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Tourist Board Sports Sponsorships Down 70% Despite Travel Rebound

By JohnWallStreet

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Summer travel is coming back. But despite the positive outlook, GlobalData reports that there’s been no obvious evidence of a spike in tourist board sports sponsorships—odd considering sports sponsorships have proven to be among the most effective tourism drivers. In fact, the number of newly signed deals in 2021 (52) and the annual value of those deals ($12.97 million) are both down dramatically from their 2019 levels (175; $58.65 million). Conrad Wiacek (head of sport analysis & consulting, GlobalData) attributed the decline in deal volume to a reduction in the number of new events announced: “In January 2019, 39 event bids were awarded. In January 2020, there were 50 events awarded. In January 2021, there were seven.” Fewer events simply means fewer sponsorship opportunities.

Our Take: If “event hosting has always been a way of driving sports tourism, and sports tourism is a significant driver of the whole tourism economy,” as Wiacek said, then it’s reasonable to wonder why more destinations haven’t announced events for Q3 and Q4 2021. The GlobalData executive explained that unlike in the United States, where events are being scheduled for later this year, event organizers in Europe (where the bulk of sports tourist board spending occurs) are still unsure when fans will return to stadiums en masse. Promoters without lucrative broadcast deals are understandably hesitant to hold events with attendance restrictions in place.

Wiacek expects “event hosting will be one of the strategies used in [Europe’s] post-pandemic recovery,” once venues can once again be packed to capacity. The London-based sports sponsorship professional suspected the anticipated flood of “mass participation event” announcements would begin “later this year.”

Then, the tourist board sponsorship deals are sure to follow close behind. In fact, Wiacek does not expect there to be any dropoff from 2019, in the number of deals done or in deal value. “A lot of these governments will be thinking in terms of the additional revenue tourism brings [and that they] need to spend money to attract people to come,” he explained (see: Switzerland Tourism's newest spot with Roger Federer and Robert De Niro).

Because most of the sports tourist board sponsorships are signed by destinations in Asia and Africa and the deals are government-funded, the pandemic shouldn’t negatively impact deal volume moving forward (as opposed to the airline sector, where marketing spends are expected to be decimated). “Governments with oil fields will still be able to apply money to sponsorship agreements,” Patrick Kinch (analyst, GlobalData) noted. Tourism boards may also have an opportunity to pick up some of the sponsorship classes vacated by the airlines too (think: team’s official travel partner).

It’s worth mentioning that while the number of transactions is expected to return to pre-pandemic levels in tourist-reliant countries, “the value may fall to account for high pandemic borrowing,” Kinch said. “This is dependent on rights holders accepting lower sponsorship value, however.”

Of the 52 tourist board sponsorship deals signed in 2021, only nine were inked by a U.S. destination. By contrast, 17 locales in Asia-Pacific agreed to a deal with a sports rights owner this year. Kinch says that makes sense considering most of the spend over the last several years has come from Asia and Africa. “Europe is a massive tourist destination right next door to Asia, right by Africa,” he reminded.

The reason you don’t see American cities marketing themselves in European leagues (or anywhere else abroad for that matter) is because domestic tourism boards are primarily focused on attracting domestic tourists (see: Explore Boone and the Memphis Grizzlies). With about 330 million people, the U.S. market is vibrant enough in and of itself.

While Americans are planning to travel again this summer, the same can’t be said for many in Europe and elsewhere. Wiacek pointed to weak vaccination rates across Europe (which is why new events are not being scheduled in the first place). As a result, he does not “expect to see much international travel across [the continent].” The lack of travel helps to explain the depressed deal values.

Long-haul destinations like Rwanda and Malaysia (two countries with a large sponsorship presence in English soccer) are even less likely to see European tourists for the remainder of 2021, making it difficult for their respective tourist boards to achieve a positive ROI on the sponsorships this year. Of course, for some countries (including Rwanda), the sponsorship is as much about a change in perception as it is attracting tourists.

For the record, new deal volume increased in 2020 (despite COVID-19 hitting in Q1), because some tourism boards saw the pandemic as an opportunity. Remember, while volume was up, the size and scope of deals signed last year declined roughly 30% YoY (from $58.65 million to $42.98 million). Considering deal values have fallen another 70% (to $12.97 million) in 2021, the opportunity is seemingly still available.

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Sports ETA releases its 2023 “State of the Industry” Report for the $128 Billion Sport Tourism Industry

Contact: Jackie Reau, Game Day (513) 708-5822 | [email protected] Note to media : To request an interview with John David, President & CEO of Sports ETA, please contact Jackie Reau.

