Sports Sponsorship Market by Type (Events, Individuals, Sports), Sponsored Services (Financial Sponsors, In-kind Sponsors, Media Sponsors), Sponsor Categories, Sport Type, End-use, Sponsorship Providers - Global Forecast 2024-2030
The Sports Sponsorship Market size was estimated at USD 105.47 billion in 2023 and expected to reach USD 114.41 billion in 2024, at a CAGR 8.73% to reach USD 189.54 billion by 2030.
Sponsorship is the financial support for any sport, including an event, game, or performer, by an outside body (which can be a person or organization) for the mutual benefit of both parties. These sponsorships are offered at all levels of sport for teams and individuals. Professional sports have attracted sponsors to finance primary aspects of the business, including the expense of managing stadiums through naming rights. Brands can benefit from sports sponsorships across all levels of sports.Sports provide a wide audience that can be reached in many different ways. Therefore, brands can raise awareness and change their images to suit their changing marketing objectives. However, the risk of returns and limited partner transparency can impact the sponsors. At present, businesses and sports events are fully immersed in the digital age, and there are more opportunities for sponsor brands to leverage sports and engage with their audiences efficiently.
Regional Insights
The sports sponsorship market is continuously growing in the Americas owing to the rising number of diverse sports events, high spending on sports promotion, and marketing strategies. The presence of giant sponsors supports large-scale sponsorships for sports events and individuals. In Europe, the Middle East & Africa, the popularity of sports such as football and rugby union attracted significant sponsorship over the period. The increasing sponsorship offerings for these popular sports from major automotive, consumer goods, and sports goods companies in the region have created a boost in the regional market. The several new deals and extended agreements of sports sponsorship in the Asia-Pacific and encouraging large-scale sports events by the government are offering lucrative growth for sports sponsorship in the region.
Market Insights
- Market Dynamics
The market dynamics represent an ever-changing landscape of the Sports Sponsorship Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.- Market Drivers
- Increasing number of sports events and rising inclination of youth toward online sports events
- Advantages of sports sponsorship for sponsoring companies
- Market Restraints
- Compliance issues associated with sports sponsorship
- Market Opportunities
- Popularity of analytics to drive sports sponsorship and fan engagement
- Emergence of new sports leagues and rising awareness toward the sponsorships for sports training
- Market Challenges
- Lack of standard KPIs and partner transparency
- Market Segmentation Analysis
- Type: Increasing brand engagement through sponsoring sporting events
- Sponsored Services: Supportive role of financial sponsors for growth of emerging sports markets
- Sponsor Categories: Significant recognition of title sponsors both domestic and international markets
- End-use: Training sponsorships offering opportunities to strengthen brand associations
- Sport Type: Growing cricket sport sponsorship due to its massive following
- Sponsorship Providers: Growing automotive & transportation sponsorship providers to leverage their brand ethos
- Market Disruption Analysis
- Porter’s Five Forces Analysis
- Value Chain & Critical Path Analysis
- Pricing Analysis
- Technology Analysis
- Patent Analysis
- Trade Analysis
- Regulatory Framework Analysis
The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the Sports Sponsorship Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success, namely Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The market share analysis is a comprehensive tool that provides an insightful and in-depth assessment of the current state of vendors in the Sports Sponsorship Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Recent Developments- SKECHERS Expands Winter Sports Sponsorship Presence Through FIS and FIL Deals
SKECHERS partnered with Infront to sponsor an impressive lineup of events for the 2023/24 season in a strategic move to bolster its presence in winter sports. This includes backing 23 FIS Nordic Skiing competitions and 11 FIS Alpine Skiing races, showcasing the brand's commitment to these high-profile sports.
Škoda Extends Longest Sponsorship In Sports History Through New IIHF Ice Hockey World Championship agreement
Automotive brand ŠKODA solidified its position in the sports industry by renewing its commitment as the main sponsor of the IIHF Ice Hockey World Championship. The agreement, facilitated by Infront, a Wanda Sports Group company, ensures that ŠKODA can maintain a significant presence at one of ice hockey's flagship events. The brand is expected to benefit from extensive branding opportunities, both within the arena and across various media platforms, solidifying its association with high-energy sportsmanship and strengthening its marketing strategy.
