The NFL remains the most dominant sports league in the US, capturing the attention of brands and fans alike with record viewership, global expansion, and a relentless pace of innovation. With a highly engaged audience and a season that spans nearly half the year, the league continues to offer brands unmatched visibility and opportunities for impactful sponsorships. This report explores the evolving landscape of NFL marketing partnerships, analyzing the trends, brand strategies, and key shifts shaping sponsorship investments across the league.

In this year’s report, we highlight the league’s nearly $2.5 billion in team sponsorship revenue (a 6% increase from last season), with ticketing, alcoholic beverage, and telecom brands leading the charge. We examine how the construction and industrial category is driving team-level deal volume, why league partners continue to dominate sponsorship activity, and how non-league brands are carving out their own success through targeted activations. From the endorsement landscape—where both veteran stars and rising rookies are securing deals—to the expanding international reach of the NFL, this report provides a comprehensive look at the strategies shaping the sponsorship market.

With over 3,600 sponsorship deals and a rising number of global activations, the NFL continues to deliver unparalleled brand exposure and engagement. Our NFL Marketing Partnerships 2024 report offers brands the insights needed to navigate the evolving NFL sponsorship landscape, identify key opportunities, and maximize the impact of their partnerships in the most-watched sports league in the US. Authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, the report encompasses more than 2,100 brands, 3,600 deals, and 33,500 social posts from August 1, 2024 to January 6, 2025.

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