Latest News
Astute Analytica: Global Football Sponsorship Market to Hit Valuation of US$57.99 Billion by 2032 at 4.4% CAGR
According to Astute Analytica, the global football sponsorship market was valued at US$39.36 billion in 2023 and is projected to attain a market valuation of US$57.99 billion by 2032 at a CAGR of 4.4% during the forecast period 2024 to 2032.
Football enjoys incredible global popularity, making it a massively attractive sponsorship space. Major international brands like Nike, Adidas, Emirates and Coca-Cola are leading this charge, showcasing the universal appeal of football across various industries. Wherein, European football clubs, particularly giants like FC Barcelona, Manchester United and Real Madrid, dominate the football sponsorship market in terms of sponsorship revenue. Manchester United’s kit deal with Chevrolet, worth £64 million annually, and Arsenal’s multi-million-dollar agreement exemplify their commercial strength. Real Madrid’s massive digital footprint, with over 500 million social media followers, further amplifies its attractiveness to sponsors in this evolving digital landscape. The Lionel Messi and Cristiano Ronaldo’s introduction of sleeve sponsorships highlights this evolving market, where clubs are finding new and innovative ways to partner with brands.
Request Free Sample Copy at https :// AstuteAnalytica. com/request-sample/football-sponsorship-market
Broadcast Reach and Growing Opportunities
Football broadcasts command substantial sponsorship revenue in the football sponsorship market. The Premier League’s record-breaking £4 billion domestic broadcast rights deal and the $1.7 billion in sponsorship generated by the 2022 FIFA World Cup underscore the sport’s massive commercial potential on a global stage. Women’s football is also becoming a significant player with the Women’s Super League’s partnership with Barclays signifying a shift towards greater inclusion within the sponsorship landscape.
Individual Stars and Changing Dynamics
Superstars like Lionel Messi and Cristiano Ronaldo wield immense influence with their personal endorsement deals rivalling those of clubs. Meanwhile, tech companies like Rakuten and Tencent are making inroads into the sponsorship scene, signalling changing market dynamics. Even nostalgia has become a marketable asset, seen in Manchester United’s successful retro-themed merchandise collaboration with Adidas.
Key Findings in Football sponsorship Market
| Market Forecast (2032) | US$57.99 billion |
| CAGR | 4.4% |
| Largest Region (2023) | Europe (34.9%) |
| By Type | Team Sponsorship (35.6%) |
| By Origin | Domestic Sponsorships (61.2%) |
| By Sponsorship Provider | Industries/FMCG/Brand (45.5%) |
| Top Trends |
|
| Top Drivers |
|
| Top Challenges |
|
Football Sponsorship Market, Investment Outlook: Gambling Companies are Becoming Leader, Team Sponsorship Contribute over 35% Revenue
The 2023/24 Premier League season showcases a diversity of clothing brands sponsoring its 20 teams. Adidas, Nike and Umbro are among the most prominent suppliers. Notably, Puma continues its sponsorship of defending champions Manchester City, a partnership that began in the 2019/20 season. In fact, Astute Analytica’s study reveals that team sponsorship segment dominated the global football sponsorship market by capturing more than 35.6% revenue share.
Wherein, gambling companies have a significant presence in the Premier League with eight out of the 20 clubs displaying such sponsors on their shirts. However, this trend may see a shift as the Premier League intends to gradually remove gambling sponsorship on matchday shirts by the 2026/27 season. Financial services are also well-represented with five shirt sponsors belonging to this sector. Sleeve sponsorships are a major revenue source for clubs with 19 out of the 20 clubs securing deals for the season. These deals range in value from half a million to ten million pounds. The Premier League boasts ten official partners listed on their website, which includes the official licensee Sorare.
Global Football Investments, FMCG Sectors is Leader with 45.5% Revenue Share
Industries/FMCG/Brand holds the lion’s share at 45.5% of the global football sponsorship market. The synergy between football’s global reach and brand recognition is potent. Global brands such as Coca-Cola and Pepsi have historically spent about 12% of their total advertising budgets on football sponsorships. These brands in the football sponsorship market recognize the power football has in influencing consumer behaviour; stats from 2022 revealed that 15% of surveyed consumers were more likely to purchase a product endorsed by their favourite football team.
Additionally, the trend of emerging industries seeking visibility like tech companies and e-commerce platforms added another 10% to this segment in recent years. The airline industry is an emerging investor in football sponsorships with the total value of these deals surpassing $521 million. Notable examples include Paris Saint-Germain’s $80 million deal with Qatar Airways and Real Madrid’s agreement with Emirates Airlines, worth between $68.1 million and $70 million.
