Tire Partnerships – Property Profile, Sponsorship and Media Landscape
Tire sponsorship is worth an estimated $412.46 million to sports industry rights holders in 2022. Unsurprisingly motor sport is the standout for tire partnerships with supplier deals essential to its operations, with it offering a big opportunity for tire brands to promote their products with the fastest and best racing teams around. Goodyear comes out as the biggest spender per year on sports sponsorship which mainly based around its huge $75 million deal with NASCAR.
What are the key tire partnerships spend by sport?
The key tire partnerships spend by sport are motor racing, soccer, cycling, Australian football, motorsport, ice hockey, golf, cricket, basketball, motorcycling, and others.
Tire Partnerships Spend by Sport
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Motor racing-based events come out on top in terms of spend by the tire sector. Soccer sits just behind motor racing in regard to influence of the tire market, with a number of big deals linked to the sector, despite a much larger number of automotive partners linked to clubs and federations.
What are the key tire partnerships spend by deals?
The key tire partnerships spend by sport are soccer, motor racing, motorcycling, golf, esports, baseball, rugby union, basketball, Australian football, ice hockey, motorsport, and others.
Soccer is the only other major sport, outside of those that are directly linked to tire required motor racing events, that attracts such large sums from the tire sector. This is owed to the huge popularity and global presence of soccer teams and competitions.
Tire Partnerships Spend by Deals
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Which are the top ten deals within the tire industry?
The top ten deals within the tire industry are NASCAR, Olympics, FIM, Formula 1, IndyCar, Formula 1, UEFA, Manchester City, Cleveland Cavaliers, and Major League Baseball (MLB).
Looking at the ten biggest active tire partnerships in 2022 the NASCAR deal with Goodyear currently comes out as by far and away the most lucrative contract. With an estimated $75 million spent on the rights each year, it is the iconic and most prized partnership of Goodyear’s portfolio, with the deal offering them exclusive supplier rights across all 17 competing teams in the racing series. The affiliation between Goodyear and NASCAR also holds significant historic value, with the brand first becoming involved with the series in 1985.
Top Deals Within the Tire Industry
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What is the regional analysis of the tire sponsorship market by value?
The key tire sponsorship regions by value are North America, Europe, Asia, South America, Middle East, Africa, and Oceania.
Regional Analysis of the Tire Sponsorship Market by Value
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Which are the key soccer leagues with tire partnership?
The key soccer leagues with tire partnership are English Premier League (EPL), La Liga, Bundesliga, Serie A, and Ligue 1.
Looking specifically at the Premier League at the end of the 2021-22 season, only seven participating teams boast an active tire partnership. These partnerships are predominantly linked to the bigger teams in the league including six of the top seven finishing teams from the final league standings. The only missing club from this list is Liverpool. This highlights how tire brands look to sign with the biggest soccer properties to appeal to the biggest possible audiences.
Key Soccer Leagues with Tire Partnership
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Which are the key tire partnerships by brands?
The key tire partnerships by brands are Goodyear, Pirelli, Bridgestone, Apollo Tyres, Toyo Tires, Dunlop Tyres, TVS Tyres, MRF Tyres, Yokohama Rubber Company, Continental, and others.
Goodyear, through its huge deal with NASCAR, stands alone as the biggest tire brand in sport in 2022. Its deal with NASCAR alone, is enough to offer the brand this reputation, though its other 12 active partnerships prop its total annual spend to near about $100 million. Elsewhere, there is less to separate the other major tire brands in the market, with Pirelli and Bridgestone the second and third biggest spenders. All these higher-ranking brands are linked to at least one major partnership in motor sport or soccer, highlighting the significance of these two sports to tire brands in the market.
Key Tire Partnerships by Brands
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Market Report Overview
| Market size | $412.46 million |
| Key tire partnerships spend by sport | Motor Racing, Soccer, Cycling, Australian Football, Motorsport, Ice Hockey, Golf, Cricket, Basketball, Motorcycling, and Others |
| Key tire partnerships spend by deals | Soccer, Motor Racing, Motorcycling, Golf, Esports, Baseball, Rugby Union, Basketball, Australian Football, Ice Hockey, Motorsport, and Others |
| Top ten deals within the tire industry | NASCAR, Olympics, FIM, Formula 1, IndyCar, Formula 1, UEFA, Manchester City, Cleveland Cavaliers, and Major League Baseball (MLB) |
| Regional analysis of the tire sponsorship market by value | North America, Global, Europe, Asia, South America, Middle East, Africa, and Oceania |
| Key soccer leagues with tire partnership | English Premier League (EPL), La Liga, Bundesliga, Serie A, and Ligue 1 |
| Key tire partnerships by brands | Goodyear, Pirelli, Bridgestone, Apollo Tyres, Toyo Tires, Dunlop Tyres, TVS Tyres, MRF Tyres, Yokohama Rubber Company, Continental, and Others |
Scope
The offers a snapshot of the market for what is a growing category of partnership in the world of sport. It offers an insight as to which brands are most involved in different sports and looks to show how much money each of them if paying for its differing partnership rights.
Key Highlights
Deals breakdown by sport and location, as well as a look at where these deals are being signed around the world. A look at all of the biggest deals in the market as well as a number of high profile expiring deals in 2022. A look at how the big five European soccer leagues are involved with tire partners as well as a breakdown as to how brands are investing the market on an individual basis.
Reasons to Buy
It offers a big insight into the world of tire partnerships and how they are currently being sold in global sport. Deals are broken down by brand, sport type and spend to offer more granular detail than just data.
Table of Contents
List of Tables
List of Figures
Frequently Asked Questions
The estimated worth of tire sponsorship to the sports industry rights holders in 2022 is $412.46 million.
The key tire partnerships spend by sport are motor racing, soccer, cycling, Australian football, motorsport, ice hockey, golf, cricket, basketball, motorcycling, and others.
The key tire partnerships spend by sport are soccer, motor racing, motorcycling, golf, esports, baseball, rugby union, basketball, Australian football, ice hockey, motorsport, and others.
The top ten deals within the tire industry are NASCAR, Olympics, FIM, Formula 1, IndyCar, Formula 1, UEFA, Manchester City, Cleveland Cavaliers, and Major League Baseball (MLB).
The key tire sponsorship regions by value are North America, Global, Europe, Asia, South America, Middle East, Africa, and Oceania.
key soccer leagues with tire partnership are English Premier League (EPL), La Liga, Bundesliga, Serie A, and Ligue 1.
The key tire partnerships by brands are Goodyear, Pirelli, Bridgestone, Apollo Tyres, Toyo Tires, Dunlop Tyres, TVS Tyres, MRF Tyres, Yokohama Rubber Company, Continental, and others.
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