The 2023–24 sports sponsorship season showcased remarkable growth and transformation, redefining the landscape across major pro sports and college athletics. From innovative brand strategies to a surge in new sponsorship deals, the past year has solidified sports sponsorships as a critical avenue for connecting with passionate and engaged audiences. Our 2024 Year in Review report examines the trends, categories, and brands that drove this dynamic growth, offering a comprehensive look at how sponsorships continue to evolve in an increasingly competitive and data-driven marketplace.

In this year’s report, we explore how $1 billion in new major pro sports sponsorship deals, along with $860 million in Power 5 sponsorship revenue, propelled the market to new heights. Auto, finance, alcohol, and tech brands led the charge with new deals, capturing attention through a mix of innovative assets and strategic partnerships. We also highlight how nearly 200 brands invested over $1 million each in new sponsorship deals and how signage assets in college sports—particularly in football and basketball—remain a dominant force for visibility. This report provides a clear view of the trends shaping sports sponsorships today.

With $7.66 billion in brand spend across major pro sports teams throughout the 2024, we’re excited to release our Year in Review: Marketing Partnerships Across North American Sports 2024 report. Powered by SPND—the industry's only technology solution for sponsorship pricing transparency—our report offers invaluable insights for brands navigating the dynamic sponsorship landscape. Authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, the report encompasses more than 9,000 brands, 20,000 deals, and 220 properties from October 1, 2021 to December 7, 2024.

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