Sponsorship Sector Report: Tourist Boards 2026

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Published: April 13, 2026 Report Code: GDUKSport159706-ST

Report Overview
Key Players
Table of Contents
Table

Explore the global tourist boards sports sponsorship market with insights into sponsorship spend, brand strategies, deal activity, soccer sponsorship trends, regional analysis, and leading tourism board partnerships. Understand how tourist boards use sports sponsorship to drive tourism growth and global visibility.

Global Tourist Boards Sponsorship Trends Across Sports and Tourism Marketing

GlobalData’s Tourist Boards Sports Sponsorship report provides detailed insight into the global tourist boards sector and its growing influence within the sports sponsorship industry.

The report examines sponsorship activity across major sports, leading tourist board brands, regional investment trends, sponsorship deal values, and strategic positioning within the global tourism market.

Tourist-board sports sponsorship rebounded strongly after 2021, reaching $528.9 million in 2025 despite slightly lower deal volume. Tourist boards are increasingly using sports sponsorship as an always-on global media channel to drive tourism, strengthen international reputation, and support broader investment narratives.

Soccer remains the dominant sport for tourism-board sponsorship activity, generating $220.78 million annually across 181 deals. In addition, teams remain the largest sponsorship category, accounting for 286 deals valued at $310.02 million.

The report also highlights regional leadership trends, including Europe’s sponsorship scale and the growing dominance of Middle East and Africa tourist boards in premium sponsorship investments.

Built on GlobalData’s sports and tourism intelligence expertise, this report helps you evaluate sponsorship strategies, benchmark tourism marketing activity, and identify opportunities within the evolving sports sponsorship ecosystem.

Report Value Proposition – Why This Matters for You

This report helps you understand how tourist boards are leveraging sports sponsorship to increase destination visibility, strengthen brand positioning, and support tourism growth strategies.

You can use the report to evaluate sponsorship investment trends, benchmark regional strategies, assess deal activity across sports, and identify emerging tourism marketing opportunities.

In addition, the analysis provides insight into how tourism organizations are aligning with elite sports properties to maintain year-round audience engagement and global exposure.

The report may support sponsorship planning, tourism strategy development, partnership evaluations, and competitive benchmarking across sports, tourism, and destination marketing sectors.

Key Insights in the Tourist Boards Sports Sponsorship Market

Global tourist-board sports sponsorship reached $528.9 million in 2025.
Soccer generated $220.78 million annually across 181 sponsorship deals.
Teams accounted for 286 sponsorship deals valued at $310.02 million.
Europe secured $177.52 million across 334 sponsorship deals.
Middle East and Africa tourist boards dominate premium sponsorship spending.
Abu Dhabi Tourism is identified as the largest annual spending tourist board.
Tourist boards are increasingly using sports sponsorship to drive tourism and strengthen global visibility.
Sponsorship activity continues to expand across multiple sports and global regions.

Scope

What You Will Learn

Global tourist board sponsorship spending trends and deal activity

The role of sports sponsorship within tourism marketing strategies

Leading sports attracting tourism board investment

Regional sponsorship activity and investment comparisons

Key tourist board brands active within sports sponsorship

Team sponsorship trends and premium partnership activity

Market positioning strategies used by tourism organizations

How sponsorship supports destination branding and tourism growth initiatives

Target Buyers for This Report

This report may support strategic planning and market analysis for:

Tourism boards and destination marketing organizations

Sports sponsorship and partnership teams

Sports marketing agencies and consultancies

Travel and tourism companies

Hospitality and entertainment brands

Media rights and commercial strategy teams

Sports organizations and rights holders

Investors and advisory firms evaluating sports and tourism sectors

How Companies Use This Report

Tourism organizations and sports industry stakeholders may use this report to evaluate sponsorship investment opportunities, benchmark competitors, and strengthen destination marketing strategies.

For example:

Tourism boards may use the report to benchmark sponsorship spending and identify high-visibility sports partnerships.

Sports organizations may evaluate sponsorship demand trends across tourism-related sectors.

Hospitality and travel brands may assess how sponsorship supports destination positioning and international audience engagement.

Marketing and commercial strategy teams may use the analysis to identify sports with strong tourism activation potential.

In addition, organizations can use the report to benchmark against leading tourism brands active within global sports sponsorship markets.

Key Highlights

A detailed overview of the tourist boards sector worldwide. Outlining sectors influence in sports sponsorship and the main brands involved in attaining lucrative deals across multiple sports.

Reasons to Buy

Benchmark Against Leading Tourist Board Sponsorship Strategies

The report provides insight into how major tourist boards structure sponsorship investments across sports, teams, and regions.

Moreover, the analysis highlights how organizations such as Abu Dhabi Tourism align with elite sports properties to support international visibility, tourism promotion, and premium destination positioning.

This may help organizations benchmark sponsorship strategies and identify evolving trends across the sports tourism ecosystem.

Built on Trusted GlobalData Sports and Tourism Intelligence

Built using GlobalData’s sports business and tourism industry expertise, this report combines sponsorship analysis, market intelligence, regional comparisons, and brand strategy evaluation into one strategic resource.

The analysis may help support partnership planning, sponsorship strategy development, destination marketing evaluations, and competitive benchmarking.

Trusted by tourism organizations, sports rights holders, hospitality brands, and commercial strategy teams worldwide, GlobalData’s research provides actionable insight into evolving sponsorship and tourism marketing trends.

Act Now to Identify Emerging Tourism Sponsorship Opportunities

As tourist boards continue increasing investment in global sports sponsorship, organizations require reliable market intelligence to understand competitive activity, sponsorship value, and partnership opportunities.

This report provides the insight needed to evaluate global sponsorship trends, benchmark leading tourist board strategies, and identify future opportunities across the sports tourism market.

Abu Dhabi Tourism
Visit Rwanda
Democratic Republic of the Congo
Visit Qatar
Visit Victoria
Visit Detroit
Government of Bahrain
Las Vegas Convention & Visitors Authority

1. Key Information and Background

– Executive Summary

2. Market Insights

– Sponsorship market trends

3. Sector Analysis

– Sector Analysis Summary

Top 20 Sports by Value and Volume

Top 5 Sports by Deal Volume Since 2020

Top 5 Sports by Deal Value Since 2020

Product Category Breakdown

Brand Industry Breakdown

Brand Industry Comparison

Key Product Sponsorship Markets

Top 10 Biggest Deals

4. Case Study

– Case Study: FC Barcelona and Democratic Republic of the Congo (DRC)

5. Brand Analysis

Brand Analysis Summary

Brand Spend per Location

Top 10 Most Active Brands and Biggest Spenders

Top 5 Sports by Deal Volume Since 2020

Top 5 Sports by Deal Value Since 2020

Featured Brands

– 6. Appendix

– Sources

Table

Leading companies charts

market trends charts

worldwide data charts

deal volume by sport chart

Sports annual value chart

biggest deals in the sector chart

subsectors deal volume chart

product category breakdown charts

biggest spend per brand chart

Most active brands by number of deals chart

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