Sports ETA releases its 2023 “State of the Industry” Report for the $128 Billion Sport Tourism Industry Top 10 U.S. states with highest economic impact generated by sports tourism in 2023 revealed for the first time PORTLAND, OREGON (April 24, 2024, 12 PM PDT) – Sports ETA, the trade association for the sports events and tourism industry, released its highly anticipated annual State of the Industry Report for 2023 today. The report underscores the strength of the sports tourism sector, showcasing a direct spending impact of $52.2 billion, which generated a total economic impact of $128 billion. This monumental contribution supported 757,600 full-time and part-time jobs and contributed $20.1 billion in taxes to various sectors of the economy. The association’s last benchmark report, “Sports Tourism: State of the Industry Report 2022” in America presented by the Sports Events and Tourism Association in partnership with Northstar Meetings Group” was released in 2022 to benchmark 2021, and concluded that U.S. sports-related travelers, event organizers, and venues spent a total of $91.8 billion. The study was conducted by Tourism Economics, with support from Northstar Meetings Group, the leading multi-platform brand for dedicated meeting and business planners and sports event organizers, and the presenting sponsor of the association’s “Annual State of the Industry” research report. The analysis draws on the following data sources to quantify sports tourism, which includes adult and youth amateur events and collegiate tournaments (the economic impact analyses conducted within the report exclude professional sports and collegiate regular season games):

Sports ETA: destination membership survey data

Longwoods International: traveler survey data, including spending and visitor profile characteristics for sports tourism nationwide

Bureau of Economic Analysis and Bureau of Labor Statistics: employment and wage data, by industry

Bureau of Transportation Statistics: U.S. domestic average itinerary fares

U.S.Travel Association: domestic travel data

STR: lodging data  

Sports attendance data

“The sport tourism industry continued to grow in 2023, increasing by 7% over sports traveler volume in 2022,” said John David, President & CEO of Sports ETA. “The number of sports travelers in America established a new high-water mark of 204.9 million in 2023.” Key Highlights from the 2023 Sports ETA State of the Industry Report include:

Sports travelers spent $52.5 billion dollars in 2023 on the following:

$13.5 billion on transportation

$10.9 billion on lodging

$9.7 billion on food and beverages

Recreation, retail, and tournament operations rounded out spending, registering $6.9 billion, $6.5 billion, and $4.7 billion, respectively. The lodging sector accounted for 21% of all sports-related travel spending. In 2023, sports-related travel generated 73.5 million room nights, which is an important factor given that hotel taxes are a primary funding source for many entities. Top 10 States for Most Economic Impact by Sports Tourism Unveiled For the first time ever, the Sports ETA State of the Industry Report has identified the Top 10 list of states in terms of the economic impact generated by sports tourism in 2023. Data provided by sports tourism industry stakeholders and economic data were utilized in the ranking analysis. Sports tourism marketing funds and other initiatives, such as bid fees and local grants, also influence how states perform. They are:

Pennsylvania

“Each state played an integral role in sports tourism in 2023,” said David. “The addition of the Top 10 list of states generating economic impact with sports tourism allows us to analyze best practices for all of our members.” It should be noted that some states naturally generate a larger share of the impact given the size (population and land mass), seasonality, location within the U.S. and destination infrastructure (i.e., airports, sports venues, and hotel supply). ### About Sports ETA:

As the only trade association for the sports events and tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 850 member organizations and 2,400 sports event professionals. We promise to deliver quality education, ample networking opportunities, and exceptional event management and marketing know-how to our members to protect the integrity of the sports events and tourism industry.  For more information, visit SportsETA.org . About Northstar Meetings Group: Northstar Meetings Group is the leading B-to-B information and marketing solutions company serving all segments of the sports, business meetings, events and incentives market. The company’s audience includes full-and part-time event organizers, as well as sports, corporate, association and not-for-profit decision-makers, and incentive professionals, facilitating their professional development and achievement of business goals. The company's influential brands – SportsTravel, Meetings & Conventions, SuccessfulMeetings, Associations Meetings International, Meetings & Incentive Travel, Meeting News, Incentive and M&C Asia – currently serve nearly 500,000 active meeting planners, event organizers and incentive professionals across an integrated suite of data, digital, events and print products. In addition to publishing SportsTravel, the Sports Division organizes several industry-leading conferences, including the TEAMS Conference, TEAMS Europe and the EsportsTravelSummit. For more information, please visit NorthstarMeetingsGroup.com . About Tourism Economics:

Tourism Economics, an Oxford Economics company, focuses on the intersection of the economy and travel sector, providing actionable insights to our clients. We provide our worldwide client base of over 300 leading companies, associations, and destinations with direct access to the most comprehensive set of historic and forecast travel data available. Our team of specialist economists develops custom economic impact studies, policy analysis, and forecast models to help drive better marketing, investment, and policy decisions.

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The ten biggest industries in sports sponsorship in 2022 – as of Q2 2022

Sportcal lists out the top ten most active industries in sports sponsorship in 2022.

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Sportcal lists out the top ten most active industries in sports sponsorship in 2022, based on GlobalData’s sports sponsorship deals database as of May 2022.

1. Financial services – 2,021 active deals

Financial services is the most active industry in sports sponsorship in 2022, accounting for a total of 2,021 active sponsorship agreements across 49 sports globally.

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Alibaba group holding ltd, the procter & gamble co, caesars holdings inc.

