Technology Marketing Partnerships Report 2023

September 21, 2023

Technology continues to reshape virtually every aspect of our lives—so it’s no surprise that the industry’s presence in the sponsorship universe is also growing and evolving in game-changing ways. No tech sector has generated more headlines recently than artificial intelligence (AI), a $100 billion market that’s forecast to grow twentyfold to nearly $2 trillion by 2030. AI and machine learning sponsorships increased 65% in the last year—a figure that’s poised to skyrocket exponentially as AI steadily infiltrates virtually every industry.

  • During the 2022–23 season, tech brands generated $295 million in sponsorship revenue across NFL, NBA, MLB, and NHL teams
  • AI & Machine Learning has seen the greatest growth in sponsorship volume since 2022
  • Cloud and data solution providers continue to expand their sponsorships within major professional sports and these sports’ television broadcasters


This report offers an in-depth analysis of brand sponsorships, endorsements, and social engagement across the technology industry in sports, music, streaming, and out-of-home rights holders. Compiled using SponsorUnited’s proprietary platform, the data encompasses more than 1,300 brands, 5,250 assets, and over 11,000 social posts.

Tech industries include: AI / Machine Learning, Cloud, Data & CRM Solutions, Digital Audio, eCommerce, Hardware, IT & Network Services, Multiline, NFT, SaaS, Security, Software, Web / App (Other), Web / App (Sports & Games) and Web / App (Visual, Social & Collaboration).

The report was jointly authored by SponsorUnited’s Marketing Research & Insights, Analytics and Marketing Departments, using data from January 2021 through August 2023.

About SponsorUnited:

Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.

With over 250,000 brands, 1.1 million deals, and 10 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.

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