Enjoy complimentary customisation on priority with our Enterprise License!
The sports sponsorship market size is estimated to grow at a CAGR of 6.02% between 2022 and 2027. The market size is forecast to increase by USD 22.64 billion. The growth of the market depends on several factors including increasing sports sponsorship spending, the emergence of new sports leagues, and the rapid growth of the sports industry and international sporting events.
This sports sponsorship market report extensively covers market segmentation by type (signage, digital activation, club and venue activation, and others), application (competition sponsorship and training sponsorship), and geography (North America, Europe, APAC, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
To learn more about this report, View Report Sample
Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
The emergence of new sports leagues is one of the key factors driving the growth of the global sports sponsorship market. With the growing number of new sporting events around the world, new opportunities for sponsorships in various sports are opening up. This includes not only the introduction of new tournaments but also the expansion of existing tournaments to new venues. Such initiatives attract more audiences, which in turn drives sponsors to invest more in these events.
The growing number of new sporting events across the globe is attracting sponsors for various sponsorship rights. Sporting organizations in the world also rely on sponsors to provide funds, products, and services, which ultimately support the profitability of all the parties involved. Hence, the growing number of sporting events will attract new sponsors entering the global sports sponsorship market during the forecast period.
Analytics gaining prominence in sports sponsorship is the primary trend in the market. Marketing analytics helps sponsors to gather social media insights from their customers before, during, and after sporting events. This helps sponsors better understand what people are really saying about their financial brands. Marketing analytics also analyze customer reach. The number of people exposed to the sponsor's marketing to message in sponsorship activation.
Moreover, the most shared branding is probably also the most valuable. Because its reach extends far beyond the game and TV audience. This will allow sponsors to double down on the most photographed locations for their logo and reduce or remove sponsorship from places that do not get photographed as often. Hence, such factors will boost the growth of the global sports sponsorship market during the forecast period.
Lack of efficient tools to measure actual returns on investment (ROI) affect the growth of the global sports sponsorship market. Gold standards for measuring incrementality, ROI, and marketing mix models have failed to calculate accurate values. That makes it difficult for companies that have spent billions of dollars on sponsorship deals but can't track their actual return on investment (ROI).
Moreover, sponsorships have become an integral part of marketing strategies. although, many companies have not yet been able to effectively quantify the impact of this spending on high-spending events such as the ICC Cricket World Cup, FIFA World Cup, and the Olympics. Therefore, the lack of efficient tools for measuring ROI can discourage sponsors from investing in sporting events around the world. Hence, these factors are expected to impede market growth during the forecast period.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Sports Sponsorship Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Adidas AG: The company offers sports sponsorship to UEFA Euro, FIFA World Cup, and the Women's World Cup.
The research report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The signage segment is estimated to witness significant growth during the forecast period. This segment includes revenue from naming rights claims (title sponsorship, kit sponsorship, and product sponsorship) and permanent stadium signs, fixed panels, rotating panels, and video screens. Factors such as the growing number of new sports leagues and the success of existing leagues have boosted advertising investment from sponsors, propelling the growth of this segment in the global sports sponsorship market. The US, the UK, China, India, Australia, and the United Arab Emirates (UAE) are some of the key markets for the signage segment.
Get a glance at the market contribution of various segments View the PDF Sample
The signage segment was the largest segment and was valued at USD 21.77 billion in 2017. The success of domestic sports leagues such as the Premier Badminton League (PBL), Indian Super League (ISL), and Pro Kabaddi League (PKL) has prompted sponsors to renew their title sponsorship rights. Most of these leagues started in 2019. Therefore, several sponsors are expected to invest further to acquire billboard rights for these new leagues in the future. Therefore, due to increased investment from sponsors, the growth of the signage segment is expected to accelerate year-on-year during the forecast period.
For more insights on the market share of various regions Download PDF Sample now!
North America is estimated to contribute 30% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. Factors such as the emergence of new sporting events and growing sports sponsorship spending are driving the growth of the North American market. Football, baseball, basketball, motorsports, and rugby are the main sports that attract major sponsors in the region. The US is the most important market for sports sponsorships in North America. The country's major leagues include the National Basketball Association (NBA), National Football League (NFL), National Hockey League (NHL), Major League Baseball (MLB), and the US and North American Soccer Leagues.
Furthermore, the integration of technology and analytics in sports sponsorships will be a key trend in the market. Analytics will enable the sponsors to keep a better track of their return on investment (ROI) over a sponsored sports event. Major sponsors in the industry have already started the integration of analytics in their sports sponsorship programs. For example, PepsiCo Inc. (PepsiCo) secured a wide-ranging partnership with SoFi Stadium. Under this partnership, PepsiCo will gain category-exclusive marketing, promotional rights, and sponsorship for the development of SoFi Stadium. Therefore, the sports sponsorship market in North America is expected to grow during the forecast period.
In 2020, the outbreak of COVID-19 had a negative impact on the regional sports sponsorship market. However, in 2021, the initiation of large-scale vaccination drives?lifted the lockdown and the resumption of sports events stabilized the growth of the sports sponsorship market in the region in 2021. Adding on, a few of the tournaments, such as Winter X Games 26, Kentucky Derby Horse Racing game, and Indianapolis 500 Auto racing that was held in 2022, were delayed from 2020. Hence, these factors along with the growing popularity of e-sports among people across the region are expected to drive the growth of the sports sponsorship market in the region during the forecast period.
The sports sponsorship market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
|
Sports Sponsorship Market Scope |
|
|
Report Coverage |
Details |
|
Page number |
164 |
|
Base year |
2022 |
|
Historic period |
2017-2021 |
|
Forecast period |
2023-2027 |
|
Growth momentum & CAGR |
Accelerate at a CAGR of 6.02% |
|
Market growth 2023-2027 |
USD 22.64 billion |
|
Market structure |
Fragmented |
|
YoY growth 2022-2023(%) |
5.5 |
|
Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
|
Performing market contribution |
North America at 30% |
|
Key countries |
US, China, Japan, Germany, and UK |
|
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
|
Key companies profiled |
Adidas AG, Anheuser Busch InBev SA NV, Electronic Arts Inc., Etihad Airways PJSC, Hero MotoCorp Ltd., HX Entertainment Ltd., Hyundai Motor Co., MACRON SPA, Nike Inc., PUMA SE, Qatar Airways Group Q.C.S.C., Red Bull GmbH, Renault SAS, Rolex SA, Samsung Electronics Co. Ltd., Super Group SGHC Ltd., and The Coca Cola Co. |
|
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and market condition analysis for the forecast period. |
|
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements.
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Type
7 Market Segmentation by Application
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
Research Framework
Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.
INFORMATION SOURCES
Primary sources
Secondary sources
DATA ANALYSIS
Data Synthesis
Data Validation
REPORT WRITING
Qualitative
Quantitative
Certified ISO 9001 : 2015
We are ISO 9001:2015 recognized that ensures quality services and product delivery to our clients.
We are GDPR and CCPA compliant! Your transaction & personal information is protected from unauthorized use.
Get lifetime access to our
Technavio Insights
Get the report (PDF) sent to your email within minutes.