The most valuable active deal in the financial services industry is Crypto.com’s partnership with Anschutz Entertainment Group to sponsor the Crypto.com Arena (formerly Staples Center) in Los Angeles. The sponsorship agreement is worth an estimated $700m.

2. Clothing & accessories – 1,514 active deals

The clothing & accessories industry has the second highest volume of active sports sponsorship agreements globally with a total of 1,514 deals across 56 sports, as of Q2 2022.

NIKE ’s partnership with the National Football League (NFL) is the biggest active deal, valued at an estimated $1.44bn, in the clothing & accessories industry.

3. Beverages – 1,384 active deals

With 1,384 active sponsorship agreements across 40 sports globally, the beverages industry is positioned next in the list of ten most active industries in sports sponsorship.

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The biggest active deal, worth an estimated $1.5bn, in the beverages industry is signed between Coca-Cola/Mengniu and International Olympic Committee.

4. Gambling – 864 active deals

Gambling is the fourth most active industry in sports sponsorship in 2022, accounting for a total of 864 active sponsorship agreements across 39 sports globally.

The most valuable active deal in the gambling industry is Caesars and New Orleans Saints’s agreement – covering sponsorship of the iconic Caesars Superdome – worth an estimated $138m.

5. Consumer goods & services – 849 active deals

The consumer goods & services industry stands fifth in the list with 849 active global sponsorship agreements across 39 sports during the review period.

Valued at an estimated $240m, the sponsorship agreement signed by Procter & Gamble with the International Olympic Committee is the biggest active deal in the consumer goods & services industry.

6. Travel & tourism – 843 active deals

The travel & tourism industry has the sixth highest volume of active sponsorship agreements globally with a total of 843 deals across 36 sports globally.

The agreement, worth an estimated $500m, between Airbnb and International Olympic Committee is the most valuable active deal in the travel & tourism industry.

7. Industrial goods & services – 834 active deals

With 834 active sponsorship agreements across 30 sports globally as of Q2 2022, the industrial goods & services industry stands at seventh position in the list of ten most active industries in sports sponsorship.

The most valuable active deal, worth an estimated $300m, in the industrial goods & services industry is struck between Dalkia and French soccer club Olympique Lyonnais.

8. Automotive – 820 active deals

The eighth most active industry in sports sponsorship so far in 2022, is automotive with 820 active agreements across 33 sports globally.

The $835m sports sponsorship deal signed by Toyota with International Olympic Committee is the biggest in the automotive industry.

9. Retail – 812 active deals

The retail industry stands next in the order with 812 active worldwide sponsorship agreements across 45 sports as of Q2 2022.

Valued at an estimated $800m, the sports sponsorship deal between Chinese ecommerce and technology company Alibaba and International Olympic Committee is the biggest in the retail industry.

10. Technology – 764 active deals

With 764 active sponsorship agreements across 30 sports globally, the technology industry is at tenth position.

Video game publisher EA Sports’ agreement with National Football League is the biggest active deal, valued at an estimated $1.6bn, in the technology industry.

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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How does sport contribute to tourism?

Tourism is one of the world’s most important economic sectors. It allows people to experience the world’s different cultural and natural riches and brings people closer to each other, highlighting our common humanity.

The many important contributions of tourism encouraged the  UN World Tourism Organization  ( UNWTO ) to institute World Tourism Day, celebrated annually since 1980 on 27 September, to highlight the importance of tourism and its impact on our society.

Tourism and sports

According to UNWTO , tourism is one of the largest and fastest growing economic sectors in the world, while sport is one of the world’s largest social phenomenon. As a professional or leisure activity, sport often involves travel to other places, to play and compete in various destinations. Further, major sporting events, such as the Olympics and various World Cups, have become powerful tourist attractions.

Sports tourism constitutes a large part of the tourism industry, with some sources claiming that a  quarter of all tourism in the world is sports-related. Sports tourism includes not only participation in and attending sporting events, but also personal recreational activities.

Statements from the World Tourism Organisation and the International Olympic Committee (IOC) have highlighted the importance of sports tourism; in 2004, the organisations committed to reinforcing their partnership and collaboration in the sports tourism domain, stating :

“Tourism and sport are interrelated and complementary… both are powerful forces for development, stimulating investment in infrastructure projects such as airports, roads, stadiums, sporting complexes and restaurants- projects that can be enjoyed by the local population as well as tourists who come to use them.”

Sports tourism and sustainable development

Tourism is an essential pillar of the  2030 Agenda for Sustainable Development  and the Sustainable Development Goals (SDGs), especially  goals 8 ,  12 , and  14 . As a segment of tourism, sports tourism can also help achieve sustainable development .

At an economic level, sports tourism contributes to SDGs 1 (end poverty in all its forms everywhere) and 8 (promote sustained, inclusive and sustainable economic growth, full and productive employment, and decent work for all). Sports tourism promotes local businesses, creating demand in areas such as transportation, hotels and restaurants. Thus, local populations can avail jobs and income opportunities. Depending on the nature of the sports and experiences, local people can work as instructors and guides, who are likely to be paid more due to their special skills.

