Data Snapshot

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.

After completing their disrupted 2020 seasons, Formula One, Formula E and MotoGP moved into fresh campaigns in 2021 with a combined portfolio value of between $435m (€370m) and $487m across a total of 53 deals.

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$330m (€209m/$256m) in central sponsorship revenue in 2021, across a total of 140 deals.

After a disrupted 2020 season, Major League Soccer stands mid-way through the 2021 campaign, its 25th year, with a sponsorship portfolio comprised of 20 brands and worth between $182m (€150m) and $216.5m on an annual basis.

NHL sponsorship revenues continued their upward trajectory in the 2020-21 season, despite the effects of Covid-19 on the league’s event programme.

A year like no other saw the 2020 Six Nations paused in March and not resumed until the start of the 2020-21 season in October.

The Covid-19-enforced interregnum in the 2019-20 NBA season created an opportunity assuredly exploited by the league’s commercial team.

In 2020-21 – a season likely to play out largely behind closed doors – Europe’s top four football leagues held sponsorship agreements of about €315m ($383m) in contract value.