European Football Sponsorship Hits $1.1 Billion in 3 Months

Should sports sponsorship be viewed as a venture deal? Imagine your brand has the chance to sign a contract with Serena Williams before she became Serena Williams. Would you take that risk? I ask myself this question every time a new talent appears on the tennis horizon. It was the case with the then-unknown French player Lois Boisson, who reached the semifinals of Roland Garros. It was also the case with Canadian Victoria Mboko after her victory at the Canadian Masters. At such moments, players’ sponsorship portfolios are still almost empty, while their potential is huge. Today, we see a similar story with 17-year-old American Iva Jovic. She won her first WTA 500 title, matching Coco Gauff’s breakthrough at the same age. Her mature game has already been noticed by experts and top players such as Nick Kyrgios. On Instagram, she is rapidly building an audience, while her sponsorship portfolio remains modest. When we researched her profile at Racket One, where we track tennis sponsorship trends, we noticed a few things worth highlighting: • top-10 players usually have 15–20 sponsorship deals per year, Jovic has about three times fewer; • apparel brands like Adidas and Yonex are already present; • Red Bull is testing a long-term bet, for now mostly in the U.S.; • and there are non-traditional collaborations too — from DoorDash in food delivery to hospitality partner like New York hotel during the US Open. So here’s the key question: should brands move in this early? From what we see at Racket One, if your company is directly tied to tennis, with a long-term strategy and a diversified sponsorship portfolio, then the answer is yes. But if you’re simply looking for a young, ambitious, and attractive “tennis face,” the risks are high. Neither Boisson nor Mboko has yet shown consistent top-level performance. Rising stars in women’s tennis can shine brightly, but they can also fade quickly. A good investment here is as rare as a winning venture deal.

Club Sponsorship Opportunity in East Africa: The Gateway to East Africa's 300 Million Consumers – Simba SC PART ONE SUMMARY The East African Community (EAC), a bloc with a combined GDP of over $300 billion and a population exceeding 300 million, represents one of the most dynamic consumer landscapes today. However, market entry requires a vehicle that offers not just visibility, but immediate trust, cultural integration, and emotional connection. Simba Sports Club (Simba SC) of the Tanzanian NBC Premier League is not a media company or a billboard; it is a football club - "a low-risk, high-reach market entry vehicle into the burgeoning East African consumer market". This is a blueprint for a potential partner to leverage this platform for unprecedented market penetration and brand affinity. The Foundation - The Heritage and Brand Equity > Established in 1936 also called "The Lion" in Swahili. > Domestic Dominance: Over 22 NBC Premier League titles and 6 Federation Cups. > Continental Presence: Its history includes a 1993 CAF Cup final appearance and, more critically, consistent qualifications for the CAF Champions League group and knockout stages in the modern era. An invaluable pan-African media exposure. > The Kariakoo Derby: The rivalry with Young Africans SC (Yanga) is the commercial and cultural centerpiece of Tanzanian sport. The Kariakoo Derby is a national event that halts the country, transcends sport, and guarantees a media audience in the tens of millions. > Cultural Significance: Simba SC, the "Wekundu wa Msimbazi" (The Reds of Msimbazi), represents ambition, modernity, and success to its millions of followers. Aligning with Simba is to align with a narrative of aspiration that resonates deeply within the Tanzanian and East African psyche. > Strengths: A limited company, with private investment from visionary entrepreneur Mohammed Dewji. Over 20 million individuals in Tanzania alone, with significant spillover into Kenya, Uganda, DRC, Rwanda, and Burundi. Simba is a household name across East and Central Africa. Consistent high-level performance in the CAF Champions League ensures a brand partner receives exposure in over 50 countries. > Weaknesses: The club's current stability is heavily reliant on the investment and strategic direction of its primary shareholder. Ticketing processes remain largely traditional, leaving significant data and revenue on the table. The club relies on the state-owned Benjamin Mkapa Stadium (60,000 capacity) for major fixtures. > Opportunities: EAC Market Integration. The launch of the "Simba App" is the first step. The opportunity lies in building a comprehensive digital ecosystem incorporating premium content, e-commerce, a tiered membership model, and integrated sponsor services. There is currently no systematic collection and analysis of fan data. Stay tuned for PART 2... For the right brand, this presents a rare opportunity to partner not just with a football club...

