Competition among companies increases as more brands invest in sponsorship to achieve their business goals.
Properties like F1, NFL or NBA have seen their partners’ portfolios grow for flagship events and competitions.
92 of the Top 100 brands invest in sponsorship. The global sponsorship market was worth USD 66 billion in 2022, and it’s expected to reach USD 108 billion by 2030.
Giants like Amazon, Apple, Google and Microsoft dedicate more than 7% of their annual revenue to marketing, including sponsorships.
In recent years, we have seen the rise of multi-category partnerships. Traditionally, focused on the food and beverage industries and, more recently, expanded to other sectors like luxury and fashion.
- IOC x AB InBev (2025): Corona Cero, Michelob Ultra
- F1 x LVMH (2025): Louis Vuitton, Moët Hennesy, Tag Heuer
- UEFA Women’s Euro 2025 x Unilever (2025): Simple, Dove, Axe, Rexona, Hellmann’s, Calvé, Amora, Knorr
- LaLiga x Mondelez International (2025): Oreo, Milka
- UEFA Champions League x PepsiCo (2023): Pepsi, Lays, Gatorade
- Olympic and Paralympic Games 2024 x LVMH (2023): Dior, Louis Vuitton, Berluti, Sephora, Chaumet and Moët Hennessy
- LaLiga x Mahou San Miguel (2022): Mahou, San Miguel, Alhambra, Founders
- IOC x P&G (2020): Always, Ariel, Gillette, Head & Shoulders
There are some reasons behind this sponsorship trend:
01) Generating global exposure and activating locally
02) Reaching different markets and customer segments
03) Optimising budgets with the company’s global resources
04) Building more ambitious and long-term partnerships
On Champions League games, PepsiCo promotes not only its beverages but also snacks on television, digital and physical campaigns.
Likewise, LVMH reinforces its positioning in luxury through F1 events by activating fashion, watches and alcoholic beverages.
What can we learn from this trend?
Brands seek to achieve different business objectives by reaching strategic markets through frequent activation.
How? Integrating their products organically into sports events to leverage multiple fan touch-points.
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