- Summary
- Table Of Content
- Methodology
Sports Sponsorship Market Size:
Sports Sponsorship Market size is estimated to reach over USD 115.38 Billion by 2032 from a value of USD 62.40 Billion in 2024 and is projected to grow by USD 66.30 Billion in 2025, growing at a CAGR of 8.8% from 2025 to 2032.
Sports Sponsorship Market Scope & Overview:
Sports sponsorship is a partnership or agreement between brand or company and athlete, team, or event in exchange for advertising and brand exposure. Additionally, the advantages include increased brand awareness, increased visibility, and increased brand loyalty among others is driving the sports sponsorship market demand. Further, the sponsorship helps brands to collaborate with other sponsors of the sporting event and generate business evolution is paving the way for sports sponsorship market growth. Furthermore, the increasing focus towards building loyalty among current consumers and attracting new customers is boosting the sports sponsorship industry.
Sports Sponsorship Market Dynamics - (DRO) :
Key Drivers:
Growth in Sports Industry is Boosting the Market Growth for Sports Sponsorship
The rising sports tournament is attracting sponsorships, endorsements, and others which in turn is fueling the sports sponsorship market growth. Additionally, the growing popularity of cricket, football, and basketball among others across the globe is driving the sports sponsorship market demand. Further, digitalization in sports sector is paving the way for market development.
- For instance, According to GroupM ESP, the total spending on sponsorship, endorsement and media spending in India was USD 1900 million in 2023 which increased by 6% in 2024 accounting for USD 1980 million.
Therefore, the development of sports industry is driving the spending on sponsorships, in turn proliferating the growth of the market.
Key Restraints:
High Cost and Reputational Risk Associated with Certain Partnerships is Restraining the Market Growth
Sponsorship involves significant financial investments as well as carries a potential reputational risk for both the sponsor and the sponsored entity, which in turn is hindering the sports sponsorship market expansion. Further, the negative impact of the player or team due to controversial factors restricts the market adoption. Furthermore, the negative performance of the team has huge impact on the emotions and attitude of the public toward that team, which in turn degrades the brand equity and reputation.
Therefore, the high costs of Sponsorships and reputational risk associated with certain partnerships is hindering the sports sponsorship market expansion.
Future Opportunities :
Rising Popularity of Women Sports is expected to Promote Potential Opportunities for Market Growth
The rise of professional sports leagues is creating excitement and drawing massive audiences, which in turn is propelling the sports sponsorship market opportunities. Additionally, the growing online gaming culture and esports tournaments are gaining popularity, boosting the market progress. Moreover, the strong emphasis on the development of the women’s game is driving the market development. Further, the rise in streaming platforms such as YouTube, Twitch, and Facebook is drawing broader audiences as well as growing popularity of non-cricket sports leagues is fueling the market demand. Furthermore, the rising popularity of women sports is attracting sponsors to promote women sports, which in turn will attract new customer base for some brand sponsorships is paving the way for market evolution.
- For instance, in July 2023, Hyundai Motor and Kia partnered to Sponsor FIFA Women’s World Cup Australia & New Zealand. The sponsorship aims to facilitate seamless and efficient transportation operations during the competitions in Australia and New Zealand.
Hence, the rise of professional sports leagues and rising popularity of women sports is anticipated to increase the utilization in turn promoting prospect for sports sponsorship market opportunities during the forecast period.
Sports Sponsorship Market Segmental Analysis :
By Type:
Based on the type, the market is segmented into club and venue activation, signage, digital activation, and others.
Trends in the Type:
- The trend towards adoption of AI to streamline processes and improve the overall guest experience is driving the adoption of club and venue activation segment.
- The trend towards integration of signage with innovative technologies such as AR and VR to enhance user experience and expand capabilities is driving the market demand.
Signage accounted for the largest revenue share in the year 2024.
- Signage provides brand credibility by eliminating barriers to engagement is propelling the market progress.
- Further, the ability of signages to enhance brand visibility and recognition is driving the market progress.
- For instance, in February 2023, Cisco partnered with St. Louis CITY SC for becoming technology partner for Major League Soccer which are leveraging security, Wi-Fi and digital signage among others to provide immersive matchday experiences.
