The global sponsorship market is projected to grow by 15% in 2026, reaching $129.4 billion, according to the latest “Future of Sponsorship†report by ChainOn and StageUp.
This growth significantly outpaces the global advertising market, which is expected to rise by 7.1% to $1.221 trillion, according to WPP.
In Italy, sponsorship reached €1.564 billion in 2025, marking a 15-year high and a sharp 22.7% increase, largely driven by investments linked to the Milano Cortina 2026 Winter Olympics.
Further growth of 7% is expected in 2026, outperforming the country’s advertising market, which is forecast to expand by 4.5%.
The global rise in sponsorship is being fueled by major international events, including the Winter Olympics and the 2026 FIFA World Cup, alongside several structural trends.
Key drivers include the expansion of multi-channel strategies, stronger links between sponsorship and direct sales, increased focus on performance measurement, growing importance of ESG initiatives, and the continued rise of live experiences in the post-pandemic era.
Sport remains the dominant segment, accounting for $91.9 billion, or 71% of the global sponsorship market in 2026. Meanwhile, culture, entertainment and social sectors will represent $37.5 billion, or 29%.
Looking ahead, the total sponsorship market is expected to reach $189.5 billion by 2030. While sport will remain the largest segment, its share is projected to decline to 46.4% as other sectors grow at a faster pace.