In the world of sports sponsorship, airlines are doing far more than just slapping their logos on backdrops and arena signage. With 34 brands spending $196M across the five major pro sports leagues (during the last completed league season), this category continues to grow adding $13M in new deals. On average, each brand activates 3 deals, pointing to a mix of broad national campaigns and targeted local plays. These partnerships go well beyond visibility; many include charter flights, aircraft branding, VIP player services, and equipment transport highlighting the logistical lifelines these airlines provide to teams.

Delta Air Lines leads the category with 23 sponsorships, leveraging its deep ties in cities like Atlanta, New York, and Los Angeles. In Atlanta, its hometown, Delta sponsors the Falcons. In New York, it’s the official airline of the Yankees, where fan-focused activations like the “Delta Home Run” enhance game-day experiences. Out west, its partnership with the Los Angeles Lakers ensures Delta remains top of mind among fans in a key market.

United Airlines follows closely with 21 deals, positioning itself as a frequent flyer across leagues and regions. From sponsoring the Chicago Bears to the Golden State Warriors and Denver Broncos, United’s reach extends coast-to-coast. These partnerships often include key logistical components like charter flights and branding, making United an essential part of team travel and operations while boosting its visibility across multiple markets.

JetBlue and American Airlines tie with 9 deals each. JetBlue leans into East Coast markets, with partnerships including the Boston Red Sox, Brooklyn Nets, and New York Jets. Meanwhile, American Airlines focuses on the South and Southwest with sponsorships like the Miami Heat, Dallas Mavericks, and Dallas Cowboys. One of the most engaging pieces of content across all airline sponsorships—an Instagram post that generated 470K in total engagement—came from American’s partnership with the Cowboys. That visibility is elevated even more by American Airlines Center, a venue that embeds the brand directly into the Mavericks and Stars’ home games.

Air Canada rounds out the top five with 8 deals, all focused on the Canadian market. Seven of those are with NHL teams, reinforcing both their national identity and a strategic grip on the league. The airline’s partnerships with the Toronto Maple Leafs, Montreal Canadiens, and Vancouver Canucks showcase how even regionally focused strategies can generate strong returns both in brand presence and team loyalty.

In total, airline sponsors have driven 13.6M in engagement, showing that fans aren’t just noticing these partnerships, they’re actively interacting with them. Airlines are embedding themselves into the fabric of sports, not just as transportation providers but as key players in the fan experience, bringing their brands to life in the arenas, on social media, and even thousands of feet in the air.

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In the fiercely competitive betting industry, retaining high-value VIP players is just as critical as acquiring new users. One proven strategy many sportsbooks deploy is investing in experiential and hospitality assets through sports sponsorships. These assets ranging from club-level seats to all-inclusive travel packages allow betting brands to create unforgettable moments for their top-tier customers. For example, BetMGM’s ongoing activation with the Kansas City Chiefs includes premium ticket giveaways and autographed merchandise, adding value that money can’t typically buy.

According to our platform, Event Day Special Experience and Premium Tickets / Access are among the most frequently used experiential assets across NFL, NBA, and MLS teams this season. Betting brands like PokerStars and PointsBet are leveraging these to great effect. PokerStars recently offered fans a chance to win an all-expenses-paid weekend in Detroit with Leafs tickets included—blending travel, hospitality, and fandom into one immersive prize. Similarly, PointsBet Canada partnered with the Toronto Maple Leafs to give away tickets to a marquee matchup in Nashville, tapping into fans’ desire for exclusive road game experiences.

These partnerships also fuel digital engagement. Campaigns like Bet365’s “Call Your Shot” with the San Antonio Spurs incentivize app usage by tying gameplay to courtside seat rewards. This dual benefit—boosting in-app retention while delivering VIP treatment—makes experiential assets an ideal tool for betting brands. Beyond fan engagement, these promotions also generate valuable data insights on user preferences and behaviors, helping teams and leagues better understand what their betting partners—and their customers—value most.

Ultimately, the ability to deliver once-in-a-lifetime experiences is a key differentiator in the betting space. With the right mix of digital activations, premium access, and curated hospitality, sportsbooks can strengthen VIP loyalty while enhancing their brand’s visibility at marquee sports venues.

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Hospitals and healthcare systems are investing in major sports sponsorships, securing marquee deals that include venue and gate naming rights, practice facility branding, press backdrop placements, and primary jersey patches. According to SU’s SPND sponsorship pricing platform, these deals—which average $2.88 million across the NBA, NHL, NFL, MLB, and MLS—reflect a calculated strategy that extends far beyond a standard marketing exercise.

There are currently 67 active major asset deals across the five major pro leagues, yet 51% of pro sports teams still have open sponsorship opportunities with at least one of these major assets—meaning options abound for healthcare organizations to further grow their collective footprint in premier pro sports partnerships. 

So why are healthcare systems––whose top priority remains patient care—focusing on these big-ticket link-ups? The answer lies in brand equity, market differentiation, and long-term community engagement.

Pro Sports Sponsorships as Trust-Building Vehicles

In an evergreen industry where trust is paramount, hospitals must cultivate strong brand credibility—a challenge complicated by the rise of retail healthcare, increased competition, and consumer skepticism. Meanwhile, pro sports teams command fierce loyalty and emotional engagement from their relatively massive fan bases. When a hospital brand aligns with a major team, it borrows from that deep-seated trust, reinforcing its standing as a reliable, community-focused service provider.

Consider Dignity Health’s longstanding partnership with the San Francisco 49ers, wherein the healthcare system–the largest in California–holds gate naming rights at Levi’s Stadium. On game days, tens of thousands of fans pass through a Dignity Health-branded entrance, embedding the organization into their fan experience. This level of brand integration, combined with the team’s ironclad regional identity, further burnishes Dignity Health’s sterling reputation as a trusted entity within the Bay Area.

Similarly, Orlando Health’s jersey sponsorship of Orlando City SC provides high-frequency exposure to local and national audiences, while signaling a deep-rooted investment in the Orlando community. UCLA Health’s naming rights for the LA Lakers practice facility, and the Cleveland Clinic’s branding on the Cavaliers’ training complex, illustrate how these top-tier sponsorships augment not only healthcare systems’ visibility, but also their credibility.  

A Competitive Play in a Complex Industry Landscape

The US healthcare market remains intensely competitive, with hospitals and health systems facing rising consumer expectations, aggressive digital healthcare disruptors, and an ever-evolving insurance reimbursement landscape. Sports sponsorships offer sustained, high-impact brand association, helping hospitals differentiate themselves in ways that traditional advertising—like billboards and TV ads—cannot.

With these top-tier sponsorships, hospitals gain exclusive marketing rights, allowing them to integrate healthcare messaging directly into a team’s brand ecosystem––including onsite stadium activations, digital engagement via team media channels, and wellness campaign partnerships with athletes. These activations eclipse static branding to provide tangible health-focused touchpoints, from injury prevention programs to youth sports clinics.

Sports partnerships also align well with hospitals’ core service lines, particularly in orthopedics, sports medicine, rehabilitation, and wellness services. Take UCLA Health’s affiliation with the Lakers, which positions it as the premier provider for elite athletic care––a distinction that carries weight with consumers seeking unsurpassed medical treatment. These sponsorships also allow hospitals to promote specialized services like physical therapy and concussion treatment—key practice areas for athletes and everyday patients alike.

Hospitals also use sports partnerships as vehicles for community engagement and health education. From free, in-stadium health screenings to youth sports clinics and wellness campaigns, these sponsorships allow healthcare organizations to integrate themselves into fans’ daily lives, making them top-of-mind when medical needs arise.