Real Madrid takes the lead in the 2024 sponsorship arena with two major deals: Fly Emirates at €70 million and HP at the same value. Following closely is Paris Saint-Germain’s €65 million sponsorship by Qatar Airways and Barcelona’s €57 million deal with Spotify. Standard Chartered Bank leads as Liverpool FC’s top sponsor with an annual contribution of $59.50 million. Liverpool has partnered with 24 brands in total and its top-five partners generate 80% of the club’s overall sponsorship income.
Sports Sponsorship Trends
The sports sponsorship market is projected to experience a CAGR of 7.4% from 2024 to 2032. The Middle East continues its position as the leading investor in football sponsorship market with its major airlines heavily involved. Global brands like Red Bull and Coca-Cola demonstrate the extensive scale of sports sponsorship investments through their multi-billion-dollar deals. Brands are strategically seeking favourable valuations with a marketing value-to-cost ratio of 1.5 to 2 becoming an increasingly common trend. There’s also a growing focus on niche sports and sponsorships with strong ties to corporate social responsibility (CSR) initiatives.
Explore Research Methodology at https :// AstuteAnalytica. com/request-methodology/football-sponsorship-market
Top Recent Sponsorship Deals
- Emirates and Real Madrid: In 2022, the airline extended its shirt sponsorship with the club through 2026 for €70 million annually.
- Spotify and Barcelona: Audio streaming giant Spotify became Barcelona’s main sponsor in a four-year, €280 million deal starting in 2022, covering stadium naming rights and shirt sponsorship.
- Adidas and Manchester United: In 2023, Adidas renewed its kit supply deal with Manchester United for ten years at £75 million per year.
- Jeep and Juventus: The automaker extended its shirt sponsorship with the Italian club through 2024 at €45 million per season.
- Standard Chartered and Liverpool: The bank has sponsored Liverpool’s shirts since 2010 with the current £40 million annual deal running through 2023.
Europe Dominates Global Football Sponsorship Market With Revenue Share of over 34%
Europe is leading the global football sponsorship landscape, commanding a substantial 34.9% market share. The prestigious Champions League is a major revenue driver, having generated €3.2 billion in broadcast and sponsorship fees in 2023 alone with €2 billion of that going directly to participating clubs. The United Kingdom stands out as Europe’s sponsorship powerhouse with its football clubs boasting an average sponsorship and commercial revenue of €136.8 million in 2023. France’s Ligue 1 has also witnessed impressive growth with sponsorship revenues soaring from €355 million in 2016 and has been growing at a CAGR of 8% ever since. Even smaller clubs aren’t left behind with Nike inking an impressive $5.95 million, five-year kit sponsorship deal with Dutch club AZ Alkmaar.
Global sportswear giants Adidas and Nike, along with Emirates, remain dominant players in European football sponsorship market. The English Premier League has the highest sponsorship valuation, reaching £321 million for its top club in 2021. Interestingly, the gambling industry leads sponsorship activity within the Premier League while La Liga sees a strong presence of financial services companies. Iconic clubs like Real Madrid and Barcelona hold some of the most lucrative sponsorship deals in the game with Fly Emirates and Spotify as their respective partners. Overall, the European football sponsorship market was a behemoth in 2022, hitting a valuation of €29.05 billion.
A notable trend is the domestic focus of sponsorships with 66% of shirt sponsors for top European clubs in 2019/20 hailing from the same country as the club. However, the Middle East is a significant source of funding for leading European clubs, contributing a hefty €250 million in sponsorship deals. Premier League clubs continue to rake in the cash, earning a total of £349.1 million from shirt sponsorships in the 2022/23 season. Individual deals like Manchester United’s £64 million per year agreement with Chevrolet and Arsenal’s £50 million per year Emirates deal (including stadium naming rights until 2028) highlight the magnitude of these partnerships.
The future of European football sponsorship market looks bright. The 2023/24 Premier League season features eight different kit suppliers, a testament to the diversity of brands involved. Notable events like Chelsea starting the season without a primary shirt sponsor and Manchester United’s extended Adidas deal underscore the dynamic nature of this market. Insurance companies are also stepping up their game, investing $583.6 million in sports sponsorships in 2022 with a substantial portion targeting the football world.
