It’s a Sunday afternoon at SoFi Stadium in Los Angeles, and the energy is palpable as the LA Rams prepare for kickoff. As you glance up at the stadium's massive video board during a commercial break, a stunning Hawaiian landscape fills the screen, emblazoned with "Hawai‘i Tourism Authority." For a moment, the roar of the crowd gives way to images of pristine beaches and lush valleys. This isn’t just a new season; it's a new marketing playbook, and early-season data from SponsorUnited reveals exactly how brands like the HTA are making their move into the NFL arena

The NFL season is only five weeks in, but the sponsorship landscape is already buzzing with activity. For brand marketers interested in maximizing reach and impact, understanding these early trends can offer a significant edge. SponsorUnited's latest data gives us a peek into the new brands entering the NFL arena so far in 2025  and how their strategies compare to the full 2024 season.

Let's dive into the early insights and what they mean for your brand.

A Fresh Wave of Brands: What's New in 2025?

So far just a few weeks into this season, the NFL has welcomed 335 new brands, accounting for 367 new deals signed. This indicates a strong appetite for NFL partnerships, even this early in the season. 

How does this compare to last year? In the full 2024 season, over 500 new brands purchased sponsorship assets. With 335 new brands already on board in the first month of 2025 is well on its way to meeting or even exceeding last year's totals, suggesting sustained and perhaps growing interest in NFL sponsorships.

Category Spotlight: Who's Making the Biggest Splash?

A few categories are making notable moves this year:

Tourism Takes the Lead: The Tourism sector has emerged as the frontrunner for new brands sponsoring the NFL in 2025. We're seeing prominent names like Visit Melbourne, Hawai‘i Tourism Authority, and Visit St. Petersburg/Clearwater getting involved at various geographical levels. This highlights a growing recognition of the NFL's massive reach and passionate fanbase as a prime audience for destination marketing.

Alcohol Category Shifts: The alcohol industry continues its presence, with 25 new brands securing NFL sponsorship assets. However, the mix is evolving: roughly one-third of these come from the rapidly expanding RTD/spiked beverages category, and another third from spirits. Both significantly outpace traditional beer brands in terms of new entrants, with wine also showing similar new brand activity to beer. This trend reflects broader changes in consumer drinking habits and offers a glimpse into where future alcohol marketing investments might be headed.

Activation Strategies: Where New Brands Are Playing

New brands are primarily utilizing readily accessible and high-visibility assets within venues. The most common choices are:

• The 360 Rotating Ribbon Board 
• Video Board Rotating Billboard
• Stadium TV L-Wrap (Ad or Logo)

These rotating signage options offer a logical entry point for brands making their first foray into NFL sponsorship, providing broad exposure without requiring larger, more complex activations.

Beyond the Numbers: Other Notable Developments

One intriguing return to the sponsorship landscape is the coaches' headset sponsorship, which is back after a three-year hiatus. This season, Sony has expanded its partnership with the NFL to include this prominent placement, signaling renewed value in this high-visibility asset.

What We've Learned from the Opening Weeks

The early weeks of the 2025 NFL season highlight the league's enduring power as a platform for brand engagement, indicating another strong year for sponsorships. Brand marketers should note the strategic category shifts, particularly the rise of tourism and evolving dynamics within the alcohol sector, while also recognizing the untapped potential within niche areas like Vitamins & Supplements. Furthermore, the prevalence of rotating venue signage demonstrates an accessible yet effective entry point for new sponsors seeking to build crucial brand awareness among a highly engaged audience. As the 2025 NFL season progresses, we'll continue to monitor these trends to see how they evolve.