Further, sports tourism contributes to SDG 3 (ensure healthy lives and promote well-being for all at all ages). Besides providing the tourists with sporting opportunities and an outlet for physical exercise, investment in sports tourism can also promote the participation of local populations in sporting activities.

Finally, sports tourism can also contribute to SDG 11 (make cities and human settlements inclusive, safe, resilient and sustainable. Accessible sports tourism products like hand bikes provide access to sports opportunities for people with disabilities. Para-sport activities can be enjoyed by tourists and residents alike. The development of accessible sports tourism can improve accessibility in the destination city by the provision of not only sports products, but also accessible accommodation and transport. Furthermore, accessible sports tourism helps increase the understanding of people with disabilities in society.

Sports, tourism and sustainability

Sports federations, like the IOC, have realised the need for sustainable practices during mega sporting events. Thus, the IOC launched the International Federation (IF) Sustainability Project in 2016 to obtain an overview of their sustainability initiatives, identifying common topics, challenges and good practices. Building on the Olympic Agenda 2020, the IOC Sustainability Strategy was developed in close cooperation with many stakeholders and partners to fundamentally shape the working practices of the IOC, the Olympic Games and the Olympic Movement.

To develop synergies between the stakeholders so that sports and its facilities can be included in the local assets, it is necessary for decision-makers at all levels to understand their potential and agree to work together to set up sustainable development strategies. 

Host cities should target participants who are most likely to engage in sustainable behaviour while in the destination. This includes developing event portfolios geared towards sustainable event practices. The host city should also harness collaborative partnerships to foster social cohesion and build the capacity to increase sustainable practices.

From the design and construction of sports facilities and the way resources are managed, to valuing the natural environment and health and well-being of people, all decisions should be informed by sustainability principles. As the role and relevance of sport in today’s society continue to grow, progress can only be in cooperation and partnership with others, including the tourism industry.

• Related article: Active tourism
• Related article: How can fans support sustainability in sports?

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Travel and Tourism (Hotels) Sports Sponsorship Landscape - Analysing the Trends, Biggest Brands and Spenders, Deals, Product Category Breakdown and Case Studies

• Region: Global
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Key Highlights

Who should buy.

• Investors who are attempting to understand the current dynamics of hotel brands and their forays into sports sponsorship.
• Sports industry professionals who want a detailed analysis on some of the hotel industry and their bigger deals within sports sponsorship.
• Sports industry workers who want further information as to how the hotel sectors involvement in sponsorship has evolved and changed in recent years.
• This report provides an overview of the hotels sponsorship sector globally, with a look at specific regions
• The report identifies the key hotel brands currently operating in the sector, including the most active brands and the ones with the highest spend
• A look at which sports are the most frequently sponsored by hotel brands, and how they are benefiting from these deals
• A detailed look at what kinds of partnerships are most prevalent when it comes to hotel brands

Reasons to Buy

• For those wanting an in depth analysis of how the biggest partnerships active in the sector
• Discusses why some brands are more active than others, and how this is affected by the sports that are most popular in their regions
• The publisher's thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying the important themes early, enabling companies to make the right investments ahead of the competition, and secure that all-important competitive advantage.

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

• AccorHotels
• Wynn Resorts
• MGM Resorts
• Intercontinental
• Hard Rock International
• Emirates Palace
• Scandic Hotels
• Pechanga Resort & Casino
• Gila River Resorts & Casinos

Hotels - Global Strategic Business Report

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Global Luxury Hotel - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts 2020 - 2029

Global Luxury Hotel Market Report by Type, Room Type, Category, and Region 2023-2028

• November 2023

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Travel Brands Bet on Global Football Sponsorships

Rashaad Jorden , Skift

August 16th, 2022 at 6:30 AM EDT

Today’s edition of Skift’s daily podcast looks at the travel brands sponsoring European football, Marriott’s TED partnership, and Southwest’s business traveler push.

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Listen to the day’s top travel stories in under four minutes every weekday.

Good morning from Skift. It’s Tuesday, August 16 in New York City. Here’s what you need to know about the business of travel today.

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Episode Notes

Companies worldwide have long viewed sponsorship deals with football clubs as a powerful marketing tool, but that list now includes a growing number of travel brands. Contributor Sonia Menken reports that more travel companies are sponsoring Europe’s football powerhouses with an eye on the sport’s massive fanbase .

Although Menken writes that many successful marketing strategies exist, Trivago CEO Axel Hefer said an emotional connection makes a sponsorship deal special. Hefer, whose company sponsors English giant Chelsea, believes football and travel share similar emotions, including building new memories with friends. Although Trivago has received more exposure through Chelsea’s recent on-field triumphs, Hefer said the company viewed success with Chelsea as developing an emotional bond with the club’s fans.

Fourteen clubs in this season’s Champions League, Europe’s most prestigious club tournament, are sponsored by travel companies.

