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June 13, 2022

The ten biggest industries in sports sponsorship in 2022 – as of Q2 2022

Sportcal lists out the top ten most active industries in sports sponsorship in 2022.

By Carmen

Sportcal lists out the top ten most active industries in sports sponsorship in 2022, based on GlobalData’s sports sponsorship deals database as of May 2022.

1. Financial services – 2,021 active deals

Financial services is the most active industry in sports sponsorship in 2022, accounting for a total of 2,021 active sponsorship agreements across 49 sports globally.

The most valuable active deal in the financial services industry is Crypto.com’s partnership with Anschutz Entertainment Group to sponsor the Crypto.com Arena (formerly Staples Center) in Los Angeles. The sponsorship agreement is worth an estimated $700m.

2. Clothing & accessories – 1,514 active deals

The clothing & accessories industry has the second highest volume of active sports sponsorship agreements globally with a total of 1,514 deals across 56 sports, as of Q2 2022.

Nike’s partnership with the National Football League (NFL) is the biggest active deal, valued at an estimated $1.44bn, in the clothing & accessories industry.

3. Beverages – 1,384 active deals

With 1,384 active sponsorship agreements across 40 sports globally, the beverages industry is positioned next in the list of ten most active industries in sports sponsorship.

The biggest active deal, worth an estimated $1.5bn, in the beverages industry is signed between Coca-Cola/Mengniu and International Olympic Committee.

4. Gambling – 864 active deals

Gambling is the fourth most active industry in sports sponsorship in 2022, accounting for a total of 864 active sponsorship agreements across 39 sports globally.

The most valuable active deal in the gambling industry is Caesars and New Orleans Saints’s agreement – covering sponsorship of the iconic Caesars Superdome – worth an estimated $138m.

5. Consumer goods & services – 849 active deals

The consumer goods & services industry stands fifth in the list with 849 active global sponsorship agreements across 39 sports during the review period.

Valued at an estimated $240m, the sponsorship agreement signed by Procter & Gamble with the International Olympic Committee is the biggest active deal in the consumer goods & services industry.

6. Travel & tourism – 843 active deals

The travel & tourism industry has the sixth highest volume of active sponsorship agreements globally with a total of 843 deals across 36 sports globally.

The agreement, worth an estimated $500m, between AirBnB and International Olympic Committee is the most valuable active deal in the travel & tourism industry.

7. Industrial goods & services – 834 active deals

With 834 active sponsorship agreements across 30 sports globally as of Q2 2022, the industrial goods & services industry stands at seventh position in the list of ten most active industries in sports sponsorship.

The most valuable active deal, worth an estimated $300m, in the industrial goods & services industry is struck between Dalkia and French soccer club Olympique Lyonnais.

8. Automotive – 820 active deals

The eighth most active industry in sports sponsorship so far in 2022, is automotive with 820 active agreements across 33 sports globally.

The $835m sports sponsorship deal signed by Toyota with International Olympic Committee is the biggest in the automotive industry.

9. Retail – 812 active deals

The retail industry stands next in the order with 812 active worldwide sponsorship agreements across 45 sports as of Q2 2022.

Valued at an estimated $800m, the sports sponsorship deal between Chinese ecommerce and technology company Alibaba and International Olympic Committee is the biggest in the retail industry.

10. Technology – 764 active deals

With 764 active sponsorship agreements across 30 sports globally, the technology industry is at tenth position.

Video game publisher EA Sports’ agreement with National Football League is the biggest active deal, valued at an estimated $1.6bn, in the technology industry.

Methodology:

This analysis considers only announced and confirmed deals from the GlobalData sports sponsorship deals database. GlobalData tracks real-time data concerning sponsorship activity for thousands of sporting events, teams, athletes, venues and organisations worldwide every year, using only official sources. Industry is defined according to the dominant industry of the sponsoring brand.

Estimated contract values and analysis on all reported deals are available for subscribers to GlobalData’s Sport Intelligence Centre.

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