Assessing ROI: Beyond Brand Awareness

While the average $2.88 million price tag for a major asset deal is substantial, hospital brands should measure their return on investment based on additional factors beyond immediate patient acquisition, including:

• Brand trust metrics: Perception shifts through consumer sentiment analysis
• Patient referral growth: Increases in sports-related treatments and specialty care inquiries
• Community engagement: Participation rates in stadium activations, screenings, and outreach events
• Earned media value: Exposure from team partnerships across broadcasts, social media, and PR coverage

For healthcare providers with long term community investment strategies, pro sports sponsorships create intangible value that extends well beyond logo placement—helping these brands become synonymous with community wellness, top-quality care, and peak performance.

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The rapid growth of the Networking-as-a-Service (NaaS) industry presents enterprise technology brands like IBM with a prime opportunity to strategically embrace this emerging category—just as financial services brands like Robinhood and Venmo embraced cryptocurrency––to cement their central role in the future of networking. 

Robinhood, which had no sponsorships in 2019, serves as a prime example. As cryptocurrency began to gain mainstream recognition five years ago, cryptocurrency companies like FTX, Crypto.com, and Coinbase started investing heavily in sponsorships in 2020-2021. Robinhood recognized this shift and seized the chance to position itself as a leader in digital finance. 

The company quickly expanded its sponsorship portfolio with partnerships with NBA teams and other rights holders to enhance its visibility and credibility––demonstrating how embracing an emerging category can lead to massive brand positioning gains. Robinhood’s sponsorship stable now numbers more than 20 partnerships, including deals with the Miami Heat, Memphis Grizzlies, and Washington Wizards. 

Enterprise technology companies––particularly those in cloud computing, AI, and IT infrastructure–– can take a similar approach by leveraging strategic sponsorships to integrate NaaS into their ecosystem. By aligning with cloud computing conferences, esports leagues, and Formula 1 racing––where cutting-edge networking technology is essential––they can signal to the market that they’re key players in enterprise networking’s evolution. 

Rather than viewing NaaS as a competitor, enterprise technology brands can leverage it as an extension of their own offerings. With expertise in hybrid cloud, AI-powered automation, and cybersecurity, these brands can provide enterprise-grade infrastructure that enhances the scalability and security of NaaS providers. 

Sponsorships can reinforce this positioning. Just as Mastercard and Visa co-sponsored fintech summits with crypto platforms, enterprise tech companies can sponsor and co-brand initiatives with emerging NaaS companies, and assume their role as the infrastructure partners powering the next generation of networking solutions. Whether through industry partnerships, thought leadership activations, or sports sponsorships, they can present themselves as the backbone of the NaaS revolution, ensuring they remain foundational players in enterprise networking’s evolution for years to come.

Driving past a series of insurance billboards, I started thinking about how the insurance industry operates—it’s all about getting the numbers exactly right, forecasting risk, and pricing accordingly. That led me to take a closer look at sponsorship deals in this space, and the results were striking. The deal values are inconsistent, with no clear standard for what brands should be paying. It made me realize that the same financial minds who analyze insurance rates with precision would also want access to real sponsorship pricing intelligence, like what we provide at SponsorUnited. Here’s a look at what we have learned about the complexity of sponsorship decisions and the expansion of sponsorship decision making. —Bob Lynch, SponsorUnited Founder and CEO ‍

Increasingly, CFOs, procurement officers, and analytics leaders are driving sponsorship decisions—ensuring that investments align with broader financial and strategic goals. With teams in the big five U.S. pro sports leagues generating an average of $50 million in sponsorship revenue during the 2024-25 season, the need for financial discipline and data-driven decision-making has never been greater.

As sponsorship investments scale, so too does the complexity of pricing. The same category, within the same league, can command vastly different deal sizes. Several factors contribute to these discrepancies, including:

• Market demand & competition: Certain cities or regions may have a higher concentration of brands vying for sponsorship assets, driving up pricing.
• Exclusivity clauses: Brands securing category exclusivity often pay a premium, while non-exclusive deals may come at a lower cost.
• Corporate headquarters & regional presence: A company with a major HQ or employee base in a specific city may place higher strategic value on local sponsorships, influencing how much they are willing to invest.
• Rights Holders available for sponsorship: The number and variety of teams in a given market can affect pricing—if there are fewer viable sponsorship options, the cost to secure a partnership may increase.

How Insurance Sponsorships Highlight Market Disparities

The property insurance sector provides a strong example of the sponsorship market’s wide range in valuations. With a significant presence across U.S. pro and college sports, the average sponsorship length is 5.3 years. However, deal sizes vary dramatically:

• The top 25% of teams command over $800K per deal (excluding stadium naming rights).
• The bottom 25% have little to no sponsorship presence in the category.

For brands, this raises a critical question: Are they overpaying for sponsorship assets, or missing out on opportunities by undervaluing them?

For teams: Are they maximizing their sponsorship potential, or leaving revenue on the table?

How BI, CFOs, and Procurement Teams Are Taking a New Approach

Historically, sponsorship negotiations were often driven by relationship-building and broad brand exposure goals. However, with increased financial oversight, today’s decision-makers are using business intelligence (BI), financial modeling, and AI-powered valuation tools to assess sponsorship investments and overall portfolio management.

• CFOs & Procurement Teams: Instead of treating sponsorships as traditional marketing expenses, they are evaluating them as long-term business investments—scrutinizing ROI, contract structures, and performance benchmarks more rigorously than ever before.
• Analytics & Market Intelligence: Organizations are leveraging real-time data to compare sponsorship pricing across leagues, teams, and categories, ensuring deals are competitively structured.
• Shift in Negotiation Tactics: Rather than relying on legacy sponsorship pricing models or gut instinct, companies are using AI-powered pricing insights to negotiate deals based on actual market dynamics.

‍Why Data-Driven Sponsorship Valuation Matters

To ensure fair, competitive, and strategic deals, sponsorship stakeholders—CFOs, procurement teams, CMOs, and CROs—need real-time benchmarking tools, AI-powered pricing intelligence, and market insights.

Our SPND platform enables brands and rights holders to:

✅ Benchmark sponsorship values against real-time market data.

✅ Analyze industry trends to optimize deal-making.

✅ Ensure pricing is aligned with actual market rates, rather than outdated comparables.

As sponsorship spending continues to grow, financial rigor, valuation transparency, and strategic deal-making will define the next era of the industry. The future of sponsorship isn’t just about visibility—it’s about making smarter, more informed investments.

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Professional sports sponsorships often go far beyond assets like brand logos on jerseys and stadium signage. Within the realm of cause-related partnerships, 53% of bank sponsorships––more than 50 banks––currently use community initiatives to activate their partnerships in the five major pro leagues, creating meaningful programs that benefit worthy initiatives in local markets.

Pittsburgh-based PNC Bank joins forces with 11 professional teams––including the Pittsburgh Pirates and Steelers––on community-focused sponsorships that spotlight education and small businesses. For example, the bank’s Going to Bat for Small Business program (in partnership with the Pirates) recognizes local businesses in the Pittsburgh market making a positive impact in their communities. Every month, the initiative highlights one of the six small businesses selected, providing each with a $5K grant and a marketing package valued up to $100K. Now in its sixth season, the sponsorship promotes economic development while strengthening the connection between the Pirates and the local business community.

The Los Angeles Dodgers and Washington Commanders number among the ten teams with which Bank of America partners to foster change through hunger relief and youth programs. Taste of the Rams, which the bank holds annually in partnership with the Los Angeles Rams and the Los Angeles Regional Food Bank, is one such standout activation. Now in its ninth year, the event brings together Rams players and staff with community members for an unforgettable culinary experience that supports those facing food insecurity in LA County.

Headquartered in Minneapolis, U.S. Bank––which sponsors the Minnesota Timberwolves, Minnesota Twins, Minnesota Vikings, Minnesota Wild, and more––has raised its profile by investing heavily in local market initiatives. The Minnesota Wild Youth Hockey Spotlight Games, presented by U.S. Bank, rank among its most impactful community activations. The NHL-style, in-game experiences for young hockey players statewide include celebrity coaches and appearances by the Wild’s mascot, Nordy. 

