Strategic Partnerships in Sport – Thematic Intelligence

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Strategic Partnerships in Sports Report Overview

Partnerships are an essential part of sport. While partnerships within teams and between players are often significant, agreements struck between brands and athletes, or between leagues and broadcasters, are more important due to the significant financial incentives present in the current sporting world.

A type of partnership that could potentially be evolving is the relationship between organizations and broadcasters, which was highlighted through FIFA’s introduction of a new streaming service, FIFA+. The introduction of streaming services like FIFA+ could potentially prompt other federations into similar moves. Viewership habits among younger generations differ significantly, with many of them more likely to watch sports online rather than on traditional cable. Thus, most of the brands and high-profile athletes are engaging in long-term partnerships. The most lucrative of these tend to be partnerships with sportswear brands, such as Nike, Adidas, Puma, and New Balance.

The strategic partnerships in sport thematic intelligence report provides an overview of the history of partnerships in sport, and how increased commercialization has affected the nature of these deals. It identifies the key partnerships in the sporting world over the last thirty years, and where the future might be headed as the nature of these partnerships change. A look at how cryptocurrency has invaded the sports sponsorship with high-value deals, despite long-term concerns about its stability. A detailed look at the strategic partnerships value chain which highlights how athletes, teams and brands generate revenue.

Strategic Partnerships in Sport Trends

The main trends shaping the strategic partnerships in sport theme over the next 12 to 24 months are changing viewership demographics, surging launches of teams/leagues & OTT, rising online streaming of content, increasing popularity of social media, growing dilution of streaming platforms, and unsurprising effects of geopolitics.

Rise of Streaming:  For years, sporting events were exclusively tied to cable subscriptions, and OTT platforms were not even a part of the conversation. However, the popularity of the latter has soared in recent years, with an estimated 1.2 million people in the US dropping their traditional TV services in Q2 2020. A turning point in the shift towards OTT platforms was the $130 million deal for Amazon to stream 11 regular-season NFL games. Amazon was also early in securing rights to Premier League games in 2019. Amazon was the first tech giant to have invested in sports streaming, with Netflix having ruled itself out of live sports, Google’s focus on YouTube Premium, and Facebook not having an OTT platform at that time.

For more insights on the key trends in strategic partnerships in sport theme, download a free sample report

Strategic Partnerships in Sport Industry Analysis

The sports industry is expected to grow to a market value of $599.9 billion by 2025. However, the growth may be affected by the shifting dynamics within the strategic partnerships industry, and the Russia-Ukraine conflict, which led to the immediate termination of sponsorship deals involving Russian brands.

The strategic partnerships in sport thematic intelligence report also covers –

  • Russia & Ukraine Geopolitics
  • China Geopolitics
  • Saudi Arabia & Qatar Geopolitics
  • Timeline

Sports Industry Analysis, 2019-2025 ($ Billion)

Sports Industry Analysis, 2019-2025 ($ Billion)

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Strategic Partnerships in Sport Value Chain

In modern sports, several different types of partnerships exist, all of which can generate significant value. The most common types of deals include sponsorship deals between teams and brands, endorsement deals between athletes and brands, and media broadcasting deals between broadcasters and leagues/organizations.

Sponsorship Deals: The most common way teams earn money is through partnering with major brands. The types of these deals can vary, from becoming a partner of the club, to officially supplying the club’s players with equipment or becoming a shirt sponsor. The greater the scope of a deal, the higher value the deal is likely to be. The upper end of sponsorship deals is generally agreed upon by the world’s biggest clubs and teams, as partners will pay more money to enter an agreement where they will have more visibility.

Strategic Partnerships in Sport Value Chain Analysis

Strategic Partnerships in Sport Value Chain Analysis

For more insights on the strategic partnerships in sport industry value chain, download a free sample report

Strategic Partnerships in Sport – Competitive Landscape

Some of the common companies engaging in strategic partnerships in sport theme are Amazon, beIN, FIFA, Netflix, NBA, NFL, and Nike among others.

Amazon: Amazon’s foray into sports streaming began making serious inroads when they secured rights to some Premier League games in 2018. The deal was unique at that time, as the rights they had secured gave them access to all the Premier League’s Boxing Day fixtures, which is traditionally one of the most popular days for football in the English calendar. The initial deal allowed Amazon to broadcast 20 games a season, but this number was expanded due to the COVID-19 pandemic. With fans not being allowed into games, existing rights holders were allowed to show more games. In addition, Amazon was a part of the 2019 NFL TV deal, which will see them broadcast 15 Thursday night games a season. The deal marks the NFL’s first agreement with a digital streaming service and could allow for further expansion for Amazon in this field in the future.

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Strategic Partnerships in Sport Outlook

Page Count 23
Key Value Chain Components Broadcasting Deals, Endorsement Deals, and Sponsorship Deals
Key Trends Changing Viewership Demographics, Surging Launches of Teams/Leagues & OTT, Rising Online Streaming of Content, Increasing Popularity of Social Media, Growing Dilution of Streaming Platforms, and Unsurprising Effects of Geopolitics
Key Companies Amazon, beIN, FIFA, Netflix, NBA, NFL, and Nike

Reasons to Buy

  • For those wanting an in-depth analysis of how these types of partnerships, including the motivations of brands and the potential pitfalls that come with partnering with athletes and teams.
  • Discusses some of the more prominent examples in recent years of outside factors (e.g. geopolitics) affecting long-term partnerships.
  • GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.


Table of Contents

  • 1 Executive Summary
  • 2 Players
  • 3 Thematic Briefing
  • 4 Trends
  • 5 Industry Analysis

    • 5.1 Market size and growth forecasts
    • 5.2 Timeline

  • 6 Value Chain

    • 6.1 Broadcasting deals
    • 6.2 Endorsement deals
    • 6.3 Sponsorship deals

  • 7 Companies

    • 7.1 Public companies

  • 8 Further Reading
  • 9 Our Thematic Research Methodology
  • 10 About GlobalData
  • 11 Contact Us

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