Global sports sponsorship spend did not slow down in 2025—it recalibrated. According to data from SPORTFIVE, brands continued to invest heavily in sport, but the pattern of spend reveals a clear strategic shift. Rather than chasing blanket visibility, sponsors are prioritising relevance, alignment, and long-term value creation.
The result? Some familiar categories remain dominant, while others quietly reposition their role in the sports ecosystem.
Beverages Lead the Global Sponsorship Market
Beverages emerged as the single largest sponsorship category in 2025, accounting for 12.18% of total global spend, valued at US$4.74 billion.
This dominance is no accident. Beverage brands thrive on:
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Mass participation moments
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Cultural rituals around sport
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Live, communal viewing experiences
From stadium pouring rights to athlete endorsements and grassroots activation, beverages benefit from high-frequency engagement and emotional association—making sport one of their most effective marketing environments.
Apparel and Financial Services: Still Core, Still Strategic
Textiles/apparel followed closely with US$4.59 billion (11.77%), reaffirming sport as both a performance platform and a lifestyle signal. Apparel brands increasingly blur the lines between competition, fashion, and street culture—especially in football, basketball, and emerging formats.
Financial services, meanwhile, contributed US$3.77 billion (9.68%), maintaining their stronghold in elite and international sport. Banks, fintech firms, and insurers continue to use sport as a trust-building mechanism—particularly through long-term league and federation partnerships.
Automotive Pulls Back, Precision Moves Forward
One of the most notable shifts is in automotive sponsorship, which stood at US$2.84 billion (7.30%).
While still significant, the category has clearly pulled back compared to previous years. Rather than broad exposure, automotive brands are focusing on:
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Premium properties
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Technology-led storytelling
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Sustainability and innovation narratives
This reflects a wider industry transition as automotive brands rethink mobility, electrification, and experiential marketing in sport.
Betting, Retail, Services and Tech: Consolidation Over Scale
Mid-tier sponsorship categories reveal another key trend—consolidation.
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Retail: US$2.74bn (7.02%)
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Betting/Gaming: US$2.41bn (6.19%)
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Services: US$2.11bn (5.41%)
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Consumer Care: US$1.44bn (3.70%)
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Technology: US$1.44bn (3.69%)
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Airlines: US$1.42bn (3.63%)
Rather than spreading spend across multiple properties, these sectors are increasingly committing to fewer, deeper partnerships—often tied to data access, fan engagement rights, or content integration rather than logo placement alone.
The Long Tail Still Matters
Interestingly, the “Other” category remains the largest combined segment, totalling US$11.46 billion (29.43%).
This long tail includes:
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Emerging consumer brands
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Regional sponsors
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D2C players
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Niche technology and lifestyle companies
It highlights how sport continues to attract diverse capital beyond traditional blue-chip sponsors—especially as digital platforms lower entry barriers.
What This Means for 2026
The takeaway is not that brands are spending less—but that they are spending smarter.
Sport sponsorship in 2026 will be shaped by:
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Fewer but more strategic partnerships
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Deeper integration across media, data, and community
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Stronger alignment with values, identity, and long-term growth
Reach alone is no longer the KPI. Relevance is. For rights holders, leagues, athletes, and federations, the message is clear: those who understand their audience, articulate their value, and offer meaningful partnership platforms will continue to attract capital—even in a more disciplined market.