We turn next to Marriott’s efforts to tap in the booming experiential and family travel markets. The hotel giant believes its latest collaboration with TED — famous for its online conferences — will help build brand loyalty with younger guests, reports Contributor Carley Thornell.

Marriott recently launched its Curiosity Room by TED at the San Francisco Marriott Marquis. The Curiosity Room prominently features local landmarks and cultural trivia related to the city, such as information about the Golden Gate Bridge. The hotel giant is also expanding the concept to hotels in Bangkok and London, both of which — like the San Francisco property — will display customized riddles.

Jason Nuell, Marriott’s senior vice president of premium brands, said the Curiosity Rooms include content appealing to guests of all ages. Although the hotel company has previously made TED Talks available on-demand in guest rooms, those programs largely appealed only to adults, Thornell notes.

Finally, Southwest Airlines has joined the list of airlines overhauling its technology in a bid to capture more direct business , reports Corporate Travel Editor Matthew Parsons.

Southwest launched its new travel portal Southwest Business Assist on Monday. Parsons describes the platform as a self-service tool that enables corporate travel buyers and travel management companies to better manage their business trips. The Dallas-based carrier became the third major U.S. airline to revamp its travel platform in the past week, following in the footsteps of United Airlines and Delta Air Lines.

The three airlines aim to attract more direct business from small and medium-sized companies, widely considered the fastest-growing market to emerge from the pandemic. The trio hopes to convince smaller companies attending this week’s Global Business Travel Association Convention in San Diego to use their platforms to perform necessary tasks.

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Global hotels industry expanding its sports sponsorship in 2023, with soccer dominating deals.

Dublin, Aug. 22, 2023 (GLOBE NEWSWIRE) -- The "Travel and Tourism (Hotels) Sports Sponsorship Landscape - Analysing the Trends, Biggest Brands and Spenders, Deals, Product Category Breakdown and Case Studies" report has been added to ResearchAndMarkets.com's offering.

The global hotels industry is increasingly investing in sports sponsorship, with a total spend of $1.27 billion and an annual spend of $415.4 million. The analysis provides an in-depth look at the hotels sector's involvement in sports sponsorship, highlighting major deals and active brands.

Key Findings:

Top Spenders: Accor Hotels and MGM Resorts are the highest annual spenders with $96.1 million and $68.5 million, respectively, across 11 and 16 deals each.

Total Spend: Hard Rock International tops the list with the highest total spend over deal value durations, amounting to $264 million across four deals.

Soccer Dominance: Soccer is the most prominently sponsored sport, accounting for 40.5% of hotel deals. Hotel brands have established themselves well within the sponsorship sector of the world's most popular sport.

Key Deals: Notable deals include Accor Hotels' agreement with the IOC to serve as a partner for the 2024 Olympics and Paralympics, estimated to be worth $60 million a year, and MGM Resorts' agreement with the MLB valued at $125 million over five years.

Sports Breakdown: Soccer leads the way with 186 deals, followed by ice hockey with 65 deals. However, American football generates the highest revenue, with nine deals worth $353.4 million.

Regional Focus: 44.5% of hotel brands with sponsorship agreements are based in the Americas, while Europe accounts for 41.2%. American brands account for 47.9% of the total deals, highlighting their strength in the global sponsorship sector.

The report provides a comprehensive analysis of the hotels sponsorship landscape, identifying key brands, popular sports, and prevalent partnership types. It caters to investors seeking insights into hotel brands' sports sponsorship dynamics and sports industry professionals interested in hotel industry deals within sports sponsorship.

A selection of Companies mentioned in this report includes

AccorHotels

Wynn Resorts

MGM Resorts

Intercontinental

Hard Rock International

Emirates Palace

Scandic Hotels

Pechanga Resort & Casino

Gila River Resorts & Casinos

Harrah's

For more information about this report visit https://www.researchandmarkets.com/r/8joe0a Source: GlobalData

About ResearchAndMarkets.com ResearchAndMarkets.com is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends.

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Professional Sports

Sports sponsorship - statistics & facts

The world's biggest sporting franchises, global superstars, public opinion on sports sponsorship is mixed, key insights.

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Size of sports sponsorship market worldwide in 2022, with a forecast for 2023 and 2030 (in billion U.S. dollars)

Major U.S. sports leagues sponsorship revenue 2022

Sponsorship revenue of the major sports leagues in the United States in 2022 (in billion U.S. dollars)

Team sponsorship revenue of major sports leagues in North America in 2023

Team sponsorship revenue of major sports league in North America in 2023 (in billion U.S. dollars)

Team sponsorship revenue share of major sports leagues North America 2023

Team sponsorship revenue share of total revenue of major sports league in North America in 2023

Team sponsorship spending of major sports leagues in North America in 2023/24

Team sponsorship spending of major sports leagues in North America in 2023/24 (in billion U.S. dollars)

Sports sponsorship market size in Europe 2019-2022

Size of the sports sponsorship market in Europe from 2019 to 2022 (in billion euros)

