Sports Sponsorship Market by Type, Sponsored Services, Sponsor Categories, Sport Type, End-use, Sponsorship Providers

Description

List of Tables

[182 Pages Report] 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.

KEY MARKET STATISTICS
Base Year [2023]	USD 105.47 billion
Estimated Year [2024]	USD 114.41 billion
Forecast Year [2030]	USD 189.54 billion
CAGR (%)	8.73%

Type: Increasing brand engagement through sponsoring sporting events

The ever-growing sports industry presents significant business opportunities to connect with diverse markets through sports sponsorship. Sponsoring sporting events allows brands to engage with a wide range of audiences while gaining widespread exposure. These events can vary in scale from local tournaments to international competitions such as the Olympics and FIFA World Cup. By sponsoring events, companies leverage these occasions' excitement and anticipation to showcase their brand globally and even launch new products or services. Sponsorship of individual athletes allows businesses to align themselves with role models who personify their brand values and inspire loyalty among fans. Through this partnership, brands can tap into fans' connections with their favorite athletes and capitalize on the athlete's social media following. Associating a company's brand with a particular sport offers potential long-term relationships between the business and its target audience. For instance, a company might sponsor an entire league or governing body within a sport, thereby simultaneously forging connections across multiple teams and geographical regions.Moreover, this type of sponsorship fosters increased brand recognition since fans follow their chosen sport throughout various seasons and events. Team sponsorship is an effective way for businesses to increase brand visibility and generate customer loyalty by aligning themselves with successful teams in multiple sports. Teams often have large, passionate fan bases that present valuable marketing opportunities for brands to connect with these audiences on an emotional level. Through team sponsorships, companies include logos on jerseys, stadium signage, and digital channels, reaching millions of fans worldwide.

Sponsored Services: Supportive role of financial sponsors for growth of emerging sports markets

Financial sponsors contribute monetary support to teams, leagues, events, and athletes in exchange for advertising rights and brand exposure. These sponsorships are often structured as contracts with specific terms detailing the financial commitment, duration of the partnership, and benefits provided by both parties. In-kind sponsors provide non-monetary resources, such as goods or services that support a team or event's operations. These include equipment suppliers offering apparel and footwear, drinks for athletes, and software firms contributing data analytics tools for team performance analysis. Media sponsors are responsible for providing coverage of sporting events through various channels such as television, radio, print, and digital platforms. Securing exclusive broadcasting rights is crucial for media companies to attract viewership and gain advertising revenue through brand partnerships during live events. Promotional sponsors engage in marketing activities to enhance brand visibility and consumer engagement during sporting events. This segment includes experiential marketing campaigns, promotional giveaways, on-site activations, or fan contests that create memorable experiences for attendees while promoting sponsored products or services.

Sponsor Categories: Significant recognition of title sponsors both domestic and international markets

The main sponsor refers to organizations with a significant financial investment in a team or event. They are often associated with high visibility throughout the sporting event via advertising placements, including logos on jerseys and other promotional materials. Main sponsors typically receive exclusive marketing rights within their industry category in return for their support. Official partners form strategic alliances with sports entities to offer products or services that enhance the fan experience or contribute to the organization's success. These partnerships are mutually beneficial; they provide exposure for the partner company while contributing valuable resources to the team or event. Similar to official partners, official sponsors collaborate with sports organizations on a smaller scale. They still contribute financially and resource-wise but may have limited rights within their industry or as much visibility as main sponsors or official partners. Official sponsors focus on specific event aspects, such as equipment and specialized services. Technical partners supply teams or events with cutting-edge technology, products, or services that help improve athlete performance or enhance the overall event experience. They often manufacture sports equipment, apparel, or technology solutions that bring innovation and expertise to a partnership. Title sponsors have the most prominent visibility within a sporting event as their brand name becomes part of its title. This high-level investment offers companies extensive exposure and branding opportunities and creates a strong association between the brand and the event.

End-use: Training sponsorships offering opportunities to strengthen brand associations

Competition sponsorship typically involves supporting high-profile sporting events, teams, or individual athletes to increase brand visibility, strengthen customer associations with the brand's values, and drive sales. The target audience for competition sponsorships is vast and diverse as brands seek to engage fans across different demographics, regions, and interest levels in various sports disciplines. Businesses tap into this wide-ranging appeal by aligning themselves with specific events that resonate with their target market and supporting multiple properties to reach a broader spectrum of consumers. Training sponsorship focuses on providing financial support for athlete development programs and grassroots initiatives aimed at nurturing talent at an early stage. These sponsorships range from investing in local sports clubs and academies to backing college and university teams or providing resources for national training camps. Unlike competition sponsorships, which seek instant visibility and brand association with high-profile events, training sponsorships take a more long-term approach to building brand equity by cultivating the next generation of sports stars.