Article on football, ⚽ The Evolution and Global Impact of Football Football, known as soccer in some parts of the world, is more than just a sport. It’s a cultural phenomenon that transcends borders, unites nations. The origins of football can be traced back to ancient civilizations, where various forms of ball games were played. However, the version of the sport we recognize today began to take shape in England in the 19th century. In 1863, the Football Association (FA) was founded in London, and the rules for the game were standardized. This was the birth of modern football, and soon after, it spread to other parts of Europe and the world. Football was played in different forms for centuries, from the chaotic and often violent versions played in medieval England to the early codified rules that appeared in the 19th century. The founding of the FA was a crucial moment in the sport’s evolution, as it formalized the rules and helped football gain acceptance and popularity across Britain. The Global Spread The first FIFA World Cup, held in Uruguay in 1930, marked a turning point. The World Cup became the ultimate prize in international football, showcasing the sport’s ability to unite nations through friendly (and sometimes not-so-friendly) competition. Over time, the World Cup grew in prominence, and today it is the most-watched sporting event in the world, with billions of people tuning in every four years. Modern Football and Its Commercialization By the late 20th century, football had become a global business. Top clubs like Real Madrid, Barcelona, Manchester United, and Bayern Munich began to establish themselves as global brands, with vast fan bases spanning continents. Major television networks and sponsors saw the potential in broadcasting football matches to millions of viewers, leading to an explosion in commercial deals, advertising revenue, and the creation of multi-million dollar player contracts. The rise of club football, particularly in Europe, transformed the sport into a financial powerhouse. Television rights, sponsorship deals, and merchandise sales became major revenue streams for clubs. The English Premier League, La Liga, and Serie A are just a few of the most lucrative leagues in the world, attracting top talent and generating massive profits. At the same time, the sport became a platform for corporate branding, with companies eager to attach their names to top clubs and players. The sponsorship of football teams, stadiums, and even individual players (such as Nike’s deal with Cristiano Ronaldo) became common practice, further commercializing the sport. Conclusion Football is much more than a game. It’s a global cultural force, a source of national pride, a booming industry, and a powerful platform for social change. From its humble beginnings in 19th-century England to its status as the world’s most beloved sport, football has carved its place in history and continues to shape the future.

Really good article by Neill Duffy on an often ignored component of sponsorships: internal activation. One thought really hit home “Traditional sponsorship budgets usually follow the 70(fees)/30(activation) rule. But activation spending focuses almost exclusively on external initiatives.” With so much momentum in sports sponsorship lately, the timing is optimal for companies with recent deals with the #WNBA #FIFAWorldCup #Formula1 #2028LAOlympics to include an ‘internal audiences’ component to their activation plans. At the end of the day your employees are also consumers, and they have direct impact on a company’s bottom line. The article sends a clear message: if you’re investing in sports sponsorship today, your real edge will come from doing it inside-out, not just outside-in. #sportsmarketing https://lnkd.in/gkxBkwYw

New research from Ampere Analysis shows that new sponsorship deals across Europe’s top football leagues - The Premier League, Bundesliga International GmbH, LALIGA, Lega Serie A, Ligue 1 - now exceed €1 billion — proof that brands are seeing sport as more than just exposure. More and more, fans are showing a willingness to trust and engage with brands that are authentically connected to their favourite teams or leagues. That kind of emotional association is hard to replicate anywhere else in marketing. For brands, it means there’s now more room to be creative and tell stories that resonate with supporters. For rightsholders, it opens up new sponsorship models and revenue streams that add value to the fan experience while strengthening the business of sport itself. The shift is clear: sponsorship isn’t just an add-on anymore — it’s becoming a core driver of both brand growth and sports sustainability.

Hosted at Unilever House in central London, the 2025 ISC Brands and Sponsorship Summit brought together the brightest minds and leading voices across the sports sponsorship landscape — from global brands and agencies to rights holders and governing bodies. Building on the success of last year’s debut, this second edition celebrated powerful collaborations between Unilever, a global partner of FIFA and UEFA, and the wider sports community. Key themes explored included: ⚽The impact of UEFA Women’s Euro 2025™ on fan engagement 🤝How brands and sports organisations co-create value 🏟️Innovative strategies to ignite fan passion and deliver unforgettable experiences This one-day event provided a dynamic platform for insightful discussions, trendspotting, and meaningful networking, with industry leaders from Unilever, Kellogg Company, UEFA, and Coca-Cola Europacific Partners sharing their expertise and vision. Thank you to everyone who joined us in shaping the future of sports sponsorship. Chris Barron Komal Patel FCCA Emily Heath Ashley Goldie Unilever Helen Potter Kellogg Company Guillaume Sabran UEFA Owen Laverty Simon Luff Ear to the Ground John Rogers Chelsea Football Club Melissa Brown Two Circles Sam Shave Think Beyond Sam Feasey Diageo Paul H. Coca-Cola Europacific Partners Álvaro García Sampere TCL Marina Purkiss MCIM Adobe Marek Borowik SailGP Jon Hewson Genius Sports.