Global Football Sponsorship Market Key Players
- Adidas AG
- Barclays
- Betway Group
- Deloitte
- Electronic Arts Inc
- Macron E-Commerce Piva
- Nike Inc
- PepsiCo Inc
- Puma SE
- Red Bull GmbH
- Samsung Electronics Co Ltd
- The Coca-Cola Company
- The Emirates Group
- Under Armour Inc
- Other Prominent Players
Key Segmentation
By Type:
Individual
- Kit Sponsorship
- Match day Sponsorshi
Team Sponsorship
- Kit Sponsorship
- Match day Sponsorship
- Media Sponsorship
- Title Sponsorship
Association Sponsorship
- Kit Sponsorship
- Match day Sponsorship
- Title Sponsorship
- Media Sponsorship
Event Sponsorship
- International Events
- Regional Events
- National Events
- Local Events
- Others
By Sponsorship Provider:
- Industries/FMCG/Brand
- Media Houses
- Sports Agency
- Others
By Origin:
- Domestic
- International
By Region:
Americas
- United States
- Brazil
- Mexico
- Rest of Americas
Europe
- United Kingdom
- Germany
- France
- Italy
- Spain
- Portugal
- Netherlands
- Belgium
- Turkey
- Rest of Europe
Pacific
- Australia
- Rest of Pacific
Africa
- Nigeria
- Ghana
- Rest of Africa
East Asia
- China
- Taiwan
- Macau
- Hong Kong
- South Korea
- Japan
- Rest of East Asia
West Asia/Middle East
- UAE
- Saudi Arabia
- Qatar
- India
- Israel
- Rest of West Asia/Middle East
ASEAN
- Brunei
- Cambodia
- Laos
- Indonesia
- Malaysia
- Myanmar
- Philippines
- Singapore
- Thailand
- Vietnam
Purchase a Full Copy of the Report at https: //www. AstuteAnalytica. com/industry-report/football-sponsorship-market?buy_now=true&license_type=single
The post Astute Analytica: Global Football Sponsorship Market to Hit Valuation of US$57.99 Billion by 2032 at 4.4% CAGR appeared first on European Gaming Industry News.
Reading Time: 2 minutes
– National Lottery ‘Add some play to Christmas’ campaign supported by enhanced protection measures –
– In a UK National Lottery first, Allwyn becomes a Level 3 Gift Responsibly supporter –
National Lottery operator Allwyn has unveiled its multi-channel ‘Add some play to Christmas’ campaign, which puts National Lottery Scratchcards at the heart – positioning them as a fun way to come together, no matter the occasion or the group.
As part of that, Allwyn has once again signed up to the National Council on Problem Gambling’s (NCPG) 2025 Gift Responsibly Campaign – this year as a Level 3 sponsor, the highest possible level and a UK National Lottery first.
Founded in the early 2000s, the Gift Responsibly Campaign works to raise public awareness about the risks of youth gambling. Through partnerships with lotteries and other organisations, the campaign educates communities about the risks of buying lottery products for children.
As part of its commitments as a Level 3 supporter, Allwyn will carry a ’18+ Gift Responsibly’ mark across its National Lottery gifting-related festive advertising – to re-iterate the need for people to be 18 or older to buy, gift, receive and play.
The company has also created three brand new bespoke creative assets promoting responsible play that it will use:
- across its @TNLUK and @AllwynUK social media channels
- on in-store National Lottery media screens
- as part of a digital campaign
Allwyn already carries out extensive training with its 43,500 retail partners to prevent underage and excessive play, as well as running a rigorous ‘Operation Guardian’ programme for mystery shopping and knowledge checks with National Lottery retailers to ensure compliance.
The company’s advanced NCPG participation will also see it prompting its tens of thousands of retail partners to remind their customers to gift National Lottery products responsibly this festive season, through direct communications and trade advertising.
Jordana Jackson, Head of Participant Protection at Allwyn, commented: “Since becoming National Lottery operator early last year, we’ve made great progress on our participant protection plans. We’re proud to once again be supporting the NCPG’s Gift Responsibly Campaign and, for the first time in the UK National Lottery’s history, commit to Level 3 sponsorship – the highest level of support possible. This commitment includes a range of activity to remind everyone that, while National Lottery Scratchcards can add festive fun and help raise over £30m a week for Good Causes, they’re strictly for adults.”
The post Allwyn commits to highest level of 2025 Gift Responsibly Campaign appeared first on European Gaming Industry News.
Latest News
LeoVegas Group signs partnership deal with Valletta FC and boosts local footprint in Malta
Reading Time: 2 minutes
LeoVegas Group has entered into a two-year partnership agreement with Malta Premier League club Valletta Football Club. As Exclusive Online Gaming Partner, the LeoVegas Group corporate brand will feature on the men’s squad’s match kits, at training grounds, and prominently across the club’s digital channels. The partnership will enhance the Group’s brand visibility and commitment to the local community, while further strengthening its position as an employer of choice in igaming.
