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…
Spanish club Real Valladolid CF has introduced an innovative sponsorship initiative aimed at boosting local companies, offering rotating branding opportunities on the team’s match kit. The project, named “Patrocinio Espiga,†allows regional businesses to gain visibility through placement on the back of players’ shorts, alongside additional promotional assets across digital and matchday platforms. A new…
The business of game day is getting more crowded—and more flavorful. The NFL has signed a five-year global agreement with Kraft Heinz, naming the company its first-ever official condiment partner. It’s a category-first deal that turns one of sport’s most ingrained rituals—eating—into a formal commercial vertical. From Tailgates to Global Platforms Few brands are as…
The French sports sponsorship market remained robust in 2025, reaching €1.78 billion across 4,000 agreements, according to a new study by Nielsen Sports and Sporsora. Football dominates the market, accounting for 40% of total investment, while motorsports, rugby, and cycling follow. Presented at Roland-Garros in Paris on March 17, the study ranks sports sponsorship as…
Carabao will remain the title sponsor of the English Football League’s (EFL) Carabao Cup through the 2028-29 season, extending its partnership to 12 years—the longest in the competition’s history. The Thailand-based energy drink brand first joined the tournament in 2017, taking over from Capital One. The early two-year renewal comes ahead of this year’s final…
The World Cup kits had never been this balanced. The 2022 Qatar tournament will be remembered not just for Argentina’s golden medal, but for another historic moment: the end of a 20-year era in sports equipment supply. The numbers tell the story: Adidas held an average 42% market share of World Cup team suppliers from…
Argentine Football Association has strengthened its global commercial strategy after announcing new regional sponsorship deals during an institutional tour in China. The event took place at the Workers’ Stadium in Beijing, where AFA officials presented new partnerships with Ant International, Danone, and Chinese bedding brand DeRucci. The agreements underline the growing importance of the Chinese…
The Austrian Football Bundesliga (Admiral Bundesliga) has officially announced a new partnership with global electronics leader Hisense. The collaboration will run throughout the final stages of the 2025/26 season, further expanding the brand’s footprint in European football. Focus on Young Talent A cornerstone of this partnership is a joint “Youngstar” campaign designed to shine a…
American Express has announced a significant expansion of its sports and entertainment portfolio, securing long-term partnerships across the New York/New Jersey and Atlanta metropolitan areas. Through these multi-year agreements, American Express becomes the Official Payments Partner for some of the most prominent venues and teams in North American sports, including MetLife Stadium, Mercedes-Benz Stadium, the…
According to the latest data from Ampere Analysis, the commercial landscape of women’s football is undergoing a significant transformation. The number of women’s-only sponsorship deals across Europe’s top domestic leagues has surged by 53 per cent since the 2022/23 season, totaling 181 active partnerships. A Pan-European Trend This growth is widespread, appearing in nearly every…
