-
Sector Analysis
Sponsorship Sector Report - Technology, Media, and Telecommunications (TMT) - Americas 2026
This report provides an overview of the technology, media, & telecommunications Americas sector globally. It explores all the main active brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry. While Americas TMT deal volume grew 58.1% from 2020 to 2025, average deal values declined. Investment remained heavily concentrated in North America, where mature assets command the highest sponsorship premiums. TMT brands in the Americas prioritize premium...
-
Sector Analysis
Sponsorship Sector Report - Alcoholic Beverages - Americas 2026
Why Does the Americas Alcoholic Beverage Sports Sponsorship Market Matter? Alcoholic beverage brands use sports sponsorships to build visibility, strengthen brand positioning and connect with audiences across the Americas. In 2025, alcohol sponsorship spending across the Americas reached $1.73 billion annually, reflecting the scale of investment in sports partnerships. The market is shaped by changing consumer preferences, including moderation and premiumization, alongside increasingly fragmented audiences. Brands must balance broad exposure through major sporting properties with more targeted partnerships that support...
-
Sector Analysis
Sponsorship Sector Report - Gambling and Betting - Americas 2026
This report provides an overview of the gambling & betting sector across the Americas region. It explores all the main active brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry. The gambling and betting industry across the Americas region spent over $1.45bn on sports sponsorship annually by 2025 — a 145% increase from 2020. Soccer is the largest sport in terms of annual value in 2025...
-
Product Insights
The Business of Major League Soccer (MLS) 2026
The "Business of the MLS 2026" report is part of the GlobalData's 'Business of' series of sport competition profiles. The report takes a look at the highest profiled me's soccer league in the United States and Canada. The report highlights the media rights landscape and sponsorship portfolios of the league and its teams landscape. The report takes provides an in-depth analysis of the biggest commercial agreements within the league and current market landscape in 2026. Apple cuts its media rights...
-
Thematic Analysis
Augmented Reality in Sport: Strategic Intelligence
Why Does Augmented Reality in Sport Matter? Augmented reality (AR) is changing how sports organisations, broadcasters and fans experience live sport by overlaying digital information onto the real world. From real-time player tracking and tactical graphics to virtual replays and interactive studio analysis, AR is becoming an increasingly important part of sports viewing and digital fan engagement. GlobalData forecasts that the global AR market will exceed $87 billion by 2030, rising from nearly $30 billion in 2024 at a compound...
-
Product Insights
The Business of Major League Baseball (MLB) 2026
Why Does the Major League Baseball Market Matter? Major League Baseball (MLB) is one of North America's leading professional sports leagues, with a commercial ecosystem spanning media rights, sponsorships, ticketing, team partnerships and digital audiences. Its commercial performance is shaped by national broadcasting agreements, local media rights, sponsor investment and the popularity of its teams and players. GlobalData's Business of MLB 2026 report examines the commercial landscape of the league and all 30 competing teams across the US and Canada....
-
Sector Analysis
Sponsorship Sector Report - Consumer Goods Americas 2026
This report provides an overview of the consumer goods Americas sector globally. It explores all the main active brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry. From 2020–2025, consumer goods sports sponsorship across the Americas grew sharply. Value rose 43.9% (7.6% CAGR) and volume increased 66.4%. Brands shifted from passive logos to performance-led activations. This strategy optimizes results for value-conscious shoppers. American football leads annual...
-
Sector Analysis
Sponsorship Sector Report - Non-Alcoholic Beverages - Americas 2026
Why Does the Americas Non-Alcoholic Beverage Sponsorship Market Matter? Non-alcoholic beverage brands are making sports sponsorship an increasingly important part of their marketing strategies across the Americas. In 2025, the sector spent $1.10bn annually on sports sponsorship, representing a 39.1% increase from 2020. Rising sponsorship investment and deal activity indicate that brands are building sustained relationships with sports properties rather than relying solely on individual events. Soft drinks continue to account for the dominant share of the sector, while energy...
-
Thematic Analysis
Global M&A Deals in H1 2026 - Top Themes by Sector: Strategic Intelligence
Why Does M&A Activity Matter? Mergers and acquisitions can provide a view into the themes reshaping industries and where companies are directing capital and strategic investment. The global M&A market recorded $1.7 trillion in deal value in H1 2026, up 47% from H1 2025. This report analyzes the most notable transactions across major sectors and identifies the disruptive themes driving M&A activity. You can use this report to: Understand the scale and direction of global M&A activity Identify disruptive themes...
-
Sector Analysis
Sponsorship Sector Report - Business and Consumer Services 2026
This report provides an overview of the Business & Consumer Services sector globally. It explores all the main active brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry. Business & consumer services sports sponsorship reached $1.13B annually in 2025, up 88.6% from 2020. Soccer leads both volume and value, combining many low-value renewals with occasional major rights deals; basketball and American football generate higher-value packages via...
Sign up to receive regular alerts for our latest analysis and reports. No matter your industry focus, you can keep your finger on the pulse with our timely updates.