Europe, Middle East and Africa Sport Technology Sponsorship Landscape – Analysing Biggest Deals, Sports League, Brands and Case Studies
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Europe, Middle East and Africa (EMEA) Sport Technology Sponsorship Landscape Report Overview
The technology sponsorship sector within the region of EMEA amounts to a total of $4.67 billion in 2023. Sponsorship is one of the most effective ways for brands to increase their visibility and profile. Sports are incredibly popular around the world, with the most popular leagues and teams being viewed by millions. Brands are eager to attach themselves to widely viewed properties to increase the number of eyes on their branding and advertisements. Greater awareness of a brand can lead to increased sales and profits, so it certainly pays for brands to shell out large sums of money to attach themselves to sporting properties. As of 4th April 2023, there are a total of 579 active deals with technology brands within the EMEA region, with much of this deal volume being accounted for by deals with sporting properties.
The report covers a complete overview of the technology sector across the EMEA region. The report includes market insight and sector and brand analysis. It explores all the main active brands in the sector as well as detailing the movement in the sector over the last few years in the sports sponsorship industry. The report also outlines sectors influence in sports sponsorship and the main brands involved in attaining lucrative deals across multiple sports.
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EMEA Sport Technology Sponsorship Landscape by Sport Type
The key sports types in the EMEA sport technology sponsorship landscape are soccer, motor racing, basketball, multi-sport games, esports, ice hockey, motorcycling, golf, tennis, and athletics among others. In 2023, soccer is the most popular market within EMEA in terms of sponsorship agreements by sport, having more than five times the active agreements than any other sport in the region, while also generating the highest annual deal value.
EMEA Sport Technology Sponsorship Landscape Analysis by Sport Type, 2023 (%)
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EMEA Sport Technology Sponsorship Landscape by Sector
The key sectors in the EMEA sport technology sponsorship landscape are National Basketball Association, International Olympic Committee, FIA Formula One World Championship, National Hockey League, English Premier League, and ESL Gaming. In 2023, the National Basketball Association (NBA) generated the most sponsorship spend of all major sporting properties.
EMEA Sport Technology Sponsorship Landscape Analysis by Sector, 2023 (%)
For more sector insights in the EMEA sports technology sponsorship landscape, download a free sample
EMEA Sport Technology Sponsorship Landscape by Product Category
The key product categories in the EMEA sport technology sponsorship landscape are teams, federations, series, events, athletes, and venues. In 2023, federations brought in majority of revenues from sponsorship agreements.
EMEA Sport Technology Sponsorship Landscape Analysis by Product Category, 2023 (%)
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EMEA Sport Technology Sponsorship Landscape by Most Active Brands
The most active brands in the EMEA sport technology sponsorship landscape are EA Sports, Konami, Acronis, Dapper Labs, FanCraze, SAP, Football Manager, TrainingPeaks, BeSoccer, Lenovo, AWS, and HyperX among others. In 2023, EA Sports ranks as the most active technology brand within sports sponsorship, having more than double the number of deals than second placed Konami. This result has been driven by the number of licensing agreements the company has in place with various sports leagues, which allows real-life players and teams to be used within the development of their video games.
EMEA Sport Technology Sponsorship Landscape Analysis by Most Active Brands, 2023 (%)
For most active brands in the EMEA sports technology sponsorship landscape, download a free sample
EMEA Sport Technology Sponsorship Landscape by Biggest Spending Brands
The biggest spenders in the EMEA sport technology sponsorship landscape are 2K Sports, EA Sports, Intel, Oracle, Atos, Lenovo, AWS, Salesforce, 1&1, SAP, Cognizant, Konami, Apple, Football Manager, Sportradar, Tata Consultancy Services, Genesys, DXC, and Cyderes among others. In 2023, the highest sponsorship spend value was generated by 2K Sports.
EMEA Sport Technology Sponsorship Landscape Analysis by Biggest Spending Brands, 2023 (%)
For biggest spending brands in the EMEA sports technology sponsorship landscape, download a free sample
EMEA Sport Technology Sponsorship Landscape Overview
Market Size (2023) | $4.67 billion |
Key Sport Type | Soccer, Motor Racing, Basketball, Multi-Sport Games, Esports, Ice Hockey, Motorcycling, Golf, Tennis, and Athletics |
Key Sector | National Basketball Association, International Olympic Committee, FIA Formula One World Championship, National Hockey League, English Premier League, and ESL Gaming. |
Key Product Category | Teams, Federations, Series, Events, Athletes, and Venues. |
Most Active Brands | EA Sports, Konami, Acronis, Dapper Labs, FanCraze, SAP, Football Manager, TrainingPeaks, BeSoccer, Lenovo, AWS, and HyperX |
Biggest Spending Brands | 2K Sports, EA Sports, Intel, Oracle, Atos, Lenovo, AWS, Salesforce, 1&1, SAP, Cognizant, Konami, Apple, Football Manager, Sportradar, Tata Consultancy Services, Genesys, DXC, and Cyderes |
Atos
AWS
Intel
Salesforce
Lenovo
EA Sports
1&1
Konami
Oracle
SAP
Cognizant
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Frequently asked questions
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What is the technology sponsorship sector size within the region of EMEA in 2023?
The technology sponsorship sector within the region of EMEA amounts to a total of $4.67 billion in 2023
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What are the key sectors in the EMEA sports technology sponsorship landscape?
The key sectors in the EMEA sports technology sponsorship landscape are National Basketball Association, International Olympic Committee, FIA Formula One World Championship, National Hockey League, English Premier League, and ESL Gaming.
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What are the key product categories in the EMEA sports technology sponsorship landscape?
The key product categories in the EMEA sports technology sponsorship landscape are Teams, Federations, Series, Events, Athletes, and Venues.
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What are the leading active brands in the EMEA sports technology sponsorship landscape?
The leading active brands in the EMEA sports technology sponsorship landscape are EA Sports, Konami, Acronis, Dapper Labs, FanCraze, SAP, Football Manager, TrainingPeaks, BeSoccer, Lenovo, AWS, and HyperX
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What are the leading spending brands in the EMEA sports technology sponsorship landscape?
2K Sports, EA Sports, Intel, Oracle, Atos, Lenovo, AWS, Salesforce, 1&1, SAP, Cognizant, Konami, Apple, Football Manager, Sportradar, Tata Consultancy Services, Genesys, DXC, and Cyderes are some of the leading spending brands in the EMEA sports technology sponsorship landscape.
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