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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
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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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In, Out, Shake It All About: Groove Technologies and InOut Games Partner to Rattle the iGaming Cage
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Groove Technologies, the powerhouse aggregator renowned for its elite content portfolio, today announced a strategic distribution partnership with breakout studio InOut Games, the creative force behind the viral sensation Chicken Road. This move integrates InOut Games’ innovative content directly into Groove’s vast ecosystem, providing its global operator network with access to one of the industry’s most talked-about new providers.
This partnership arrives as InOut Games makes its highly anticipated leap into the slot market with Chicken Royal. Inspired by the iconic crash game that captivated a global audience, this new slot transports the beloved chicken into a dynamic, feature-rich format. Designed to engage both seasoned slot players and fans of the original, Chicken Royal marks a pivotal “in” for the studio, expanding its portfolio beyond crash mechanics and signaling its commitment to versatile, high-impact entertainment.
With the addition of InOut Games, Groove’s entertainment ecosystem now blankets over 150 top-tier game providers. Operators worldwide, connected via Groove’s single, streamlined API, will gain immediate access to a catalogue renowned for its fast-paced thrills and unmatched player engagement.
This partnership is a direct reflection of Groove’s strategy to identify and distribute the content that defines the next wave of player preferences.
Rachel Tourgeman, Head of Partnerships at Groove, said: “Our mission is to keep our partners on the cutting edge, and InOut Games represents exactly the kind of innovative talent that moves the needle. This partnership isn’t just about adding games; it’s about injecting our ecosystem with a unique energy that drives retention and revenue.”
Groove’s enterprise-grade platform, equipped with advanced player engagement tools and real-time analytics, ensures that titles from studios like InOut Games achieve maximum visibility and profitability from day one.
“We are confident this partnership will catapult us to an entirely new level of distribution,” said Vladislav Snak, CEO of InOut Games. “Groove’s reach and technological prowess are the perfect accelerants for our growth as we roll out our expanded portfolio.”
Yahale Meltzer, Co-Founder and COO at Groove, added: “The ‘In’ and ‘Out’ of success in this industry is having the right content with the right partners. With InOut Games, we’re not just bringing a studio in; we’re helping to phase out the ordinary. Their bold transition into slots is a game-changer, and through our platform, that change will resonate across the entire operator landscape.”
The post In, Out, Shake It All About: Groove Technologies and InOut Games Partner to Rattle the iGaming Cage appeared first on European Gaming Industry News.
EvenBet Gaming, a well-known developer of online gaming software, has announced the launch of its new innovative product – EvenBet Spins. This project promises to completely redefine the perception of poker by combining elements of classic poker games with the dynamics of slot mechanics. Even in the online gambling world, where genuine innovations are rare, EvenBet Spins stands out as a genuine breakthrough poised to attract a broad audience of players.
What is EvenBet Spins?
EvenBet Spins is a unique solution that blends poker mechanics and casino game experience into a single product. Unlike traditional poker, which involves long sessions and deep strategies, Spins Poker offers fast-paced and thrilling rounds that last only a few minutes. It is a perfect choice for players who prefer quick games where the outcome can change in a matter of seconds.
In addition, the inclusion of random win multipliers and hyper-turbo rounds adds an extra layer of excitement reminiscent of slot and jackpot games. This means every round can deliver a surprise, making the gameplay even more engaging. EvenBet Spins opens new horizons for those seeking shorter, more dynamic, and visually exciting poker experiences – without losing the familiar core mechanics of the game.
Integration with Casino and Sportsbook Platforms
Spins Poker offers a streamlined integration process tailored for casino and sportsbook operators seeking to expand their product offerings without the operational complexity of a traditional poker environment. The system integrates seamlessly with existing platforms, enabling operators to introduce poker-style gameplay to audiences accustomed to slots or sports betting, while minimizing the management overhead typically associated with a full poker room.
A simplified product structure eliminates the need for a dedicated poker operations team, extensive onboarding, or continuous oversight. Fraud monitoring and AML workloads remain significantly lower when compared to comprehensive poker solutions. As a result, Spins Poker becomes an accessible addition for operators aiming to diversify engagement tools with minimal resource commitment.
