Sportcal lists out the ten most active automotive brands in soccer sponsorship in 2022 so far (as of May 2022), based on GlobalData’s sports sponsorship deals database.
1. Continental – 22 active deals
Continental is the most active automotive sponsor brand in soccer with a total of 22 active sponsorship agreements in place globally.
As of end of first quarter, Continental’s biggest soccer sponsorship deal, worth an estimated $20m, is with the Asian Football Confederation.
Continental, the German automotive brand based in Hannover, is divided into the Automotive Group and the Rubber Group, and consists of five divisions. Much of Continental’s sport sponsorship is directed towards soccer federation deals and cycling.
2. Hyundai – 14 active deals
Hyundai stands next in terms of active Soccer sponsorship agreements in the automotive sector globally, as of Q2 2022. The company has a total of 14 active deals globally.
Hyundai’s major active deal, worth an estimated $54m, is with Chelsea FC.
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Hyundai Motor Company (Hyundai) is a Korean multinational automotive manufacturer, and together with Kia Motors Corporation, comprise the Hyundai-Kia Automotive Group. Hyundai has a large sponsorship presence in soccer, and typically partners with a single high-profile club in key markets.
3. Volkswagen – 14 active deals
Volkswagen is the third biggest sponsor brand in soccer globally, recording 14 active sponsorship agreements.
Valued at an estimated $80m, Volkswagen’s agreement with UEFA is its major active sponsorship deal.
Volkswagen (VW) is a German-based multinational car manufacturer. It is wholly owned by Porsche Automobil Holding SE. The brands that VW owns include Bentley, Bugatti, Lamborghini, Audi, Porsche, SEAT and Skoda.
4. Audi – 13 active deals
With a total of 13 active soccer sponsorship agreements, Audi stands at fourth place in the global automotive sector as of Q2 2022, according to GlobalData’s sports sponsorship deals database.
Audi struck its biggest active soccer sponsorship deal, worth an estimated $439m, with FC Bayern Munich.
Audi is a German luxury car manufacturer and part of the Volkswagen Group. It is a major sponsor of skiing and soccer across Europe.
5. BMW – 8 active deals
BMW is the fifth biggest automotive sponsor brand in soccer so far in 2022. As tracked by GlobalData, BMW has a total of eight active sponsorship agreements.
Valued at an estimated $4m, BMW’s biggest active deal in soccer, as of end of first quarter, is with the Royal Belgian Football Association.
BMW (Bayerische Motoren Werke AG) is one of the leading car and motorcycle manufacturers in the world. BMW Group owns the brand alongside other premium brands such as Mini and Rolls-Royce. BMW’s sport sponsorship has a focus on rugby, running events and has long established links within golf, tennis and motorsports.
6. Ford – 6 active deals
With six active global sponsorship agreements, Ford takes the sixth spot in the list of ten biggest automotive sponsor brands in soccer in 2022.
The major active sponsorship deal, valued at an estimated $9m, is signed by Ford with CONMEBOL.
Ford Motor Company is American based automobile brand based in Dearborn, Michigan. The brand invests in several different sports with soccer and American football accounting for the main sports in its portfolio.
7. MAN Truck & Bus – 6 active deals
MAN Truck & Bus has the seventh highest volume of active soccer sponsorship deals in the automotive sector globally. As of Q2 2022, MAN Truck & Bus has signed six deals.
The company’s biggest active soccer sponsorship agreement, worth an estimated $2m, is with FC Bayern Munich.
MAN Truck & Bus is a Germany-based manufacturer of commercial vehicles, including buses, vans and trucks. Its sponsorship portfolio is largely focused on German soccer clubs.
8. Fiat – 4 active deals
With a total of four active worldwide soccer sponsorship agreements in place, Fiat ranks eighth in the automotive sector as of second quarter.
Valued at an estimated $24m, Fiat’s agreement with the Italian Football Federation is its major active sponsorship deal in soccer.
Fiat is an Italian car manufacturer that is part of Stellantis Italy, a division of Stellantis NV. Fiat is a sponsor of a range of sports in Europe, in particular soccer and cycling.
9. Kumho Tire – 4 active deals
Kumho Tire is the ninth most active automotive sponsor brand in Soccer in 2022. It has a total of four active sponsorship deals in soccer globally.
Kumho Tire signed its biggest active sponsorship agreement, worth an estimated $3m, with Tottenham Hotspur FC.
Kumho Tire is a Korean tire manufacturer. Its sponsorship portfolio includes high-profile partnerships in soccer and basketball in Europe and North America.
10. MG Motor – 4 active deals
MG Motor is the tenth biggest Automotive sponsor brand in soccer in 2022 with four active sponsorship agreements globally as of Q2 2022.
Its major active soccer sponsorship deal, worth an estimated $6m, is with Olympique Lyonnais.
MG Motor is a British car manufacturer and subsidiary of Chinese state-owned automotive company SAIC Motor. The company has a diverse sponsorship portfolio that includes partnerships in soccer, Australian football and rugby league.
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.