全球体育赞助市场规模（按赞助类型、体育项目、赞助提供者、区域范围）预测至 2025 年

体育赞助市场规模及预测

预计 2024 年体育赞助市场规模将达到 637.4 亿美元，到 2032 年将达到 1,015.9 亿美元，2026 年至 2032 年的复合年增长率为 6.63%。

运动赞助是品牌或组织与运动营业单位（例如球队、运动员或赛事）之间的商业性安排，赞助商提供资金或实物支持，以换取推广效益。透过与知名运动员或赛事合作，这种合作可以帮助企业提升知名度、可信度和观众参与度。与运动合作的企业可以利用支持者的热情和忠诚度，进而提升品牌知名度和消费者忠诚度。

运动赞助涵盖各级运动赛事，从草根运动到奥运和世界杯等大型全球赛事。企业利用赞助促销产品、进行行销宣传活动，并提供独特的消费者体验。赞助还可以包括社区计划、在当地市场培养商誉并提升品牌形象。

透过改进技术和改变消费行为，体育赞助将面向未来。数位媒体、社交平臺和电子竞技的兴起为企业以新颖的方式与观众互动开闢了新的机会。

全球运动赞助市场动态

影响全球体育赞助市场的关键市场动态是：

关键市场驱动因素

电子竞技的崛起：电子竞技的崛起正在创造新的赞助选择。根据 Newzoo 的《2021 年全球电竞和直播市场报告》，预计到 2021 年，全球电竞观众将达到 4.74 亿，营收将达到 10.8 亿美元。这种快速成长正推动传统运动赞助商进军电子竞技领域。

女性运动参与度的提升：女性运动参与度和观看人数的增加正在创造新的赞助机会。尼尔森体育民调显示，84%的运动爱好者对女性运动感兴趣。此外，英国女性运动信託基金预测，2021年英国女性运动的观看人数将比2019年增加250%，显示该领域存在巨大的赞助成长机会。

数位和社群媒体参与度的提升：数位平台和社群媒体的成长为体育赞助创造了新的机会。根据 Hootsuite 和 We Are Social 共同进行的一项研究，到 2021 年，全球活跃社群媒体用户将达到 44.8 亿，占世界人口的 56.8%。这些数位受众为赞助商提供了更大的覆盖率和参与机会。

主要问题

消费者期望的不断演变：消费者偏好瞬息万变，对赞助商真实性和社会责任的期望也随之提升。如今，粉丝们更青睐那些真正与自身价值观紧密相连的公司，这促使赞助商与其进行流于表面的代言，建立更有意义的合作关係。这种转变要求品牌必须深入了解目标受众，并据此客製化赞助活动。如果未能满足这些期望，可能会引发强烈反响，并导致品牌忠诚度下降，因此赞助商必须积极展现其致力于开展能够引起粉丝乃至整个社群共鸣的活动的承诺。

衡量投资报酬率 (ROI)：衡量运动赞助的投资收益(ROI) 既主观又困难。赞助商通常难以评估其支出对品牌知名度、客户参与和销售额的影响。赞助商越来越多地使用高级分析和数据驱动的洞察来评估宣传活动效果。制定超越表面指标的严格衡量方法，对于确定体育赞助计画的根本价值至关重要。

品牌模糊性与利益衝突：避免品牌模糊性和利益衝突是运动赞助市场面临的一大挑战。当众多赞助商与同一支球队或同一项赛事合作时，支持者可能会对品牌定位和通讯感到困惑。品牌必须谨慎评估伙伴关係，确保与合适的营业单位合作，并避免可能损害其行销目标和品牌在消费者心目中的完整性的衝突。

主要趋势

运动员影响力人士的崛起：品牌越来越多地与运动员直接合作，而不仅仅是赞助球队或赛事。在社群媒体上拥有大量粉丝且个性鲜明的运动员可以成为品牌大使，并利用他们的平台打造独特的个人化宣传活动。

运动与娱乐的融合：运动员与娱乐之间的界线正在消失。赞助商正在寻求将游戏、音乐和社交媒体相结合的合作，以创造独特而身临其境型的粉丝体验。不妨考虑在运动赛事中引入互动式 AR 体验，或基于热门运动员或电竞赛事的品牌内容。