• Sports brands
• Basic Statistic Value of sports empires worldwide 2024
• Basic Statistic Most valuable sports teams worldwide 2023
• Basic Statistic Most valuable soccer clubs worldwide 2024, by brand value
• Basic Statistic Brand value of selected Premier League clubs 2011-2023
• Premium Statistic Media value of sports sponsorships in the U.S. 2023
• Premium Statistic Biggest European sports sponsorship deals 2022

Value of sports empires worldwide 2024

Most valuable sports empires worldwide in 2024 (in billion U.S. dollars)

Most valuable sports teams worldwide in 2023 (in billion U.S. dollars)

Most valuable soccer clubs worldwide 2024, by brand value

Brand value of leading soccer clubs worldwide in 2024 (in million U.S. dollars)

Brand value of selected Premier League clubs 2011-2023

Brand value of selected clubs in the Premier League from 2011 to 2023 (in million U.S. dollars)

Media value of sports sponsorships in the U.S. 2023

Most valuable sports sponsorships in the United States in 2023, by media value (in million U.S. dollars)

Biggest European sports sponsorship deals 2022

Highest value sports sponsorship deals in Europe in 2022 (in million euros)

League sponsorships

• Basic Statistic NFL league/team sponsorship revenue 2010-2022
• Basic Statistic Brands with the most NFL endorsement deals 2023
• Basic Statistic MLB league sponsorship revenue 2010-2023
• Basic Statistic NBA league & teams sponsorship revenue 2010-2023
• Premium Statistic Sponsorship spending on teams in the NBA 2023/24
• Basic Statistic Yearly value of shirt sponsor deals in the Premier League 2022-2023, by club
• Premium Statistic Yearly value of shirt sponsorship deals in the Bundesliga 2024-2025, by club
• Basic Statistic Top football club shirt sponsorship deals as of 2022/23

NFL league/team sponsorship revenue 2010-2022

NFL league and team sponsorship revenue worldwide from 2010 to 2022 (in million U.S. dollars)

Brands with the most NFL endorsement deals 2023

Number of athlete endorsement deals in the NFL in 2023, by brand

MLB league sponsorship revenue 2010-2023

Major League Baseball sponsorship revenue from 2010 to 2023 (in million U.S. dollars)

NBA league & teams sponsorship revenue 2010-2023

National Basketball Association sponsorship revenue from 2010 to 2023 (in million U.S. dollars)

Sponsorship spending on teams in the NBA 2023/24

Team sponsorship spending in the National Basketball Association (NBA) in 2023/24, by category (in million U.S. dollars)

Annual revenue earned from shirt sponsorship deals by selected clubs in the Premier League in 2022/23, by club (in million GBP)

Yearly value of shirt sponsorship deals in the Bundesliga 2024-2025, by club

Annual revenue earned from shirt sponsorship deals by clubs in the Bundesliga in 2024/25, by club (in million euros)

Top football club shirt sponsorship deals as of 2022/23

Top football club shirt sponsorship deals as of 2022/23 (in million euros)

• Basic Statistic World's highest paid athletes 2023/24
• Premium Statistic Total off-the-field earnings of the world's 50 highest-paid athletes 2012-2024
• Basic Statistic Highest paid athletes by sport 2024
• Basic Statistic Most marketable athletes in the world 2023
• Basic Statistic NIL deals with male college athletes in the U.S. in 2024, by sport
• Basic Statistic NIL deals with female college athletes in the U.S. in 2024, by sport

World's highest paid athletes 2023/24

Highest paid athletes worldwide in 2023/24, by earnings from salary and endorsements (in million U.S. dollars)

Total off-the-field earnings of the world's 50 highest-paid athletes 2012-2024

Combined off-the-field earnings for the world’s 50 highest-paid athletes from 2012 to 2024 (in million U.S. dollars)

Highest paid athletes by sport 2024

Number of highest paid athletes from salary and endorsements worldwide in 2023/24, by sport

Most marketable athletes in the world 2023

Most marketable athletes worldwide in 2023, by marketability score

NIL deals with male college athletes in the U.S. in 2024, by sport

Share of name, image and likeness sponsorship deals with male student athletes in the United States in the 2023/24 season, by sport

NIL deals with female college athletes in the U.S. in 2024, by sport

Share of name, image and likeness sponsorship deals with female student athletes in the United States in the 2023/24 season, by sport

Public opinion

• Basic Statistic Favorability of college athletes profiting from their names in the U.S. 2022
• Basic Statistic Support for a Premier League gambling sponsor ban Great Britain 2023
• Premium Statistic Women's sports sponsorship impact in the UK 2023
• Premium Statistic Public opinion on sports sponsorship by level in the UK 2023
• Premium Statistic Favorability of shirt sponsors among Premier League fans 2023

Favorability of college athletes profiting from their names in the U.S. 2022

Public opinion of college athletes being able to profit from their names, images and likenesses in video games, jerseys, or other products in the United States as of May 2022

Support for a Premier League gambling sponsor ban Great Britain 2023

Share of football fans in Great Britain that support a gambling shirt sponsor ban in the Premier League in 2023

Women's sports sponsorship impact in the UK 2023

Public perception of brands sponsoring women's sport in the United Kingdom in 2023

Public opinion on sports sponsorship by level in the UK 2023

Level of sport at which respondents would like to see more brands engage in sponsorship in the United Kingdom in 2023

Favorability of shirt sponsors among Premier League fans 2023

Public opinion on Premier League shirt sponsors among fans in Great Britain as of August 2023

Further reports

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• Sports sponsorship

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• Sports Aviation

Why do airlines spend so much on sports sponsorship?

