Yeti advertising spend, FY2026
Yeti (YETI) reported $145M of advertising expense for the fiscal year ended Jan 3, 2026. That is 7.8% of revenue of $1.9B.
Key facts
- Ad spend is 4.4x its FY2016 level ($33.1M), faster than revenue (2.3x).
- FY2026 is the highest year on file, going back to FY2016.
- Largest increase +87.4% in FY2024; largest cut -19.9% in FY2017.
- Ad spend is 7.8% of revenue, up from 3.9% in FY2021.
- Yeti spends more on advertising than 41% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 1.7x the median of 4.6%.
Ad spend by fiscal year
Ad spend as % of revenue
History
Download CSV| Fiscal year | Period end | Ad spend | YoY | Revenue | Ad / revenue | Tag | Filing |
|---|---|---|---|---|---|---|---|
| FY2026 | Jan 3, 2026 | $145M | n/a | $1.9B | 7.8% | MarketingExpense | 10-K Feb 27, 2026 |
| FY2024 | Dec 28, 2024 | $142M | +87.4% | $1.8B | 7.7% | MarketingExpense | 10-K Feb 27, 2026 |
| FY2023 | Dec 30, 2023 | $75.5M | +10.9% | $1.7B | 4.6% | AdvertisingExpense | 10-K Feb 26, 2024 |
| FY2022 | Dec 31, 2022 | $68.1M | +58.7% | $1.6B | 4.3% | AdvertisingExpense | 10-K Feb 26, 2024 |
| FY2021 | Jan 2, 2021 | $42.9M | n/a | $1.1B | 3.9% | AdvertisingExpense | 10-K Feb 27, 2023 |
| FY2019 | Dec 28, 2019 | $39M | +41.8% | $914M | 4.3% | AdvertisingExpense | 10-K Feb 28, 2022 |
| FY2018 | Dec 29, 2018 | $27.5M | +3.8% | $779M | 3.5% | AdvertisingExpense | 10-K Mar 1, 2021 |
| FY2017 | Dec 30, 2017 | $26.5M | -19.9% | $639M | 4.1% | AdvertisingExpense | 10-K Feb 18, 2020 |
| FY2016 | Dec 31, 2016 | $33.1M | n/a | $819M | 4.0% | AdvertisingExpense | 10-K Mar 20, 2019 |
What the figure is
Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.
Earlier years use a different tag. The Tag column above shows which one applies to each year.
Compared with similar spenders
The 6 companies closest to Yeti in latest-year ad spend.
| Rank | Company | Ad spend | Ad / revenue | YoY | Fiscal year |
|---|---|---|---|---|---|
| 271 | loanDepot | $147M | 12.3% | +10.6% | FY2025 |
| 272 | Yeti | $145M | 7.8% | n/a | FY2026 |
| 273 | Madrigal Pharmaceuticals | $145M | 15.1% | +175.3% | FY2025 |
| 274 | HubSpot | $144M | 4.6% | +22.5% | FY2025 |
| 275 | Owens Corning | $144M | 1.4% | +9.1% | FY2025 |
| 276 | BJ's Wholesale Club | $143M | 0.7% | +13.0% | FY2026 |
| 277 | Autohome | $143M | 15.5% | -19.0% | FY2025 |
Questions
How much does Yeti spend on advertising?
Yeti spent $145M on advertising in fiscal 2026, the year ended Jan 3, 2026, according to its 10-K filed Feb 27, 2026.
What percentage of revenue does Yeti spend on advertising?
7.8% of revenue in fiscal 2026 ($145M of $1.9B). The median across the 458 companies tracked is 4.6%.
How does Yeti rank by advertising spend?
#272 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.
What does Yeti's advertising figure include?
Total marketing expense (XBRL tag MarketingExpense). It can include marketing staff costs, not only paid media.
Source
- Filing
- 10-K for FY2026, filed Feb 27, 2026
- Accession number
0001670592-26-000013- Company
- YETI Holdings, Inc., CIK 1670592, SIC 3949 (Sporting & Athletic Goods, NEC)
- Data
- SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
- Cite
- Yeti advertising spend, FY2016-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 27, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/yeti-holdings/advertising-spend/
- Download
- CSV, all years · CSV, all 458 companies