数位赞助的兴起：网路环境已成为赞助的主要场所，品牌采用传统广播管道以外的新方式与粉丝互动，包括电子竞技的虚拟赞助、串流平台上的独家内容和有针对性的社交媒体行销。

目录

第一章 引言

• 市场定义
• 市场区隔
• 调查方法

第二章执行摘要

• 主要发现
• 市场概览
• 市集亮点

第三章市场概述

• 市场规模和成长潜力
• 市场趋势
• 市场驱动因素
• 市场限制
• 市场机会
• 波特五力分析

第四章 运动赞助市场（依赞助类型）

• 指示牌
• 数位激活
• 俱乐部/场地激活

第五章 体育赞助市场的应用

• 竞争性赞助
• 培训赞助

第六章区域分析

• 北美洲
• 美国
• 加拿大
• 墨西哥
• 欧洲
• 英国
• 德国
• 法国
• 义大利
• 亚太地区
• 中国
• 日本
• 印度
• 澳洲
• 拉丁美洲
• 巴西
• 阿根廷
• 智利
• 中东和非洲
• 南非
• 沙乌地阿拉伯
• 阿拉伯聯合大公国

第七章市场动态

• 市场驱动因素
• 市场限制
• 市场机会
• COVID-19 市场影响

第八章 竞争态势

• 主要企业
• 市场占有率分析

第九章 公司简介

• Nike
• Adidas
• PepsiCo
• Coca-Cola
• Red Bull
• Puma
• Rolex
• Castrol

第十章 市场展望与机会

• 新兴技术
• 未来市场趋势
• 投资机会

第十一章 市场展望 附录

• 简称列表
• 来源和参考文献

Sports Sponsorship Market Size And Forecast

Sports Sponsorship Market size was valued at USD 63.74 Billion in 2024 and is projected to reach USD 101.59 Billion by 2032, growing at a CAGR of 6.63% from 2026 to 2032.

Sports sponsorship is a commercial arrangement between a brand or organization and a sports entity, such as teams, athletes, or events, in which the sponsor gives money or in-kind assistance in exchange for promotional benefits. This collaboration enables businesses to increase their visibility, credibility, and engagement with audiences by partnering with well-known sports figures and events. Companies that align with sports can capitalize on supporters' passion and loyalty to improve brand visibility and consumer loyalty.

Sports sponsorship is utilized at all levels of sport, from grassroots efforts to large global events such as the Olympics and the FIFA World Cup. Companies use sponsorship to promote their products, start marketing campaigns, and provide unique consumer experiences. Sponsorships can also include community projects, which promote goodwill and improve a brand's image in local markets.

Sports sponsorship looks promising, with increasing prospects driven by technological improvements and shifting consumer behaviors. The rise of digital media, social platforms, and esports has opened up new opportunities for companies to interact with audiences in novel ways.

Global Sports Sponsorship Market Dynamics

The key market dynamics that are shaping the global Sports Sponsorship Market include:

Key Market Drivers:

Rising Popularity of E-sports: The growing popularity of e-sports has created new sponsorship options. According to Newzoo's 2021 worldwide Esports and Live Streaming Market Report, the worldwide e-sports audience is predicted to reach 474 million in 2021, with revenues totaling $1.08 billion. This quick rise is bringing traditional sports sponsors into the e-sports scene.

Increasing Female Participation in Sports: The increased involvement and viewership of women's sports is creating new sponsorship opportunities. A Nielsen Sports poll revealed that 84% of general sports enthusiasts are interested in women's sports. Furthermore, the Women's Sport Trust projected that viewership of women's sports in the UK increased by 250% in 2021 compared to 2019, showing a considerable opportunity for sponsorship growth in this sector.

Increased Digital and Social Media Engagement: The growth of digital platforms and social media has opened up new opportunities for sports sponsorships. According to a study conducted by Hootsuite and We Are Social, there were 4.48 billion active social media users globally in 2021, accounting for 56.8% of the global population. This digital audience offers sponsors greater reach and engagement opportunities.

