- AI is set to consolidate as a transversal technology
- The World Cup and the Premier League at the centre of the game
- More clubs, more properties and less attention available
2026 will be an intense year for sponsorship.
Winter Olympics, FIFA World Cup, AI partnerships, Premier League front-of-shirt brands, F1 storytelling, the maturation of women’s sports, and the NBA-FIBA project.
SportsPro asked top sponsorship experts for their predictions for the year ahead.
From the 14 answers, here are the five things you need to know:
1. The biggest World Cup
Estimated to generate USD 2.2 billion in marketing and commercial income (+23% vs Qatar 2022), the tournament is set to dominate the global stage. With an expanded format, matches will include two three-minute hydration breaks, offering up to 312 minutes of broadcast and commercial opportunities.
2. Partnerships’ AI integration
While new AI deals have so far been announced within specific tech segments -such as Hamilton x Perplexity- AI is unlikely to remain just a category. Instead, it is set to become an “everywhere technology”, reshaping how value-in-kind can be delivered to rightsholders.
3. Next chapter for Women’s Sports
As investment and competitions move into a new stage of maturity, rivalries and high-stakes narratives will complement the traditional pillars of purpose and community. New international events, such as the FIFA Women’s Champions Cup Finals, are expected to attract new audiences and sponsors.
4. Premier League’s new sponsors
With betting sponsorship restrictions coming into force, around 14 Premier League clubs will be simultaneously in the market for a new front-of-shirt sponsor next season. There is also a chance that brands partner with more than one team, as NTL (2001/02) and Cazoo (2021/22) did.
5. The battle for attention
With a packed sports calendar and the dominance of entertainment platforms, selling sponsorship will become more challenging. How, not just where, money is invested will matter. Budgets will continue to chase reach and relevance, but creativity will be essential to cut through the noise.
As other marketing and advertising alternatives become more sophisticated, rightsholders’ sponsorship measurement will need to evolve accordingly.
In a more personalised and crowded landscape, the job remains the same: helping CMOs achieve their goals.
Ready for an exciting season.
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