NFL Marketing Partnerships 2024

We’re excited to release our  NFL Marketing Partnerships 2024 report, an in-depth analysis of the trends, brand strategies, and key shifts driving nearly $2.5 billion in team sponsorship revenue this season—a 6% increase from last year.

Key insights from this year’s report:

• NFL sponsorship revenue up 6% to $2.49B, with ticketing, alcoholic beverage, and telecom brands driving over 60% of the growth.
• Construction & industrial brands lead new deals, benefiting from the lack of a league-level partner and securing local team sponsorships.
• Jayden Daniels & Demarcus Lawrence top endorsements with 18 deals each, highlighting brand interest in both rookies and veteran stars.

Methodology:

his report offers an in-depth analysis of brand sponsorships, endorsements, and social engagement across the NFL and its athletes for the 2024 season, encompassing more than 2,100 brands, 3,600 deals, and 33,500 social posts.

In addition to traditional sponsorship deals, the total number of team deals could also include individual brands that are part of a parent company portfolio; deals signed at the league level (but that include team signage); and/or sponsorship deals signed through third-party agencies. In cases where a parent company secures a sponsorship deal and provides exposure for multiple sub-brands, the exposure of each sub-brand is counted as a separate, individual deal.

Sponsorship pricing data is from SponsorUnited's recently launched SPND product and reflects the most recently completed season for the league. SponsorUnited’s SPND product estimates sponsorship deal pricing using a proprietary algorithm, which combines AI technology with multiple data sources, continually refining estimates based on new inputs. The SponsorUnited model integrates all platform-tracked marketing assets, rights holder characteristics, market and category trends, and over $13.3 billion in actual sponsorship deal transactions.

Social data was collected using SponsorUnited's proprietary social media tracking metrics—specifically Total Engagement—and compiled from property or person-controlled accounts on Instagram, Facebook, X (Twitter), TikTok, and LinkedIn. Sponsorship data was gathered from multiple sources, including observed brand placements in-game and during broadcasts, team websites, and official announcements.

The 2024 NFL Report was jointly authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, using data from August 1, 2024 to January 6, 2025. Data for this report was sourced from the SponsorUnited SaaS platform, which tracks and analyzes sponsorship activity across the NFL, its teams, and its athletes.

‍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 403,000 brands, 2.2 million deals, and 21.1 million data points across sports, entertainment, media, and talent, our SaaS platform 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.