Americas Technology Sport Sponsorship Landscape, 2023 – Analysing Biggest Deals, Sports League, Brands and Case Studies

Powered by

All the vital news, analysis, and commentary curated by our industry experts.

$1500
Buy Report View Sample

Published: April 17, 2023 Report Code: GDUKSPC114696-ST

Select Item

Americas Sports Technology Sponsorship Report Overview

The technology sector accounts for an estimated annual spend of $1.8 billion in sport sponsorship in Americas for 2023. There are 193 different brands currently engaged in sport sponsorship agreements across the region. The biggest partnership in the sector is the licensing deal between EA Sports and the NFL.

The Americas sports technology sponsorship report provides an overview of the technology sponsorship sector in the Americas region. The report also identifies the key brands operating in the sector, including the most active brands and the ones with the highest spend.

Annual Spend (2023) $1.8 billion
Key Sports Type American Football, Basketball, Motor Racing, Soccer, Multi-Sport Games, Ice Hockey, Esports, Baseball, Golf, and Athletics
Key Product Categories Teams, Federations, Series, Events, Athletes, and Venues
Key Brands EA Sports, Konami, Acronis, Lenovo, Salesforce, SAP, and Apple among others

Americas Sports Technology Sponsorship - Sports Type

Some of the sports type popular across the Americas sponsorship are American football, basketball, motor racing, soccer, multi-sport games, ice hockey, esports, baseball, golf, and athletics. The highest value generator amongst deals within the Americas was for American football.

Americas Sports Technology Sponsorship Analysis by Sport Types, 2023 (%)

Americas Sports Technology Sponsorship Analysis by Sport Types, 2023 (%)

For more sports type insights into sports technology sponsorship in the Americas, download a free report sample

Americas Sports Technology Sponsorship - Product Category

The key product categories in the sports technology sponsorship market are teams, federations, series, events, athletes, and venues. Federations brought in a significant percentage of revenues generated from sponsorship agreements, despite having less than half of total number of team agreements in place. Much of this was generated by global high-value deals, including 2K Sports’ partnership with the NBA and the Salesforce deal with Formula One.

Americas Sports Technology Sponsorship Analysis by Product Category, 2023 (%)

Americas Sports Technology Sponsorship Analysis by Product Category, 2023 (%)

For more product category insights into sports technology sponsorship in the Americas, download a free report sample

Americas Sports Technology Sponsorship – Brand Analysis

Some of the key brands in the AMERICAS associated with sports technology sponsorship are EA Sports, Konami, Acronis, Lenovo, Salesforce, SAP, and Apple among others. EA Sports ranks as the most active technology brand within sports sponsorship, having four more deals than the next most prominent brand, Konami.

Americas Sports Technology Sponsorship Analysis by Brands, 2023 (%)

Americas Sports Technology Sponsorship Analysis by Brands, 2023 (%)

For more brand insights into sports technology sponsorship in the Americas, download a free report sample

Segments Covered in the Report

Americas Sports Technology Sponsorship Sports Type Outlook (Value, $ Million, 2023)

  • American Football
  • Basketball
  • Motor Racing
  • Soccer
  • Multi-Sport Games
  • Ice Hockey
  • EA Sports
  • Baseball
  • Golf
  • Athletics

Americas Sports Technology Sponsorship Product Category Outlook (Value, $ Million, 2023)

  • Teams
  • Federations
  • Series
  • Events
  • Athletes
  • Venues

Who Should Buy

  • Investors who are attempting to understand the current dynamics of tech companies and their forays into sports sponsorship.
  • Sports industry professionals who want a detailed analysis on some of the tech industry’s bigger deals within sports sponsorship.
  • Sports industry workers who want further information as to how common tech deals have been in recent years, and how it compares to the current landscape.

Scope

  • This report provides an overview of the technology sponsorship sector in the Americas region

  • The report identifies the key brands operating in the sector, including the most active brands and the ones with the highest spend.

