Explore the latest trends and actionable insights on the European Soccer Sponsorship market to inform business strategy and pinpoint opportunities and risks

Top Brands Sponsoring Soccer - As of May 2022

  • Adidas is the top sponsor for soccer, with a total of 87 sponsorship deals
  • Coca-Cola  became the second-largest sponsor for soccer, with 80 sponsorship deals
  • Nike and Puma have also seen a significant rise in sponsorship deals making them among the most valued sponsors

Overview of major brands sponsoring soccer

Adidas

Adidas, the Sportswear company, has 87 active deals in soccer as per GlobalData’s Sponsorship database. Adidas’s most recent sponsorship deal was announced in March 2022, worth $40 million. As per the deal, Adidas became the official kit supplier for the Football Union of Russia.

As per GlobalData’s Sponsorship database, Adidas signed another major deal in October 2021 with Uefa which was valued at $220 million. As per the agreement, Adidas will sponsor Uefa National League, the European Qualifiers, Uefa Champions League, and Uefa women’s competitions.

In 2018, Adidas renewed its sponsorship with Russian Football Union, worth $40 million.  As per the agreement, Adidas would be an official kit supplier to the franchise. Later in March 2022, the deal was terminated by Adidas on account of the Russian invasion of Ukraine.

Coco-Cola

Coco-Cola, the non-alcoholic beverage company has 80 active deals in soccer as per GlobalData’s Sponsorship database. Coca-Cola’s recent sponsorship deal was announced in February 2022 for Red Salt Lake Franchise and was worth $0.26 million for a tenure of one year.  

As per GlobalData’s Sponsorship database, Coco-Cola signed another major deal in February 2022 with Austin Football Club for the 2022 season. The one-year deal was announced in February 2022 and was valued at $0.42 million.

In 2018, Coco-Cola renewed its agreement with French Football Federation for the next five years as per GlobalData’s Sponsorship database. The renewal deal signed by Coca-Cola was worth $3.5 million.

Nike

Nike, the sporting goods company, has 74 active sponsorship deals currently under its portfolio in soccer as per GlobalData’s Sponsorship database.

As per GlobalData’s Sponsorship database,  Nike in its most recent sponsorship deal this year signed soccer player Pierre-Emerick Aubameyang in a deal worth $3.25 million. The one-year deal was announced in January 2022.

As per GlobalData’s Sponsorship database, Nike signed another major sponsorship deal worth $5.95 million with AZ Alkmaar, the Dutch soccer club for the duration of five years. As per the agreement, Nike is to be the official kit supplier to the football club. Nike will also be supplying competition and training clothing to the AZ’s main and youth academy team from 2020-21 to 2024-25 season.

Explore the latest trends and actionable insights on the European Soccer Sponsorship market to inform business strategy and pinpoint opportunities and risks Explore the latest trends and actionable insights on the European Soccer Sponsorship market to inform business strategy and pinpoint opportunities and risks Visit Report Store
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