Financial Services (Payment) Sector Sports Sponsorship Landscape – Analysing Biggest Brands and Spenders, Venue Rights, Deals, Latest Trends and Case Studies

Pages: 43 Published: May 20, 2022 Report Code: GDUKSPC91273

The Financial services payments sector sponsorship is worth $2.24 billion to sports industry rights holders in 2022. Soccer stands as the most active sports market for payment’s sponsorship while the NBA stands as the most valued property.

The Financial Services (Payment) Sector market research report provides an overview of the sector’s involvement with the rights holders in the sports industry, the most active brands in relation to total spending on sporting properties, and a detailed overview of geographical regions of brands accounting for most of the payment’ sector expenditure. The report analyses sector’s biggest spenders, venue rights partnerships, as well as a review of the major sporting market for the payment’ sector.

What are the market dynamics in the financial services sector sports sponsorship landscape?

Sports sponsorship is an appealing proposition for financial services firms allowing them to connect with wider communities and improve upon the brand perception and value. Branding is mainstream in the sports industry, with many teams, stadiums, and events offering sponsorship rights to financial firms. Financial services firms are at the forefront of the financial services market with their engagement with sports industry stakeholders and are familiar to sports fans who are habitual of noticing the payment firms’ branding on their favorite team’s shirt front, venue naming rights, or competition title sponsorship. Engagement with the payment sector is not a new trend for rights holders, considering year 2022, the sector remains one of the most lucrative partners to the sports industry. A familiar motif among payment sector partnerships is sponsoring high-profile events such as UEFA Champions League, FIFA World Cup, Premier League, and IPL, in view of catering to target audiences, enhancing brand exposure, and nurturing reliability and trust for the brand among a wider community.

What are the sports associated with the financial services sponsorship landscape?

The sports associated with the financial services sponsorship landscape are soccer, basketball, American football, ice hockey, baseball, motor racing, golf, tennis, rugby union, and cricket.

financial services sector sponsorship landscape, by sports

financial services sector sponsorship landscape, by sports

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What are the key brands in the financial services sector of sports sponsorship?

Some of the key brands in the financial services sector of sports sponsorship are MasterCard, Visa, Scotiabank, American Express, SoFi, JP Morgan Chase & Co, PNC, Citi, Capital One, and Zytara.

US based payment’s firm Mastercard stands as the biggest spender in the payment’s sponsorship market with an estimated spend of more than $100 million. Mastercard’s long-running ‘Priceless’ campaign is integrated with content from Mastercard’s sponsorship portfolio and is considered a key driver of brand affinity along with bringing the brand closer to its audience. Mastercard’s partnerships have expanded, establishing a strong presence within the League of Legends esports ecosystem. Brand’ main sponsorship properties are within soccer, tennis, golf, baseball and rugby. Another US firm Visa stands highest in deal volume and occupies second position after Mastercard as the biggest spender.  holding $119.7 million with 28 deals in 2022.

Financial services sector sports sponsorship landscape, by brands

Financial services sector sports sponsorship landscape, by brands

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Market report overview

Sponsorship value (Year – 2022) $2.24 billion
Key sports Soccer, Basketball, American Football, Ice Hockey, Baseball, Motor Racing, Golf, Tennis, Rugby Union, and Cricket
Key brands MasterCard, Visa, Scotiabank, American Express, SoFi, JP Morgan Chase & Co, PNC, Citi, Capital One, and Zytara

Key Highlights

Financial services- payment’ sector sponsorship worth an estimate of $2.24 billion to sports industry rights holders in 2022, according to the GlobalData Sport Intelligence Centre, with data being taken from GlobalData Sport’s sponsorship database on 21-Apr-2022.

There are 614 payment’ brands currently engaging in sport sponsorship agreements.

AMER region-based firms account for most payment” expenditure, spending $1.28 billion on sponsorships in 2022. This is almost entirely driven by the USA, with the Europe, Middle East & Africa (EMEA) region the second most valuable region in terms of brand spend worth $814.04 million.

Soccer is overwhelmingly the most attractive sport market to payment’ firms, with spending on soccer sponsorship reaching $819.6 million this year. Payment’ industry accounts for 21% of venue title sponsorship spend across the sports industry, highest among all other sectors.

Reasons to Buy

  • This Financial services-payments sector report offers a thorough, forward-looking analysis of thpayment sponsorship landscape, with major geographical and sporting markets for both the payment’ and sports industry in a concise format to help executives build proactive and productive growth strategies.
  • Accompanying GlobalData’s sponsorship database, the report examines the payment’s sector expenditure on sports sponsorship, most valuable region in terms of brand spend, lucrative partners to the sports industry, venue rights, comparative analysis, and sector’s most notable partnerships.
  • With several charts and tables, the report is intended for an executive-level audience, boasting presentation quality.

Key Players

MasterCard, Visa, Scotiabank, American Express, SoFi, JP Morgan Chase & Co,PNC,Citi,Capital One,Zytara,Webull,Plus500,Sparkasse, Santander,Barclays,Standard Chartered, Caixabank,QNB,Cofidis, HSBC, Rupay, OFX

Table of Contents

Introduction

Executive summary

Landscape

Sector Analysis

Sport sectors

Property value

Key markets

Biggest deals

Dossier: Payment’s sector & Venue rights

Biggest venue rights deals

Venue sponsorship landscape

Brand study: Scotiabank

Venue title sponsorship sectors

Brand Analysis

Case Study: 1. Scuderia Ferrari & Santander

2. Liverpool FC & Standard Chartered

Biggest spenders

Most active brands

Geography breakdown

Most active brand locations

Key brands

Frequently Asked Questions

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