Airlines are often major sponsors of large sports events and spend vast amounts of money to participate and be visible within the sports industry.

For instance, Qatar Airways is an official partner and airline of the Federation Internationale de Football Association (FIFA). Emirates sponsors more than 15 golf tournaments across the world and is one of the most prominent airlines within golf events. Meanwhile, Etihad Airways is a major sponsor major of the Formula 1 Abu Dhabi Grand Prix.

But why is the presence of airlines in the sports industry so visible? AeroTime investigates.

Are sports and travel heavily interrelated?

Multiple research projects have shown that sports enthusiasts make likely travelers as tourism and sports are interrelated and complementary.

According to the US Travel Association report , sports travel made up 8% of the total domestic travel market in the United States in 2018, resulting in 190 million domestic trips to attend or participate in a sporting event that year alone.

Meanwhile, 4 in 10 (37%) international travelers indicated that they were interested in an NBA, NFL or MLB experience when visiting the United States in 2019, up from 24% in 2018. This means that approximately 30 million passengers travel internationally to see sports events.

Not surprisingly, many airlines are keen on promoting their brand and destinations through sporting events.

According to a GlobalData report, 85 airlines are currently engaging in sport sponsorship arrangements with 273 deals estimated to be active in 2021. This translates into an estimated US$737 million of sponsorship agreements, making the airline sector one of the most profitable for the sport industry.

“Over the past few decades, the airline sector has represented a reliable partner for the sports industry, with airlines attaching their branding to numerous sports teams, stadia and events around the world, for huge fees in some cases,” Patrick Kinch, a former sport analyst at GlobalData, explained in the report.

Additionally, the GlobalData report revealed that Gulf airlines, driven by Qatar Airways, Emirates, and Etihad Airways, are major sponsors within the sports industry. Gulf carriers have heavily invested in sport over the past 10 to 15 years.

Emirates was the most committed to the sports industry in 2021. The Dubai-based airline had a total of 27 deals with an estimated value of US$218 million. Gulf carriers typically focus on internationally recognized sporting events such as the FIFA World Cup, Formula 1, and the UEFA European Championships.

Meanwhile, European and North American carriers are usually committed to sports partnerships within their domestic markets or at least the continent, according to GlobalData.

The airlines most committed to the sports industry in North America, Latin America, Europe, and Asia Pacific are United Airlines, Aeromexico, Turkish Airlines, and Qantas, respectively, sports analyst Conrad Wiacek from GlobalData told AeroTime.

How does sponsoring sport events benefit airlines?

Analyst Patrich Kinch from YouGov Sport (a former analyst at GlobalData) told AeroTime that sports sponsorship helps build brand awareness, and association with sporting prestige.

“Whether this translates into people buying more flights is the challenge for airlines, but for sure brand awareness is the main benefit of sponsoring stadia and teams around the world,” Kinch says.

He adds: “Etihad is more known in the UK now due to their Man City [Manchester City Football Club] partnership, but suspect Brits are not necessarily flying Etihad more often.”

In a report titled ‘Sponsorship Marketing’, Pennsylvania University professor, Talha Harcar says that sports sponsorship is used as a strong marketing tool not only to raise brand awareness but also to establish brand loyalty among many airlines.

According to the report, sports partnerships have enabled Turkish Airlines to build a strong brand image and expand title familiarity among the public, leading to passenger and network growth.

“As a result of successful sponsorship activities and overall company performance Turkish Airlines has held the title of Europe’s Best Airline for four consecutive years,” the study found.

Echoing the study’s findings, Wiacek revealed that all airline brands use sponsorship deals to build brand loyalty.

Wiacek also said that some airlines are quite tactical when it comes to choosing sponsorship deals. For example, Emirates often forms sponsorships within the cities it operates to, such as Paris, Milan, and London.

Meanwhile, other carriers use associations with large-scale events and vast audiences to ensure all eyes are on the airline. For example, Qatar Airways was an official sponsor of the FIFA World Cup from 2018 to 2022 and Delta Air Lines has been sponsoring the Olympic Games since 2014 and will continue to support the sporting event until 2028.

Why are airlines hooked on partnerships with the sports industry?

According to Kinch, airlines tend to form partnerships with the sports industry rather than the music or film industries because airlines have a greater expectation of long-term benefit.

“Film and music tend to represent moments in time. Sports seasons in Europe and America can run for months on end with regular TV audience access, rather than just live screenings,” Kinch says.

