The global sports sponsorship market was valued at $73.8 billion in 2022, and is projected to reach $151.4 billion by 2032, growing at a CAGR of 7.1% from 2023 to 2032.Athlete endorsements, stadium naming rights, team sponsorships, events, and product placement during athletic occasions are just a few examples of the many ways that sports sponsorship is done. Sports sponsorship helps sponsors in several ways, including enhanced brand exposure, reaching a specific target demographic, building favorable brand associations, boosting brand loyalty, generating media attention, and encouraging customer involvement.
In sports sponsorship, data analytics is becoming more important. Data is being used by sponsors to pinpoint target markets, evaluate the effectiveness of their sponsorships, and make wise choices. Sponsors evaluate the return on investment (ROI) of their sponsorships and adjust their tactics for utmost efficiency by using data. Sports sponsorship is increasingly focusing on customization as sponsors try to give fans experiences that are unique to them. This comprises specialized content, personalized messages, and interactive activations that encourage customer interaction. The fan experience is being improved, brand loyalty is being developed, and deeper relationships are being fostered by sponsors.
Sponsors must carefully assess the sporting property's relevance to their target market. The sponsorship does not have the anticipated impact if there is a mismatch between the target market of the sponsor and the sporting property's target audience. Similarly, sports organizations have trouble attracting sponsors if the goals of such sponsors conflict with the characteristics of their audience or their brand. The inherent dangers of sports sponsorship include the possibility of unfavorable situations, controversies, or scandals involving individuals, teams, or leagues. In the event of such a situation, sponsors must consider the potential effects on their brand reputation and public opinion. If a sports organization has a track record of controversy or ethical issues, finding sponsors is difficult.
The global sports sponsorship market is analyzed on the basis of type, sports, application, and region. By type, the market is divided into signage, digital activation, club & venue activation, and others. By sports, the market is segmented into football, hockey, cricket, and others. Depending on the application, it is classified into competition sponsorship, training sponsorship, and others. Region wise, the market is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, the UK, France, Italy, Spain, and the rest of Europe), Asia-Pacific (China, India, Japan, South Korea, Australia, and the rest of Asia-Pacific), and LAMEA (Brazil, Argentina, Saudi Arabia, United Arab Emirates, South Africa, and the rest of LAMEA).
The major players operating in the global sports sponsorship market are Nike Inc., Adidas AG, PepsiCo Inc., Red Bull GmbH, Puma SE, Macron S.p.A., Castrol India Limited, Anheuser-Busch InBev SA/NV, Electronic Arts Inc., and ASICS Corporation.
In sports sponsorship, data analytics is becoming more important. Data is being used by sponsors to pinpoint target markets, evaluate the effectiveness of their sponsorships, and make wise choices. Sponsors evaluate the return on investment (ROI) of their sponsorships and adjust their tactics for utmost efficiency by using data. Sports sponsorship is increasingly focusing on customization as sponsors try to give fans experiences that are unique to them. This comprises specialized content, personalized messages, and interactive activations that encourage customer interaction. The fan experience is being improved, brand loyalty is being developed, and deeper relationships are being fostered by sponsors.
Sponsors must carefully assess the sporting property's relevance to their target market. The sponsorship does not have the anticipated impact if there is a mismatch between the target market of the sponsor and the sporting property's target audience. Similarly, sports organizations have trouble attracting sponsors if the goals of such sponsors conflict with the characteristics of their audience or their brand. The inherent dangers of sports sponsorship include the possibility of unfavorable situations, controversies, or scandals involving individuals, teams, or leagues. In the event of such a situation, sponsors must consider the potential effects on their brand reputation and public opinion. If a sports organization has a track record of controversy or ethical issues, finding sponsors is difficult.
The global sports sponsorship market is analyzed on the basis of type, sports, application, and region. By type, the market is divided into signage, digital activation, club & venue activation, and others. By sports, the market is segmented into football, hockey, cricket, and others. Depending on the application, it is classified into competition sponsorship, training sponsorship, and others. Region wise, the market is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, the UK, France, Italy, Spain, and the rest of Europe), Asia-Pacific (China, India, Japan, South Korea, Australia, and the rest of Asia-Pacific), and LAMEA (Brazil, Argentina, Saudi Arabia, United Arab Emirates, South Africa, and the rest of LAMEA).