As more banks embrace community-driven sponsorships, these kinds of initiatives will only grow, reinforcing both teams’ and sponsors’ relationships with the communities they serve.

The Construction and Industrial sector has rapidly become one of NASCAR’s most dominant sponsorship categories, experiencing the highest growth from 2022 to 2024 with over 150 new deals. Companies like Safety-Kleen, United Rentals, and Lincoln Electric are leading the charge, leveraging NASCAR’s engaged fan base and dynamic brand activation opportunities. With a 7% increase in sponsorship deals for teams and a 10% rise at race tracks from 2023 to 2024, NASCAR’s momentum presents a prime opportunity for construction and industrial brands to maximize their partnerships.

One key strategy for these brands is integrating their products and services directly into the NASCAR experience. The Materials, Tools & Equipment subcategory—accounting for 40% of the sector’s growth—illustrates how brands can align with the sport’s high-performance demands. For example, equipment rental companies can provide essential trackside machinery, welding brands can showcase their products in pit crew applications, and safety solutions providers can highlight their contributions to driver and crew safety. Additionally, leveraging digital and social activations is crucial, as branded engagement per deal increased by 18% year-over-year, signaling strong audience interaction with sponsored content.

With NASCAR continuing to expand beyond endemic partnerships, brands in the construction and industrial space can stand out by taking a data-driven approach to sponsorships. SponsorUnited enables brands to track industry trends, competitor activations, and the performance of their sponsorship assets in real-time. By providing in-depth insights into branded engagement, social media effectiveness, and on-site activations, SponsorUnited helps construction and industrial companies optimize their NASCAR investments and refine their marketing strategies. As the sport evolves—including potential changes in fuel sponsorship and second-tier series title partnerships—having the right data ensures brands stay ahead of the competition.

For construction and industrial marketers looking to make the most of their NASCAR sponsorships, the key is strategic alignment, measurable engagement, and data-driven decision-making. With NASCAR’s growth showing no signs of slowing down, now is the time for brands to cement their place in the fast lane.

The business services category spends nearly $200 million on pro sports sponsorships, with over 600 brands leveraging a sponsorship or media deal. Rights holders in this sector average five sponsorship deals, compared to two for brands.

Accenture made headlines last year when the company became the Official Business and Technology Consulting Partner of the NFL. This five-year deal harnesses Accenture’s technology and data expertise to help shape the future of football. Thus far, its activations within the league have been limited to international games, showcasing the company’s global consulting focus and expertise. The partnership marks Accenture’s second sponsorship in major pro sports, following its long-standing partnership with the Golden State Warriors (a deal that enhances Accenture’s presence in a key business market with a franchise widely recognized for innovation). 

Accenture’s competitors in the consulting sector—Deloitte, KPMG, and Ernst & Young—have largely centered their pro sports sponsorship efforts in golf. KPMG is a longtime partner of the LPGA and also sponsored Phil Mickelson for many years. Ernst & Young’s partnership portfolio includes five deals across PGA & LPGA tournaments and players that amplify its visibility with executives and business leaders. While Deloitte has no direct sponsorships within major pro sports, the company has become a prominent player in sports analytics, often collaborating with golf tournaments and Olympic governing bodies to provide strategic insights at high-profile events.

CLEAR leads the list of the category’s most active brands with 22 sponsorships, including the Washington Nationals and Los Angeles Rams. CLEAR’s sponsorship strategy targets high-traffic venues like sports arenas and stadiums, where expedited security and identification services improve the fan experience. 

Airlines continue to fly high in the sponsorship universe, investing in prominent partnerships to build brand awareness and cultivate customer loyalty in a perennially competitive market. They often focus their efforts in markets where they have major hubs, partnering with cities’ teams, events, and venues to meld local influence with global reach.

Here are the airlines with the highest sponsorship spend in some of the largest hubs in the US: 

• Delta (Atlanta)
• United Airlines (Chicago) 
• American Airlines (Dallas)
• Southwest (Denver) 
• United Airlines (Houston) 
• American Airlines (Los Angeles) 
• American Airlines (Miami) 
• Delta (New York City)  
• Alaska Airlines (Seattle) 

Atlanta-based Delta Air Lines leads the category in overall deals, partnering with 22 teams across major pro sports, including all four franchises (the Atlanta Braves, Atlanta Falcons, Atlanta Hawks, and Atlanta United) in Georgia’s capital city. Following right behind is United Airlines with 21 pro team partnerships, its hometown teams the Chicago Bears, Chicago Blackhawks, Chicago Bulls, and Chicago White Sox among them. Headquartered just outside of Dallas in Fort Worth, American Airlines takes the #3 spot with 9 sponsorships, including deals with the Dallas Mavericks and Dallas Stars—both of which call the city’s American Airlines Center home—and the Dallas Cowboys.

The food products category is always hungry for action. More than 4,600 brands worldwide actively invest in sponsorships and media, with an average of 2.4 deals per brand and 2 deals per property. Here’s a look at the major players in this exciting industry. 

With 77 sponsorships, snack giant Frito-Lay leads the charge as the category’s most active brand, partnering with properties including the Buffalo Bills and Atlanta United. Snickers trails closely behind with 70 partnerships, collaborating with superstar athletes like Ronald Acuña Jr. and CeeDee Lamb. Reese’s and Dippin’ Dots tie for third place with 59 sponsorships each.

Turning to properties, the ShopRite LPGA Classic—one of the longest-running tournaments on the LPGA Tour—takes the top spot. In the past 12 months, the tournament has inked deals with over 40 food product sponsors, including Lay’s and Ferrero. Italian soccer club US Catanzaro 1929 follows in second place with 26 partners, predominantly Italian brands like Veroni and Murano. The Walmart NW Arkansas Championship—another LPGA marquee event—rounds out the top three with 23 food product sponsors, Lunchables and Tru Fru among them.

Product integration, Instagram posts, official sponsor status, website exposure, and Facebook posts (in that order) rank as the category’s top 5 most popular assets.

Recent category news includes the November 18 announcement that this year’s Pop-Tarts Bowl will roll out three Edible Mascots, which will vie to be eaten by the winning team and ascend to “mouth heaven” at the December 28 game in Orlando. The mascot matchup features a mystery flavor to be unveiled at the game before returning to store shelves. The campaign builds on the runaway viral success of last year’s award-winning Edible Mascot campaign. which saw the 2023 Pop-Tarts Bowl became one of the year’s biggest memes after Kansas State devoured the giant toaster pastry during the live broadcast.

Meanwhile, KitKat unveiled a multiyear global partnership with Formula 1 on November 11, becoming the Official Chocolate Bar of the red-hot motorsport circuit in 2025. The blockbuster deal—which marks parent company Nestlé’s largest global partnership to date—will include interactive experiences at Grand Prix races, trackside branding, special-edition F1 products, and digital content.

National Fast Food Day is November 16—offering a timely opportunity to spotlight the quick-serve restaurant (QSR) industry’s impact on the sponsorship landscape within US major pro sports. Here’s a snapshot of the leading players in each tasty subcategory—burger, chicken, pizza, and sandwich—and how they utilize high-profile partnerships to target broad audiences across the five leagues.

McDonald’s dominates the burger subcategory with more than 30 active sponsorships, followed by Wendy’s with more than 10. Burger brands invest heavily in both the NFL and MLB—each league has 31 QSR deals across its teams—while partnerships in the NHL number more than 20. In-game TV commercials and promotions top the list of emerging key assets for burger brands, providing dynamic visibility during games and engaging fans during key moments.

