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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.
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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.
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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.
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Celebrated strategy game The Battle of Polytopia confirms its first ever World Championships has exceeded expectations with over 10,000 sign-ups in its qualifying rounds. While no stranger to tournaments, previously hosting smaller scale, local tournaments called ‘Polysseums’, developer Midjiwan’s first step into global esports has been met with extreme success. The inclusive esports event has a $10,000 prize pool and will conclude on 6 December 2025, 14:00-21:00.
The finals will take place in front of a live-studio audience, with expert commentary and a chance to peek behind the scenes at Midjiwan itself. First place will receive $4,000, the runner-up will take away $2,000, the third and fourth place finishers will get $1,500, and the fifth and sixth place $500.
The Polytopia World Championship 2025 is being hosted by eSports platform, Challengermode, who Midjiwan has relied on for its monthly local tournaments since 2022. Midjiwan also partnered with Black Molly Entertainment to help organise and manage the event. Black Molly Entertainment have years of experience managing eSports tournaments, with notable events including the Geoguesser World Cup and CS:GO Pinnacle Cup Championship.
Midjiwan has worked closely with its community to ensure engagement is high with each round, building a bespoke ‘Spectator Mode’ into the game so fans can watch each game live through the game itself. In the spectator mode the viewer has visibility of all players simultaneously, with stats on how many cities, technologies, kills and more available for quick access.
Christian Lovstedt, CEO of Midjiwan commented:
“Polytopia has always been about welcoming all kinds of players into the world of 4X strategy. That’s why our championship is open to everyone – not just pros with sponsors. We’ve been thrilled at the amount of interest this tournament received from our community, reaching participation numbers way beyond our expectations. We’re excited to bring the finalists to Stockholm and can’t wait to see the strategies that emerge.”
The Polytopia World Championship 2025 kicked off in September, with its ‘Battle of the Tribes’ qualifying round – weekly battles where players competed to be the best in each of the game’s 12 tribes. After an exciting six weeks, the top player from each tribe faced-off, reducing the qualifiers to six finalists. These six winners are listed down below.
|
Tribe |
Qualifying Player |
|
IMPERIUS |
ArthurL248 |
|
BARDUR |
slimmingboy |
|
OUMAJI |
Dreamlander3000 |
|
HOODRICK |
Theetat |
|
XIN-Xi |
LeLiberateur |
|
LUXIDOOR |
Meisterlampe |
Recaps of each round of the tournament prior to the finals can be watched on the official Battle of Polytopia YouTube channel.
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Part 1: Polytopia World Championship 1st Qualifiers Wrap-Up – BARDUR, IMPERIUS, KICKOO, ZEBASI
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Part 2: Qualifiers Wrap-Up – Oumaji Hoodrick Yadakk & Quetzali – World Champoinship 2025
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Part 3: Final Qualifiers Wrap-Up – Xin-Xi, Luxidoor, Ai-Mo & Vengir – World Championship 2025
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Face-off stream: https://youtube.com/live/GnU6mWPoJiY?feature=share
To watch the finals live on December 6,visit here: https://polytopia.io/stream/
To stay up to date on the Polytopia World Championship 2025, or purchase one of the limited tickets for the live event, visit the official website or join the Official Polytopia Discord.
The post POLYTOPIA WORLD CHAMPIONSHIP 2025 BREAKS RECORD PARTICIPATION AS FINALS DRAW CLOSER appeared first on European Gaming Industry News.
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Second Prize Drop of N1 Puzzle Promo: Top Affiliates Score Porsche, Cartier, Leica & Apple for Driving High-Quality Traffic
N1 Partners is w
rapping up the second lottery of the N1 Puzzle Promo! From September 1 to November 30, partners were actively collecting puzzle pieces for FTDs and climbing the rankings to secure their place among the winners.
A notable trend this season: the Top-5 leaders by traffic and collected puzzles differ from the main leaderboard. This means some partners slowed down, while others pushed harder — and now have every chance to boost their position in the overall standings by the end of the promo.
