Many globally recognised automotive brands such as Toyota, Honda, and Bridgestone, have active sponsorship deals in place with some of the most popular sports properties, including the NFL, Nascar, and the PGA Tour, in the Americas region. Against this backdrop, sports sponsorship spending by automotive brands in the region is estimated to reach more than $2.1 billion in 2023, according to GlobalData, a leading data and analytics company.

GlobalData’s latest report, “Americas Automotive Sports Sponsorship Landscape,” reveals that 18 automotive deals in the region are worth over $13 million annually. Toyota’s deal with the Olympic Games is the most lucrative in the region, estimated to be worth $83.5 million annually across a 10-year period.

Tom Subak-Sharpe, Sport Analyst at GlobalData, comments: “The automotive sector is one of the biggest spending sectors across the Americas and this spending is not estimated to slow down any time soon. The spending highlights the vast sums of sponsorship funds that many automotive brands have to invest in associating themselves with sports teams and leagues with substantial and often ever-growing fanbases.”

The second biggest deal an automotive brand currently has in place is Bridgestone’s deal with the NFL, worth $42 million annually, to serve as a partner of the hugely popular league in the US.

Subak-Sharpe continues: “Unsurprisingly, many of the most dominant automotive brands have snapped up sponsorship rights for many of the most desirable motorsport properties across the Americas region, including Nascar, NTT IndyCar Series, and Formula One. Across the globe, automotive brands will continue to seek highly prestigious sponsorship opportunities using the vast sponsorship funds that they have to spend on developing their sponsorship portfolios.”