According to Dmitry Starostenkov, CEO of EvenBet Gaming, the concept behind Spins Poker focuses on reducing operational barriers for operators. He highlighted several key advantages:
- Straightforward integration into websites or applications;
- No requirement for an internal poker management team, since the product only needs initial setup with periodic adjustments of buy-ins and multipliers;
- Lower operational effort compared to full-scale poker platforms, which typically demand more preparation, configuration, and ongoing optimization;
- The ability for operators to test poker demand among casino and sportsbook audiences without investing in dedicated staff, lengthy integrations, or extensive marketing campaigns.
In essence, Spins Poker serves as a low-risk, low-maintenance entry point into poker verticals. Its simplified mechanics, flexible configuration, and compatibility with casino and sportsbook platforms make it an efficient tool for testing audience interest and expanding engagement without the commitment required for traditional poker solutions.
Design and Mobile Optimization
Special attention has been given to design and mobile optimization in EvenBet Spins. Considering the growing popularity of mobile gaming, the product was developed with a mobile-first approach to ensure maximum user comfort and convenience. The simple interface, intuitive navigation, and fast loading times make the game accessible to players of all experience levels.
The overall design emphasizes minimalism and functionality, ensuring a smooth and comfortable gaming experience. The product also adheres to the latest UX design trends, making it equally convenient on smartphones, tablets, and desktop devices. The mobile version of the game is ideal for players who enjoy gaming anytime and anywhere, making EvenBet Spins accessible to a wide range of audiences.
How EvenBet Spins is Changing the Online Poker Market
EvenBet Spins is not just another poker format – it’s a true revolution in the world of online gambling. It transforms the perception of online poker from a niche game to a new level, where speed and excitement become central to the gameplay.
This product opens new opportunities for both players and operators. The integration of random multipliers, hyper-turbo rounds, and other innovations within poker mechanics not only makes the game more appealing to newcomers but also introduces new engagement tools for experienced players. EvenBet Spins has the potential to set a new standard in the online poker industry and open up new perspectives for online casinos and sportsbooks.
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TCSJOHNHUXLEY, the leading global supplier of world-class casino equipment and services, today announced the strategic acquisition of the dice manufacturing business from Gaming Partners International (GPI).
This landmark acquisition provides TCSJOHNHUXLEY with immediate ownership of GPI’s dice manufacturing capabilities, significantly expanding the company’s production footprint and product portfolio.
With this purchase, TCSJOHNHUXLEY is reinforcing its position as the definitive industry leader. The company will now offer three premier dice brands: TK, Paulson, and TCSJOHNHUXLEY. Crucially, operations will be maintained in both Mexico and Missouri, USA, providing customers with dual supply capabilities for enhanced supply chain resilience and flexibility across all global markets.
This acquisition is a strategic move that enhances TCSJOHNHUXLEY’s core offering, secures its dominance in the dice sector, and ensures the continued delivery of the highest quality and most secure gaming dice to casinos worldwide.
The combined capabilities solidify the company’s commitment to producing the highest standard of precision gaming dice. TCSJOHNHUXLEY’s own “Certified Perfects” Dice are globally acknowledged as the world-wide industry standard for casino gaming dice and are trusted globally for accuracy, quality, and security. Available for Craps, Sic Bo, and Pai Gow, the dice can be specified with razor edge or ball corner profiles, come in various sizes, and are manufactured with dots flush to the surface before being wrapped in the signature gold foil, with options for monogramming or serialization to a casino’s specifications, ensuring complete security.
Tristan Sjoberg, Executive Chairman of TCSJOHNHUXLEY, commented “The acquisition of the GPI dice business is a truly transformative step for TCSJOHNHUXLEY. By immediately securing the renowned TK and Paulson brands, we are fundamentally consolidating our position as the definitive global leader in casino dice manufacturing. Leveraging this increased scale and our dual production capabilities, we can provide customers with unmatched supply security and sustained access to the world’s most precise, trusted, and high-quality gaming dice.”
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