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.