- Thus, as per the market analysis, the ability to enhance brand visibility and recognition is driving the market progress.
Digital Activation is anticipated to register the fastest CAGR during the forecast period.
- The digital activation encompasses activities from interactive websites to targeted ads and smart use of social media to engage fans, spark conversations, and increase brand awareness.
- Further, the increasing broadcasting spending is driving the digital activation segment, which in turn is fueling the market progress.
- Furthermore, the rising importance of sports events in marketing campaigns is driving the digital activation segment.
- Therefore, as per the market analysis, the increasing broadcasting spending is anticipated to boost the market during the forecast period.
By Sports:
Based on the sports, the market is segmented into football, hockey, cricket, and others.
Trends in the Sports:
- The trend towards increasing demand for digital content and live events for football, hockey, cricket, and other sports is driving the market progress.
- The trend towards online football gaming tournaments is driving the market development.
Football accounted for the largest revenue share of 46.11% in the year 2024.
- Football offers high reach, strong emotional attachment and measurable commercial value is driving the market adoption.
- Further, football provides maximum brand exposure with fewer risks and is boosting the market progress.
- Furthermore, the rise in football apparel and footwear market are paving the way for market development.
- Thus, as per the market analysis, maximizing brand exposure with fewer risks are driving the market adoption in football sports.
Cricket is anticipated to register the fastest CAGR during the forecast period.
- The advent of shorter formats such as T20 as well as the success of tournaments such as the World Cup fuel the sports sponsorship market size.
- Further, the increasing investment in the sponsorship, endorsement, and media spending in promoting cricket is driving the market adoption.
- For instance, in April 2024, Cricket Canada partnered with TD Bank Group to announce a new landmark sponsorship. The sponsorship aims to support the development of cricket locally as well as supporting new community engagement initiatives.
- Therefore, according to the sports sponsorship market analysis, the increasing investment in the sponsorship, endorsement, and media spending is anticipated to boost the market during the forecast period.
By Application:
Based on the application, the market is segmented into competition sponsorship, training sponsorship, and others.
Trends in the Application:
- The increasing focus on personalized training is driving the adoption in training sponsorship, which in turn is fueling the sports sponsorship market trend.
- The rising influence of athletes is driving the adoption of competition sponsorship, which in turn is boosting the sports sponsorship market trend.
Competition Sponsorship accounted for the largest revenue share in the year 2024.
- The competition sponsorship improves brand's recognition and reputation by providing financial or in-kind support to an event, team, athlete, or organization is driving the sports sponsorship market share.
- Further, the rise in influencer marketing as well as rise in esports tournaments is driving the adoption in competition sponsorship segment.
- For instance, in March 2025, BNP Paribas announced the extension in sponsorship for BNP Paribas open tennis tournament. The company has been a sponsor since 2009 and is one of the longest tournament sponsors in the event’s history.
- Thus, as per the market analysis, e in influencer marketing as well as rise in esports tournaments is driving the adoption in competition sponsorship.
Training Sponsorship is anticipated to register the fastest CAGR during the forecast period.
- Training sponsorship involves funding or resources to support athletes, teams, or training programs, which in turn fuel the sports sponsorship market size.
- Additionally, the sponsor provides funding to adopt advanced training equipment’s and technologies to improve the performance of athletes, which in turn is booting the sports sponsorship market share.
- Therefore, according to the sports sponsorship market analysis, the rising adoption of advanced training equipment’s and technologies is anticipated to boost the market during the forecast period.
Regional Analysis:
The regions covered are North America, Europe, Asia Pacific, Middle East and Africa, and Latin America.
Asia Pacific region was valued at USD 15.67 Billion in 2024. Moreover, it is projected to grow by USD 16.70 Billion in 2025 and reach over USD 29.94 Billion by 2032. Out of this, China accounted for the maximum revenue share of 28.48%. The market is mainly driven by its deployment in cricket and other sports. Furthermore, factors including esports and online gaming are projected to drive the market progress in Asia Pacific region during the forecast period.
- For instance, in January 2025, ibis India partnered with Chennai Singams as the principal sponsor for the second season in a row. The Indian Street Premier League (ISPL) expresses dynamic sprit for cricket, which in turn helps ibis to foster connection with the potential customers.
