Since 2020, the total value of sports sponsorship spending by the construction and real estate sector has increased by 45.3%, while deal volume has risen 87% over the same period. The sector is using sponsorship to support leasing and sales pipelines, strengthen local stakeholder relationships, and maintain visibility for multiple developments across multiple markets. The sector sees soccer as a core global channel for building brand strength and demand. Beyond soccer, sponsorship value and volume declines sharply, reveals GlobalData, a leading intelligence and productivity platform.

GlobalData’s latest report, “Sponsorship Sector Report: Construction and Real Estate 2026”, reveals that construction and real estate sponsorship growth has been driven mainly by more frequent, portfolio-style partnerships, with a Japan-led Tokyo Olympics spike in 2021 and Saudi Vision 2030/PIF-led place-branding momentum. Top construction and real estate sports sponsorships, especially in Saudi Arabia, are primarily high-value place-branding efforts for major districts and national projects.

Olivia Snooks, Sport Analyst at GlobalData, comments: “Construction and real estate companies favour soccer because it delivers steady, season-long exposure and local credibility, strengthening community ties and the ‘permission to operate.’ Soccer’s global reach and club networks also give sponsors access to international investors and high-net-worth buyers, which matters for financing and selling large, cross-border property projects.”

The biggest construction and real estate sponsorships are mainly place-branding initiatives, not product advertisements. KAFD, Roshn, Red Sea Global, and Al Balad Development are all tied to districts and national-scale projects, so sports sponsorship is used to build awareness and positive associations (e.g., modern living, and tourism). The highest values are concentrated in Saudi Arabia, where sponsorship is being used to promote new districts and major projects to local and global audiences.

Snooks continues: “The largest sports sponsorship deals show a split in the sector: real estate developers and city-district brands spend most when sport can shape place perceptions and spur interest in new communities, while construction materials and equipment brands spend less, prioritizing consistent visibility and relationships.”

In 2025, construction and real estate brands used sports sponsorship in two main ways: large “headline” partnerships to elevate a city, district, or developer brand, and smaller sponsorships to maintain visibility across venues and audiences.

Spending is led by developers and major project owners, with Roshn the largest spender, followed by KAFD. These investments prioritize broad reach and long-term brand image over immediate sales conversion. The most active brands are different because their goal is often local reach and repeated exposure. RE/MAX has the most deals because local offices can sponsor local teams and events to win customers and recruit agents.

Snooks concludes: “A key trend across the sector is that the brands with the most deals are not the ones spending the most money. Developers spend big on a few major sponsorships to build reputation and demand for large projects. Suppliers, rentals, and brokerages do more deals because smaller, frequent sponsorships help them stay close to customers across many locations.”