LeoVegas Group and Valletta Football Club, one of the most successful clubs in Malta’s history, today announced a new partnership that will see LeoVegas Group’s corporate brand become the club’s Exclusive Online Gaming Partner during the 2025/2026 and 2026/2027 seasons. The agreement includes match kit sleeve branding for the men’s squad, visibility across all club facilities, including the Rabat Football Ground and Dangli Football Ground and the matchday fanzone, as well as branding on the squad’s training bags. The club’s digital channels, which have tens of thousands passionate followers on social media such as Instagram and Facebook, will regularly feature the LeoVegas Group logo in their content.
As partners, LeoVegas Group and Valletta Football Club will also collaborate to create exciting branded experiences across the Maltese capital for both fans and employees. Group employees can look forward to exclusive matchday opportunities and VIP experiences. The partnership enables LeoVegas Group to further strengthen corporate brand awareness across the Maltese islands and continue positioning the Group as an employer of choice for talent seeking careers in the growing igaming industry.
Additionally, the partnership includes branding on the youth team’s kit. This shirt sponsorship opportunity will be donated by LeoVegas Group to a local non-governmental organization (NGO), which will be selected through a popular vote by club members during a club meeting.
Stefan Nelson, LeoVegas Group CFO and Malta Managing Director, said “We are very proud to partner with Valletta FC, one of the most successful and popular clubs in Malta. Our Group has considered itself a partly Maltese company almost since its inception, and we are thrilled to collaborate with the capital’s club to create exciting opportunities for fans, employees, and future talent alike. When two strong lions join forces, great things can happen!”.
Claudio Grech, Valletta Football Club President, said “This partnership brings together two brands that share Malta’s global reputation for excellence in gaming, entertainment, and sport. LeoVegas Group has become a world leader in mobile gaming while Valletta FC stands as Malta’s largest football club. Both of us thrive on delivering excitement and engagement — whether through live football or immersive digital experiences. We also share a forward-looking vision that embraces technology and online communities to connect with our audiences. As LeoVegas Group continues to expand internationally, Valletta FC is equally determined to evolve into a regional football powerhouse, making this collaboration a natural and powerful alignment of ambition, innovation, and Maltese pride”.
The post LeoVegas Group signs partnership deal with Valletta FC and boosts local footprint in Malta appeared first on European Gaming Industry News.
Latest News
Gamblers Connect Named Finalist in Three Categories at the International Gaming Awards 2026
Reading Time: < 1 minute
Gamblers Connect has been officially shortlisted in three categories at the International Gaming Awards 2026, one of the most respected global recognitions within the gaming and iGaming sectors.
This announcement marks an important milestone for the company, reflecting its continued growth, consistent industry presence and long-term commitment to responsible and high-quality affiliate operations.
Gamblers Connect has been shortlisted in three distinct categories: Affiliate (Company) of the Year, recognising its public-facing affiliate excellence; the Great Place to Work Award (Operator), highlighting the strength of its internal culture; and the Safer Gambling Award, which reflects the company’s commitment to responsibility standards across its operations.
The 19th annual International Gaming Awards will be held on 18th January during ICE Barcelona. It is regarded as one of the leading global recognitions for excellence across the gaming industry. Each year, the IGA highlights companies that show innovation, quality, responsibility and meaningful contribution to the sector.
Gjorgje Ristikj, Founder of Gamblers Connect, said: “Being shortlisted across three very different categories shows our strength on multiple levels. It recognises our public-facing work, the culture behind it and the responsibility standards that guide everything we do.”
The post Gamblers Connect Named Finalist in Three Categories at the International Gaming Awards 2026 appeared first on European Gaming Industry News.
-
Latest News3 months ago
Duels for Friends in Trophy Hunter. Invite your friends and create a shared space for fun and competition.
-
Latest News2 months ago
Announcement: 25th September 2025
-
Latest News3 months ago
Flamez – A Fiery New Online Casino Contender from Ganadu
-
Latest News2 months ago
GR8 Tech’s Bet It Drives Wraps Season 1 with Stephen Crystal—From Las Vegas Legends to Global Gaming Leadership
-
Latest News2 months ago
AI-Powered Gamification Arrives on Vegangster Platform via Smartico
-
Latest News2 months ago
The Countdown is On: Less Than 3 Months to Go Until The Games of The Future 2025 Kicks Off in Abu Dhabi
-
Latest News2 weeks ago
JioBLAST Launches All Stars vs India powered by Campa Energy: A New Era of Creator-Driven Esports Entertainment
-
Latest News2 months ago
Adidas Arena Set to Welcome the 2026 Six Invitational
You must be logged in to post a comment Login