Data Snapshot

The Indian Premier League (IPL) generated INR 1,040 crores ($126.1m) from its central sponsorship portfolio in 2022 with more than half stemming from two title sponsors, Tata Group and Vivo.

The German Football Federation (DFB) has the highest value major sponsorships at the 2022 World Cup The DFB’s combined kit supplier and main sponsorship rights are worth $79.2

Tennis sponsorships across the four Grand Slams and the ATP and WTA Tours reached a combined value of approximately $378m (€374.9m) in 2022, up a sizeable 12 per cent from the 2021 total of $338m and a strong indicator of the commercial recovery from the Covid-19 pandemic over the previous two years.

SportBusiness Sponsorship analysis indicates Fifa has generated around $1.74bn (€1.67bn) in sponsorship income during its 2019-22 sales cycle, a more than 4.5 per-cent increase from the previous four-year period when it generated $1.66bn from the sale of its marketing rights.

The central sponsorship portfolios of Formula 1, Formula E and MotoGP, three of the leading rights-holders in motorsport, were valued at $556m (€536m/£468m) in 2022, an increase of at least $69m on the $435m-$487m the combined portfolios were worth in 2021.

The PGA Tour, the DP World Tour and the four golf majors – The Masters, Open Championship, PGA Championship and US Open – held sponsorship portfolios valued at $575m (€568.4m/£480.3m) in 2022 compared to $519m in 2021.

The National Women’s Soccer League (NWSL) has increased its number of sponsors from eight at the time of last year’s edition of this snapshot to 11 this year. Its portfolio valuation now sits at an estimated average annual value of $17.5m (€17.1m) across the 11 agreements.

Australia’s five biggest rights-holders – the Australian Football League (AFL), National Rugby League (NFL), Cricket Australia (CA), Rugby Australia (RA) and Tennis Australia – will generate approximately A$350m (€232m/$246m/£199m) in central sponsorship revenue in 2022, an increase of about five per cent on the A$333.5m recorded in 2021.

NHL sponsorship revenue has grown at double-digit YoY percentage increases over the last decade, according to the league, and the trend continued into the 2021-22 season as the worst effects of Covid-19 pandemic on the league’s event programme fell away.

The 2021-22 European rugby season included the inaugural ‘Autumn Nations Series’ and saw fans welcomed back to Six Nations stadia.

The NBA’s domestic sponsorship portfolio is worth an estimated $694.25m (€625.33m) in 2021-22, up 15 per cent from $602m last season – itself a three-per-cent increase on the $585m valuation of the 2019-20 season.

The NFL held 38 central sponsors in North America in 2021 – a portfolio valued between $1.48bn and $1.7bn. Major changes additions to the portfolio included the addition of Diageo as the league’s first sponsor in the spirits category.

Europe’s most powerful football associations – of England, France, Germany, Italy and Spain – hold sponsorship portfolios worth about €398m ($450m) in 2021-22, up about three per cent on last season.

Europe’s four biggest football leagues – plus Uefa’s club competitions – hold central sponsorship contracts worth between €794.4m and €883.3m in 2021-22.

Sponsorships of the four tennis Grand Slams – plus the ATP and WTA Tours – had a combined contract value of approximately $373m (€322m) in 2021, up about one per cent on the $369m recorded last year.

Central sponsors of the PGA Tour and the four golf majors – The Masters, Open Championship, PGA Championship and US Open – held sponsorship portfolios worth $487m (€420m) in 2021, up almost 6.5 per cent on 2020.

In a year Major League Baseball was able to welcome fans back to ballparks, the league’s domestic sponsorship portfolio was valued at between $456.5m (€385.8m) and $572.5m from 37 deals – an increase of at least six per cent on last year’s valuation.