This Week in Sponsorship: 🏉💸 In a busy period for Crypto, Swyftx has announced a multitude of new partnerships – naming rights partner of Super Rugby Pacific; plus The Blues, Crusaders, Highlanders, Chiefs Rugby Club, Hurricanes, One NZ Warriors. Together with long-term partnerships with Brisbane Lions and National Rugby League, Swyftx becomes the dominant player in Australian sponsorship, leapfrogging Crypto.com (AFL - Australian Football League, having previously held 5 Club deals). With activity concentrated in winter, summer sports provide a unique opportunity for a Crypto brand to enter a competitor-free market. 🎽🔌 North Melbourne FC Melbourne announced CHiQ Australia as a new co-major partner for the next two seasons. Appliances / Consumer Electronics has been one of the fastest growing sponsorship categories in 2025, with activity from SharkNinja APAC, Haier, Miele Australia and Midea Australia & New Zealand, to name a few.   🏏🛒 Cricket Australia extended its partnership with Woolworths Supermarkets for a further three years, continuing as naming rights partner of the grassroots Cricket Blast. The Supermarket category has been particularly active in recent weeks in South Australia, with Foodland Supermarkets Australia partnering with Adelaide United Football Club (Shirt Front) and Adelaide Football Club W, and Drakes Supermarkets becoming major partner of Adelaide Lightning.   ⚽🏗️ APD Global joins Perth Glory Football Club as back-of-shirt partner for the upcoming A-Leagues season. The partnership provides the WA-based engineering company with a year-round platform, alongside its new partnership with the West Coast Eagles through winter / spring. The busiest week to date with 42 announcements! For the full list, sign up free: https://lnkd.in/gBbg22AE 📊 For more detailed insights and access to Scout's database, updated weekly for over 8,000 sponsorships, across 4,600 brands, get in touch. Mark Isaacs Alexander MacAdie

PART TWO : Club Sponsorship Opportunity in East Africa: The Gateway to East Africa's 300 Million Consumers – Simba SC Despite the Strengths Weaknesses, and Opportunities there are a couple threats that would be important to look into such as the commercial and sporting resurgence of rival Young Africans SC which creates a more competitive landscape for both talent and sponsorship capital, intensifying domestic competition ( an opportunity in disguise). Regional economic volatility can impact both fan disposable income (ticket and merchandise sales) and the marketing budgets of local corporate partners; creating; Macroeconomic Headwinds. The valuation and distribution of African football media rights can be unpredictable, impacting a crucial club revenue stream; which breeds Broadcast Rights Instability. ** THE FAN BASE & COMMUNITY ASSET (The Heartbeat) > Audience Scale: Simba SC is a very big welcoming family. The active and addressable fanbase is credibly estimated at 15-20 million in Tanzania. Matchday attendance for regular league fixtures often ranges from 10,000-25,000, while the Kariakoo Derby regularly commands a capacity crowd of 60,000. - European standards. > Fan Culture & Engagement Levels: The "Wanasimba" club motto, "Nguvu Moja" (One Strength/One Power), encapsulates the collective identity; they are active participants in the brand's story. Physically through a nationwide network of official supporter branches and digitally across social media =a Turnkey activation platform for any partner. ** DIGITAL & MEDIA FOOTPRINT (The Reach) The club has invested heavily in building a professional, multi-platform digital ecosystem. Digital Audit (Q4 2025 Projections): Instagram: ~4.5 Million Followers Facebook: ~4 Million Followers TikTok: ~2 Million Followers X (formerly Twitter): ~1.5 Million Followers YouTube: ~800,000 Subscribers A combined reach over 12 Million Followers. This is one of the largest digital followings of any sports entity on the African continent. > Estimated Media Value through National & Continental Broadcasts: Exposure is guaranteed because every league match is broadcast live on Azam TV, the nation's primary sports broadcaster, & CAF Champions League matches are televised across Africa and the Middle East by partners like beIN Sports and Canal+. -The club's owned media channels generate hundreds of millions of impressions annually, providing direct, measurable ROI for a digital-first brand partner. ***THE SPONSORSHIP OPPORTUNITY (The Value Proposition) > Target Audience Alignment: The Simba SC fanbase is a cross-section of the Tanzanian and East African consumer market: young (60% under 30), digitally connected, aspirational, and fiercely loyal. They are urban and rural, spanning all socioeconomic classes. This platform offers both mass-market scale and demographic depth. > Brand Storytelling Potential: By investing in SC it is investing in a cultural institution!

The way we measure sport sponsorship is about to change forever. For years, “success” in sponsorships has been a guessing game.  Different brands, different goals, different definitions of ROI. But here's the catch:  Every sports organisation depends on strong partnerships to fund the game. Now, AI-powered visual monitoring is levelling the playing field. It doesn’t just count logos anymore -   📌It tracks how, when, and where your brand shows up.  📌It benchmarks against competitors. 📌It finds the missed moments that could’ve driven fan engagement through the roof. That’s not reporting. That’s real-time sponsorship intelligence. The brands that lean into this early won’t just measure ROI.  They’ll own the audience's attention in 2026 and beyond. If you’re in sports sponsorship, this is your edge.  If you’re aspiring to break into it, this is your roadmap. Want a high-res visual guide to this framework? Follow Hope Branch and message me - I’ll send it your way.