The sports sponsorship sector in Italy is projected to surpass €1.1 billion in 2026, according to the 25th edition of the predictive report “Il Futuro della Sponsorizzazione”, published by StageUp and ChainOn.
The study highlights a broader structural expansion in sponsorship investment, both globally and nationally, driven by increasing integration between sport, media, streaming, and digital engagement.
Global and Italian market growth
According to the report:
- Global sponsorship market will reach $129.4 billion in 2026, up around +15% year-on-year
- Sport will account for $91.9 billion, representing 71% of total global sponsorship investment
- Italy’s total sponsorship market will rise from €1.564 billion (2025) to €1.673 billion (2026), a +7% increase
- Sports sponsorship alone in Italy will reach €1.127 billion, making up about 67% of the national sponsorship market
Football remains the dominant driver
The report confirms that football continues to dominate sponsorship investment in Italy.
Serie A alone accounts for nearly half of all sports sponsorship spending, with:
- €517 million in 2025
- Projected €542 million in 2026
Other sports also contribute significantly, including:
- Basketball (Serie A): €70 million
- Volleyball SuperLega: €35 million
Mega-events boosting investment
The report also highlights the impact of major sporting events such as the 2026 Winter Olympics, which have significantly accelerated sponsorship spending between 2024 and 2026.
These events are increasingly seen not just as visibility platforms, but as reputation-building investments tied to values, engagement, and long-term brand positioning.
Sponsorship shifting toward digital and measurable impact
Industry executives quoted in the report emphasize that sponsorship is no longer driven purely by visibility, but by measurable engagement and digital integration.
Platforms that connect brands with fans through data, streaming, and interactive experiences are becoming central to the future of the industry.
As a result, sponsorship is evolving into a more structured investment model focused on performance, audience behavior, and long-term brand value rather than traditional exposure alone.