Sponsor Insights

Technology Sponsorships Report

DOWNLOAD REPORT: https://sponsorunited.com/tech-sponsorships-report/

Tech sector estimated to have spent over $300M in partnerships across U.S. Major Pro Sports

This report details trends in sponsorships and partnership data surrounding the technology and consumer electronics category and subcategories throughout 2021 and into early 2022. The report takes a specialized look into over 3,500 technology and consumer electronics brands and their sponsorship and media partnerships. 

The Technology Category is now the 6th highest ranked within Major Pro Sports sponsorships.

Total revenue spent across the five Major Pro Sports in the technology and consumer electronics industry eclipsed the $300M benchmark for sponsorship spending. The brands in the tech industry have edged out auto manufacturers, retail and insurance brands making it one of the hottest categories entering this decade.

Tech Brands spend the most with the NFL.

The NFL led all Major Pro Sports for tech brands in highest total revenue, most unique brands, and had over 50 new sponsorship deals with NFL players; the most of any category. With an average NFL team spend of close to $4M, the tech category was ranked #6 across category partnership spending in the NFL. Software deals had the most sponsorships with the NFL across all tech and consumer electronics brands. 

Esports, the 6th Major Pro Sport for Technology Brands.

Given the tech savvy audience associated with Esports, it’s no surprise that tech brands were 450% more active in Esports than any other category. Esports gives technology brands a platform to utilize their brands across the industry. With over 750 different brands partnering to provide equipment to Esports leagues, teams, and influencers, the industry remains the most active while seeing the largest increase in deal volume from 2020.

Music & Entertainers are making big moves in the virtual 3D space.

Music artists and entertainment influencers have stepped onto a new virtual stage, one that could very well shape the future of how we consume live music events. In 2021, tech bands partnered with music artists for in-game virtual concerts and activations to engage with the users as they enter their digital worlds. 

 The Rise of NFT.

As the technology space continues to evolve, NFT’s (Non-Fungible Tokens) are at the forefront of the expansion, starting with NIL (Name, Image, Likeness) deals. Technology brands rank #2 among categories for NIL brands while Mercury NFT and Candy Digital were two of the top three brands having NIL deals.

Major Pro Sports | Technology Sponsorships Annual Report

Major Pro Sport Tech Insight

The Tech Category is now the 6th highest ranked within Major Pro Sports sponsorships, averaging 9 sponsorship deals per team. Over 400 technology and consumer electronics brands are buying sponsorship or media across the leagues.

Interested in learning more about spend data within the Technology and Consumer Electronics industry? Download the Technology Annual Report for FREE now at SponsorUnited.com.

Endorsements | Technology Sponsorships Annual Report

Ariana Grande and Fortnite created a campaign in game called the “Rift Tour” giving players the ability to navigate throughout the game for an in game concert experience.

Looking for more insights on partnerships in the technology category? Stay with us this week as we release our Technology Sponsorships Annual Report!

Youth Initiatives | Technology Sponsorships Annual Report

SAAS / Software company, EVERFI emphasize youth and community initiatives through their partnerships in Major Pro Sports.

93% of EverFi’s total deals include a community / cause related asset. Interested in learning more about SAAS / Software brands? Stay tuned for the SponsorUnited Technology Sponsorships Annual Report coming next week!

Netaverse | Technology Sponsorships Annual Report

The Brooklyn Nets and Yes Network have embraced virtual reality broadcasting in the form of the “Netaverse”, making the NBA team officially the first professional sports team to join the metaverse. The “Netaverse” uses over 100 high-resolution video cameras around the court which help render the virutal reality experience for fans bringing them closer to the game than ever.

Over 400 technology brands are buying sponsorships in Major Pro Sports. Want to take a deeper dive into the future of tech innovation in sports? Keep an eye out for the SponsorUnited Technology Sponsorships Annual Report coming soon! 

Socios.com | Technology Sponsorships Annual Report


As Socios.com pushs into the United States, in 2021 they signed deals with the NBA, NFL, NHL, and MLS.

Stay tuned next week for the SponsorUnited Technology Sponsorships Annual Report. This FREE report will highlight expanding brands, categories, activations, social media data and more!

FTX | CES 2022

FTX has taken their talents to CES 2022 with activations featuring multiple NFT’s. During 2021, FTX sponsorship deals increased 1,600% from 2020 while securing deals across many different industries and leagues. Some of the more notable deals they have are a venue naming rights deal with the Miami Heat, umpire jersey patch sponsorship with the MLB, and deals with more than 20 athletes which include future Hall of Famers Tom Brady, David Ortiz and Stephen Curry.

The FTX deal with the NBA’s Miami Heat consists of more than 20 unique sponsorship assets that include interior TV-visible Signage, press conference backdrop logo placement and a sponsored attendee virtual take home item. As fans entered the arena, they were given the opportunity to scan a QR code to receive a free FTX Arena NFT along with a free “You In, Miami?” T-shirt.

According to SponsorUnited’s MLB Marketing & Partnerships Annual Report, FTX was the most searched brand by MLB executives on the SponsorUnited platform during the 2021 season. As we look ahead to 2022, will FTX expand their current MLB sponsorship with various teams throughout the league? We can’t help but think so.


Cars of the Future | CES 2022

LG Electronics | CES 2022

On day 1 of CES 2022 LG Electronics showcased their “The Better Life You Deserve” campaign which aims to provide convenience, safety and entertainment but in a more personable, sustainable and inclusive way than ever before.

The LG PuriCare aims to provide the consumer with an air purifying fan with a 4 season mode to fit the needs of the consumer. The brand new LG OLED tv is a smart TV that connects to all LG smart televisions in your home using a room to room share transfer.

More products LG is releasing includes the LG UltraGear Gaming Speaker, updated LG Washer and Dryer to be completely customizable, LG InstaView Refrigerator and much more.

LG Electronics not only provides for their consumers but they also look to obtain partnerships across the globe. According to SponsorUnited’s Technology Sponsorships Annual Report coming out later this month, LG is the #2 most active brand within Athletes, Endorsers & Influencers as well as Major Pro Sports in the United States within the Consumer Electronics and Technology Multiline category. They also take the top spot Internationally beating out Samsung. Toronto is also a major sponsorship hub for the brand as they have 6 deals there which include the Toronto Maple Leafs, Raptor, Blue Jays & Toronto FC.

LG Electronics - CES 2022

CES 2022

CES 2022 kicks off today in Las Vegas. SponsorUnited will be joining over 2,200 exhibitors. Highlighted will be brand activations over the course of the three day event. Having three main venues between the Las Vegas Convention Center, Venetian Expo and the ARIA Hotel, CES will cover more than 1.6 million net square feet filled with unique exhibits from brands around the globe.

Due to COVID-19, CES will be closing one day early this year but that is not stopping the many brands joining the event as over 175 Fortune 500 companies will be in attendance, and more than 50 of the top retailers.

JLab Audio will be in attendance this year as they showcase some of their premium products as well as their Official League Partnership with the MLS, shown on scarves in their exhibit. Within this partnership, JLab provides the MLS teams with wireless audio in the team locker rooms as well as sponsored prematch playlist with the LA Galaxy and New York Red Bulls.