全球體育贊助市場規模（按贊助類型、體育項目、贊助提供者、區域範圍）預測至 2025 年

體育贊助市場規模及預測

預計 2024 年體育贊助市場規模將達到 637.4 億美元，到 2032 年將達到 1,015.9 億美元，2026 年至 2032 年的複合年成長率為 6.63%。

運動贊助是品牌或組織與運動營業單位（例如球隊、運動員或賽事）之間的商業性安排，贊助商提供資金或實物支持，以換取推廣效益。透過與知名運動員或賽事合作，這種合作可以幫助企業提升知名度、可信度和觀眾參與度。與運動合作的企業可以利用支持者的熱情和忠誠度，進而提升品牌知名度和消費者忠誠度。

運動贊助涵蓋各級運動賽事，從草根運動到奧運和世界盃等大型全球賽事。企業利用贊助促銷產品、進行行銷宣傳活動，並提供獨特的消費者體驗。贊助還可以包括社區計劃、在當地市場培養商譽並提升品牌形象。

透過改進技術和改變消費行為，體育贊助將面向未來。數位媒體、社交平臺和電子競技的興起為企業以新穎的方式與觀眾互動開闢了新的機會。

全球運動贊助市場動態

影響全球體育贊助市場的關鍵市場動態是：

關鍵市場促進因素

電子競技的崛起：電子競技的崛起正在創造新的贊助選擇。根據 Newzoo 的《2021 年全球電競和直播市場報告》，預計到 2021 年，全球電競觀眾將達到 4.74 億，營收將達到 10.8 億美元。這種快速成長正推動傳統運動贊助商進軍電子競技領域。

女性運動參與度的提升：女性運動參與度和觀看人數的增加正在創造新的贊助機會。尼爾森體育民調顯示，84%的運動愛好者對女性運動感興趣。此外，英國女性運動信託基金預測，2021年英國女性運動的觀看人數將比2019年增加250%，顯示該領域存在巨大的贊助成長機會。

數位和社群媒體參與度的提升：數位平台和社群媒體的成長為體育贊助創造了新的機會。根據 Hootsuite 和 We Are Social 共同進行的一項研究，到 2021 年，全球活躍社群媒體用戶將達到 44.8 億，佔世界人口的 56.8%。這些數位受眾為贊助商提供了更大的覆蓋率和參與機會。

主要問題

消費者期望的不斷演變：消費者偏好瞬息萬變，對贊助商真實性和社會責任的期望也隨之提升。如今，粉絲們更青睞那些真正與自身價值觀緊密相連的公司，這促使贊助商與其進行流於表面的代言，建立更有意義的合作關係。這種轉變要求品牌必須深入了解目標受眾，並據此客製化贊助活動。如果未能滿足這些期望，可能會引發強烈反響，並導致品牌忠誠度下降，因此贊助商必須積極展現其致力於開展能夠引起粉絲乃至整個社群共鳴的活動的承諾。

衡量投資報酬率 (ROI)：衡量運動贊助的投資收益(ROI) 既主觀又困難。贊助商通常難以評估其支出對品牌知名度、客戶參與和銷售額的影響。贊助商擴大使用高級分析和數據驅動的洞察來評估宣傳活動效果。制定超越表面指標的嚴格衡量方法，對於確定體育贊助計畫的根本價值至關重要。

品牌模糊性與利益衝突：避免品牌模糊性和利益衝突是運動贊助市場面臨的一大挑戰。當眾多贊助商與同一支球隊或同一項賽事合作時，支持者可能會對品牌定位和通訊感到困惑。品牌必須謹慎評估夥伴關係，確保與合適的營業單位合作，並避免可能損害其行銷目標和品牌在消費者心目中的完整性的衝突。

主要趨勢

運動員影響力人士的崛起：品牌擴大與運動員直接合作，而不僅僅是贊助球隊或賽事。在社群媒體上擁有大量粉絲且個性鮮明的運動員可以成為品牌大使，並利用他們的平台打造獨特的個人化宣傳活動。

運動與娛樂的融合：運動員與娛樂之間的界線正在消失。贊助商正在尋求將遊戲、音樂和社交媒體相結合的合作，以創造獨特而身臨其境型的粉絲體驗。不妨考慮在運動賽事中引入互動式 AR 體驗，或基於熱門運動員或電競賽事的品牌內容。

數位贊助的興起：網路環境已成為贊助的主要場所，品牌採用傳統廣播管道以外的新方式與粉絲互動，包括電子競技的虛擬贊助、串流平台上的獨家內容和有針對性的社交媒體行銷。

目錄

第1章 引言

• 市場定義
• 市場區隔
• 調查方法

第2章執行摘要

• 主要發現
• 市場概覽
• 市場亮點

第3章市場概述

• 市場規模和成長潛力
• 市場趨勢
• 市場促進因素
• 市場限制
• 市場機會
• 波特五力分析

第4章 運動贊助市場（依贊助類型）

• 指示牌
• 數位激活
• 俱樂部/場地激活

第5章 體育贊助市場的應用

• 競爭性贊助
• 培訓贊助

第6章區域分析

• 北美洲
• 美國
• 加拿大
• 墨西哥
• 歐洲
• 英國
• 德國
• 法國
• 義大利
• 亞太地區
• 中國
• 日本
• 印度
• 澳洲
• 拉丁美洲
• 巴西
• 阿根廷
• 智利
• 中東和非洲
• 南非
• 沙烏地阿拉伯
• 阿拉伯聯合大公國

第7章市場動態

• 市場促進因素
• 市場限制
• 市場機會
• COVID-19 市場影響

第8章 競爭態勢

• 主要企業
• 市場佔有率分析

第9章 公司簡介

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

第10章 市場展望與機會

• 新興技術
• 未來市場趨勢
• 投資機會

第11章 市場展望 附錄

• 簡稱列表
• 來源和參考文獻

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