Chick-fil-A leads the chicken subcategory with more than 25 deals, eclipsing #2 Raising Cane’s, (which has five partnerships. MLB reigns supreme among chicken brands, with 25 of them buying sponsorship or media in the league, followed closely by the NFL with 23 deals. Unlike burger brands, which prioritize pro football and baseball, chicken brands allocate their sponsorships more evenly across the five leagues. A notable 63% of the chicken brands’ sponsorships include event content and activations—especially those that are entertainment-focused—signaling this subcategory’s preference for enhancing fan experiences with unique content.

Turning to pizza, Little Caesars ranks #1 with nearly 15 deals, trailed by #2 Papa John’s with 10 deals. MLB tops the league list again, with 30 pizza brands buying sponsorship or media, while the NFL, NHL, and MLS are each home to more than 10 partnerships. There are currently just two pizza sponsorships in the NBA—offering a big opportunity for savvy brands to market their pies to pro basketball fans. Pizza brands often engage audiences through high-visibility signage and digital activations, capitalizing on the communal appeal of pizza in sports settings.

Finally, Jersey Mike’s takes top honors in the sandwich subcategory with 15 deals, while Subway and Penn Station East Coast Subs share the #2 spot with four partnerships each. MLB and the NHL attract the most investment from sandwich brands, with 30 and 15 deals, respectively. Rotating TV-visible signage ranks as sandwich brands’ preferred asset, with 52% of deals incorporating this high-profile feature.

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Halloween is here, and we’re diving into insights from the candy brands filling the aisles (and trick-or-treaters’ bags) this spooky season! As sweets take center stage, here’s a snapshot of the sponsorship landscape for these tasty delights. 

There are more than 85 brands buying sponsorship or media in the candy, baked goods and desserts category across US major pro sports, with brands averaging two sponsorships each.

Snickers tops the list as the category’s most active brand in the last 12 months. The brand partners with 23 different pro sports franchises, including 21 NFL teams—the Kansas City Chiefs and Las Vegas Raiders among them. Earlier this month, Snickers made headlines worldwide when Saudi Arabian soccer team Al Nassr (Cristiano Ronaldo’s club) named the brand its Official Chocolate Partner, with its logo featured on the sleeve of the team’s training kit. Dippin’ Dots follows in second place with 12 sponsorships, partnering with the Detroit Tigers, Detroit Lions, and Memphis Grizzlies. Tied for third with six deals each are M&M’s and Crumbl, both of which partner with the Minnesota Twins.

The candy, baked goods and desserts category saw 1M in total engagement across 235 posts in the last year, 85% of which was driven by Snickers social campaigns. The brand also scored the category’s three most engaging posts: a co-branded TikTok post with the NFL took the #1 spot with more than 100K impressions, followed by co-branded Instagram and TikTok posts with the Buffalo Bills and the Los Angeles Chargers, respectively. 

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Like other savvy industries, the healthcare category has embraced US major pro sports as a prime marketing arena, with more than 750 brands buying sponsorships or media across the five pro leagues. 

Invisalign scores the top spot with 13 sponsorships, including partnerships with the Golden State Warriors and Dallas Cowboys. Moderna follows closely with 11 deals—the New York Mets and Boston Celtics among them. American Medical Response takes third with 10 partnerships, sponsoring high-profile clubs like the Miami Dolphins and San Diego Padres. Notably, no single healthcare brand partners with a team across all five major pro leagues, but 13 brands—including Moderna, Kaiser Permanente, and Dignity Health––sponsor at least one team in four of the leagues.

MLB leads the leagues in healthcare partnerships, with over 300 brands purchasing sponsorships and media. Teams average five sponsorships each, while 26% partner with three or four brands, and 23% have two or fewer sponsorships.

Interior signage—included in 71% of partnerships—ranks first on the list of most bought assets. Popular signage activations include digital ads on videoboards, ribbon board digital ads, and mid-level inner bowl digital billboards. Event content and activations follow, with entertainment- and event-related sponsored content and branded take-home items for fans featured in 52% of deals. TV-visible rotating assets round out the top three: 40% of partnerships include activations like backstop rotating banner ads, lower bowl digital ads, and courtside apron digital ads. Across all sponsorship and media assets, in-game TV ads are the #1 emerging marketing asset for healthcare brands over the last year.

The HVAC category is turning up the heat in the sponsorship and media arena, with more than 140 brands securing deals across major pro sports.

Carrier Global is the most active brand in the category with six sponsorships, including partnerships with teams like the Atlanta Braves and Cleveland Browns. HVAC 911 and F.W. Webb follow closely with five deals each, partnering with all five major pro sports teams in their respective cities, Boston and Washington, D.C.

On the social media front, Goettl Air Conditioning & Plumbing’s cobranded Instagram post with the Anaheim Ducks generated the category’s most engagement in the last 12 months, at 20K. Overall, the HVAC industry engaged 414K users across more than 285 posts during the same period.

Canada’s Legacy Heating and Cooling scored the two highest-performing social campaigns in the HVAC category. Its partnership with the Edmonton Oilers garnered 154K in total engagement from 44 posts, while its deal with the Calgary Flames spurred 135K interactions across 91 posts.

Interior signage leads the list of the category’s most frequently bought assets, with ribbon board digital ads the most popular choice for brands. Carrier Global activated its sponsorship of the Minnesota Twins this season with a rotating video board billboard during strikeouts.

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The apparel and accessories category has long been a prominent player in sponsorships across US major pro sports. Let’s take a quick look at some of the leading brands dominating deals across the five major leagues.

More than 200 unique brands secured sponsorships or media across MLB, MLS, NBA, NFL, and the NHL over the last 12 months, averaging three sponsorship deals per brand. adidas tops the list with over 70 partnerships, including deals with every MLS and NHL team, as well as both leagues. New Era—the exclusive cap supplier of MLB since 1993—follows with north of 40 sponsorships, including partnerships with all 30 MLB teams and the league itself. Rounding out the top three is Nike, whose high-profile collaborations with the Los Angeles Lakers and the Miami Dolphins rank among its more than 30 sponsorships.

Nike has also served as the exclusive uniform supplier of the NFL, NBA, and MLB since 2012, 2017, and 2020, respectively. adidas has supplied the official kits for all MLS and NHL teams since 2017, and in February extended its MLS partnership through 2030. The NHL announced a new 10-year deal in March with Fanatics, which will replace adidas as the league’s official on-ice uniform outfitter starting with the 2024–25 season. 

On the social media front, the apparel and accessories category has garnered a total engagement of 25M in the last year. adidas dominated social campaigns thanks to its partnership with Inter Miami CF, generating 2.7M engagements across 11 posts (the highest engagement in the category). The campaign’s top post—where Lionel Messi unveiled Inter Miami’s third kit of the season on Instagram—racked up 1.6M total interactions.

Other brands with growing sponsorship portfolios to watch include Hugo Boss (14 deals, including the Dallas Cowboys, Patrick Mahomes, and Alvin Kamara); Mitchell & Ness (9 deals, including the NBA, NFL, and Carlo Colaiacovo); UNRL (4 deals, including the Minnesota Vikings, Adam Thielen, and T.J. Hockenson); and NOBULL (2 partnerships with the NFL and New England Patriots). 

Teoscar Hernández swung for the fences to win the 2024 T-Mobile Home Run Derby on July 15, becoming the first Los Angeles Dodger in history to be crowned the Home Run Derby Champion. Let’s take a closer look at the sponsorship portfolio of T-Mobile, which leads the telecom category overall with more than 290 sponsorships, ahead of Verizon, AT&T, Xfinity, and Cox Communications (in that order).  

The brand’s sponsorships have grown 27% across major pro sports teams since 2022—the largest increase in the category––and include deals with the Kansas City Chiefs, LAFC, the Seattle Mariners, and the Vegas Golden Knights. Outside of major pro sports, the telecom titan also partners with PGA and LPGA athletes like Max Homa, Tony Finau, Wyndham Clark, and Nelly Korda.

