European Football Marketing Partnerships 2023–2024 Report
The upcoming season of European football is poised to set new benchmarks in sponsorship engagement, reflecting the dynamic and ever-evolving landscape of the sport. As European football continues to grow in global prominence, brands are presented with unparalleled opportunities to connect with a passionate and diverse audience. This report delves into the intricate world of European football sponsorships, highlighting the key trends, strategies, and opportunities that brands can leverage to maximize their impact and reach within the sport.
Methodology:
This report offers an in-depth analysis of brand deals, endorsements, and social data for the 2023–24 season across the top five European football leagues—Premier League, Bundesliga, Serie A, Ligue 1, and LALIGA—along with each league’s under-contract players for the 2023–24 season. Compiled using SponsorUnited's proprietary platform, the data encompasses more than 4,300 brands, 98 clubs, and nearly 39,500 assets.
Deals are attributed to any brand tracked with a sponsorship asset with a rights holder—including those signed through agency services—and may include deals that involve suppliers and licensee assets. The deal count across the league and its clubs includes both the parent company and its sub-brands. In cases where a parent company secures a deal and provides exposure for multiple sub-brands, the exposure for each sub-brand is counted as a separate, individual deal.
Social data was collected using SponsorUnited's proprietary social media tracking metrics—specifically "Total Engagement" and "Followers Engaged" (Engagement Rate). Data was compiled from property or person-controlled accounts on Instagram, Facebook, X (Twitter), TikTok, and LinkedIn, as well as social activity metrics. Sponsorship data was gathered from multiple sources, including observed brand placements in-game and during broadcasts, club websites, and official announcements.
The five “Rising Stars” were determined by the following criteria: Each was under contract with a Big Five club and age 22 or younger; each had three or less sponsorship deals and more than 10% average engagement; each played less than 20 matches on the European stage; and each was listed on UEFA’s Players to Watch for 2024.
The report was jointly authored by SponsorUnited's Marketing, Research, and Analytics teams, using data from July 1, 2023 through July 31, 2024. Any deals announced or signed after this closing date are not included.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 386,000 brands, 2.1 million deals, and 17.6 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