Right Formula grows global presence with the U.S. expansion
The company aims to reach even greater heights in the sponsorship industry with its recent expansion in the United States. Right Formula is already recognized as a leading sports sponsorship agency in Europe, and its move across the pond is set to enhance its global presence. The company has been working with prestigious events and organizations such as Formula 1 and the British Olympic Association, and now, with a foothold in the U.S. market, it can have even more exciting partnerships in the future. Right Formula knows the right formula for successful sponsorships, and it is ready to engage with new clients in the U.S. as it continues to expand its expertise and experience in the industry.
The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the Sports Sponsorship Market. This critical assessment involves a thorough analysis of the organization’s resources, capabilities, and overall performance to identify its core strengths and areas for improvement.
Key Company Profiles
The report delves into recent significant developments in the Sports Sponsorship Market, highlighting leading vendors and their innovative profiles. These include Adidas AG, Ajinomoto Co., Inc., Anheuser-Busch InBev SA/NV, Anta Sports Products Limited, ASICS Corporation, BYJU'S, Castrol Limited, DICK'S Sporting Goods, Inc., Emirates Group, Etihad Airways PJSC, Ford Motor Company, Heineken N.V., Hero MotoCorp Ltd., Hyundai Motor Company, Infront Sports & Media AG, Intel Corporation, iProSports Ltd., Microsoft Corporation, Molson Coors Beverage Company, Monster Beverage Corporation, MRF Limited, Nike, Inc., Nissan Motor Co., Ltd., PepsiCo, Inc., Puma SE, Qatar Airways Group, Q.C.S.C., RealityBLU, Inc., Red Bull GmbH, Reebok International Ltd., Reliance Jio Infocomm Ltd., Rolex SA, Samsung Electronics Co., Ltd., State Farm Group, The Coca-Cola Company, The Procter & Gamble Company, and UPSTOX.
Market Segmentation & Coverage
This research report categorizes the Sports Sponsorship Market to forecast the revenues and analyze trends in each of the following sub-markets:- Type
- Events
- Individuals
- Sports
- Teams
- Sponsored Services
- Financial Sponsors
- In-kind Sponsors
- Media Sponsors
- Promotional Sponsors
- Sponsor Categories
- Main Sponsor
- Official Partner
- Official Sponsor
- Technical partner
- Title sponsor
- Sport Type
- Baseball
- Basketball
- Cricket
- Football
- Golf
- Tennis
- End-use
- Competition Sponsorship
- Training Sponsorship
- Sponsorship Providers
- Aerospace & Defense
- Automotive & Transportation
- Banking, Financial Services & Insurance
- Building, Construction & Real Estate
- Consumer Goods & Retail
- Education
- Energy & Utilities
- Government & Public Sector
- Healthcare & Life Sciences
- Information Technology
- Manufacturing
- Media & Entertainment
- Telecommunication
- Travel & Hospitality
- Region
- Americas
- Argentina
- Brazil
- Canada
- Mexico
- United States
- California
- Florida
- Illinois
- New York
- Ohio
- Pennsylvania
- Texas
- Asia-Pacific
- Australia
- China
- India
- Indonesia
- Japan
- Malaysia
- Philippines
- Singapore
- South Korea
- Taiwan
- Thailand
- Vietnam
- Europe, Middle East & Africa
- Denmark
- Egypt
- Finland
- France
- Germany
- Israel
- Italy
- Netherlands
- Nigeria
- Norway
- Poland
- Qatar
- Russia
- Saudi Arabia
- South Africa
- Spain
