Sponsorship Sector Report: Technology EMEA 2025
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This report provides an overview of the technology 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 Overview: EMEA tech sponsorship spend more than doubled from $1.29 billion (2020) to $2.94 billion (2024), then held at $2.93 billion (2025). Deal volume rebounded to 1,932, but average value softened versus 2024.
Analysis by Sport: Soccer dominates, delivering 63.2% of 2025 value and scaling to $1.85 billion. Motor racing surges to $700.90 million led by F1. Esports stays premium: 52 deals, $77.80 million.
Product Category Breakdown: Series partnerships represent only 9% of deal value yet deliver the highest per-deal averages, driven by season-long exposure, consistent engagement, and scalable rights packages beyond single-event visibility.
Consumer Trends: Fans increasingly expect digital-first, personalized experiences: AI-driven content, real-time insights, and measurable engagement. VR/immersive, cloud gaming, and 5G expand interactive viewing, while ESG pressure boosts demand for credible sustainability tech stories.
Key Product Market: Europe is the engine, representing 40.6% of 2025 spend, powered by mature leagues and premium properties (UEFA, F1). Middle East & Africa have fewer deals, but marquee events attract outsized, strategic investment.
Leading Brands: EA Sports leads by spend and deal count via Premier League, LaLiga, and Real Madrid. Other major investors include Deutsche Telekom, Vodafone, Spotify, plus AWS, Microsoft, Oracle, SAP, Cisco, HP across soccer and F1.
Scope
This report looks to offer a detailed insight into the technology 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.
Key Highlights
A detailed overview of the technology sector across the EMEA region. Outlining sectors influence in sports sponsorship and the main brands involved in attaining lucrative deals across multiple sports.
Reasons to Buy
For those wanting an in-depth analysis of how the technology sector across the EMEA region performed in the sports sponsorship industry, in the sense of both business and popularity.
Salesforce
SAP
EA Sports
Atlassian
Deutsche Telekom
Vodafone
Sorare
Orange
PlayStation
TCL
NTT DATA
Daikin and Cognizant
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