North America is estimated to reach over USD 41.00 Billion by 2032 from a value of USD 22.39 Billion in 2024 and is projected to grow by USD 23.77 Billion in 2025. The North American region's growing sponsorship towards women sports teams offers lucrative growth prospects for the market. Additionally, the evolution of major sports leagues is driving market progress. Further, the strong brand association and diverse targeted audiences is driving the market evolution in North American region.
- For instance, in December 2024, Midea collaborated with Professional Women’s Hockey League (PWHL) to mark bold entry into North American sports sponsorship sector as well as build strong communities.
The regional evaluation depicts that the rise of the influencer athletes is driving the market in Europe. Additionally, the key factor driving the market is increasing focus on participation and hosting major global events is propelling the market adoption in the Middle East and African region. Further, the growing demand for sports apparels and footwear is paving the way for the progress of market in Latin America region.
Top Key Players and Market Share Insights:
The global sports sponsorship market is highly competitive with major players providing sports sponsorship to the national and international markets. Key players are adopting several strategies in research and development (R&D), product innovation, and end user launches to hold a strong position in the sports sponsorship industry. Key players in the sports sponsorship market include-
- Adidas AG (Germany)
- Hyundai Motor Company (South Korea)
- Qatar Airways (Qatar)
- Red Bull GmbH (Austria)
- Samsung Electronics Co. Ltd (South Korea)
- Monster Beverage Corporation (USA)
- Nike Inc. (USA)
- Nissan Motor Co. Ltd (Japan)
- PepsiCo Inc. (USA)
- Puma SE (Germany)
Recent Industry Developments :
Partnerships & Collaborations:
- In March 2025, Paris Saint-Germain Handball partnered with SPORTFIVE aimed at boosting the club's sponsorship revenue. Additionally, the partnership aims to increase its attractiveness to brands by offering tailored and innovative solutions.
- In February 2025, Unilever partnered with The Union of European Football Associations (UEFA) by sponsoring UEFA Women’s EURO 2025. The sponsorship aims to leverage the platform to display its portfolio of brands.
Sports Sponsorship Market Report Insights :
| Report Attributes | Report Details |
| Study Timeline | 2019-2032 |
| Market Size in 2032 | USD 115.38 Billion |
| CAGR (2025-2032) | 8.8% |
| By Type |
|
| By Sports |
|
| By Application |
|
| By Region |
|
| Key Players |
|
| North America | U.S. Canada Mexico |
| Europe | U.K. Germany France Spain Italy Russia Benelux Rest of Europe |
| APAC | China South Korea Japan India Australia ASEAN Rest of Asia-Pacific |
| Middle East and Africa | GCC Turkey South Africa Rest of MEA |
| LATAM | Brazil Argentina Chile Rest of LATAM |
| Report Coverage |
|
Key Questions Answered in the Report
How big is the sports sponsorship market? +
The sports sponsorship market size is estimated to reach over USD 115.38 billion by 2032 from a value of USD 62.40 billion in 2024 and is projected to grow by USD 66.30 billion in 2025, growing at a CAGR of 8.8% from 2025 to 2032.
Which segmentation details are covered in the sports sponsorship report? +
The sports sponsorship report includes specific segmentation details for type, sports, application, and regions.
Which is the fastest segment anticipated to impact the market growth? +
In the sports sponsorship market, the training sponsorship is the fastest-growing segment during the forecast period due to rising adoption of advanced training equipment’s and technologies.
Who are the major players in the sports sponsorship market? +
The key participants in the sports sponsorship market are Adidas AG (Germany), Hyundai Motor Company (South Korea), Monster Beverage Corporation (USA), Nike Inc. (USA), Nissan Motor Co. Ltd (Japan), PepsiCo Inc. (USA), Puma SE (Germany), Qatar Airways (Qatar), Red Bull GmbH (Austria), Samsung Electronics Co. Ltd (South Korea) and others.
What are the key trends in the sports sponsorship market? +
The sports sponsorship market is being shaped by several key trends including increasing demand for digital content and live events as well as rise in online football gaming tournaments and other are the key trends driving the market.
