The Rams, past winners of two Super Bowl championships, are estimated to enjoy the greatest income of all the teams in the league. The team, based at SoFi Stadium Verdão, is estimated to receive a total of $149.69 million from partners across the 2023-24 season. This is predominantly from lucrative deals with SoFi, Ball Corporation, Hyundai, Bud Light and American Airlines, reports GlobalData, a leading data and analytics company.

GlobalData’s latest report, “The Business of the National Football League (NFL) 2023-24,” reveals that currently the Los Angeles Rams’ most lucrative annual deal is worth a total of $25.50 million annually across 20 seasons, with the technology startup company SoFi serving as the club’s title sponsor. The second biggest deal the franchise has in place for this NFL season is with Ball Corporation, worth $20 million annually, as the official infinitely recyclable aluminium packaging partner of the Rams and the SoFi Stadium.

The Rams’ third most significant annual deal for the season is with car maker Hyundai, a two-year deal worth $10 million annually to have branding in place at SoFi stadium, along with LED ribbon boards and digital signage.

Tom Subak-Sharpe, Sport Analyst at GlobalData, comments: “Being located in one of the biggest markets in the US and having a history of moderate success competing in the NFL, Los Angeles Rams has become one of the most valuable sports teams in the world, so it is not surprising that the franchise has been able to secure multi-year and highly lucrative deals with many globally recognised brands.

“With the NFL having achieved significant international growth including expansion into new international markets, the value of sponsorship opportunities that leading franchises such as the Rams will offer to brands is only expected to increase.”

Across the NFL there appears to be a significant gap between the amount of sponsorship revenue generated by franchises based in major US markets and those located in much smaller markets. For example, New York franchises the Jets and the Giants will each receive over $90 million in the 2023-24 NFL season, whilst a team based in a smaller market such as the Cincinnati Bengals will generate roughly $45 million.

Subak-Sharpe concludes: “Los Angeles has a large Mexican-American population and the Rams has developed a large Hispanic fanbase. The commercial decision makers within the franchise will be eyeing future commercial partnerships with major Latin America-based brands, which could be key to deepening the team’s relationship with its Latin American fanbase.”