In Marketing Brew’s latest article, Alyssa Meyers dives into the notable trends in sports and entertainment sponsorships over the past year—with a particular focus on insights found exclusively in our 2023 Year In Review. Notably covered is the substantial increase in team sponsorship revenue for both men's and women's sports leagues in the US. Coca-Cola emerges as the dominant brand in sports sponsorships, with 938 deals, almost double that of its closest competitor, Pepsi. Nike and adidas lead in deals with international athletes. 

The report also highlights the impact of sponsorship revenue across the five US major pro sports—the NFL, MLB, NHL, NBA, and MLS. Notably, the MLB experienced a significant 23% increase in team sponsorship revenue, partly attributed to 2023 being the first year for jersey patch sponsorships. The article sheds light on the influence of sponsorships on brand awareness, citing MassMutual's boost in visibility through a jersey-patch sponsorship with the Red Sox.

Meyers underscores the diverse representation of sponsors across sports properties, including notable participation from beer brands (Bud Light, Michelob Ultra, and Budweiser), automakers (Toyota and Ford), and fast-food chains (McDonald’s and Chick-fil-A). The data from our Year In Review report provides valuable insights into the evolving landscape of sports and entertainment sponsorships, showcasing the competitive dynamics and strategic choices made by top brands in this ever changing industry.

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