T-Mobile's sponsorships have risen 110% globally over the same period, spanning an array of deals with music artists such as Darius Rucker, Lainey Wilson, Diplo, and BLOND:ISH. Outside the US, T-Mobile also sponsors Cannes Lions (France), FC Bayern Basketball, the Croatian Football Federation, and more than 20 other international rights holders.

Earlier this month, T-Mobile unveiled a range of innovative 5G-powered experiences for baseball fans at MLB All-Star Week in Arlington, Texas. Fans enjoyed MLB’s Go-Ahead Entry experience at select stadium gates for the first time at All-Star Week, thanks to facial recognition technology partially powered by T-Mobile’s network. The brand also partnered with MLB and OneCourt to offer visually impaired fans the ability to experience baseball like never before with 5G-connected devices during the game.

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The Grooming & Toiletry Products subcategory unexpectedly took center stage in the lead-up to last Saturday’s hotly anticipated UFC 300, when the world’s largest mixed martial arts league announced Revlon's Curve for Men as the Official Fragrance Partner of UFC in a first-of-its-kind deal. Let’s take a closer look at this dynamic industry.

There are more than 400 brands buying sponsorship or media in the category, with each averaging 4 sponsorship deals. Gillette tops the list with over 70 sponsorships, partnering with high-profile sports stars including Deion Sanders, Jalen Hurts, and Aston Villa’s goalkeeper Emiliano Martinez. Rexona follows in second place with 35 sponsorships, including deals with Chelsea, Nitto ATP Finals, and the FIFA Women’s World Cup. Degree, Rexona’s brand name in North America, ranks third with 34 deals––the NCAA, Toronto Raptors, and Concacaf Gold Cup among them.  

Total social media engagement in this subsector exceeds 140M, 85% of which is driven by influencers. Not surprisingly, half of these sponsorship deals include endorsement rights––more than 5 times the average within the entire Consumer Products category, where only 9% of all deals include endorsements––showcasing the critical role partnerships with social media superstars play in this subcategory.

South Korean singer Kim Ji-Soo's social media campaign with Dyson Hair garnered the subcategory’s highest engagement in the last 12 months, with just two posts amassing a remarkable 8.4M interactions. Jisoo, as she’s widely known, also scored the highest engagement with a single post with Dyson, racking up 5.2M interactions on Instagram.  Indonesian influencer Ria Ricis’ campaign with Scarlett Whitening trailed closely behind, engaging 6M users across 44 posts. 

Financial brands have steadily come to dominate venue naming rights sponsorships within US sports, accounting for 35% of deals in the highly competitive sector across the five major pro sports. Notably, financial companies stateside far outpace their industry counterparts in Europe, which account for just 8% of these marquee partnerships within the top five soccer leagues across the pond.  

Banking brands are driving this growth, representing 58% of these deals with 20 unique brands across 26 partnerships. Industry giants including Bank of America, Capital One, Chase, PNC Bank, and Scotiabank have multiple naming rights sponsorships, highlighting the financial sector's aggressive pursuit of sports marketing opportunities. The emergence of fintech brands in this arena is especially noteworthy: the sector has secured four headline—making deals since having no naming rights presence in 2019—marking them as serious “challenger” brands to traditional banking and other financial subcategories.

Current FinTech Naming Rights Deals:

• Acrisure Stadium - Pittsburgh Steelers and University of Pittsburgh Panthers
• Q2 Stadium - Austin FC
• PayPal Park - San Jose Earthquakes and Bay FC
• SoFi Stadium - Los Angeles Chargers and Los Angeles Rams

The strategic inclusion of venue assets in 73% of financial naming rights deals reflects brands’ enduring efforts to maximize TV visibility and audience engagement: assets like fixed logo/name on videoboard, digital ads on videoboards, and ribbon board digital ads comprise components of more than 80% of these sponsorships. 

Given the FinTech industry’s impressive inroads into these big-ticket sponsorships so far—and its steadfast ambition to cultivate younger, tech-savvy audiences with innovative branding strategies and a keen focus on digital engagement—expect FinTech brands to further expand their footprint in the sponsorship industry within the next five years, as they battle traditional banking institutions for premier marketing partnerships.

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National Pi Day––celebrated today in honor of the number 3.14, the ratio of a circle’s circumference to its diameter––also offers a prime opportunity to explore the sponsorship data of a favorite circular snack: pizza. 

This savory slice of the pizza industry spans more than 300+ brands with sponsorship or media deals globally, each averaging around 4 sponsorships each. TV visible signage and social media posts rank among the category’s most popular sponsorship activations, included in over 30% of all pizza partnerships. 

With more than 5K locations in 45 countries, Papa Johns holds the title of most active pizza brand worldwide with over 100. Notably, 30% of the company’s sponsorships are within NCAA Division 1 college sports, where the pizza powerhouse partners with the Virginia Cavaliers, Louisville Cardinals, and Memphis Tigers. The brand’s sponsorship savvy extends well beyond US borders with more than 15 international deals, including 3 within the English Football League and another with Spain’s Baloncesto Fuenlabrada basketball team. Domino’s, Pizza Hut, Little Caesars, and Pizza Pizza trail Papa Johns (in that order) to round out the top 5, with over 30+ sponsorship deals each. 

Social media plays a pivotal role in pizza marketing, with more than 760 deals garnering over 6M total engagements in the last 12 months. Little Caesars’ link-up with the Detroit Lions scored the highest total engagement of a single deal over this period, tallying nearly 500K engagements across various platforms. 

In the realm of airline sponsorships, a handful of prominent players fly higher than the rest––namely Emirates, Delta, United, and Qatar, which collectively comprise one-third of the entire airline sponsorship landscape. The remaining two-thirds is divided among 225 others, further underscoring the dominance of these four marquee brands. 

Dubai-based Emirates made headlines last month with the announcement of a blockbuster deal naming it the Official Global Airline Partner of the NBA. The multi-year partnership also makes Emirates the inaugural title partner of the NBA Cup (formerly called the NBA In-Season Tournament), as well as the league’s first-ever referee jersey patch partner. As part of the sponsorship, NBA content will be available on all Emirates flights, including long-form documentaries and player profiles. 

IP rights and Instagram posts rank as two upwardly trending assets within the category, which currently spans 1,222 sponsorships. The latter has resonated especially with sports fans: several co-branded posts by the LA Lakers and Kansas City Chiefs––which partner with Delta and United, respectively––of players disembarking aircrafts have each engaged well over 200K Instagram users. 

Emirates, in particular, has maximized its total social engagement to the tune of 48M by strategically partnering with pro sports teams––like Real Madrid CF, AC Milan, and Arsenal––that boast substantial follower counts. Meanwhile, United’s creativity on social media earns the brand the highest engagement rate of the top 10 most active airlines in sponsorship, as evidenced by its post of the Kansas City Chiefs’ Mecole Hardman Jr. wearing a flashy, airplane-themed chain.

A third of US major pro sports teams have open opportunities for airline sponsors––led by MLS, where 68% of rights holders conspicuously lack one. Curiously, within Europe's top five football leagues, only a quarter of clubs partner with airlines, most notably Emirates and Qatar Airways.

That said, given the nearly 14% increase in airline endorsement deals worldwide last year versus 2022, all signs seem to point to more blue skies ahead for the airline sponsorship market in 2024.  

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More than 20 Non-Alcoholic Beer brands are currently buying sponsorship or media, with an average of 10 sponsorships per brand. Given the market’s concentrated nature, these brands are seeing a big return on investment through high-impact sponsorships in this fast-growing segment.

