VF Corp advertising spend, FY2026

VF Corp (VFC) reported $849M of advertising expense for the fiscal year ended Mar 28, 2026. That is 8.8% of revenue of $9.6B. Up 3.7% from FY2025.

Ad spend, FY2026
$849M
year ended Mar 28, 2026
Change vs prior year
+3.7%
vs FY2025
Share of revenue
8.8%
of $9.6B revenue
Rank by ad spend
#82
of 336 companies

Key facts

  • Ad spend is 1.3x its FY2016 level ($638M), faster than revenue (0.9x).
  • FY2026 is the highest year on file, going back to FY2009.
  • Largest increase +65.0% in FY2011; largest cut -19.6% in FY2021.
  • Ad spend is 8.8% of revenue, up from 6.6% in FY2021.
  • VF Corp spends more on advertising than 76% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 1.7x the median of 5.2%.

Ad spend by fiscal year

$0 $250M $500M $750M $1B FY2009 (ended 2009-01-03): $399M FY2010 (ended 2010-01-02): $327M 2010 FY2011 (ended 2011-12-31): $540M FY2012 (ended 2012-12-29): $585M 2012 FY2013 (ended 2013-12-28): $671M FY2015 (ended 2015-01-03): $691M 2015 FY2016 (ended 2016-12-31): $638M FY2017 (ended 2017-12-30): $571M 2017 FY2019 (ended 2019-03-30): $701M FY2020 (ended 2020-03-28): $756M 2020 FY2021 (ended 2021-04-03): $608M FY2022 (ended 2022-04-02): $841M 2022 FY2023 (ended 2023-04-01): $845M FY2024 (ended 2024-03-30): $821M 2024 FY2025 (ended 2025-03-29): $819M FY2026 (ended 2026-03-28): $849M 2026 $849M

Ad spend as % of revenue

0% 3% 5% 8% 10% FY2009 (ended 2009-01-03): 5.2% FY2010 (ended 2010-01-02): 4.5% 2010 FY2011 (ended 2011-12-31): 5.7% FY2012 (ended 2012-12-29): 5.4% 2012 FY2013 (ended 2013-12-28): 5.9% FY2015 (ended 2015-01-03): 5.8% 2015 FY2016 (ended 2016-12-31): 5.8% FY2017 (ended 2017-12-30): 4.9% 2017 FY2019 (ended 2019-03-30): 6.8% FY2020 (ended 2020-03-28): 7.2% 2020 FY2021 (ended 2021-04-03): 6.6% FY2022 (ended 2022-04-02): 7.1% 2022 FY2023 (ended 2023-04-01): 7.6% FY2024 (ended 2024-03-30): 8.3% 2024 FY2025 (ended 2025-03-29): 8.6% FY2026 (ended 2026-03-28): 8.8% 2026 8.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Mar 28, 2026 $849M +3.7% $9.6B 8.8% AdvertisingExpense 10-K May 20, 2026
FY2025 Mar 29, 2025 $819M -0.2% $9.5B 8.6% AdvertisingExpense 10-K May 20, 2026
FY2024 Mar 30, 2024 $821M -2.9% $9.9B 8.3% AdvertisingExpense 10-K May 20, 2026
FY2023 Apr 1, 2023 $845M +0.5% $11.1B 7.6% AdvertisingExpense 10-K May 22, 2025
FY2022 Apr 2, 2022 $841M +38.2% $11.8B 7.1% AdvertisingExpense 10-K May 23, 2024
FY2021 Apr 3, 2021 $608M -19.6% $9.2B 6.6% AdvertisingExpense 10-K May 25, 2023
FY2020 Mar 28, 2020 $756M +8.0% $10.5B 7.2% AdvertisingExpense 10-K May 26, 2022
FY2019 Mar 30, 2019 $701M n/a $10.3B 6.8% AdvertisingExpense 10-K May 27, 2021
FY2017 Dec 30, 2017 $571M -10.4% $11.7B 4.9% AdvertisingExpense 10-K May 27, 2020
FY2016 Dec 31, 2016 $638M -7.8% $11B 5.8% AdvertisingExpense 10-K May 24, 2019
FY2015 Jan 3, 2015 $691M n/a $11.9B 5.8% AdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 28, 2013 $671M +14.7% $11.4B 5.9% AdvertisingExpense 10-K Mar 2, 2016
FY2012 Dec 29, 2012 $585M +8.4% $10.9B 5.4% AdvertisingExpense 10-K Mar 3, 2015
FY2011 Dec 31, 2011 $540M +65.0% $9.5B 5.7% AdvertisingExpense 10-K Feb 26, 2014
FY2010 Jan 2, 2010 $327M -18.0% $7.2B 4.5% AdvertisingExpense 10-K Feb 29, 2012
FY2009 Jan 3, 2009 $399M n/a $7.6B 5.2% AdvertisingExpense 10-K Mar 2, 2011

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to VF Corp in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
78 Starbucks $870M 2.3% +45.6% FY2025
79 Constellation Brands $867M 8.9% -6.9% FY2026
80 PayPal $867M 2.6% +51.0% FY2025
81 Best Buy $861M 2.1% +1.8% FY2026
82 VF Corp $849M 8.8% +3.7% FY2026
83 Airbnb $843M 6.9% -23.4% FY2025
84 CoStar Group $830M 25.6% -1.8% FY2025

Full ranking of 336 companies · Biggest increases #196

Questions

How much does VF Corp spend on advertising?

VF Corp spent $849M on advertising in fiscal 2026, the year ended Mar 28, 2026, according to its 10-K filed May 20, 2026.

What percentage of revenue does VF Corp spend on advertising?

8.8% of revenue in fiscal 2026 ($849M of $9.6B). The median across the 336 companies tracked is 5.2%.

Is VF Corp spending more on advertising?

Yes. Ad spend rose 3.7% in fiscal 2026 from fiscal 2025.

How does VF Corp rank by advertising spend?

#82 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does VF Corp's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed May 20, 2026
Accession number
0000103379-26-000030
Company
V F CORP, CIK 103379, SIC 2320 (Men's & Boys' Furnishgs, Work Clothg, & Allied Garments)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
VF Corp advertising spend, FY2009-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed May 20, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/v-f/advertising-spend/
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