This new major assets report series spotlights five powerhouse assets across seven pro leagues that together account for $3.3B, or roughly 40% of all brand sponsorship spend. We’ll explore how spending in each area—including venue naming rights, practice facilities, gates, clubs/suites, and jersey patches—shapes today’s sponsorship economy and what’s ahead for brand marketers.

These figures reveal just how concentrated sponsorship spending has become—and how critical it is to understand where the dollars are going and why. Yet even with this level of investment on major assets, reliable, comprehensive data remains hard to find.

Brands spend $891M on Venue Naming Rights deals, a premium high-visibility asset, venue naming rights (VNR) continue to be an anchor of brand strategy and dominate spend across leagues.

• More than half (51%) of finance-led deals come from traditional banking brands. Fintech (10%) and investment services (12%) brands are increasingly using naming rights to boost trust and brand awareness.
• Financial is the top category, with Insurance, Auto, and Telecom following as the next biggest contributors. Within these groups, most activity is driven by Life & Health and Property & Casualty insurers, along with non-US automakers.
• Today’s naming rights investments go beyond logos on buildings, reflecting a pivot toward experiential branding. Sponsors such as AT&T and SoFi are not just buying signage; they are integrating technology, perks, and community programs into venues to enrich fan experiences.

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