The major players operating in the global sports sponsorship market are Nike Inc., Adidas AG, PepsiCo Inc., Red Bull GmbH, Puma SE, Macron S.p.A., Castrol India Limited, Anheuser-Busch InBev SA/NV, Electronic Arts Inc., and ASICS Corporation.
Key Benefits For Stakeholders
- This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the sports sponsorship market analysis from 2022 to 2032 to identify the prevailing sports sponsorship market opportunities.
- The market research is offered along with information related to key drivers, restraints, and opportunities.
- Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
- In-depth analysis of the sports sponsorship market segmentation assists to determine the prevailing market opportunities.
- Major countries in each region are mapped according to their revenue contribution to the global market.
- Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
- The report includes the analysis of the regional as well as global sports sponsorship market trends, key players, market segments, application areas, and market growth strategies.
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Key Market Segments
By Type
- Club and Venue Activation
- Others
- Signage
- Digital Activation
By Sports
- Football
- Hockey
- Cricket
- Others
By Application
- Competition Sponsorship
- Training Sponsorship
- Others
By Region
- North America
- U.S.
- Canada
- Mexico
- Europe
- Germany
- UK
- France
- Italy
- Spain
- Rest of Europe
- Asia-Pacific
- China
- India
- Japan
- South Korea
- Australia
- Rest of Asia-Pacific
- LAMEA
- Brazil
- Argentina
- Saudi Arabia
- United Arab Emirates
- South Africa
- Rest of LAMEA
- Key Market Players
- PepsiCo, Inc.
- Castrol India Limited
- Adidas AG
- Anheuser-Busch InBev SA/NV
- Electronic Arts Inc.
- Puma SE
- Red Bull GmbH
- ASICS Corporation
- Nike, Inc.
- Macron S.p.A.
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Table of Contents
CHAPTER 1: INTRODUCTION
CHAPTER 2: EXECUTIVE SUMMARY
CHAPTER 3: MARKET OVERVIEW
CHAPTER 4: SPORTS SPONSORSHIP MARKET, BY TYPE
CHAPTER 5: SPORTS SPONSORSHIP MARKET, BY SPORTS
CHAPTER 6: SPORTS SPONSORSHIP MARKET, BY APPLICATION
CHAPTER 7: SPORTS SPONSORSHIP MARKET, BY REGION
CHAPTER 8: COMPETITIVE LANDSCAPE
CHAPTER 9: COMPANY PROFILES
List of Tables
List of Figures
Executive Summary
According to the report, the sports sponsorship market was valued at $73.8 billion in 2022, and is estimated to reach $151.4 billion by 2032, growing at a CAGR of 7.1% from 2023 to 2032.Across all sports and events, sports sponsorship is common. Major companies supporting professional sports leagues are examples such as Coca-Cola's support of the Olympics or Nike's affiliation with the National Basketball Association (NBA). Sponsorship of sports poses moral questions, particularly when it comes to problems like unhealthy product advertising, drug scandals, or conflicts of interest. Organizations and regulatory authorities frequently create criteria to guarantee ethical sponsorship practices.
The global sports sponsorship market is analyzed on the basis of type, sports, application, and region. By type, the market is divided into signage, digital activation, club & venue activation, and others. By sports, the market is segmented into football, hockey, cricket, and others. Depending on the application, it is classified into competition sponsorship, training sponsorship, and others. Region wise, the market is analyzed across North America (the U.S., Canada, and Mexico), Europe (Germany, the UK, France, Italy, Spain, and the rest of Europe), Asia-Pacific (China, India, Japan, South Korea, Australia, and the rest of Asia-Pacific), and LAMEA (Brazil, Argentina, Saudi Arabia, United Arab Emirates, South Africa, and the rest of LAMEA).
Numerous sporting events were canceled or postponed worldwide as a result of the COVID-19 pandemic. Sponsors missed out on prospects for brand exposure and interaction as a result. In order to accommodate rescheduled events or consider other activation techniques, sponsors had to renegotiate or amend their current sponsorship agreements. Due to safety precautions, several sporting events were held without spectators or with a small audience. Sponsorship prospects for on-site exposure and fan engagement were drastically reduced as a result. The need for new methods of fan engagement forced sponsors to turn to digital platforms or virtual activations.