Sport Type: Growing cricket sport sponsorship due to its massive following

Baseball is an attractive sport for sponsors due to its wide demographic, loyalty to the sport, and year-round media coverage. The sport offers opportunities for a variety of manufacturers, including equipment providers and apparel companies. Cricket sponsorships extend to international tournaments, domestic leagues, and individual player endorsements, leveraging the sport's global popularity. In football, sponsorships cover a broad spectrum, from club partnerships to major tournaments, with brands visible on jerseys, stadiums, and promotional materials. Golf sponsorships commonly involve partnerships with prestigious tournaments and top players, showcasing brands through course branding and player endorsements. Tennis sponsorships include collaborations with Grand Slam events, tournaments, and high-profile players, featuring prominently on-court signage, player apparel, and digital channels. Across these sports, sponsorship provides brands with extensive visibility and engagement opportunities within the diverse and passionate fanbases associated with each sport.

Sponsorship Providers: Growing automotive & transportation sponsorship providers to leverage their brand ethos

The aerospace & defense sector leverages sports sponsorship to augment brand visibility. Aerospace giants often sponsor international sports events, including the Olympics. Companies in these sectors sponsor events showcasing technological prowess or physical endurance, aligning with their industry ethos. Automotive & transportation brands have historically sponsored sports events that imbibe a sense of adrenaline and power, such as motorsports. Automotive enterprises prioritize high-paced, adrenaline-loaded sports such as racing to leverage their brand ethos of speed and elegance. Firms in the BFSI sector leverage sports sponsorships to increase customer engagement and financial literacy. Banking entities have a long history of sponsoring sports such as soccer, rugby, and motorsports. The building, construction & real estate sector typically sponsors local athletic events and construction-related sports. Mostly focused on local events, these companies use sponsorships to heighten brand visibility in the communities they serve. Consumer goods & retail companies utilize sponsorships for product exposure in key markets. Education providers engage in sponsorships targeting students and their families, encouraging academic and athletic excellence. The energy & utilities sector connects with high-energy sports for engagement. The government & public sector sponsors sports to promote social causes or community engagement. Healthcare & life sciences highlight their commitment to wellbeing through sports sponsorship. Information technology giants sponsor e-sports events to attract a youthful, tech-savvy audience. Manufacturing sponsors high-intensity sports. Media & entertainment organizations sponsor major sporting events to attract diverse viewerships. The telecommunication sector's sponsorship is often geared towards tech-driven sports. Travel & hospitality brands target global sporting events for maximum exposure.

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.

FPNV Positioning Matrix

The FPNV Positioning Matrix is pivotal in evaluating the Sports Sponsorship Market. It offers a comprehensive assessment of vendors, examining key metrics related to Business Strategy and Product Satisfaction. This in-depth analysis 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: 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 examination of the current state of vendors in the Sports Sponsorship Market. By meticulously comparing and analyzing vendor contributions in terms of overall revenue, customer base, and other key metrics, we can offer companies a greater understanding of their performance and the challenges they face when competing for market share. 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 this expanded level of detail, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.

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

The report offers valuable insights on the following aspects:

1. Market Penetration: It presents comprehensive information on the market provided by key players.

2. Market Development: It delves deep into lucrative emerging markets and analyzes the penetration across mature market segments.

3. Market Diversification: It provides detailed information on new product launches, untapped geographic regions, recent developments, and investments.

4. Competitive Assessment & Intelligence: It conducts an exhaustive assessment of market shares, strategies, products, certifications, regulatory approvals, patent landscape, and manufacturing capabilities of the leading players.

5. Product Development & Innovation: It offers intelligent insights on future technologies, R&D activities, and breakthrough product developments.

The report addresses key questions such as:

1. What is the market size and forecast of the Sports Sponsorship Market?

2. Which products, segments, applications, and areas should one consider investing in over the forecast period in the Sports Sponsorship Market?

3. What are the technology trends and regulatory frameworks in the Sports Sponsorship Market?

4. What is the market share of the leading vendors in the Sports Sponsorship Market?

5. Which modes and strategic moves are suitable for entering the Sports Sponsorship Market?

Product Code: MRR-957C47F93F03

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. Skoda 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