NFL team sponsorship revenue saw an average annual increase of 9.7%  over the last three years, hitting $2.44B in the 2024-25 season, according to our industry leading spend data. If that trend holds, the league could easily surpass $2.5 billion this season and may even approach $2.66 billion by next year if growth remains consistent (learn more in our latest NFL Sponsorships Report). With that momentum in mind, brands are already making moves, starting with NFL training camps…

During training camps and preseason alone, more than 500 brands activated with an Event Content or Activation Asset, averaging 17 brands per asset. Categories like healthcare, automotive, beverage, and financial services were especially active, using this early window to build awareness and connect directly with fans in highly interactive environments.

Some of the most engaging activations came from brands that embraced creativity and interactivity, as documented by SponsorUnited’s team of scouts, who attend and capture a boots-on-the-field perspective of activations. Here are a few:

• AdventHealth partnered with the Tampa Bay Buccaneers to host a quarterback-style throwing competition.

• Kroger installed a wall at the Houston Texans’ training camp inviting fans to “size up” next to their mascot, Toro.

• Lumen Technologies brought an AR-powered “Lumen Lens” and a graffiti wall to the Seattle Seahawks’ camp, combining tech with visual flair.

• Bud Light’s massive inflatable bottle and Coca-Cola’s oversized gloves outside NRG Stadium made for highly visible and shareable brand moments.

Across the league, traditional tabling and sampling efforts remained a reliable way for brands to get product directly into fans’ hands.

These early activations provide more than just brand exposure—they serve as real-time test beds for creative concepts and fan engagement strategies. By observing what drives interaction and capturing early-season fan data, brands can make more informed decisions about how to show up during the regular season and beyond. While these efforts don’t guarantee a competitive edge, they offer a valuable head start in a crowded sponsorship landscape. For brands looking to stay relevant through kickoff, playoffs, and into the postseason, the path to deeper fan engagement may very well start before the first snap.

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