Global sports sponsorship on track to reach £35bn by 2019

The bump in sports sponsorship spend comes as brands are increasingly investing in women's games

Global sports sponsorship is set to hit £35bn by 2019, according to fresh research from by Two Circles.

The analysis predicts sports sponsorship will grow by 4% this year as businesses dig deep to stake a claim to popular sports, thanks largely to demand from the banking, airline and gambling sectors which account for 19%, 14%, 13% and 12% of UK sports sponsorship activity respectively.

However, the figures have sparked a warning that industries are placing too many eggs in too few baskets, with the bonanza also masking some glaring missed opportunities; with rights-holders under-exploiting sponsorship opportunities to the tune of £14bn.

Two Circles boss Gareth Balch said: “Most rights-holders continue to package and sell sponsorship just as they did 20 years ago - offering brand exposure through linear (TV) broadcast coverage as the main benefit for brands.

“Rights-holders are adapting and we predict a sports sponsorship correction By embracing the power of digital and data to create sponsorship assets that better satisfy the objectives of brands, rights-holders will realise the true value of their sponsorship businesses.”

The bump in sports sponsorship spend comes as brands are increasingly investing in women's games.

Earlier this month, Coca-Cola announced it was to sponsor Channel 4's new show Women’s Football World and Barclay’s inked a multi-million pound three-year deal of the Women’s Super League.

Even more recently Boots revealed plans to sponsor all of the national teams in the UK and Ireland.

In 2018, Mars renewed its own FA deal and Budweiser signed its first-ever women's football sponsorship deal.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.