The business services category spends nearly $200 million on pro sports sponsorships, with over 600 brands leveraging a sponsorship or media deal. Rights holders in this sector average five sponsorship deals, compared to two for brands.

Accenture made headlines last year when the company became the Official Business and Technology Consulting Partner of the NFL. This five-year deal harnesses Accenture’s technology and data expertise to help shape the future of football. Thus far, its activations within the league have been limited to international games, showcasing the company’s global consulting focus and expertise. The partnership marks Accenture’s second sponsorship in major pro sports, following its long-standing partnership with the Golden State Warriors (a deal that enhances Accenture’s presence in a key business market with a franchise widely recognized for innovation). 

Accenture’s competitors in the consulting sector—Deloitte, KPMG, and Ernst & Young—have largely centered their pro sports sponsorship efforts in golf. KPMG is a longtime partner of the LPGA and also sponsored Phil Mickelson for many years. Ernst & Young’s partnership portfolio includes five deals across PGA & LPGA tournaments and players that amplify its visibility with executives and business leaders. While Deloitte has no direct sponsorships within major pro sports, the company has become a prominent player in sports analytics, often collaborating with golf tournaments and Olympic governing bodies to provide strategic insights at high-profile events.

CLEAR leads the list of the category’s most active brands with 22 sponsorships, including the Washington Nationals and Los Angeles Rams. CLEAR’s sponsorship strategy targets high-traffic venues like sports arenas and stadiums, where expedited security and identification services improve the fan experience.