The Non-Alcoholic Beer category has carved out an increasingly prominent niche in the global beverage market in recent years—especially in sponsorships, where the number of active brands has spiked 156% since 2021. These beverages’ surging popularity—US sales of non-alcoholic beer rose 32% year-over-year through September 9th, according to NielsenIQ—not only reflects consumers’ expanding appetites for healthier lifestyle choices, but also presents a solution for brands navigating the complex regulatory landscapes of sports marketing. In arenas where traditional alcohol sponsorships are restricted or prohibited, non-alcoholic beers offer a creative workaround, enabling companies to maintain a presence in the highly coveted sports sponsorship universe while championing responsible consumption.

Athletic Brewing Company leads the category with more than 60 sponsorships with rights holders including IRONMAN, the Seattle Mariners, and the Indiana Pacers. Heineken 0.0 is a close second with over 55 deals, partnering with properties like Formula 1, the Atlanta Hawks, and the Miami Dolphins. Ranking third with more than 15 sponsorships, Spain’s Estrella Galicia 0.0 focuses on motorsports, and counts Scuderia Ferrari, Carlos Sainz, Repsol Honda Team, and Marc Marquez among its high-profile partners. Earlier this month, the McLaren F1 Team made headlines with the announcement that Estrella Galicia 0.0 will be its Official Beer Partner for the 2024 season and beyond.

In other big news, Anheuser-Busch InBev, the world’s largest brewer, announced on January 12th that it will become a Worldwide Olympic Partner through 2028—the Olympics' first-ever global beer sponsorship—and in another historic move, that its fast-growing Corona Cero zero-alcohol beer will be the Games’ global beer sponsor. 

With this groundbreaking deal poised to provide non-alcoholic beer with an unprecedented platform worldwide when the Olympics begin this July in Paris, watch this space for more sponsorship news in this quickly evolving industry. 

As fitness takes center stage in January amidst a flood of new year’s resolutions, the sponsorship landscape in Fitness Facilities and Connected Fitness is notably vibrant, with more than 940 brands buying sponsorships or media deals in these categories. 

Social media looms large—43% of these partnerships leverage digital platforms—underscoring both the importance of online engagement in an era when fitness experiences are increasingly digitalized, and how brands are adapting to evolving consumer preferences in both traditional and technology-driven fitness sectors.

Within the Connected Fitness category, brands like Peloton—which has nearly 200 sponsorship or media deals—Wahoo Fitness, WHOOP, and Zwift lead the way by number of partnerships. One that has yet to crack the top of the list but is an innovative brand to watch is the popular fitness app Strava, which has demonstrated its knack for forming impactful partnerships by launching a series of in-app activity challenges this month with a wide range of brands like Le Col, Smartwool, HelloFresh, Brooks, Whoop, and Factor. 

These link-ups are a strategic win for the partner brands, driving their visibility among Strava's active and health-conscious user base. With their focus on athletic apparel, Le Col and Brooks find an ideal audience in Strava's fitness enthusiasts, while nutrition-focused brands like HelloFresh and Factor benefit from exposure and engagement with a community that values healthy lifestyle choices. 

In the traditional realm of fitness facilities, brands are constantly finding new ways to engage fans at events. Planet Fitness dominates this category with over 90 sponsorships, more than double the second-place Goodlife Fitness. With seven sponsorship deals across Major League Baseball, Planet Fitness captures the attention of Houston Astros and Cleveland Guardians fans with its “Flex Cam,” which shows them flexing their biceps on the big screen. As part of its partnership with the Detroit Tigers, the brand sponsors the “Sing Along,” where attending fans can vote for a song to belt out at the stadium. 

The holidays offer a prime opportunity to highlight the Nonprofits, Charities & Associations category, in which more than 6,600 brands are buying sponsorship or media, averaging two sponsorship deals per property. Within major pro sports in the US, more than 140 are buying Community/Cause-related assets in this category, led by Youth Initiative Cause, Health Issues Cause, and Military or First Responders Cause, in that order. 

With 40 sponsorships, AARP is the category leader by number of deals, partnering with the Houston Astros, Sporting Kansas City, and the San Antonio Spurs, among others. Army ROTC, American Cancer Association, and He Gets Us tie for the second spot with 24 deals each, while the American Red Cross takes third with 20 sponsorships, including the Tampa Bay Buccaneers, Chicago Marathon, and US Open Tennis.

The category saw an array of inspired activations this year. Pathways Alliance, Canada’s largest oil sands company, sponsored a “Quarterback Challenge” with the Canadian Football League, where participants tested their accuracy by throwing a football through one of three targets. Patriot Peak Foundation did a crowd-favorite “Huey Helicopter Flyover” during an Iowa State Cyclones game, and in another creative partnership, PAWS Chicago joined forces with Chicago Fire FC to introduce the players to the organization’s rescue dogs, where the athletes shared their personal experiences with man’s best friends to promote pet adoption.

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With Black Friday less than 4 days away and Amazon building the Super Bowl of shopping with their Black Friday game, there's some interesting components to decode with sponsorships & endorsements:

📉 Over the last 5 years, rights-holders having a retail sponsor has decreased by close to 10% as both the sector has seen growth challenges combined with greater optionality in terms of where to spend their ad dollars.

🏟️ Sports teams and leagues still drive a large amount of retail deals, due to their proximity to the point of sale (e.g. tickets, merchandise, apparel) and their ability to drive foot and digital traffic through promotions and IP rights.

📲 The rise of the influencer is revolutionizing the way products meet people. Platforms like TikTok are becoming e-commerce hubs to compete with Amazon and people are fuel that drives it all: They wield the power to turn viewers into buyers, with a simple swipe-up or promo code. As retail dives deeper into digital, influencers are the new-age salesforce.

Few meals are more American than a good old-fashioned sandwich—and National Sandwich Day is tomorrow (11/3)—which serves up a prime opportunity to take a look at the Quick Serve Restaurant (QSR) Sandwich subcategory, where 125 brands are buying sponsorship or media, averaging six sponsorship deals per brand.

Jersey Mike’s Subs leads the list by sponsorship volume with 135 deals. The NJ-based franchise has partnered with many prominent rights holders, including the NHL, the New York Yankees, and even Danny DeVito. In second place with 92 partnerships is Subway, the world’s largest sandwich chain with more than 44K locations in over 100 countries worldwide. The franchise—which partners with the NFL, the Toronto Raptors, and the UK’s Guild Esports—recently inked a deal with the Brazilian Olympic Committee ahead of the 2024 Summer Olympics in Paris. With 60 sponsorships, third-place Jimmy John’s of Champagne, Illinois, focuses its endorsement efforts on college sports, including rights holders like the Baylor Bears, Illinois Fighting Illini, and the Myrtle Beach Bowl.

Nearly 30% of sandwich deals have a social media component, with TikTok accounting for almost 60% of all branded post engagement in the subcategory. Collectively, these brands generated 2.6M in total engagement across 4.2K posts in the last year—the top three of which belong to Subway, which dominates QSR sandwich brands with engagement of 1.7M.

Halloween means big business for candy makers: Americans spend an estimated $3.1B on sweets for gleeful trick-or-treaters each year. Currently, more than 600 brands are buying sponsorships or media in the Candy, Baked Goods, and Desserts category—an average of three sponsorship deals per brand.

While not a traditional Halloween treat, ice cream brand Dippin’ Dots leads the list with more than 50 sponsorships, including partnerships with the Philadelphia Phillies and the Memphis Grizzlies. British chocolate maker Cadbury—though typically associated with the Easter holiday—trails closely behind with over 45 partnerships, primarily with English football clubs like Manchester United, Chelsea, and Liverpool. Third on the list is Snickers with nearly 40 sponsorships, among them an NIL deal inked earlier this month with South Carolina football running back Dakereon “DK” Joyner. 

The category racked up 19M in social media engagement from branded posts in the last year. Feastables, the chocolate bar brand owned by YouTube celebrity MrBeast (real name: James Donaldson), scored the most engaging post with 2.3M likes, shares, and comments on TikTok. The brand’s multi-platform social campaign featuring its founder—who has the most subscribers on YouTube, at more than 188M—also topped the list for highest engagement at 6.2M total interactions. Feastables made headlines in early October when it signed a multi-year jersey patch deal with the Charlotte Hornets—an NBA first for a content creator-led brand.

