Sports Sponsorship Global Market Report 2025

Sports sponsorship is a marketing strategy wherein a company or brand offers financial or material support to a sports team, event, or athlete in exchange for visibility and brand awareness.

The primary types of sports sponsorship encompass signage, digital activation, club and venue activation, and others. Signage in sports involves the display of advertising and promotional materials within sports venues or on sports-related products during events or games. This type of sponsorship finds major applications in competition sponsorship, training sponsorship, and other related areas. It serves as a means for brands to gain exposure and connect with their target audience in the context of sports activities.

The sports sponsorship market research report is one of a series of new reports from The Business Research Company that provides sports sponsorship market statistics, including sports sponsorship industry global market size, regional shares, competitors with sports sponsorship market share, detailed sports sponsorship market segments, market trends and opportunities, and any further data you may need to thrive in the sports sponsorship industry. This sports sponsorship market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The sports sponsorship market size has grown strongly in recent years. It will grow from$66.67 billion in 2024 to $70.34 billion in 2025 at a compound annual growth rate (CAGR) of 5.5%. The growth in the historic period can be attributed to brand visibility and recognition, fan engagement, globalization of sports, traditional media dominance, social media influence

The sports sponsorship market size is expected to see strong growth in the next few years. It will grow to $90.13 billion in 2029 at a compound annual growth rate (CAGR) of 6.4%. The growth in the forecast period can be attributed to immersive fan experiences, esports and gaming integration, personalized marketing, cross-platform integration, innovative partnerships. Major trends in the forecast period include digital transformation, esports integration, sustainability initiatives, personalized fan engagement, virtual and augmented reality.

The increasing number of sports events is anticipated to drive the growth of the sports sponsorship market in the future. This rise in events has been consistent in recent years, attributed to factors such as the growing popularity of sports and enhanced resources for event organization. Furthermore, the globalization of sports has allowed them to reach broader audiences and achieve greater international recognition. This trend has encouraged sponsors to invest financially and promote their brands through advertisements. For example, in November 2023, reports from the Department for Digital, Culture, Media and Sport (DCMS), a UK government department, indicated that 22% of respondents attended live sports events in the last six months, which is a 4 percentage point increase from 2021-22. Football remained the most popular sport, with a viewership of 65%, consistent with the previous year. Rugby rose to 19%, an increase of 3 percentage points from 16% the prior year. Interest in other sports remained stable at 17%, similar to the previous year, while cricket saw an increase to 15%, up 4 percentage points from 11%. Thus, the increasing number of sports events is set to propel the growth of the sports sponsorship market.

The burgeoning expansion of the e-sports industry is expected to contribute significantly to the growth of the sports sponsorship market. E-sports, involving organized multiplayer video game competitions among professional players and teams, presents diverse sponsorship opportunities for engaging with fans. Sponsors can effectively utilize social media, live events, and in-game advertising to target their desired audience. As per NewZoo BV's data from October 2022, the audience for live-streamed gaming nearly reached 810 million in 2021 and is projected to exceed 1.41 billion by 2025. Hence, the expanding reach of the e-sports industry stands as a driving force for the growth of the sports sponsorship market.

The sports sponsorship market is witnessing a notable trend with the increasing adoption of technological advancements by companies in the industry. This strategic move aims at fostering growth and competitiveness. An illustrative example is Meta, the US-based technology company, which unveiled the Xtadium VR (virtual reality) app for its Oculus Quest 2 headset in October 2022. Xtadium offers a cutting-edge platform delivering VR streams of sports events in 180 degrees with up to 8K video quality. Featuring real-time statistical overlays and eight different camera angles, the platform enhances user experience by providing personalized views. Users can engage in live events, access on-demand replays, and enjoy immersive highlights. Xtadium's objective is to leverage VR technology to replicate the atmosphere of attending a live sporting event as closely as possible.

