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June 17, 2022

The ten leading financial services brands in sports sponsorship in 2022 – as of Q2 2022

Here is the list of top ten most active financial services brands in sports sponsorship in 2022 so far.

By Carmen

Here is the list of top ten most active financial services brands in sports sponsorship in 2022 so far (as of May 2022), compiled by Sportcal based on GlobalData’s sports sponsorship deals database.

1. Allianz – 35 active deals

Allianz is the most active financial services sponsor brand, with 35 active agreements so far globally across 13 sports.

Allianz’s major active sponsorship sports deal, worth an estimated $400m, is with International Olympic Committee.

Allianz, the Munich-based financial provider, is a major stadium naming rights sponsor within sport, predominantly in soccer.

2. eToro – 28 active deals

With a total of 28 active global sponsorship agreements across three sports, eToro stands at second place in the financial services sector as of end of first quarter.

eToro made its biggest active sponsorship agreement worth $5m with AS Monaco.

eToro is an online trading platform that allows users to buy and sell currencies, commodities, shares and cryptocurrencies. Its sponsorship activity is mostly focused on soccer clubs.

3. MasterCard – 25 active deals

MasterCard stands next in terms of active sports sponsorship agreements, holding a total of 25 active deals across seven sports globally.

Valued at an estimated $172m, MasterCard’s agreement with UEFA is its largest active sponsorship deal in sports.

MasterCard is a brand of debit or credit card owned by parent company and American multinational financial services company, MasterCard Worldwide. Its main sponsorship properties are within soccer, tennis, golf and rugby.

4. CaixaBank – 20 active deals

CaixaBank is the fourth biggest financial services sponsor brand in sports as of Q2 2022, with a total of 20 active sponsorship agreements globally spread across two sports.

CaixaBank entered its biggest active sports sponsorship agreement, worth an estimated $30m, with the Royal Spanish Football Federation.

CaixaBank is a Spanish multinational banking and financial services company. It is a major sponsor of soccer in Spain.

5. Bitci – 19 active deals

Bitci has the fifth highest volume of active sports sponsorship agreements in the financial services sector globally. The company has a total of 19 active agreements in place in three sports.

Bitci’s major active deal in sports is its agreement, worth an estimated $5m, with Brazilian Football Confederation.

Bitci is an online trading platform and cryptocurrency provider based in Turkey. Its sponsorship activity is mostly focused in soccer,

6. Geico – 19 active deals

With a total of 19 active sponsorship deals across seven sports globally, Geico ranks next among the ten biggest financial services brands.

Valued at $45m, Geico’s biggest active sponsorship deal in sports is with NASCAR.

GEICO, the Government Employees Insurance Company, is a US based general insurance company, a wholly owned subsidiary of Berkshire Hathaway. It is one of the largest auto insurers in the United States and is a major sponsor of US college sport, ice hockey and motor sports.

7. AOK – 18 active deals

AOK is the seventh biggest financial services sponsor brand in sports. As tracked by GlobalData, the company has a total of 18 active sponsorship agreements in place in three sports globally.

AOK made its biggest active sponsorship agreement, worth $3m, with FC Schalke 04.

AOK is a German health insurance provider. Its main activities in sport sponsorship are with Bundesliga and 2. Bundesliga soccer clubs.

8. Crypto.com – 18 active deals

Crypto.com emerges as the eighth biggest financial services sponsor brand with 18 active worldwide sponsorship agreements across seven sports as of Q1 2022.

The major active sponsorship deal for Crypto.com in sports is with Anschutz Entertainment Group for naming rights to the Crypto.com Arena (formerly Staples Center). This agreement is estimated to be worth $700m.

Crypto.com is a cryptocurrency trading platform based in Singapore and Hong Kong. It has several high-profile sponsorship commitments including partnerships with FIFA World Cup 2022 and Formula 1.

9. FTX – 17 active deals

The ninth most active financial services sponsor brand in sports is FTX with 17 active sponsorship deals across eight sports.

FTX signed its biggest active sponsorship agreement, worth an estimated $210m, with esports’ Team SoloMid.

FTX is a Bahamas-based cryptocurrency exchange. It has a diverse sponsorship portfolio with partnerships in esports, baseball, motor racing and basketball among others.

10. Visa – 15 active deals

Visa is the tenth most active financial services sponsor brand in sports in 2022. It has a total of 15 active worldwide sponsorship agreements across eight sports.

Visa’s biggest active deal, worth an estimated $230m, is with FIFA.

Visa Inc. is an American financial services and payment company. It is a major sponsor of soccer, American football and the Olympics.

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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