The best and most interesting sports for sponsors

Sports sponsorship is big business. The market’s value was estimated at USD$66.1 billion in 2022, and is projected to grow at a compound annual growth rate of 6.36% between now and 2030, where it is expected to reach an overall value of almost USD$108 billion.

Sport commands a universal appeal among all sorts of communities, nations and social strata, making it a major draw for corporate sponsors at the professional level – and increasingly for individual donors at the amateur and semi-professional levels, in the form of crowdfunding. By offering opportunities for brand exposure and tying sponsors to their respective sports in the eyes of consumers, sponsorships often lead to higher conversion rates than conventional sports advertising. 

These conversion rates reflect both increased instances of brand sponsorship following a global ad pullback during the Covid-19 pandemic, and a high level of trust among fans. According to Nielsen’s recent Trust in Advertising Study, only recommendations from people and branded websites rank higher in terms of consumer trust than sponsorships, making them value for money as far as brands are concerned. 

The best and most interesting sports for sponsors can vary depending on target audiences, location, and level of exposure, but some sports remain particularly safe bets for savvy brands, and attract more sponsorship opportunities as a result – in this article we’ll look at the top 10 in further detail. 

1. Football: Football is the world’s most popular sport, with a massive global audience. Major events like the FIFA World Cup and top-tier leagues such as the English Premier League, La Liga, and Serie A offer extensive opportunities for sponsors to reach huge and diverse audiences. And the relationship benefits football clubs too – by securing long-term, reliable sponsorships, clubs gain additional resources with which to improve the quality of the game, at all levels, for players and fans alike.

2. American Football: In the United States, the National Football League (NFL) commands a huge following, making it a prime opportunity for sponsors, especially during the Super Bowl, which is one of the most-watched sporting events globally.  Total sponsorship revenue across all 32 NFL teams this season tops USD$2bn – up from USD$1.8bn in the 2021-2022 season – with an additional USD$0.7bn in sponsorships for the league as a whole.

3. Basketball: The NBA (National Basketball Association) has a huge domestic and international following, as do its star players, and the sport’s fast-paced nature and youthful appeal is catnip to corporate sponsors. The NBA raised a record USD$1.46 billion in sponsorship revenue across the 2020-21 regular season.

4. Cricket: Cricket is immensely popular in countries like India, Pakistan, Australia, and England, while tournaments like the Indian Premier League (IPL) and international test matches like the Ashes draw significant viewership, making it a great platform for sponsors.

5. Formula 1: with a global fanbase, high-speed excitement and races taking place all over the world, Formula 1 offers sponsors exposure in multiple markets. The annual sponsorship revenue from Formula One in the 2023 season is estimated to be USD$360.5 million.

6. Tennis: Grand Slam tennis tournaments like Wimbledon, the US Open, the French Open and the Australian Open routinely attract global attention. Moreover, the sport is associated with luxury and elegance thanks to its jetsetting stars and celebrity fans, making it appealing to certain sponsors and their target audiences.

7. Golf: Golf tournaments, including the Masters and the Open Championship, provide a fantastic platform for sponsors to target upscale audiences interested in both sports and lifestyle products.

8. Esports: competitive video gaming has been rapidly growing in popularity, particularly among younger generations. Esports events, leagues, and teams offer unique opportunities for tech and gaming-related sponsorships. The Esports market is currently valued at over USD$1bn, while Esports sponsorship generates an estimated USD$600 million in market revenue.

9. Olympic Sports: The Summer and Winter Olympic Games play host to a wide variety of sports, so sponsors can pick and choose the events that align with their brand values and target audience. As a result, the Olympic Games are a time-tested money-spinner for both sponsors and the IOC (International Olympic Committee).

10. Extreme Sports: Sports like surfing, skateboarding, snowboarding, and BMX are associated with a younger, adventurous audience, and sponsors targeting this demographic can find opportunities in events like the X Games. The most visible sponsor in extreme sports today – near-synonymous with the discipline itself – is Red Bull, an energy drink whose association with extreme sports has lent it a certain cultural cachet among young sports fans.

Sports sponsorship continues to be an extremely lucrative practice, for sporting organizations and the brands who fund them. At an individual level, athletic crowdfunding works on a similar principle and allows individual donors to support the athletes they believe in on their way to sporting success. Find out more here, and start your crowdfunding campaign today!