Major companies are prioritizing collaboration and partnerships to ensure the delivery of reliable services to customers. These strategic affiliations, often established through business agreements or contracts, play a crucial role in shaping the industry. A noteworthy instance is the collaboration between Globant, an Argentina-based software development company, and Federation Internationale de Football Association (FIFA), the Switzerland-based governing body for soccer. The partnership, announced in June 2023, designates Globant as a Global Sponsor for FIFAe Series from 2023 to 2025 and involves sponsorship of the FIFA Women's World Cup Australia and New Zealand 2023. The alliance aims to enhance the FIFA+ streaming platform, emphasizing diversity and inclusion. Globant's commitment aligns with the broader goal of fostering opportunities for women across industries, contributing to global sports inclusivity.

In November 2022, TeamSnap, a US software development firm, acquired LeagueSide for an undisclosed sum. This acquisition is intended to develop a distinctive solution that streamlines brand engagement with youth sports communities. By combining TeamSnap's platform with LeagueSide's expertise in sponsorships, the companies aim to create new revenue opportunities for sports organizations while lowering costs for families involved in youth sports. LeagueSide is a US-based company focused on linking brands with youth sports organizations through community sports sponsorships.

Major companies operating in the sports sponsorship market include Adidas AG, Nike Inc., PepsiCo Inc., Rolex SA, The Coca-Cola Company, Puma SE, Samsung Electronics Co Ltd., Castrol Limited, Tata Group, Reliance Jio Infocomm Limited, Intel Corporation, Qatar Airways Group Q.C.S.C., Hero MotoCorp Ltd., Hyundai Motor Company, Nissan Motor Co Ltd., Reebok International Ltd., Red Bull GmbH, Optimum Nutrition Inc., DICK'S Sporting Goods Inc., State Farm Mutual Automobile Insurance Company, Anheuser-Busch InBev SA/NV, Ford Motor Company, FedEx Corporation, Molson Coors Brewing Company, General Motors Company, Toyota Motor Corporation, Heineken N.V., Visa Inc., Mastercard Incorporated, American Express Company, Emirates Airline, Etihad Airways PJSC, Flydubai

North America was the largest region in the sports sponsorship market in 2024. Asia-Pacific is expected to be the fastest-growing region in the global sports sponsorship market report during the forecast period. The regions covered in the sports sponsorship market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the sports sponsorship market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain

The sports sponsorship market includes revenues earned by entities by providing monetary sponsorship for brand exposure, product placement, advertising, and merchandising. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Sports Sponsorship Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses on sports sponsorship market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

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Where is the largest and fastest growing market for sports sponsorship ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward? The sports sponsorship market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

• The market characteristics section of the report defines and explains the market.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include:

The forecasts are made after considering the major factors currently impacting the market. These include the Russia-Ukraine war, rising inflation, higher interest rates, and the legacy of the COVID-19 pandemic.

• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth. It covers the growth trajectory of COVID-19 for all regions, key developed countries and major emerging markets.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The trends and strategies section analyses the shape of the market as it emerges from the crisis and suggests how companies can grow as the market recovers.

Scope

• Markets Covered:1) By Type: Signage; Digital Activation; Club And Venue Activation; Other Types
• 2) By Application: Competition Sponsorship; Training Sponsorship; Other Applications
• Subsegments:
• 1) By Signage: Stadium Signage; Event Signage; Team Signage
• 2) By Digital Activation: Social Media Campaigns; Mobile Apps; Website Sponsorships
• 3) By Club And Venue Activation: Sponsorship Events; Hospitality Packages; Merchandise Promotions
• 4) By Other Types: Community Programs; Player Sponsorships; Cause Marketing
• Companies Mentioned: Adidas AG; Nike Inc.; PepsiCo Inc.; Rolex SA; The Coca-Cola Company
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Russia; South Korea; UK; USA; Canada; Italy; Spain
• Regions: Asia-Pacific; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
• Delivery format: PDF, Word and Excel Data Dashboard.