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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 |
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| Top Drivers |
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| Top Challenges |
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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.
NetBet, a leading online gaming platform, has announced an exciting new partnership with world-renowned boxing & MMA podcast the Fight Disciples, co-hosted by award-winning broadcasters Adam Catterall and Nick Peet.
The partnership will span some of the UFC’s biggest events, including Max Holloway vs. Dustin Poirier at UFC 318, as well as major upcoming boxing bouts.
This partnership builds on NetBet’s recent announcement as the official betting partner of the UFC in the UK and other parts of Europe. It will play a key role in boosting visibility for NetBet’s popular UFC Predictor Game. As part of the collaboration, NetBet branding will feature across all Fight Disciples UFC content, including behind-the-scenes access and exclusive fighter interviews.
Part of this deal will also see the Fight Disciples and NetBet team up to provide all-encompassing coverage for three huge upcoming boxing fights; Oleksandr Usyk vs Daniel Dubois, Katie Taylor vs Amanda Serrano and Saul ‘Canelo’ Alvarez vs Terrance Crawford.
Adam Catterall, co-host of the Fight Disciples Podcast, said: “We’ve always prided ourselves on being the voice of the fight fan, so teaming up with NetBet – the official sportsbook and betting partner of the UFC – is a massive moment for us. This partnership gives us the opportunity to get even closer to the action and, more importantly, bring our audience along with us. Whether it’s behind-the-scenes insight, exclusive content, or on-the-ground access at the biggest events, it’s all about delivering that front-row feeling to our listeners.”
Tristan Wootton, Head of UK at NetBet added: “With NetBet making huge waves in the world of fight sports, this partnership with the Fight Disciples represents another exciting opportunity with regard to brand development. We feel confident that our players will enjoy the engaging content produced from this partnership, with so many brilliant UFC and boxing shows just on the horizon!”
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Soft2Bet continues its strategic expansion in Romania through its rapidly growing online entertainment brand, Don.ro, which has entered a multi-year agreement as the main sponsor of CFR 1907 Cluj, one of Romania’s leading football clubs.
Beginning with the 2025-26 Liga 1 season, leading Romanian brand Don.ro’s logo will feature prominently on CFR Cluj’s home and away kits, training gear, and throughout the “Dr. Constantin Rădulescu” stadium. The partnership with CFR Cluj also includes a slate of live and digital activations powered by Soft2Bet’s innovative platform, designed to deepen fan engagement.
“We are excited to announce our partnership with Don.ro, a Romanian brand that shares our values of performance, professionalism, and the desire to build something lasting. The fact that Don.ro is becoming the main partner of our club is both a validation of the work we do every day and an important step in strengthening CFR Cluj’s image both nationally and internationally.
We are pleased to have a dynamic partner by our side, one with a modern vision who believes in the power of sport to inspire and bring people together. Moreover, Don.ro has chosen to offer each season ticket holder this season an official jersey — a gesture of appreciation for the passion and loyalty with which they support us.” — Cristian Balaj, CFR Cluj President.
The partnership between Soft2Bet and CFR Cluj brings together Don.ro’s award-winning online gaming brand and a club with a rich history of success, including eight league titles, four Romanian Cups, and four Super Cups. Both sides are driven by a commitment to high performance, bold ambition, and fresh ideas, which makes this collaboration especially well-aligned.
“We are honored to join the CFR Cluj family, a symbol of excellence in Romanian football. This partnership reflects the shared values that bring us together — performance, responsibility, and respect for the community.
At Don.ro, we are committed to promoting a safe and balanced entertainment environment, and through our collaboration with CFR Cluj, we aim to deliver a strong message about the importance of responsible play, both on and off the field.” — Marius Mirasovici, Official representative of Don.ro brand
The partnership is designed to deliver real value to Don.ro’s players and the wider local community. With Soft2Bet’s backing, Don.ro will launch a range of activations tailored to Romanian audiences, such as exclusive match-day experiences, localised campaigns, community events, and responsible gaming initiatives, bringing fans closer to the action and rewarding their loyalty in meaningful ways.
Oksana Tsyhankova, Chief Marketing Officer at Soft2Bet, highlighted: “At Soft2Bet, we excel in building powerful and award-winning brands that forge deep connections with players through localised experiences. Don.ro’s partnership with CFR Cluj embodies this vision,combining a top-performing club with our drive for tailored gamified experiences, product excellence, and a passion for performance.”
Launched in 2024 and recognised as “Best Launch of the Year” at the 12th Meeting of Gambling Professionals, Don.ro delivers over 3,484 casino games, a full live-dealer lineup, and a complete sportsbook. The platform runs on Soft2Bet’s proprietary MEGA (Motivational Engineering Gaming Application) technology, which enhances player engagement through mission-based features and in-game challenges.
The post Soft2Bet’s brand Don.ro Becomes Main Sponsor of CFR Cluj in Multi-Year Agreement appeared first on European Gaming Industry News.
Here are this weeks latest slots releases compiled by European Gaming
PG Soft has served up a classic slot with its Diner Frenzy Spins. This is a 5-reel, 4-rows video slot featuring connecting ways and sticky symbol respins. Diner Frenzy Spins is set within a vibrant, retro-futuristic diner with a buzzy atmosphere thanks to a playful soundtrack. During any spin, the Mystery Respin may be randomly triggered while the reels are spinning.
ELA Games calls back to a classic yet luxurious gaming experience with its new title, Juicy Crystal. The game offers a unique and modern twist on the beloved and familiar fruit machine format, featuring timeless symbols and rich visuals. The studio’s trademark attention to detail and quality delivers a game that’s exciting, memorable and elegant.
Amusnet presents its newest Online Casino portfolio expansion – a royal-themed slot filled with exciting bonus features. The release adds to the fun of the player-favourite Extra Crown game series, this time with six reels and 100 paylines, top-notch graphics and a vibrant soundtrack. A total of 11 symbols are scattered across the now six reels and 40 fixed paylines, along with some special features that make the gameplay more engaging and fun.
Play’n GO illuminate their classic Moon Princess universe once more with Moon Princess Stargazing, a grid slot set among icy stars and rising multipliers. Set beyond Neptune in the icy reaches of the Kuiper Belt, Moon Princess Stargazing marks a radiant new chapter in one of Play’n GO’s most celebrated series. Players reunite with Star, Nova and Astra – the celestial trio whose powers help forge constellation connections and unlock sky-high wins.
Step into the golden sands of Ancient Egypt with Ra’s Relics Bonanza, a thrilling 6×5 cascading slot adventure from Booming Games! Land 8 or more matching symbols anywhere on the reels to secure a win, as winning symbols vanish and new ones tumble down, unlocking endless chances for treasure. Keep an eye on the Divine Scarab, collecting scatter symbols throughout the base game and triggering Free Spins at any moment.
The post Week 27/2025 slot games releases appeared first on European Gaming Industry News.
NetBet Partners with Fight Disciples
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