Key Challenges:

Evolving Consumer Expectations: Consumer preferences are rapidly shifting, raising sponsors' expectations for authenticity and social responsibility. Fans are now looking for businesses that truly connect with their values, encouraging sponsors to form meaningful collaborations rather than superficial endorsements. This change necessitates that brand thoroughly understand their target demographic and customize their sponsorship efforts accordingly. Failure to satisfy these expectations can lead to backlash and decreased brand loyalty, so sponsors must actively demonstrate commitment to causes that resonate with fans and the larger community.

Measurement of ROI: Measuring return on investment (ROI) for sports sponsorship can be difficult and subjective. Sponsors frequently struggle to assess the impact of their spending on brand awareness, customer engagement, and sales. sponsors are increasingly using advanced analytics and data-driven insights to assess campaign performance. Developing rigorous measuring methods that go beyond surface-level indicators is critical for determining the underlying worth of sports sponsorship programs.

Brand Ambiguity and Conflicts: Navigating brand ambiguity and conflicts of interest is a major difficulty in the Sports Sponsorship Market. When numerous sponsors are participating in the same team or event, supporters can become confused about brand positioning and messaging. Brands must carefully evaluate partnerships to ensure alignment with the right entities and prevent potential conflicts that may jeopardize their marketing objectives and brand integrity in the eyes of customers.

Key Trends:

The Rise of the Athlete Influencer: Rather than just sponsoring teams or events, brands are increasingly collaborating directly with athletes. Athletes with large social media followings and compelling personalities can become brand ambassadors, using their platforms to create unique and personalized campaigns.

Convergence of Sports and Entertainment: The distinction between athletics and entertainment is eroding. Sponsors are searching for collaborations that combine gaming, music, and social media to create one-of-a-kind, immersive fan experiences. Consider interactive AR experiences at sporting events or branded content based on popular athletes and esports tournaments.

Rise of Digital Sponsorships: The internet landscape is an important venue for sponsorship. Brands are using new methods to interact with fans outside of traditional broadcast channels, such as virtual sponsorships in esports, exclusive content on streaming platforms, and targeted social media marketing.

Global Sports Sponsorship Market Regional Analysis

Here is a more detailed regional analysis of the global Sports Sponsorship Market:

Europe:

Europe is currently the dominant region in the Sports Sponsorship Market. Europe has some of the world's most prestigious sports leagues, which drive the sports sponsorship business. The previous UEFA Champions League, Premier League, Bundesliga, La Liga, and Serie A draw large global audiences, giving sponsors substantial brand exposure. primarily from sponsorships. The Premier League's popularity is clear, with broadcasts reaching 800 million homes in 188 countries for the 2021-2022 season. This broad reach resulted in Premier League clubs generating £1.6 billion in commercial revenue from sponsorships in the same season, driving more investment in the European Sports Sponsorship Market.

Europe's legacy of sports sponsorship is a significant business driver, fostering a healthy ecosystem for collaboration. According to the European Sponsorship Association's 2022 study, the European sponsorship industry was worth €27.85 billion in 2021, with sports accounting for 69% of investment. Despite global concerns, 41% of sponsors raised their investments that year, demonstrating the sector's resiliency. Nielsen Sports discovered that 84% of European sports fans are interested in new brands through sponsorships, while Two Circles' 2023 analysis indicated that 74% of fans are pleased about sponsoring businesses. This strong culture drives investment and innovation in European sports sponsorship.

Asia Pacific:

The Asia Pacific region has the fastest growth in the Sports Sponsorship Market. Emerging economies with rising disposable income the Asia-Pacific region's developing economies, particularly China, India, and South Korea, are propelling the Sports Sponsorship Market. With greater disposable incomes, sports fandom and consumption are increasing.

The Asian Development Bank's 2023 projection predicts that developing Asian countries will grow by 4.8% in 2023 and 4.9% in 2024, exceeding global averages. According to PwC's Sports Survey 2022, 82% of industry leaders believe that Asia will be the fastest-growing sports market. In China, the sports business is expected to rise from $385 billion in 2020 to $859 billion in 2025. India's Sports Sponsorship Market increased by 62% in 2021, indicating the region's potential for brand growth.

