Global Sports Sponsorship Market Size Extends at a Healthy CAGR of 9.2% by 2032

Introduction

A sponsorship is a commercial agreement between a company and a sport in which the company provides financial or other support to an event, sports team, or athlete in exchange for exposure to the team or athlete's audience. Sports Sponsorship can take various forms, such as providing financial assistance for an athlete's training and competitions or sponsoring the jerseys or equipment of a team. Sponsorship indicates that the agreement is mutually beneficial. A sports organization will permit commercial use of its name in exchange for a monetary contribution.

Market Dynamics

A Large Number of Sporting Events Organized across the World Drive the Global Market

A wide variety of sports are played all over the world. These sports' various associations and governing bodies organize global competitions in which athletes and teams compete. Some sporting events are held annually or at regular intervals. Examples include the UEFA Champions League, Super Bowl, tennis Grand Slam tournaments, Formula One racing, and NBA.

Similarly, events such as the FIFA World Cup, Olympic games, ICC Cricket World Cup, and Rugby Union World Cup are organized every four years. These events have a large audience, attracting numerous sponsorships from various businesses. New sporting events are also organized on a global scale. Many sporting events and the organization of new ones contribute to the sports sponsorship market.

Increasing Adoption of Marketing Analytics Creates Tremendous Opportunities

Data analytics tools assist businesses in streamlining their operations and enhancing their overall efficiency and productivity. Using these tools in marketing has led to the rise of marketing analytics. Sponsors are adopting marketing analytics that combines data science and research to comprehend how sponsorships influence brand exposure and business outcomes. In addition, marketing analytics solutions assist brands in formulating the optimal sponsorship mix to boost their brand's visibility. Adopting marketing analytics tools assists sponsors in optimizing their budgets and concluding the most lucrative sponsorship deals. This presents growth opportunities for the global sports sponsorship market during the forecast period.

Regional Analysis

North America is the most significant global sports sponsorship market shareholder and is estimated to grow at a CAGR of 9.19% during the forecast period. The presence of many market leaders in North America, which holds a substantial market share, encourages the expansion of the sports sponsorships industry. Market leaders like Pepsi, Nike, Adidas, and Red Bull have a significant market share in the United States. For instance, Pepsi has massive sponsorship deals with North America's top three sports tournaments: the NBA, NFL, and NHL. In addition, Red Bull, a major sports sponsor, significantly affects sports sponsorship. Red Bull's primary target demographic consists of individuals aged 18 to 29 in the United States, where soccer is gaining massive popularity. Soccer spectators consume 63% more Red Bull than other energy drinks. Therefore, these sponsorships are projected to be the primary growth driver for the North American regional market.

Europe is anticipated to exhibit a CAGR of 8.91% over the forecast period. Countries such as the United Kingdom are renowned for their extensive sporting interests. Approximately 40.7% of adult males and 31.7% of adult females engage in sports every week. The initiation of multiple sporting leagues and increased fan participation have made the sports industry a powerhouse of uncharted avenues and innumerable opportunities. Football has maintained its dominant position in Europe and holds the largest market share. Furthermore, Europe is the second-largest contributor to the revenue value of the market due to the popularity of university and college-level sports teams and sports leagues, such as MLB (Major Basketball League), NFL (National Football League), and NBA (National Basketball Association), which are expected to boost the sports sponsorships market over the forecast period.

Key Highlights

• The global sports sponsorship market size was valued at USD 55.1 billion in 2023 and is projected to reach a value of USD 121.7 billion by 2032, registering a CAGR of 9.2% during the forecast period (2024-2032).
• Based on type, the global sports sponsorship market is segmented into signage, digital activation, club and venue activation, and others. The signage segment is the largest contributor to the market and is projected to exhibit a CAGR of 9.83% throughout the forecast period.
• Based on application, the global sports sponsorship market is bifurcated into competition sponsorship, training sponsorship, and others. The competition sponsorship treatment segment dominates the global market and is expected to exhibit a CAGR of 9.69% during the forecast period.
• North America is the most significant global sports sponsorship market shareholder and is estimated to grow at a CAGR of 9.19% during the forecast period.

Competitive Players

1. Adidas AG
2. Hyundai Motor Company
3. Nike Inc.
4. Red Bull GmbH
5. Nissan Motor Co. Ltd
6. PepsiCo Inc.
7. Monster Beverage Corporation
8. Puma SE
9. Qatar Airways
10. Samsung Electronics Co. Ltd

Recent Developments

• April 2024 - Adidas unveiled the team outfits for the forthcoming Paris 2024 Olympic and Paralympic Games.
• March 2024 - Hyundai Motor is the new sponsor of the CONMEBOL Libertadores.
• May 2024 - Red Bull completed the acquisition of Bora-Hansgrohe, the German WordTour team, to make its professional road cycling debut.

Segmentation

1. By Type
   1. Signage
   2. Digital Activation
   3. Club and Venue Activation
2. By Application
   1. Competition Sponsorship
   2. Training Sponsorship
   3. Others