Few cities embody sports pride like Boston—where legacy, loyalty, and championships collide. From Fenway Park to Gillette Stadium, brands compete for visibility across one of the nation’s most passionate fan bases. That energy powers a thriving sponsorship economy, placing Boston firmly among the top five markets in North America for total spend.‍

Boston Market Rundown

• Total Sponsorship Spend: $360M
• New Spend in Market: $45M
• Average Deal Size: $630K
• Deals Over $1M: 77
• Average Revenue per Team: $60M
• Top Spending Categories: Financial Services, Insurance, Retail
• Top Brands by Spend: Ticketmaster, MassMutual, DraftKings, Amica Insurance, TD Bank

Boston ranks #5 among all U.S. and Canadian World Cup host markets by total sponsorship spend—and continues to see steady growth driven by both hometown loyalty and new category entrants. With $45M in new investment over the past year, brands from finance to defense are deepening their ties to the city’s powerhouse teams. Longstanding partnerships remain strong, but Boston’s evolving economy—anchored in innovation, education, and technology—signals fresh potential for creative brand activations across its world-class sports landscape.

Category Leaders & Emerging Opportunities

Boston’s sponsorship market remains anchored by established sectors led by Financial Services ($45M), Insurance ($32M), and Retail ($29M)—categories that have long underpinned the city’s economy and sports ecosystem.

Legacy institutions like MassMutual, TD Bank, and Amica Insurance continue to be deeply invested, while emerging brands such as Aura (cybersecurity) and Build Submarines (defense) signal the rise of innovation-driven sponsorship. These shifts reflect Boston’s broader identity as a hub of intellect, technology, and industry—making it an ideal platform for brands looking to blend credibility with community engagement.

Top Brands

• Ticketmaster, MassMutual, DraftKings, Amica Insurance, and TD Bank lead overall spend.
• MassMutual and Amica Insurance dedicate 100% of their national sponsorship budgets to Boston properties.
• Gillette (85%) and JetBlue (67%) further illustrate deep-rooted brand loyalty to local franchises.
• $45M in new spend entered the market this year, led by Aura, Build Submarines, and Dick’s Sporting Goods—highlighting growth in tech, defense, and retail.

White Space Watch

Several sectors remain underdeveloped within Boston’s sponsorship landscape, presenting strong potential for growth. Categories such as Manufacturing ($651K), Real Estate ($1M), Consumer Services ($488K), Education ($927K), and Food & Beverage Distribution ($1.9M) currently show limited investment despite clear alignment with the city’s economic and cultural strengths. 

These emerging areas represent meaningful white space for marketers looking to establish new footholds in Boston’s competitive sponsorship market. With relatively low team penetration but increasing audience relevance, these categories are well-positioned for expansion in the coming seasons—offering brands an opportunity to connect with fans in fresh, authentic ways while diversifying the city’s sponsorship ecosystem.

Closing Insights

Boston’s sponsorship landscape thrives on legacy and is powered by loyalty. While established financial and insurance players continue to lead, the city’s growing tech, defense, and consumer service sectors are shaping the next wave of sports marketing innovation.

For marketers, Boston offers a rare blend of heritage, influence, and untapped opportunity—a city where the past and future of sponsorship converge.

‍