- Sweden
- Switzerland
- Turkey
- United Arab Emirates
- United Kingdom
Please Note: PDF & Excel + Online Access - 1 Year
- Americas
- Market Drivers
- 1. Preface
- 1.1. Objectives of the Study
- 1.2. Market Segmentation & Coverage
- 1.3. Years Considered for the Study
- 1.4. Currency & Pricing
- 1.5. Language
- 1.6. Stakeholders
- 2. Research Methodology
- 2.1. Define: Research Objective
- 2.2. Determine: Research Design
- 2.3. Prepare: Research Instrument
- 2.4. Collect: Data Source
- 2.5. Analyze: Data Interpretation
- 2.6. Formulate: Data Verification
- 2.7. Publish: Research Report
- 2.8. Repeat: Report Update
- 3. Executive Summary
- 4. Market Overview
- 5. Market Insights
- 5.1. Market Dynamics
- 5.1.1. Drivers
- 5.1.1.1. Increasing number of sports events and rising inclination of youth toward online sports events
- 5.1.1.2. Advantages of sports sponsorship for sponsoring companies
- 5.1.2. Restraints
- 5.1.2.1. Compliance issues associated with sports sponsorship
- 5.1.3. Opportunities
- 5.1.3.1. Popularity of analytics to drive sports sponsorship and fan engagement
- 5.1.3.2. Emergence of new sports leagues and rising awareness toward the sponsorships for sports training
- 5.1.4. Challenges
- 5.1.4.1. Lack of standard KPIs and partner transparency
- 5.2. Market Segmentation Analysis
- 5.2.1. Type: Increasing brand engagement through sponsoring sporting events
- 5.2.2. Sponsored Services: Supportive role of financial sponsors for growth of emerging sports markets
- 5.2.3. Sponsor Categories: Significant recognition of title sponsors both domestic and international markets
- 5.2.4. End-use: Training sponsorships offering opportunities to strengthen brand associations
- 5.2.5. Sport Type: Growing cricket sport sponsorship due to its massive following
- 5.2.6. Sponsorship Providers: Growing automotive & transportation sponsorship providers to leverage their brand ethos
- 5.3. Market Trend Analysis
- 5.3.1. Ongoing sports events and partnerships to boost sports sponsorship in the Americas region
- 5.3.2. Government support and investments in organizing sports events encouraging sports sponsorships in the APAC region
- 5.3.3. Inclination towards sports culture and favorable government initiatives to accelerate sports sponsorships in the EMEA region
- 5.4. Cumulative Impact of High Inflation
- 5.5. Porter’s Five Forces Analysis
- 5.5.1. Threat of New Entrants
- 5.5.2. Threat of Substitutes
- 5.5.3. Bargaining Power of Customers
- 5.5.4. Bargaining Power of Suppliers
- 5.5.5. Industry Rivalry
- 5.6. Value Chain & Critical Path Analysis
- 5.7. Regulatory Framework Analysis
- 5.8. Client Customization
- 6. Sports Sponsorship Market, by Type
- 6.1. Introduction
- 6.2. Events
- 6.3. Individuals
- 6.4. Sports
- 6.5. Teams
- 7. Sports Sponsorship Market, by Sponsored Services
- 7.1. Introduction
- 7.2. Financial Sponsors
- 7.3. In-kind Sponsors
- 7.4. Media Sponsors
- 7.5. Promotional Sponsors
- 8. Sports Sponsorship Market, by Sponsor Categories
- 8.1. Introduction
- 8.2. Main Sponsor
- 8.3. Official Partner
- 8.4. Official Sponsor
- 8.5. Technical partner
- 8.6. Title sponsor
- 9. Sports Sponsorship Market, by Sport Type
- 9.1. Introduction
- 9.2. Baseball
- 9.3. Basketball
- 9.4. Cricket
- 9.5. Football
- 9.6. Golf
- 9.7. Tennis
- 10. Sports Sponsorship Market, by End-use
- 10.1. Introduction
- 10.2. Competition Sponsorship