Energy is a high-powered industry, both literally and on the sponsorship front: there are currently more than 500 brands buying sponsorships or media in the category, averaging three sponsorship deals per brand. 

Notably, Five Serie A teams partnered with an energy brand in September. Italian side Udinese announced a naming rights deal last week with sustainable energy provider Bluenergy—already in its seventh consecutive season as the team’s energy partner—that will see the team’s Dacia Arena renamed Bluenergy Stadium for the next five years. Meanwhile, Atalanta, Inter, Roma, and Torino all recently partnered with Italian energy giant Enel.

National Grid boasts the most sponsorship deals in the category with 25+, including partnerships with high-profile teams like the Buffalo Bills, Brooklyn Nets, and New York Mets. British energy supplier Utilita follows with 20+ sponsor deals, having recently announced a jersey sponsorship with newly promoted Premier League team, Luton Town—the biggest endorsement deal in the team’s history. Saudi Arabian integrated energy and chemical titan, Aramco, takes the third spot with 20 deals. The state-owned behemoth has gone all-in on top-dollar deals in the motorsports industry, first becoming Formula 1’s sixth global partner in a long term partnership announced in 2020, followed by the 2022 news of its strategic partnership with Aston Martin Racing—which saw the team become the Aston Martin Aramco Cognizant Formula One Team.

Over one-third of energy brands have a social media asset, with a combined total engagement of 5.9M. Two Aramco campaigns scored the category’s highest engagement in the last year: the first, with the International Cricket Council, racked up 836K across more than 130 posts, while the company’s social linkup with the ICC T20 World Cup rolled out 121 posts to engage 796K followers. The third-leading campaign by engagement, between German electricity provider LichtBlick and FC St. Pauli, captured the attention of 346K followers with over 200 posts over the last year.

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The US market for alcoholic beverages, valued at $1.6 billion last year, is expected to top $2 billion by 2031, as America’s collective thirst for the world’s most popular recreational substance endures. Meanwhile, there are many changes afoot within this evergreen industry. Last year, spirits sales edged out beer sales, 42.1% to 41.9%, respectively, for the first time in at least two decades. And alcohol manufacturers are rapidly diversifying their offerings in step with consumers’ changing palates.

As the popularity of craft cocktails grows, younger consumers, whose legions are drinking 20% less alcohol on average than millennials—are seeking more low-alcohol options, like hard seltzers, a red-hot sector where new brands appear seemingly overnight. Their soaring popularity reflects a $17.2 billion market in the US in 2023, which is projected to grow a robust 8.5% annually through 2027. The ongoing evolution of alcohol sponsorships mirrors this dynamic industry landscape. While beer brands’ dominance in sports continues, wine companies are zeroing in on tennis as a way to connect with sophisticated, affluent fans.

In broader entertainment contexts, spirits brands—whose sponsorships comprised 48% of all new deals since 2021—and Ready to Drink (RTD) cocktail manufacturers, whose partnerships nearly tripled over the same period, are targeting consumers at concerts and music festivals, which continue to attract emerging brands keen to cultivate the loyalty of attendees with disposable income to spare.

As the alcoholic beverage sponsorship universe continues to evolve, we’re proud to unveil our inaugural Alcohol Marketing Partnerships Report 2023. Authored jointly by SponsorUnited’s Marketing Research & Insights, Analytics, and Marketing teams, it delivers an in-depth analysis of more than 1,735 brands, 21,550 assets, and over 18,600 social posts from January 2021 through September 2023.

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Technology continues to reshape virtually every aspect of our lives—so it’s no surprise that the industry’s presence in the sponsorship universe is also growing and evolving in game-changing ways. No tech sector has generated more headlines recently than artificial intelligence (AI), a $100 billion market that’s forecast to grow twentyfold to nearly $2 trillion by 2030. AI and machine learning sponsorships increased 65% in the last year—a figure that’s poised to skyrocket exponentially as AI steadily infiltrates virtually every industry.

AI applications in pro sports are already transforming the fan experience, and driving business results for properties. In July, GameOn Technology announced the rollout of an AI-powered chatbot at the New York Islanders’ UBS Arena that will act as a virtual concierge for attendees at Islanders games and other events. And last January, the NBA—which leads US pro sports leagues in technology deals—extended its partnership with Meta to develop a new virtual reality experience for fans via Meta Quest, the league’s official VR headset. As AI’s ubiquity expands, these innovative deals will only multiply. Intriguingly, AI companies remain conspicuously absent from music festivals, which lead the list of properties partnering with tech brands as they seek to engage these events’ affluent, digitally savvy patrons. Meanwhile, rights holders—equally eager to engage younger audiences and convert them into lifelong fans—are turning to platforms like TikTok to identify brands that capture the attention of Gen Z, a demographic that now represents 40% of global consumers whose substantial spending power will endure for decades.

Countless sponsorship opportunities still abound for enterprising tech brands. Less than 20% of domestic sports properties partner with cloud service providers like Google Cloud and Amazon Web Services. And among the megacap tech titans, Apple has yet to venture into sports sponsorships, while Netflix and Tesla presently partner with no properties at all.

As the dynamism of the technology sponsorship landscape grows, SU is excited to unveil its inaugural Technology Marketing Partnerships Report 2023. Authored jointly by SponsorUnited’s Marketing Research & Insights, Analytics, and Marketing teams, it delivers an in-depth analysis of more than 1,300 brands, 5,250 assets, and over 11,000 social posts from January 2021 through August 2023.

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Traditional banks are zeroing in on music-related entities—namely music festivals and concert venues—as they try to attract young music fans with sizable disposable income into clients for years to come while also supporting the local community and aligning with events that generate significant local economic benefits. Last month, Royal Bank of Canada (RBC) inked a deal to sponsor Taylor Swift’s The Eras Tour when it arrives in Toronto in November 2024, hoping to gain brand recognition with legions of Swifties packing arenas worldwide.

In addition to branching out into music sponsorships, traditional banks are maintaining their commitments to other avenues like sports. A case in point is the recent extension of a $25 million per year sponsorship deal with a major golf organization.

Meanwhile, neobanks—which exist solely in the virtual world—are taking a page out of traditional banking’s playbook, ironically, and going all-in on major pro sports sponsorships to attract mainstream audiences. Last February, Ally Financial Inc. announced a league-wide sponsorship making Ally Bank—the largest digital bank in the US—the Official Consumer Bank of NASCAR and NASCAR-owned tracks.

And in what is perhaps the most surprising U-turn in the sponsorship industry in recent memory, embattled cryptocurrency brands—reeling from the collapse of FTX and recent decreases in exchange volume—are retreating from the endorsement frontlines as they regroup and reevaluate their marketing strategies.

For all these reasons and more, we’re excited to unveil our inaugural Banking Marketing Partnerships Report 2023. Authored jointly by SponsorUnited’s Marketing Research & Insights, Analytics, and Marketing teams, it delivers an in-depth analysis of more than 650 brands, 5,600 assets, and over 15,000 social posts from January 2021 through August 2023.

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The AI market is red-hot and getting hotter—so it’s no surprise that 95+ brands are currently buying sponsorship or media in the AI & Machine Learning category. And with some 58K AI companies worldwide, according to research firm Tracxn, there's a huge opportunity for other brands in this quickly emerging industry to make an early splash in the sponsorship world.

IT and software development company Globant leads the category with 17 sponsorship/media deals, partnering with rights holders like FIFAe, LaLiga, and the recently concluded FIFA Women’s World Cup. Mobileye, which develops autonomous driving technologies and advanced driver-assistance systems, reigns supreme in sponsorships among AI brands with 10 deals—Tresor by Car Collection and GT World Challenge Europe among them.

