Sports sponsorship is changing, and quickly.
Not long ago, partnerships were dominated by a familiar set of industries and a fairly fixed way of thinking: logo on shirt, signage in stadium, job done. Today, that model feels increasingly outdated.
We’re now seeing fintech, technology, AI, beauty, wellness and lifestyle brands move confidently into sport, and not as a branding experiment, but as a deliberate growth strategy.
That shift is reshaping what sponsorship looks like and what it’s expected to deliver.
This evolution is backed by scale. The global sports sponsorship market is currently valued at around $58.6 bn and is forecast to more than double over the next decade, driven by digital engagement, new brand categories and the continued rise of women’s sport.
From exposure to experience
What brands are really buying today isn’t just visibility, it’s relevance.
Modern sponsorship works best when it functions as a platform, not a placement. Live sport, social content, player access, storytelling, community and shared experience all work together to build familiarity and trust over time. That’s why sectors like fintech and tech are investing so heavily, sport offers credibility in a way few channels can.
Partnerships such as Revolut in Formula 1, Microsoft with the Premier League, and Ebury across elite football show how newer categories are using sport to communicate performance, reliability and innovation, not just awareness.
Women’s sport is accelerating the shift
Alongside this category expansion, women’s sport has become one of the most compelling growth areas in the market.
Commercial investment is rising fast. McKinsey estimates women’s sport could generate $2.5 bn in value by 2030 in the U.S. alone, while global sponsorship activity has increased by more than 22% year-on-year. Just as importantly, audiences are growing quickly and engaging deeply.
Nielsen projects women’s football could become one of the world’s top five sports by fanbase by 2030 — a powerful signal of where attention, culture and commercial opportunity are heading.
Why this matters for brands
Sport is one of the few environments where people still give their full attention. Fans are emotionally invested, highly loyal and deeply engaged. When a brand shows up consistently and authentically in that space, the association feels earned — not intrusive.
That’s why brands across beauty, wellness, finance and technology are increasingly choosing sport over more traditional advertising formats. It delivers trust, emotional connection and long-term recall, not just impressions.
And for clubs and rights holders
For clubs, the opportunity is just as significant, but it requires open-mindedness. The most successful rights holders are those willing to think beyond traditional categories, understand new sectors, and build partnerships that reflect modern marketing needs, particularly around digital and activation.
At Elite Sports Marketing UK, we see this shift every day. The partnerships that perform best are strategic, flexible and built around shared objectives — not legacy assumptions.
The future of sports sponsorship isn’t about doing more of the same. It’s about evolving with audiences, welcoming new industries, and building partnerships that genuinely work for both sides.
Sources
- Global Growth Insights – Sports Sponsorship Market 2025-2035 (link)
- McKinsey & Company – Closing the Monetization Gap in Women’s Sports (link)
- SPORTFIVE – Sponsorship in Women’s Sport: Growth and Opportunities (link)
- Nielsen – Global Women’s Football Fanbase Projections 2030 (link)
- Accio – Sports Sponsorship Trends 2025 (link)
