State of the Market Report
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.
Methodology:
This report offers an in-depth analysis of brand sponsorships, out-of-home advertising, and social engagement across nine different markets over 18 months, encompassing more than 3,200 brands and 220 asset types from January 1, 2023 to June 5, 2024.
Rights holder types for each market include:
- North American major pro sports: NFL, NBA, MLB, NHL, MLS, WNBA, NWSL, and CFL
- Music festivals and venues
- Out-of-home advertisements
- European pro sports: football, basketball, tennis, rugby, cricket, and esports
- Global tournaments: tennis and golf
- Marathons, triathlons, and road races
Sponsorship data was gathered from multiple sources, including observed brand placements in game and during broadcasts, team websites, and official announcements. By focusing on the number of sponsorship assets rather than the number of sponsorship deals, we provide a more nuanced understanding of market impact. This approach highlights that some brands—despite having fewer deals—have more extensive asset portfolios, offering a richer sponsorship presence. This report was jointly authored by SponsorUnited's Marketing, Research, and Analytics teams. Data for this report was sourced from SponsorUnited's extensive database, which tracks and analyzes sponsorship activity across all major sports leagues and entertainment rights holders.
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 360,000 brands, 1.8 million deals, and 16.6 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.