Five luxury prizes will be awarded to partners with consistently strong performance who entered the Top-5 by puzzle count during the second mini-lottery period.
Which prizes did the leaders receive?
1st place — MacBook Pro
C*** *****h
2nd place — Porsche eBike Sport
A***********t
3rd place — Cartier Santos Medium watch
T****** ****d
4th place — Leica Q2 camera
P******k
5th place — Apple Vision Pro
S** ****s
“The promo is entering its final stretch — a crucial checkpoint for the entire N1 Puzzle Promo, where the fate of the leaderboard may be decided,” notes Alexa Bond, Head of Affiliates at N1 Partners. “With one month left until the end, even those who joined later still have a chance to make a breakthrough, while the leaders can strengthen their positions and widen the gap. N1 Puzzle Promo isn’t about luck — it’s about consistent work and mutual trust between partners and the affiliate program.”
The Grand Finale in Barcelona Is Getting Closer
The race continues: the more puzzle pieces collected throughout the promo, the higher the ranking — and the greater the chance to fly out of Barcelona in your very own helicopter!
On January 20, 2026, in Barcelona, during iGB Affiliate and ICE, N1 Partners will host the final N1 Puzzle Promo party, where winners will receive exclusive gifts — and the grand prize: a Robinson R22 Beta II helicopter.
Guests of the event can also expect:
- Exclusive prize ceremony;
- Live performance by top artists and the evening’s headliner (announcement coming soon)!
- Activities and surprises from the N1 Partners team;
Still Not Too Late to Join
N1 Puzzle Promo runs until December 31, 2025, and partners still have time to collect puzzle pieces, climb the leaderboard, and compete for the grand prize and additional rewards. Traffic from Tier-1 GEOs counts toward the ranking, and only registered N1 Partners partners can participate.
All details and registration are available at: https://n1.partners/puzzle_promo
There’s still time! Collect your puzzle pieces, level up in the leaderboard — and your team might be the one taking home the Robinson R22 Beta II right off the stage in Barcelona!
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bet365 PARTNERS WITH INSPIRED ENTERTAINMENT TO LAUNCH A BESPOKE GAME: SPIN O’REELY GRAND CHANCE
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Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems, and solutions, is thrilled to announce the exclusive launch of its brand-new, bespoke slot game, Spin O’Reely Grand Chance, in collaboration with long time partners bet365.
Expanding bet365’s popular exclusive Irish-themed Spin O’Reely game series, the game will initially be available to players in the UK, Ontario, and New Jersey, with more markets to follow soon. The game can also be accessed via the bet365.com domain.
Spin O’Reely Grand Chance builds on Inspired’s successful Golden Winner slot, combining its fan-favourite mechanics with new features. This 5×3 slot includes a Free Spins bonus round with multipliers and the potential for additional Free Spins. Players will also discover dynamic reel upgrades, bell announcements, prize pots, a progressive bonus feature and the Golden Grand Chance Cherry feature.
Claire Osborne, VP of Interactive at Inspired Entertainment, said: “We’re thrilled to expand our long-standing partnership with bet365 through the launch of Spin O’Reely Grand Chance. By combining the proven mechanics of one of our top-performing titles with the lively charm of a bet365 Irish-themed classic, we’ve created a game that’s built for success. We can’t wait to see players enjoy it and look forward to building on this momentum together.”
A bet365 spokesperson said: “We are delighted to launch Spin O’Reely Grand Chance in collaboration with Inspired. This game combines enjoyable mechanics with innovative features that will provide our players entertaining gaming experience. We are confident that Spin O’Reely Grand Chance will be a popular addition to our portfolio of cutting-edge content.”
Experience the exciting new collaboration between bet365 and Inspired Entertainment with Spin O’Reely Grand Chance, available now exclusively at bet365.
The post bet365 PARTNERS WITH INSPIRED ENTERTAINMENT TO LAUNCH A BESPOKE GAME: SPIN O’REELY GRAND CHANCE appeared first on European Gaming Industry News.
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