Sports Sponsorship Market Report 2026

The sports sponsorship market size has grown strongly in recent years. It will grow from $70.2 billion in 2025 to $74.59 billion in 2026 at a compound annual growth rate (CAGR) of 6.3%. The growth in the historic period can be attributed to traditional broadcast sponsorships, corporate brand building, limited digital engagement, regional sports popularity, sponsorship-driven ticket sales.

The sports sponsorship market size is expected to see strong growth in the next few years. It will grow to $96.45 billion in 2030 at a compound annual growth rate (CAGR) of 6.6%. The growth in the forecast period can be attributed to digital platform integration, influencer & athlete collaborations, personalized fan experiences, data-driven sponsorship ROI, expansion into emerging sports markets. Major trends in the forecast period include rise of experiential marketing in sports, growth of athlete personal branding partnerships, expansion of e-sports sponsorships, increased focus on fan engagement & loyalty programs, integration of social media campaigns with sponsorship activations.

The increasing number of sports events is anticipated to drive the growth of the sports sponsorship market in the coming years. The frequency of sports events has been rising consistently in recent years due to factors such as the growing popularity of sports and greater access to resources required for event organization. In addition, the globalization of sports has enabled events to reach broader audiences and achieve higher levels of global recognition. This expanded reach has encouraged sponsors to invest financially and promote their brands and products through advertising activities. For example, in February 2025, according to the Department for Culture, Media & Sport (DCMS), a UK-based government organization, live sports viewership on television accounted for approximately 59% in 2022/23 and increased by 14 percentage points to reach 73% of respondents over the previous twelve months. As a result, the rising number of sports events is expected to support the continued growth of the sports sponsorship market.

Major companies are prioritizing collaboration and partnerships to ensure the delivery of reliable services to customers. These strategic affiliations, often established through business agreements or contracts, play a crucial role in shaping the industry. A noteworthy instance is the collaboration between Globant, an Argentina-based software development company, and Fédération Internationale de Football Association (FIFA), the Switzerland-based governing body for soccer. The partnership, announced in June 2023, designates Globant as a Global Sponsor for FIFAe Series from 2023 to 2025 and involves sponsorship of the FIFA Women's World Cup Australia and New Zealand 2023. The alliance aims to enhance the FIFA+ streaming platform, emphasizing diversity and inclusion. Globant's commitment aligns with the broader goal of fostering opportunities for women across industries, contributing to global sports inclusivity.

In October 2023, Wasserman Media Group LLC, a U.S.-based company offering talent representation and marketing services across sports, music, entertainment, and culture, acquired CSM Sport & Entertainment for an undisclosed sum. With this acquisition, Wasserman sought to broaden its service offerings and expand its global geographic presence, strengthening its reach and network across major markets. CSM Sport & Entertainment LLP is a UK-based firm that provides marketing and management services in sports, music, entertainment, and cultural sectors.

Major companies operating in the sports sponsorship market are Adidas AG, Nike Inc., PepsiCo Inc., Rolex SA, The Coca-Cola Company, Puma SE, Samsung Electronics Co Ltd., Castrol Limited, Tata Group, Reliance Jio Infocomm Limited, Intel Corporation, Qatar Airways Group Q.C.S.C., Hero MotoCorp Ltd., Hyundai Motor Company, Nissan Motor Co Ltd., Reebok International Ltd., Red Bull GmbH, Optimum Nutrition Inc., DICK'S Sporting Goods Inc., State Farm Mutual Automobile Insurance Company, Anheuser-Busch InBev SA/NV, Ford Motor Company, FedEx Corporation, Molson Coors Brewing Company, General Motors Company, Toyota Motor Corporation, Heineken N.V., Visa Inc., Mastercard Incorporated, American Express Company, Emirates Airline, Etihad Airways PJSC, Flydubai.

North America was the largest region in the sports sponsorship market in 2025.Asia-Pacific is expected to be the fastest-growing region in the global sports sponsorship market report during the forecast period. The regions covered in the sports sponsorship market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the sports sponsorship market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The sports sponsorship market includes revenues earned by entities by providing monetary sponsorship for brand exposure, product placement, advertising, and merchandising. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

This product will be delivered within 1-3 business days.