- 10.3. Training Sponsorship
- 11. Sports Sponsorship Market, by Sponsorship Providers
- 11.1. Introduction
- 11.2. Aerospace & Defense
- 11.3. Automotive & Transportation
- 11.4. Banking, Financial Services & Insurance
- 11.5. Building, Construction & Real Estate
- 11.6. Consumer Goods & Retail
- 11.7. Education
- 11.8. Energy & Utilities
- 11.9. Government & Public Sector
- 11.10. Healthcare & Life Sciences
- 11.11. Information Technology
- 11.12. Manufacturing
- 11.13. Media & Entertainment
- 11.14. Telecommunication
- 11.15. Travel & Hospitality
- 12. Americas Sports Sponsorship Market
- 12.1. Introduction
- 12.2. Argentina
- 12.3. Brazil
- 12.4. Canada
- 12.5. Mexico
- 12.6. United States
- 13. Asia-Pacific Sports Sponsorship Market
- 13.1. Introduction
- 13.2. Australia
- 13.3. China
- 13.4. India
- 13.5. Indonesia
- 13.6. Japan
- 13.7. Malaysia
- 13.8. Philippines
- 13.9. Singapore
- 13.10. South Korea
- 13.11. Taiwan
- 13.12. Thailand
- 13.13. Vietnam
- 14. Europe, Middle East & Africa Sports Sponsorship Market
- 14.1. Introduction
- 14.2. Denmark
- 14.3. Egypt
- 14.4. Finland
- 14.5. France
- 14.6. Germany
- 14.7. Israel
- 14.8. Italy
- 14.9. Netherlands
- 14.10. Nigeria
- 14.11. Norway
- 14.12. Poland
- 14.13. Qatar
- 14.14. Russia
- 14.15. Saudi Arabia
- 14.16. South Africa
- 14.17. Spain
- 14.18. Sweden
- 14.19. Switzerland
- 14.20. Turkey
- 14.21. United Arab Emirates
- 14.22. United Kingdom
- 15. Competitive Landscape
- 15.1. Market Share Analysis, 2023
- 15.2. FPNV Positioning Matrix, 2023
- 15.3. Competitive Scenario Analysis
- 15.3.1. SKECHERS Expands Winter Sports Sponsorship Presence Through FIS and FIL Deals
- 15.3.2. Škoda Extends Longest Sponsorship In Sports History Through New IIHF Ice Hockey World Championship agreement
- 15.3.3. Right Formula grows global presence with the U.S. expansion
- 15.3.4. JSW Sports looks to grow non-cricket sports sponsorship, eyes new and global brands
- 15.3.5. WHOOP cuts through with tech at the European Sponsorship Awards
- 15.3.6. Ajinomoto Co., Inc. Became a Premium Partner of the 32nd SEA Games, and the 12th ASEAN Para Games to Be Held in Cambodia
- 15.3.7. Adidas to sponsor India cricket team kit in ₹350 cr deal (USD 42.31 million)
- 15.3.8. Rolex steps up the backing of SailGP with 10-year deal
- 15.3.9. Nike tops social promotion brand rankings with USD 527 million in sponsorship value.
- 15.3.10. Sports For All to spend ₹12.5 cr (USD 1.53 million) over 5 years as Khelo India sponsor
- 15.3.11. Ex-Red Bull execs launched Audience Labs media valuation agency
- 15.3.12. SponsorUnited secures USD 35 million investment to build out its database of brand sponsorships
- 15.3.13. KORE Software Announced Acquisition of Sports Alliance
- 15.3.14. Puma Signed Multi-Year Deal With Brazilian Athletics Federation
- 15.3.15. Nike Increases Revenue & Continues to Spend on Sponsorships
- 15.3.16. Authentic Brands Completed Reebok Acquisition From adidas.
- 15.3.17. Red Bull Racing Signed USD 150M Sponsorship With Crypto Exchange Bybit
- 15.3.18. San Diego’s Hookit joins Kore Software to create one-stop shop for sponsors
- 15.3.19. Hyundai Signs Partnership Agreement with SoFi Stadium, Hollywood Park, Los Angeles Rams and Los Angeles Chargers
- 16. Competitive Portfolio
- 16.1. Key Company Profiles
- 16.2. Key Product Portfolio
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