The NFL continues to set the gold standard for sponsorship revenue, with five teams––the Cowboys, Falcons, Patriots, Raiders, and Rams––now surpassing $100 million annually. These franchises account for five of the 11 North American pro sports teams to reach this milestone, underscoring the NFL’s unrivaled commercial strength.

But what further distinguishes the league is its balanced sponsorship-revenue distribution. While the NFL's top eight teams generate twice the sponsorship revenue of the bottom eight, that disparity is significantly lower than other major US leagues, where the average gap is 4.7X. This relative balance ensures strong marketability across all NFL franchises, a key advantage for brands seeking widespread reach.

Meanwhile, here are some key takeaways from the 2024-2025 NFL season: 

• Top-performing categories like automotive and financial services saw a 10% year-over-year increase in sponsorship spend.
• The total number of brands buying NFL sponsorships grew 7.5% YoY.
• The average number of sponsorships per team rose 10% to 113.
• Social media remains a vital sponsorship tool: the NFL’s branded content generates 9X more engagement than player-led promotions, despite similar follower counts.

Eagles Fan Loyalty & Chiefs' Potential Legacy Drove Super Bowl Sales

While the Lions’ inaugural Super Bowl appearance would likely have created a licensing bonanza, fan loyalty and potential historic milestones kept the Super Bowl merchandise market thriving. Eagles fans consistently remain among the league’s top buyers, and a Chiefs three-peat would have solidified their place in NFL history—two powerful drivers of retail demand in the lead-up to the championship showdown.

Super Bowl activations extended beyond the stadium, with Legends managing 30+ brick-and-mortar stores in New Orleans, including a 30,000-square-foot NFL Shop at the Super Bowl Experience. This extensive presence ensured a robust retail footprint for fans looking to commemorate the event.

Spirit Brands & Betting Leaders Dominated Super Bowl Activations

From renaming Bourbon Street to leveraging live promotions, spirit brands and betting companies pulled out all the stops for Super Bowl LIX.

• Captain Morgan transformed Bourbon Street into "Rum Street" for the week, reinforcing its brand presence through out-of-home marketing and on-premise activations.
• Crown Royal and Smirnoff incorporated cause-related campaigns, partnering with GLAAD, MADD, and Uber to drive responsible drinking initiatives.
• FanDuel revived its wildly successful “Kick of Destiny” campaign, featuring the Manning brothers in a live field goal challenge.
• Frito-Lay and Pepsi led food and beverage activations, with Pepsi hosting a festival in Woldenberg Park under its “All better with Pepsi Zero Sugar” theme.
• Endeavor’s 160/90 executed activations for nine major brands, including Anheuser-Busch, DraftKings, and Visa, while the “House of Verizon” served as a hub for fashion, culture, and music.

The Takeaway: A Thriving Sponsorship Ecosystem

The NFL’s sponsorship landscape is balanced and increasingly lucrative, offering myriad opportunities for brand partnerships across a wide array of categories. As the league’s influence and fan base continue to grow both in the US and abroad, the Super Bowl remains the pinnacle of brand activations, solidifying the league’s dominance in the sports marketing world. Hear more from our founder and CEO, Bob Lynch, in this Sports Business Journal article by Terry Lefton.