Sports sponsorship market grows with digital and AR engagement

The global sports sponsorship market, valued at US$ 73.8 billion (€63.5bn) in 2022, is projected to reach US$ 8.73 billion (€7.5bn) by 2032, expanding at a compound annual growth rate of 7.1%. Europe accounted for the largest revenue share in 2022 and is expected to maintain its dominance.

The market is segmented by type, sport, and application. Signage remains the leading sponsorship type, with revenue projected to rise from US$ 29.2 billion (€25.1bn) in 2022 to US$ 58.4 billion (€50.2bn) by 2032. Digital activations, including augmented reality (AR) technology, are increasingly used to deliver immersive fan experiences, interactive signage, and targeted promotional content.

Football contributes the highest revenue among sports, followed by cricket and hockey. Competition sponsorship dominates application types, generating US$ 33.2 billion (€28.5bn) in 2022 and expected to reach US$ 67.1 billion (€57.7bn) by 2032. Training sponsorship, which provides access to coaches, sports scientists, and specialised facilities, is anticipated to see the fastest growth.

Digital platforms, social media, and streaming services are central to modern sponsorship strategies. Brands are leveraging analytics to understand fan preferences and behaviour, enabling tailored campaigns and personalised content that enhance engagement. Authentic partnerships and alignment with values are becoming key drivers of sponsorship effectiveness, surpassing simple logo placement.

Market players face high costs and competitive pressure, requiring careful allocation of marketing budgets and strategic selection of sponsorship opportunities. Brands compete for visibility and exclusive partnerships, particularly in markets with high saturation or unique selling propositions.

Major players shaping the market include Nike, Adidas, PepsiCo, Red Bull, Puma, Macron, Castrol India, Anheuser-Busch InBev, Electronic Arts, and ASICS.

Explore the full report for insights into emerging sponsorship trends and growth opportunities in the complete story.