwestern Mutual Life Insurance Co. 50
Unilever United States, Inc. 56
$25M-$30M American Airlines 56 69
BMW of North America, LLC 65
BP America, Inc. 53
Charter Communications, Inc.
Chrysler Group LLC 64
Enterprise Holdings, Inc. 81
Exxon Mobil Corp. 63
MetLife, Inc. 61
Nissan 68
Oracle 47
Papa John’s Int’l, Inc. 66
PNC Financial Services Group, Inc. 72
$20M-$25M 3M Co. 68 54
Aaron’s, Inc. 78
Burger King 70
Chevron Corp. 85
DraftKings, Inc.
Heineken USA
The Hershey Co. 84
IBM Corp. 67
Kellogg’s 88
Kraft Foods 96
Kroger 104
Marriott Hotels 83
Monster Beverage Corp.
New Era 90
Quicken Loans, Inc. 74
Red Bull North America, Inc. 86
Sony Corp. of America 71
Sunoco, Inc. 80
The Swatch Group Ltd.
Volkswagen AG 75
$15M-$20M AdvoCare International, L.P. 88
Bacardi U.S.A., Inc.
Bass Pro, Inc. 62
Caterpillar, Inc. 98
Chick-fil-A, Inc.
Cisco Systems, Inc. 105
The Clorox Co. 89
Continental AG
Cox Enterprises, Inc.
EMC Corp.
The Emirates Group
Federated Department Stores 97
General Electric Co. 100
Go Daddy 87
Hilton Hotels 106
InterContinental Hotels Group PLC 103
Kaiser Foundation Health Plan, Inc.
Kimberly-Clark Corp.
Lenovo Group Ltd. 102
LG Group
Lucas Oil 91
Mondelēz International, Inc. 94
Montres Rolex S.A. 101
News Corp. 95
NRG Energy, Inc. 93
The Scotts Company LLC
Sherwin-Williams Co.
Stanley Black & Decker, Inc.
Starwood Hotels and Resorts Worldwide, Inc.
Subway Restaurants 99
U.S. Bank 107
VF Corp.
Wal-Mart Stores, Inc.
Zurich American Insurance Co. 77