Data Snapshot

SportBusiness Sponsorship's 2024 European Leagues Data Snapshot examines the sponsorship portfolios of Europe's top four professional football leagues.

The International Cricket Council (ICC) has enjoyed its most commercially successful Cricket World Cup to date, earning sponsorship revenue well in excess of €100m from the event.

Red Bull Racing’s sponsorship agreement with Oracle continues to be the most lucrative team title sponsorship agreement in Formula 1, according to analysis by SportBusiness Sponsorship.

Formula 1 will generate $445m in central sponsorship income this year, according to SportBusiness Sponsorship's 2023 Motorsport Data Snapshot. The data report also looks at the commercial landscape in MotoGP and Formula E.

Ryder Cup sponsorship revenue has increased 48 per cent compared with the previous edition in 2021, according to SportBusiness Sponsorship's 2023 Golf Data Snapshot.

New Zealand Rugby is streets ahead of every other national union in its ability to generate sponsorship revenue, earning almost three times as much from its front-of-shirt deal as its next nearest rival.

Fifa left it late to reveal many of the sponsors for this year Women’s World Cup, announcing a host of eleventh-hour deals that echoed the last-minute nature of its media rights sales process.

The NFL made six additions to its domestic sponsorship portfolio for its 2022-23 season. Matthew Williams provides detailed analysis of a campaign when Apple Music replaced Pepsi as the Super Bowl halftime show sponsor but the automotive and headphone sponsorship categories remained open.

The introduction of ‘digital dasherboards’ helped the National Hockey League to secure eleven new sponsors and extend deals with seven existing sponsors during its 2022-2023 campaign. Ben Cronin provides detailed analysis of team and league-level sponsorship deals.

The NBA generated $760.3m in sponsorship income in 2022-23, renewing four contracts and agreeing two new deals with Hisense and Sorare. Matthew Glendinning provides detailed analysis of its commercial portfolio.

Major League Baseball’s sponsorship portfolio was worth $541m (€489m) in 2022, an increase of over five per cent from the previous year.

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.