This final installment in our major assets report series examines one of the most visible and valuable relationship engines behind the premium sports sponsorship industry: primary jersey patches. Across six major U.S. pro leagues (excluding the NFL, which does not yet offer jersey patch sponsorships), primary jersey patch deals now attract $828M in annual brand investment, representing 31% of the total spend on major assets, which also includes venue naming rights (34%), practice facilities (11%), major entryway or gates (18%), and club/suite level naming rights (6%).

Methodology:

This report offers an analysis of primary jersey patch deals across major U.S. professional sports leagues, including the NBA, NHL, MLB, MLS, NWSL, and WNBA. In addition to traditional sponsorship agreements, the total number of team deals may also include individual brands within a parent company portfolio, league-level partnerships that deliver team signage or exposure, and sponsorships secured through third-party agencies. When a parent company executes a sponsorship that activates multiple sub-brands, the exposure of each sub-brand is counted as a separate deal.

Data includes only primary jersey patch sponsorships where the entitlement specifically names a brand on a team’s jersey. Deals were counted only when this entitlement served as the primary asset. Data reflects active, sold assets across the six major U.S. pro leagues, using the most current 2024 or 2025 season data available per league.

Sponsorship data was compiled using the SponsorUnited SaaS platform, which tracks and analyzes sponsorship activity across all major U.S. sports properties. Data was verified through observed in-game and broadcast brand placements, team websites, and official partnership announcements. Social media metrics were gathered through SponsorUnited’s proprietary tracking system, measuring Total Engagement across property- and person-controlled accounts on Instagram, Facebook, X (Twitter), TikTok, and LinkedIn.

This Major Assets: Primary Jersey Patch Report was jointly authored by SponsorUnited’s Marketing, Business Intelligence, and Analytics teams, using data collected from January 15, 2024, through January 6, 2025.

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