Sponsorship Sector Report – Consumer Goods EMEA 2025

Powered by

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

This report provides an overview of the consumer goods sector across the EMEA 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.

Market Size & Stability: EMEA consumer goods sponsorship remains high-volume and stable. Deal count rose from 1,175 (2020) to 1,433 (2024) then eased to 1,381 (2025). Annual spend stayed rangebound, peaking at $697.81 million (2021) and ending $630.39 million (2025).
Values-Driven Consumption Trends: Health, sustainability and quality-of-life preferences are reshaping brand strategies. Growth is strongest in premium and functional goods—better-for-you snacks, organic, plant-based and eco-friendly household products. Sponsorship is increasingly used to build lifestyle credibility and values-led narratives.
Leading Sports & Inventory Dynamics: Soccer dominates due to long seasons, frequent matchdays, and scalable structures from UEFA to local clubs. It supports all budgets and converts fandom via merchandising/licensing. Cycling is steady but softening (242 deals in 2025); tennis is accelerating to 174 deals.
High-Value Properties & Monetization Models: Motor racing concentrates large spend into fewer headline deals, declining from ~$206 million (2020–21) to $58.10 million (2025), led by renewals (e.g., McLaren, Ferrari). Golf monetizes through premium events and hospitality, peaking $34.67 million (2023) then falling to $21.47 million.
Rights-Holder Mix & Geography: Teams capture 43% of annual value as anchor platforms; federations represent 30% and suit equipment/licensing players. Europe dominates ($3.71 billion value; 7,519 deals) due to mature properties and measurable ROI. Middle East investment is rising via Saudi/Qatar event expansion.
Brand & Segment Winners: Sports equipment leads activity (638 deals in 2025) and value growth ($211.92 million in 2020 to $225.85 million in 2025). Tobacco shrank ($198 million to $36.64 million). Toys/games grew ($41.50 million to $77.58 million).

Scope

This report looks to offer a detailed insight into the consumer goods sector across the EMEA region. It explores all the main brands in the sector as well as details the movement in the sector over the last few years across the globe in the sports sponsorship industry.

Reasons to Buy

For those wanting an in-depth analysis of how the consumer goods sector across the EMEA region performed in the sports sponsorship industry, in the sense of both business and popularity.

Gillette
Technogym
Toppa
British American Tobacco,Haier
Unilever
Panini
Mizuno
Acushnet
HEAD
SELECT
La Roche-Posay
Midea
YETI
Secretlab

Table of Contents

1. Key Information and Background

– Executive Summary

2. Market Insights

– Sponsorship market trends

3. Sector Analysis

– Sector Analysis Summary

– Top 20 Sports by Value and Volume

– Top 5 Sports by Deal volume Since 2020

– Top 5 Sports by Deal Value Since 2020

– Product Category Breakdown

– Key Product Sponsorship Markets

– Subindustry by Deal Volume

– Subindustry by Deal Value

– Top 10 Largest Deals

4. Case Study

– Case Study: UEFA Champions League and Gillette

5. Brand Analysis

– Brand Analysis Summary

– Spend per Brand Location

– Top 10 Most Active Brands and Biggest Spenders in 2025

– Top 5 Sports by Deal Volume Since 2020

– Top 5 Sports by Deal Value Since 2020

– Featured Brands Analysis

6. Appendix

– Sources

Sponsorship Sector Report – Consumer Goods EMEA 2025 standard reports
Currency USD
$1,500

Can be used by individual purchaser only

$3,000

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


Undecided about purchasing this report?

Enquire Before Buying Download FREE Resources

Get in touch to find out about multi-purchase discounts

reportstore@globaldata.com
Tel +44 20 7947 2745

Sample Report

Sponsorship Sector Report – Consumer Goods EMEA 2025 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
testimonial-image
testimonial-image
testimonial-image
testimonial-image
testimonial-image
testimonial-image
testimonial-image

“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
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 Sponsorship Sector Report – Consumer Goods EMEA 2025 in real time.

  • Access a live Sponsorship Sector Report – Consumer Goods EMEA 2025 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.