AI & Machine Learning brands have garnered social engagement of 2.5M with sponsored posts in the last 12 months—60% of which comes from TikTok, outperforming Instagram, Facebook, and X (formerly Twitter) combined. AI is quickly heating up on the uber-popular platform, which was home to the top three most engaging AI posts of the last year. The top performer—a co-branded post by AI platform Caktus (sponsor of Angel Reese and the Cavinder twins) and influencer TechJoyce—engaged 378K users. 

Not surprisingly, AI brands are also finding high-profile ways to activate in sports. DarkTrace, an AI cybersecurity company, sponsors the McLaren F1 team, which prominently features its logo on the rear wing of its cars. 

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With back-to-school shopping in high gear, big-box retailers and online stores are taking center stage across the country. Shanghai-based online marketplace Temu, which entered the US market in September 2022, has garnered serious attention this year thanks to its inaugural Super Bowl ad last February, which marked the brand’s very splashy entrée into the sponsorship world. Within the last 12 months, Temu has inked nearly 15 sponsorship deals, all with athletes, artists or influencers—a popular strategy amongst retail brands.

More than 750 retail brands have partnered with boldface names during the last 12 months. Leading the charge on this front: retail giant Walmart, which currently boasts more than 40 celebrity endorsers, ranging from athletes like Patrick Mahomes, Devin White, and Cam Newton to musical artists including Kane Brown, Cardi B, and Becky G.

While Walmart leads the way in high-profile endorsements, Amazon takes the cake when it comes to deal volume among back-to-school brands. The world’s largest online retailer has more than 135 sponsorships (not including its sub-brands), most notably with the Seattle Kraken, whose home ice was renamed Climate Pledge Arena after the brand bought its naming rights–a nod to Amazon’s sustainability focus. Within these partnerships, Amazon’s social campaigns have chalked up total engagement of 10.7M across more than 1,400 branded posts.

Another favorite back-to-school brand is Target, whose sponsorship portfolio numbers over 50 deals. Most notably, the Minneapolis-based behemoth was the naming rights partner of the Minnesota Twins (2008), Lynx, and Timberwolves (both 1990). In 2017, Target made its first foray into MLS by becoming both a sponsor of the league and signing a deal with then-expansion team, Minnesota United FC, as its primary jersey patch partner.

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As legalized sports betting steadily spread across the US over the last few years, companies like DraftKings and FanDuel swiftly recognized the potential of strategic sponsorships to gain a competitive edge in the battle for market share. DraftKings’ sponsorship deal volume grew 150% from 2020-2021–the same period many states legalized sports betting–while FanDuel expanded its endorsement stable 127% between 2020 and 2022, as these two major players paved the way for new partnerships within the fledgling sports betting arena.

The recently announced 10-year, $1.5B deal between ESPN and PENN National Gaming to launch online sports betting brand, ESPN BET, marks a watershed moment in this emerging industry, highlighting the increasing convergence of sports media and sports betting platforms–and compelling brands like DraftKings and FanDuel to further ramp up their marketing efforts in an increasingly competitive marketplace.

Case in point: DraftKings latest campaign, launching August 21 ahead of the new NFL season, which leverages fantasy football enthusiasm and sports betting fervor on the heels of a $93.2B betting year in 2022, according to the American Gaming Association. Starring Kevin Hart–who appeared in its Super Bowl campaign earlier this year–and retired NFL quarterback Ryan Fitzpatrick, it features DraftKings’ new tagline, “the crown is yours,” which aims to create more consumer-centric messaging while building on existing brand equity. 

Celebrity endorsers offer a tried-and-true way to engage potential customers and cultivate virtually instant brand loyalty–as seen in FanDuel's own 2023 Super Bowl commercial, which featured retired New England Patriots powerhouse Rob Gronkowski attempting a live field goal attempt, and offered $10M in free bets for customers who wagered on the game with FanDuel Sportsbook. Such campaigns not only build buzz and make news, but also make platforms more approachable and appealing to a broader audience. 

When PENN National Gaming purchased Barstool Sports in 2020 to create Barstool Sportsbook, the company set out to utilize the red-hot brand’s personalities and massive following to gain market share in the burgeoning industry. In their new venture, ESPN and PENN will decide whether to use the power of sponsorships to try to poach bettors from other platforms, or to showcase ESPN’s own internal influencers–or both. Another intriguing option? To integrate betting into ESPN sports broadcasts and promote a potential ESPN+ betting channel, akin to Monday Night Football’s ManningCast on ESPN 2. Time will tell how this high-powered alliance’s strategy will ultimately unfold. 

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With over 1,950 active brands buying sponsorships or media, the banking sector reveals a competitive scene averaging three sponsorship deals per brand.

Leading the charge by sponsorship volume is PNC Bank, an industry player that has woven an extensive web of partnerships which includes over 170 unique sponsorship deals. PNC Bank's strategic collaborations extend to diverse numbers of rights holders—from the Miami Marlins to the Houston Rockets—Pittsburgh based bank having a deal with all pro sports teams in the market, dominates the banking industry. 

Claiming the second position is Citibank, a brand that has solidified its presence through more than 130 total sponsor deals which includes—New York Mets, US Open amongst others. Bank of America secures the third spot, boasting over 125 sponsor deals. This esteemed institution has aligned its brand with prominent properties like Charlotte FC and the New England Patriots, demonstrating a strategic fusion of financial prowess with the allure of sports.

Delving into the realm of social media—a significant portion of modern sponsorship—40% of sponsorship deals within the banking sector include a social media asset. Among the most engaging posts, Barclays and the Premier League emerge as the most engaged with “Manager of the Month Winners” post on Instagram, generating a staggering 672,000 engagements. This partnership extends to an encompassing social campaign, spanning 98 posts and amassing over 6.26M in total engagements.

Notably, the partnership between Banco BPM and Italian football powerhouse AC Milan, emerges as a compelling contender in the social media space. With a cumulative engagement of 5.39M across more than 280 distinct posts, this collaboration successfully captures the essence of dynamic engagement between banking and sports. 

A prime example of effective collaboration is through Standard Chartered's Primary Jersey Patch sponsorship of Premier League’s Liverpool FC. In over 208 social posts, this deal secured a total engagement of over 3.9M.

Over the last 12 months there have been 840 active brands buying sponsorships or media in the Hospital category.

Nuffield Health was the most active brand with a total of 29 sponsorship deals, all of the properties they sponsor are located in the UK, such as Wolverhampton Wanderers, AFC Bournemouth and Norwich City. Baptist Health South Florida claims the second spot with a total of 21 sponsor deals. St. Jude Children's Research Hospital enters the podium of the most active brands with 20 sponsor deals. MedStar Health, Atrium Health, UCLA Health, Cleveland Clinic, Intermountain Healthcare, Tampa General Hospital, and UCHealth (Denver) complete the Top 10.

While property entitlements, digital content, broadcast ads, and TV-visible interior signage were some of the most frequently bought assets, social posts reigned supreme in the Hospital category, with total engagement of 13.3M more than 24K unique posts across all social media. An Instagram post between UCLA Health and the LA Lakers garnered the most engagement, with 514K.

Among other standout assets incorporated in deals in the category, regional healthcare company Orlando Health is the Primary Jersey Patch sponsor of MLS team Orlando City SC, while UCLA Health has been the Training Center sponsor of the Lakers since 2016.

Within sports worldwide, Hospitals have secured 49 deals with premier sponsorship assets such as Venue Naming Rights and Primary Jersey Patches across 36 brands. Only 8 brands have more than one such deal:

Orlando Health - 3

Novant Health - 3

WakeMed - 3

Trinity Health of New England - 3

Children's Mercy Hospital - 2

Children's Mercy Hospital - 2

Dignity Health - 2

UC Davis Health - 2