On the other hand, the COVID-19 pandemic has accelerated the growth of online and distant sporting events. Virtual elements are expected to continue, giving sponsors more chances to interact with audiences outside of conventional physical locations even as in-person events make an appearance. In-stream advertisements, branded overlays, virtual fan experiences, and virtual signs are a few examples of virtual sponsorships.
The importance of data analytics in sports sponsorship is growing. Sponsors are using data to identify their target markets, evaluate the results of their sponsorships, and make wise choices. Sponsors evaluate their sponsorships' return on investment (ROI) and improve their tactics for optimum performance by using data. As advertisers look to offer customized experiences for fans, personalization is becoming more prevalent in sports sponsorship. This includes carefully chosen messaging, unique content, and interactive activations that let customers interact directly with customers. Sponsors are putting more emphasis on improving the fan experience, increasing brand loyalty, and forging closer relationships.
The significance of the athletic property to the target market must be carefully considered by sponsors. The sponsorship does not have the expected impact if there is a mismatch between the target market of the sponsor and the target audience of the sporting property. Similarly, sports organizations have difficulty luring sponsors if the goals of those sponsors do not correspond with the characteristics of their audience or their brand. Athletes, teams, or leagues are involved in unpleasant incidents, controversies, or scandals, which are dangers that come with sports sponsorship. Sponsors need to think about how such situations affect the public's opinion of their brand and their image. If they have a track record of controversy or ethical issues, sports organizations also have trouble getting sponsors.
In order to reach their target audience, sponsors are increasingly working with athletes, sports influencers, and content producers. Sponsors have access to genuine and relatable channels for connecting with followers through influencer marketing and content partnerships. These collaborations use the popularity and influence of well-known people to amplify brand messages and boost engagement. Sponsors are investing in alliances that are in line with the latest trends in fitness, wellness, and healthy living as the emphasis on health and wellness increases. This involves supporting athletes, teams, or events for sports like adventure racing, fitness competitions, or marathons.
The major players analyzed for the global sports sponsorship industry are Nike Inc., Adidas AG, PepsiCo Inc., Red Bull GmbH, Puma SE, Macron S.p.A., Castrol India Limited, Anheuser-Busch InBev SA/NV, Electronic Arts Inc., and ASICS Corporation.
KEY FINDINGS OF STUDY
By type, the signage segment was the highest revenue contributor to the market, with $29.22 billion in 2022, and is estimated to reach $58.38 billion by 2032, with a CAGR of 6.8%.As per sports, the football segment was the highest revenue contributor to the market, with $26.44 billion in 2022, and is estimated to reach $53.51 billion by 2032, with a CAGR of 6.9%.
Depending on the application, the competition sponsorship segment was the highest revenue contributor to the market, with $33.23 billion in 2022, and is estimated to reach $67.12 billion by 2032, with a CAGR of 6.9%.
Region wise, Europe was the highest revenue contributor, accounting for $26.22 billion in 2022, and is estimated to reach $48.64 billion by 2032, with a CAGR of 6.0%.
Companies Mentioned
- PepsiCo, Inc.
- Castrol India Limited
- Adidas AG
- Anheuser-Busch InBev SA/NV
- Electronic Arts Inc.
- Puma SE
- Red Bull GmbH
- ASICS Corporation
- Nike, Inc.
- Macron S.p.A.
Methodology
The analyst offers exhaustive research and analysis based on a wide variety of factual inputs, which largely include interviews with industry participants, reliable statistics, and regional intelligence. The in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. The primary research efforts include reaching out participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions.
They are also in professional corporate relations with various companies that allow them greater flexibility for reaching out to industry participants and commentators for interviews and discussions.
They also refer to a broad array of industry sources for their secondary research, which typically include; however, not limited to:
- Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
- Scientific and technical writings for product information and related preemptions
- Regional government and statistical databases for macro analysis
- Authentic news articles and other related releases for market evaluation
- Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecast
Furthermore, the accuracy of the data will be analyzed and validated by conducting additional primaries with various industry experts and KOLs. They also provide robust post-sales support to clients.
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Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 250 |
| Published | September 2023 |
| Forecast Period | 2022 - 2032 |
| Estimated Market Value ( USD | $ 73.8 billion |
| Forecasted Market Value ( USD | $ 151.4 billion |
| Compound Annual Growth Rate | 7.5% |
| Regions Covered | Global |
| No. of Companies Mentioned | 10 |
