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GlobalData
GlobalData

Sport

North American brands lead sports sponsorship spending in payments sector in 2025, reveals GlobalData

Payment brands prioritize sports sponsorship spending in North America and Europe, as these regions offer the best mix of scale, visibility, and measurable commercial returns. The most active brands are largely payments infrastructure and retail/business-focused, along with the card networks, which use major leagues and global events to achieve scale and consistent activation across markets, […]
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2026 World Snooker Championship signals new era with tech-driven sponsors and Crucible innovations, reveals GlobalData

The 2026 World Snooker Championship, which took place between 18 April to 4 May, marked a pivotal transition for the sport, combining modern venue enhancements with a major commercial evolution. As ticketing structures innovated at the historic Crucible Theatre, the tournament’s commercial profile successfully transitioned away from gambling toward tech-driven partnerships, reflecting broader, family-friendly marketing […]
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North American brands dominate banking sector’s sports sponsorship spending in 2025, reveals GlobalData

Major leagues and events provide large audiences and strong engagement, making sponsorship an effective way for financial brands to build visibility and positive association. In 2025, banking brands have shown a preference for sponsoring teams and venues, which attract the highest proportion of annual spend. North America led banking-sector sports sponsorship last year, with brands […]
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Milano Cortina 2026 records lowest domestic sponsorship revenue for Winter Olympics since 2006, reveals GlobalData

The Milano Cortina 2026 Winter Olympic Games were sponsored by 56 brands. However, the Games recorded the lowest domestic sponsorship revenue for a Winter Olympics since Torino 2006, according to the figures from the International Olympic Committee’s (IOC) Olympic Marketing Fact File and estimates from GlobalData, a leading intelligence and productivity platform. GlobalData’s latest report, […]
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Heineken tops alcoholic beverage brands’ 2025 sports sponsorship spending in EMEA, reveals GlobalData

Heineken has consistently led the way as the most active and largest spending alcoholic beverages brand in sports sponsorship across the Europe, the Middle East and Africa (EMEA) region. The dominance highlights Heineken’s aggressive approach to establishing strong visibility and alignment with sports properties in the region, reaffirming its commitment to this marketing channel. With […]
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North America leads sports sponsorship spend of hotels and holiday accommodation sector in 2025, reveals GlobalData

Driven by the scale and commercialization of the US and Canadian sports ecosystem, North America led the sports sponsorship spend of the hotel and holiday accommodation sector in 2025. This was largely due to the “big four” leagues, major college sports, and frequent high-attendance tentpole events, which create abundant premium sponsorship inventory and expensive hospitality/experience […]
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Soccer accounts for 58% of EMEA non-alcoholic beverage sports sponsorship in 2025, reveals GlobalData

EMEA non-alcoholic beverage sponsorship is heavily concentrated in soccer, reflecting its unmatched, year-round audience scale and strong conversion potential that make it the sector’s primary driver of value. Soccer accounted for more than three times the value of the next-largest sport, motor racing in 2025, reveals GlobalData, a leading intelligence and productivity platform. GlobalData’s latest […]
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Soccer dominates EMEA gambling and betting sponsorship in 2025 with over $764 million, reveals GlobalData

EMEA gambling and betting sponsorship is heavily focused on soccer, driven by its unparalleled scale and consistent exposure, making it the top choice for brand visibility and customer reach. With $764.45 million in value, it eclipsed all other listed sports many times in 2025, reveals GlobalData, a leading intelligence and productivity platform. GlobalData’s report, “Sponsorship […]
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Ryder Cup 2025 signals new economics of premium global sports events, reveals GlobalData

Ryder Cup 2025 highlighted how premium global sporting events are reshaping their commercial models, combining record ticket pricing with experiential value, stable top-tier sponsorships, and sharply contrasting broadcast outcomes across markets. The tournament underscored the growing importance of fan experience, brand alignment, and regional viewership dynamics in determining returns for rights holders, sponsors, and broadcasters […]
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Soccer tightens grip on automotive sponsorship across EMEA, reveals GlobalData

Soccer is consolidating its position as the automotive sector’s most powerful sponsorship platform across EMEA, combining unmatched audience scale with premium visibility assets. From domestic leagues to continental tournaments, brands are prioritising football to balance mass reach, performance storytelling, and long-term brand equity, reshaping how automakers allocate sponsorship budgets amid electrification and intensifying competition, reveals […]
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Australian Football League dominates APAC alcoholic beverage sponsorship value in 2025, reveals GlobalData

Australian football has become a key battleground for alcoholic beverage brands across the Asia-Pacific (APAC) region, with a high volume of small to mid-sized regional sponsorships driving strong overall deal value. The sector’s momentum is underscored by major Australian Football League (AFL) partnerships, including the largest agreement of 2025, highlighting how brands are leveraging Australia’s […]
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Jio most active technology, media, and telecom brand in sports sponsorship in APAC in 2025, reveals GlobalData

The technology, media, and telecom sector in the Asia-Pacific (APAC) region has experienced significant change recently, particularly in sports sponsorship. Some key brands within the APAC market include Jio, Migu, TCL, and J:COM. With nine deals, all with teams which compete in the Indian Premier League (IPL), specifically serving as their team sponsor, including Punjab […]
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