Sponsorship in major markets has evolved rapidly, reflecting broader industry trends and shifting consumer dynamics. Examining key markets is crucial for brands to maximize the impact of their sponsorship dollars, as major cities offer unparalleled visibility and engagement opportunities due to large, diverse populations and vibrant sports cultures. Understanding the nuances of each market allows brands to tailor their partnership strategies, whether they are involved in the key markets featured in this report— New York City, Los Angeles, Chicago, Austin, Las Vegas, Charlotte, Toronto, London, and Madrid—or want to better leverage the unique assets and fan bases of their own markets.

In our first ever State of the Market report, we explore the intricacies of sponsorship across nine major cities, revealing how leading brands like Ticketmaster, Toyota, Bud Light, and Verizon dominate the scene with substantial investments and strategic partnerships. From the high average deal sizes in Los Angeles to the community-focused sponsorships in Austin, the report highlights the varied approaches and emerging trends that define the sponsorship landscape. The analysis also covers the rise of women's sports sponsorships in London and the unique strategies of local brands in some markets, offering a comprehensive view of current and future opportunities for brands.

With an average deal size of $935K across major pro sports organizations in the seven North American markets, we’re excited to present our State of the Market report. This comprehensive analysis provides brands with the insights needed to navigate and capitalize on the diverse and dynamic sponsorship landscapes of key markets, ensuring they are able to enhance their own market presence and connect with audiences in innovative ways. Authored by SponsorUnited’s Marketing, Research, and Analytics teams, the report encompasses more than 3,200 brands and 220 unique assets from January 1, 2023 to June 5, 2024.

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