  • A look at which sports are the most frequently sponsored by technology brands, and how they are benefiting from these deals.

  • A detailed look at what specific countries in the Americas are the most active when it comes to sponsorship, and how this compares to global deals from other regions around the world.

Key Highlights

As of 5th April 2023, there are a total of 377 active deals with technology brands within the Americas, with much of this deal volume being accounted for by deals with sporting properties. In terms of value, American football has the highest value deals across any sports, although this is largely due to a massive licensing agreement with EA Sports for the Madden series of video games. Among the most prominent brands are EA with 18 active deals in the region, while Konami and SAP are the next most prominent, accounting for 14 and 13 deals each respectively. Despite the greater deal volumes present here, the total combined deal value for these brands accounts for only 23% of the total technology deal value within Americas, suggesting that the greater value is more concentrated towards brands that are less active in terms of deal volume.

Looking more closely at the most active brands, only EA Sports are headquartered in North America, with Konami and SAP being headquartered in Japan and Germany respectively. This is unsurprising given the size of the technology industry in both nations, especially Japan where the video game and software industries are enormous in size.

In terms of deals specifically focused the Americas, the highest value deals are licensing agreements that EA Sports have with both the NFL and the NBA to produce video games, with both series selling extremely well. The combined annual value of these deals amounts to a staggering $457.1 million, which is unsurprising given that these are the two most popular sports leagues in North America, regularly drawing millions of viewers.

Reasons to Buy

  • For those wanting an in depth analysis of how the biggest partnerships active in the sector.

  • Discusses why some brands are more active than others, and how this is affected by the sports that are most popular in their regions.

  • GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.

IOC
NHL
NBA
NFL
NHL
MLB
MLS Formula One
EA Sports
2K Sports
Salesforce
Apple
SAP
Google
Microsoft
Oracle
Atos
Intel
Cognizant
Intuit
GameOn Technology

Table of Contents

  • 1. Key Information and Background

    • 1.1. Introduction

    • 1.2. Executive Summary

  • 2. Market Insights

    • 2.1. Industry Market Trend

    • 2.2. Industry Major Sponsorship Market

  • 3. Sector Analysis

    • 3.1. Sector Summary

    • 3.2. Sport Breakdown

    • 3.3. Product Category Breakdown

    • 3.4. Market Analysis

    • 3.5. Biggest Deals

    • 3.6. Expiring Deals

  • 4. Case Study

  • 5. Brand Analysis

    • 5.1. Brand Summary

    • 5.2. Brand Location Analysis

    • 5.3. Most Active Brands

    • 5.4. Biggest Spenders

    • 5.5. Key Brands Analysis

  • 6. Appendix

    • 6.1. Sources

Frequently asked questions

Americas Technology Sport Sponsorship Landscape, 2023 – Analysing Biggest Deals, Sports League, Brands and Case Studies standard reports
Currency USD
$1,500

Can be used by individual purchaser only

Most Popular
$2,250

Can be shared by unlimited users within one corporate location e.g. a regional office

$3,000

Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

Add to Basket

Undecided about purchasing this report?

Enquire Before Buying Request a Free Sample

Get in touch to find out about multi-purchase discounts

reportstore@globaldata.com
Tel +44 20 7947 2745

Every customer’s requirement is unique. With over 220,000 construction projects tracked, we can create a tailored dataset for you based on the types of projects you are looking for. Please get in touch with your specific requirements and we can send you a quote.

Sample Report

Americas Technology Sport Sponsorship Landscape, 2023 – Analysing Biggest Deals, Sports League, Brands and Case Studies was curated by the best experts in the industry and we are confident about its unique quality. However, we want you to make the most beneficial decision for your business, so we offer free sample pages to help you:

  • Assess the relevance of the report
  • Evaluate the quality of the report
  • Justify the cost

Download your copy of the sample report and make an informed decision about whether the full report will provide you with the insights and information you need.

Below is a sample report to understand what you are buying

See what our customers are saying

“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.

GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”

 Business Intelligence & Marketing Manager, SAL Heavy Lift

“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”

 Market Analyst & Management, Liebherr-Werk

Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.

 Head of Key Accounts, Saab AB

Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.

 Marketing Intelligence Manager, Portugal Foods

Our experience with GlobalData has been very good, from the platform itself to the people. I find that the analysts and the account team have a high level of customer focus and responsiveness and therefore I can always rely on. The platform is more holistic than other providers. It is convenient and almost like a one stop shop. The pricing suite is highly competitive and value for our organisation.

I like reports that inform new segments such as the analysis on generation Z, millennials, the impact of COVID 19 to our banking customers and their new channel habits. Secondly the specialist insight on affluent sector significantly increases our understanding about this group of customers. The combination of those give us depth and breadth of the evolving market.

I’m in the business of answering and helping people make decisions so with the intelligence center I can do that, effectively and efficiently. I can share quickly key insights that answer and satisfy our country stakeholders by giving them many quality studies and primary research about competitive landscape beyond the outlook of our bank. It helps me be seen as an advisory partner and that makes a big difference. A big benefit of our subscription is that no one holds the whole data and because it allows so many people, so many different parts of our organisation have access, it enables all teams to have the same level of knowledge and decision support.

 Head of Customer Insight and Research, Standard Chartered

“I know that I can always rely on Globaldata’s work when I’m searching for the right consumer and market insights. I use Globaldata insights to understand the changing market & consumer landscape and help create better taste & wellbeing solutions for our customers in food, beverage and healthcare industries.

Globaldata has the right data and the reports are of very high quality compared to your competitors. Globaldata not only has overall market sizes & consumer insights on food & beverages but also provides insights at the ingredient & flavour level. That is key for B2B companies like Givaudan. This way we understand our customers’ business and also gain insight to our unique industry”

 Head of Consumer Sensory Insights, Givaudan

GlobalData provides a great range of information and reports on various sectors that is highly relevant, timely, easy to access and utilise.  The reports and data dashboards help engagement with clients; they provide valuable industry and market insights that can enrich client conversations and can help in the shaping of value propositions. Moreover, using GlobalData products has helped increase my knowledge of the finance sector, the players within it, and the general threats and opportunities.

I find the consumer surveys that are carried out to be extremely beneficial and not something I have seen anywhere else. They provided an insightful view of why and which consumers take (or don’t) particular financial products. This can help shape conversations with clients to ensure they make the right strategic decisions for their business.

One of the challenges I have found is that data in the payments space is often piecemeal. With GD all of the data I need is in one place, but it also comes with additional market reports that provide useful extra context and information. Having the ability to set-up alerts on relevant movements in the industry, be it competitors or customers, and have them emailed directly to me, ensures I get early sight of industry activity and don’t have to search for news.

 Senior Account Manager, TSYS

Related reports

View more Sport reports
Sport
New
Six Nations (Rugby Championship), 2024 - Event Analysis
$1,500 | March 2024
Sport
New
Asia-Pacific (APAC) Automotive Industry Sports Sponsorship Landscape - Analysing Biggest…
$1,500 | March 2024
Sport
New
Asia-Pacific (APAC) Sport Technology Sponsorship Landscape - Analysing Biggest Deals,…
$1,500 | March 2024
Go even deeper with GlobalData Intelligence Center

Every Company Report we produce is powered by the GlobalData Intelligence Center.

Subscribing to our intelligence platform means you can monitor developments at Americas Technology Sport Sponsorship Landscape, 2023 – Analysing Biggest Deals, Sports League, Brands and Case Studies in real time.

  • Access a live Americas Technology Sport Sponsorship Landscape, 2023 – Analysing Biggest Deals, Sports League, Brands and Case Studies dashboard for 12 months, with up-to-the-minute insights.
  • Fuel your decision making with real-time deal coverage and media activity.
  • Turn insights on financials, deals, products and pipelines into powerful agents of commercial advantage.
Tell me more