Financial Services (Payments) Sports Sponsorship Landscape – Analysing Biggest Brands and Spenders, Venue Rights, Deals and Case Studies

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Financial Services (Payments) Sports Sponsorship Landscape Report Overview

There are 1385 deals between sports rights holders and the Financial Services (FS)-payment sector, with these deals estimated annual worth to be $2.5 billion. Sports sponsorship grants financial services firms the opportunity to establish profound connections with expansive audiences and elevate their brand perception and value to new heights. Payments sector companies strategically target branding and activation rights in partnership with sports properties, aiming to attain prolonged exposure and enhance brand recognition, while also expanding their reach to diverse and extensive audiences. Financial services firms are positioned prominently within the global sports landscape, displaying a deep level of engagement with sports rights holders.

The Financial Services (Payments) Sports Sponsorship Landscape report provides deep insights into the payment sector sponsorship market trend, most active sport, product categories, key product sponsorship market, and most attractive sports leagues and properties of payment sector companies. The report further takes a closer look at the prevailing trend of acquiring stadium naming rights across different industries. Additionally, it highlights the payment sector’s biggest deals, spenders, most active brands, brand spend per location, and top brand analysis.

Annual Deal Worth (June 2023) $2.5 billion
Historical Period 2017-2022
Key Sports Types ·       Soccer

·       Baseball

·       Basketball

·       American Football

·       Motorsport

·       Ice Hockey

·       Tennis

·       Golf

·       Multi-Sport Games

·       Cricket

Leading Brands ·       MasterCard

·       Visa

·       PNC Financial Services

·       Caixa Bank

·       Bank of America

·       American Express

·       HSBC

·       Santander

·       Credit Agricole

·       Citi

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Financial Services Sports Sponsorship Market Dynamics

Sports rights holders showcase their capabilities and demonstrate the value of their products and services by introducing contactless payment methods at stadiums, offering exclusive benefits via mobile apps, or seamlessly integrating their services into ticketing systems. Such integrations enhance brand consideration among a wider audience and reinforce payment companies’ positioning as leaders in the realm of cutting-edge payment solutions within the sports industry. Some of the largest payment sector companies are at the forefront of sports sponsorship, aligning with popular sports entities to boost customer preference and increase their market share globally.

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Financial Services Sports Sponsorship Market Segmentation by Sport Types

The key sports associated with the financial services sponsorship landscape are soccer, baseball, basketball, American football, motorsport, ice hockey, tennis, golf, multi-sport games, and cricket. Soccer is the primary recipient of the payment sector’s budget committed to the sports industry in 2023, due to its global popularity and commercial success. Most of the payment sector spending on soccer is directed towards prominent soccer entities such as Liverpool FC, UEFA Champions League, La Liga, Brazilian Football Confederation, Manchester United FC, FC Barcelona, and so on. Baseball has the fifth-highest number of active deals but is placed in second position in terms of annual spending indicating that the sport has a relatively high spend per deal in terms of its active agreements with payments brands.

Financial Services Sports Sponsorship Market Analysis by Sport Types, 2023 (%)

Financial Services Sports Sponsorship Market Analysis by Sport Types, 2023 (%)

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Financial Services Sports Sponsorship Market Segmentation by Active Brands

Some of the active brands in the financial services sector of sports sponsorship market are MasterCard, Visa, PNC Financial Services, Caixa Bank, Bank of America, American Express, HSBC, Santander, Credit Agricole, and Citi. MasterCard owns the privilege of having the most active sponsorship agreement amongst all payment brands. Brands from North America and the European region lead the chart of most active brands within the payment sponsorship market. Visa appears as the second most active brand and has its biggest global partnership with the International Olympic Committee (IOC), serving as the top sponsor of the IOC including sponsorship of the Paralympic Games, and Youth Olympic Winter Games.

Financial Services Sports Sponsorship Market Analysis by Active Brands, 2023 (%)

Financial Services Sports Sponsorship Market Analysis by Active Brands, 2023 (%)

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Segments Covered in the Report

Financial Services Sports Sponsorship Sports Types Outlook (Value, $ Billion, 2017-2023)

  • Soccer
  • Baseball
  • Basketball
  • American Football
  • Motorsport
  • Ice Hockey
  • Tennis
  • Golf
  • Multi-Sport Games
  • Cricket

Key Highlights

  • Financial Services (payments) sector sponsorship is worth an estimate of $2.5 billion to sports industry rights holders, according to the GlobalData Sport Intelligence Centre, with data being taken from GlobalData Sport’s sponsorship database as of 30th June 2023.
  • The United States represents the most enticing sports market for payments brands amongst all nations globally.
  • Soccer is overwhelmingly the most attractive sports market to payment firms. The payment industry accounts for more than 20% of venue title sponsorship spend across the sports industry, the highest among all other sectors.
  • AMER region-based brands account for most of the payment sector expenditure. This is almost entirely driven by the USA, with the Europe, Middle East & Africa (EMEA) region brands acting as the second highest spenders.

Reasons to Buy

  • This report brings forth a comprehensive, forward-looking analysis of the payment sector’s involvement with sports rights holders across the world to help executives build proactive and productive advancement strategies.
  • Accompanying the GlobalData sponsorship database, the report examines the payment sector’s expenditure on sports sponsorship and highlights leading payment brands, biggest spenders, valuable sports market, key geographical markets, venue rights, lucrative partners to the sports industry, sponsorship market trends, sector’s most notable partnerships, and most appealing sporting properties.
  • With several charts and tables, the report is intended for an audience of executives and professionals, boasting presentation quality.

Capital One
American Express
PNC Financial Services
Bank of America
Standard Chartered
BNP Paribas

Table of Contents

  • 1. Key Information and Background

    • 1.1. Executive Summary
    • 1.2. Introduction

  • 2. Market Insights

    • 2.1. Sponsorship Market Trend-Financial Services (Payments)

  • 3. Sector Analysis

    • 3.1. Sector Summary
    • 3.2. Top Sports by Value and Volume
    • 3.3. Most Attractive Sports Leagues and Sports Properties
    • 3.4. Product Category Breakdown
    • 3.5. Biggest Deals
    • 3.6. Key Product Sponsorship Markets
    • 3.7. Top Expiring Deals in 2023

  • 4. Case Studies

    • 4.1. MasterCard and UEFA Champions League (UCL)
    • 4.2. Venue Naming Rights- Financial services (Payments)
    • 4.3. Insight- Venue Title Sponsorship across sectors

  • 5. Brand Analysis

    • 5.1. Brand Summary
    • 5.2. Most Active Brands
    • 5.3. Biggest Spenders
    • 5.4. Brand Spend Per Location
    • 5.5. Key Brands Analysis

  • 6. Appendix

    • 6.1. Sources

Frequently asked questions

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