In the ultra-competitive world of ticketing sponsorships, brands are in a high-stakes battle for visibility and long-term positioning across major pro sports and Power 4 college conferences. With total sponsorship spend in the category reaching $361 million, it’s clear that ticketing companies view these deals not just as marketing plays, but as strategic footholds. A total of 23 brands are actively investing, with the average deal size clocking in at $1.49 million—65% of which goes toward property rights and exposure, a commitment that often offsets slotting fees for primary ticketing rights.

Ticketmaster and SeatGeek dominate the field, holding 107 and 83 deals respectively, with clear intentions of owning entire ecosystems. For brands, it’s a landgrab: being everywhere matters. But to do that effectively, ticketing companies need clear visibility into which competitors are active with which teams, where expiring deals offer opportunity, and how rights are being activated across leagues.

The percentage of time assets are purchased in part of sponsorship deals:

For sponsorship buyers—whether Partnership Managers, VPs of Sponsorships, or Directors of Business Development or CMO’s—clarity around competitor activity, market rates, and the evolving mix of primary and secondary rights is essential. With so many deals layered and non-exclusive, understanding which assets are in play, where overlaps occur, and how categories are being activated helps inform smarter negotiations and sharper positioning.

Access to real-time sponsorship data and spend benchmarks empowers these teams to spot white space, identify undervalued assets, and anticipate shifts in the competitive landscape. In a category where timing, visibility, and long-term alignment are everything, having a clear picture of the deal flow and league-by-league trends isn’t just helpful—it’s a strategic advantage.