Financial powerhouses and rising sponsorship budgets, the Asia-Pacific area has emerged as a financial powerhouse in the global sports sponsorship business, thanks to strong economic growth and increased corporate investment. According to Nielsen Sports, the industry was worth $33.6 billion in 2020 and is expected to reach $49.9 billion by 2025. China's sports business, valued at 2.74 trillion yuan ($427 billion) in 2019, has seen considerable development and high-profile transactions, including Alibaba's $800 million Olympic sponsorship. Cricket dominated the Indian sports sponsorship industry, which increased by 19.3% to ₹9,500 crore ($1.15 billion) in 2021.

Global Sports Sponsorship Market: Segmentation Analysis

The Global Sports Sponsorship Market is Segmented on the basis of Type of Sponsorship, Application, And Geography.

Sports Sponsorship Market, By Type of Sponsorship

• Signage
• Digital Activation
• Club & Venue Activation

Based on Type of Sponsorship, the market is fragmented into Signage, Digital Activation, and Club & Venue Activation. Signage remains the leading segment due to its great visibility in stadiums and broadcasts, but digital activation is expanding the fastest. This is being driven by the growing importance of online engagement with supporters via social media, streaming platforms, and interactive experiences. Brands are employing digital activations to expand their reach beyond physical events and build deeper interactions with fans online.

Sports Sponsorship Market, By Application

• Competition Sponsorship
• Training Sponsorship

Based on Application, the market is segmented into Competition Sponsorship and Training Sponsorship. Competition sponsorships dominate the market, providing maximum exposure for businesses at high-profile events. However, training sponsorships are growing the fastest. This is because marketers are increasingly attempting to establish deeper ties with athletes and fans by assisting them "behind the scenes" and highlighting their dedication and path to success.

Sports Sponsorship Market, By Geography

• North America
• Europe
• Asia Pacific
• Rest of the World

Based on Geography, the Global Sports Sponsorship Market is classified into North America, Europe, Asia Pacific, and the Rest of the World. Europe presently dominates the Sports Sponsorship Market. Its established leagues, large viewership, and robust sponsorship culture make it a powerful force. However, Asia Pacific is the fastest growing area. Booming economies, a young audience with increasing spending income, and the expanding popularity of Western sports are bringing it to the forefront.

Key Players

The "Global Sports Sponsorship Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are Nike, Adidas, PepsiCo, Coca-Cola, Red Bull, Puma, Rolex, and Castrol. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

• Sports Sponsorship Market Recent Developments
• In April 2024, Adidas announced the team uniforms for the upcoming Paris 2024 Olympic and Paralympic Games.
• In March 2024, Hyundai Motor signed up as the CONMEBOL Libertadores' new sponsor.
• In May 2024, Red Bull completed the acquisition of Bora-Hansgrohe, a German World Tour team that will make its professional road cycling debut.

TABLE OF CONTENTS

1. Introduction

• Market Definition
• Market Segmentation
• Research Methodology

2. Executive Summary

• Key Findings
• Market Overview
• Market Highlights

3. Market Overview

• Market Size and Growth Potential
• Market Trends
• Market Drivers
• Market Restraints
• Market Opportunities
• Porter's Five Forces Analysis

4. Sports Sponsorship Market, By Type Of Sponsorship

• Signnage
• Digital Activation
• Club & Venue Activation

5. Sports Sponsorship Market, By Application

• Competition Sponsorship,
• Training Sponsorship

6. Regional Analysis

• North America
• United States
• Canada
• Mexico
• Europe
• United Kingdom
• Germany
• France
• Italy
• Asia-Pacific
• China
• Japan
• India
• Australia
• Latin America
• Brazil
• Argentina
• Chile
• Middle East and Africa
• South Africa
• Saudi Arabia
• UAE

7. Market Dynamics

• Market Drivers
• Market Restraints
• Market Opportunities
• Impact of COVID-19 on the Market

8. Competitive Landscape

• Key Players
• Market Share Analysis

9. Company Profiles

• Nike
• Adidas
• PepsiCo
• Coca-Cola
• Red Bull
• Puma
• Rolex
• Castrol

10. Market Outlook and Opportunities

• Emerging Technologies
• Future Market Trends
• Investment Opportunities

11. Appendix

• List of Abbreviations
• Sources and References