Major knowledge gaps have long existed when it comes Sports sponsorship valuation. This report utilizes Euromonitor’s Sponsorship Valuation Model to address this challenge, analysing top sports leagues in North America and Europe and providing precise valuations using a proprietary methodology. This enables corporate sponsors and sports properties alike to shape commercial strategy, analyse competitors and identify emerging sponsorship opportunities.
Delivery
This report comes in PPT.
Key findings
Across the North American Big Four leagues and Western European top five football leagues, Euromonitor’s Sponsorship Valuation Model captured USD5 billion in sponsorship deals across four premium categories in 2022 with a further USD1.7 billion in potential deals yet to be capitalised on.
Commercial partners are paying a high price for securing sponsoring rights with top European football teams that boast global fanbases, where most of the overall sponsorship spend is concentrated, while North American leagues distribute more evenly sponsorship revenue across franchises.
Whereas in Europe teams sign Equipment Partner deals directly with manufacturers, in North America league-level deals are the norm. Nevertheless, Equipment Partner deals represent the foundation of sponsorship revenue for professional teams and are often signed with apparel and footwear giants; 79% of the category deal value tracked was split between Nike and adidas.
Just 30% of European football teams had a Stadium Name Partner in 2022 while, in North America, at the time of research, leagues such as NFL, NHL and MLB are yet to permit Main Kit Sponsor deals. In what is a challenging economic climate for sports, teams and leagues will be eager to explore these opportunities going forward.
Finance and insurance is the industry with the highest spend, making up 35% of all sponsorships. Finance brands are characterised by a relatively higher marketing budget and often become top candidates to sign a deal, especially for Main Kit Sponsor and Stadium Name Partner, categories that can command a high fee, due to higher visibility and deal length and size.
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