Americas Technology Sport Sponsorship Landscape, 2023 - Analysing Biggest Deals, Sports League, Brands and Case Studies

An analysis of the technology sponsorship industry within the Americas as well as a larger look at major global deals.

Electronic Arts (EA) is the most active brand within the technology sector with 18 active partnerships in 2023, thanks to partnerships with significant organizations and teams including LaLiga, NHL and the UFC. Annually, these sponsorship values for EA amount to $366 million, and $1.8 billion over their durations, the bulk of which stems from a gigantic licensing deal with the NFL. EA Sports' sponsorship spend accounts for 19.5% of the annual spend within the technology sponsorship sector in Americas, which is the largest proportion from any one specific brand.

Soccer was the most prominently sponsored sport, with 18.5% of technology deals falling within that sport. Soccer remains the most attractive sport to sponsor for technology brands within Americas despite the popularity of other sports within North America, with 70 active deals. Despite that, the total value of soccer deals accounts for 7.8% of the overall value, the majority of which is due to most soccer deals being of a lower value.
193 different technology brands have been recorded as having sponsorship agreements in place within Americas. 258 of these active deals are from brands who are headquartered in the Americas, indicating that much of the sponsorship in the region comes from brands closer to home. The majority of these deals stems from the United States, which has one of the largest technology industries in the world.

Key Highlights

As of 5th April 2023, there are a total of 377 active deals with technology brands within the Americas, with much of this deal volume being accounted for by deals with sporting properties. In terms of value, American football has the highest value deals across any sports, although this is largely due to a massive licensing agreement with EA Sports for the Madden series of video games. Among the most prominent brands are EA with 18 active deals in the region, while Konami and SAP are the next most prominent, accounting for 14 and 13 deals each respectively. Despite the greater deal volumes present here, the total combined deal value for these brands accounts for only 23% of the total technology deal value within Americas, suggesting that the greater value is more concentrated towards brands that are less active in terms of deal volume.

Looking more closely at the most active brands, only EA Sports are headquartered in North America, with Konami and SAP being headquartered in Japan and Germany respectively. This is unsurprising given the size of the technology industry in both nations, especially Japan where the video game and software industries are enormous in size.

In terms of deals specifically focused the Americas, the highest value deals are licensing agreements that EA Sports have with both the NFL and the NBA to produce video games, with both series selling extremely well. The combined annual value of these deals amounts to a staggering $457.1 million, which is unsurprising given that these are the two most popular sports leagues in North America, regularly drawing millions of viewers.

Who Should Buy

Investors who are attempting to understand the current dynamics of tech companies and their forays into sports sponsorship.

Sports industry professionals who want a detailed analysis on some of the tech industry's bigger deals within sports sponsorship.

Sports industry workers who want further information as to how common tech deals have been in recent years, and how it compares to the current landscape.

Scope

• This report provides an overview of the technology sponsorship sector in the Americas region
• The report identifies the key brands operating in the sector, including the most active brands and the ones with the highest spend
• A look at which sports are the most frequently sponsored by technology brands, and how they are benefiting from these deals
• A detailed look at what specific countries in the Americas are the most active when it comes to sponsorship, and how this compares to global deals from other regions around the world

Reasons to Buy

• For those wanting an in depth analysis of how the biggest partnerships active in the sector
• Discusses why some brands are more active than others, and how this is affected by the sports that are most popular in their regions
• The publisher's thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.