“Also, if you’re the title sponsor of a sports venue, you may be able to benefit from use beyond the sports industry. Think how a basketball arena may also be used for music or comedy etc. So, sport can give you access to multiple industry audiences if you get the right property,” he adds.

Meanwhile, Wiacek says that sports sponsorship is effective because of the loyalty fans have towards teams or sports. He added that even each NFL team will have an official airline partner due to the distance teams travel across the United States.

“The entertainment industry simply doesn’t foster that same level of affiliation so [it] makes it less attractive. Sports teams and leagues have fanatical loyalty, so any partnership is trying to tap into that by association,” Wiacek says.

He continues: “While brands in some sectors can activate their partnerships i.e., beer brands, airlines have to use the appeal of flying either spectators or the team to events as an exhibition of their ability.”

What’s the future of airline marketing?

According to Wiacek, the COVID-19 pandemic severely impacted the airline sponsorship sector, with many airlines suffering huge losses, hence restricting marketing expenditure. However, he expects sponsorship to regain interest once the travel industry fully recovers.

“Major events like the Olympics and World Cup will continue to be attractive to brands who see opportunities and positive associations,” Wiacek adds.

Wiacek also sees serious commitment to sports sponsorships being made in the near future. He expects certain clubs like Manchester United Football Club to announce new airline partnerships in due course given the cancellation of the club’s deal with Russian carrier Aeroflot.

Additionally, Qatar Airways will be a partner of Qatar 2022 FIFA World Cup, Turkish Airlines will continue to be the official sponsor of Euroleague Basketball until 2025, and Delta Airlines ( DAL ) are currently a partner of LA2028, paying US$50m a year for the association despite the global pandemic, according to Wiacek.

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Trends in sport sponsorship evaluation and measurement: insights from the industry

International Journal of Sports Marketing and Sponsorship

ISSN : 1464-6668

Article publication date: 5 February 2018

Jensen, J.A. and White, D.W. (2018), "Trends in sport sponsorship evaluation and measurement: insights from the industry", International Journal of Sports Marketing and Sponsorship , Vol. 19 No. 1, pp. 2-10. https://doi.org/10.1108/IJSMS-07-2017-0057

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

With sponsorship spending surpassing $60 billion on a global basis, more emphasis is being placed on the application of advanced methodological approaches to improve understanding of the returns firms receive from their investment in sponsorship.

To that end, within this issue are several innovative, novel papers that break new ground on the topic of sponsorship return on investment (ROI). The papers featured in this issue utilize several cutting-edge experimental and quantitative approaches in investigations of sponsorship ROI across various international perspectives, including Germany, Norway, Spain, and the US.

For example, electroencephalogram and eye tracking were utilized by researchers in Spain and Germany to evaluate the influence of color and congruence. Innovative experimental designs were employed by researchers in the US to better understand the impact that implicit memory and identification have on the effectiveness of sponsor exposure on television. Advanced quantitative approaches were used to ascertain the impact that doping scandals and ambush marketing have on returns for sponsors.

Given the journal’s focus of bridging the gap between academia and industry, we also thought this was an opportune time to empanel a distinguished group of industry experts to provide the latest perspectives on sponsorship measurement, evaluation, and ROI, including:

Rick Burton

David B. Falk Endowed Professor of Sport Management, Syracuse University

Todd Fischer

Senior Vice President, Global Sports & Entertainment Consulting, GMR

Michael Goldstein

Vice President and Senior Business Leader, Global Sponsorships, Mastercard

Katherine Johnson

Vice President, Head of Global Sponsorship Marketing, Visa

J.D. Lubenetski

Vice President Marketing, Brands, Wasserman Media Group

Scott McCune

Founder, McCune Sports & Entertainment Ventures

Together with the papers included in this issue, this approach provides those interested in the advanced academic study and practice of the assessment of return on investment in sponsorship with insights from a variety of divergent perspectives, including brands, agencies, and properties.

For example, prior to joining the academy Burton served as the Chief Marketing Officer with the US Olympic Committee (USOC), Commissioner of Australia’s National Basketball League, and in various marketing and advertising roles with Miller Brewing Company. Johnson, a 2004 Olympic Silver Medalist in rowing, spent seven years with International Management Group (IMG) before joining Visa in 2013. While in global agency roles at present, Fischer previously served as the Manager of National Sponsorships & Media with State Farm Insurance, while Lubenetski has worked with several global brands at Wasserman Media Group, including American Express and Nationwide.

Goldstein, who previously served in sponsorship-related roles at Octagon and LG, currently oversees MasterCard’s global sponsorships of The Open Championship, Rugby World Cup, and UEFA Champions League. McCune, who began his career with Anheuser-Busch, spent 16 years overseeing Coca-Cola’s global marketing of the Olympics and FIFA World Cup as the Vice President, Global Partnerships and Experiential Marketing.

Jonathan Jensen previously served in sponsorship consulting roles with leading global sport marketing agencies in Publicis Groupe and Omnicom Group, where he evaluated and negotiated sponsorship investments for clients such as McDonald’s, Miller Brewing Co., Morgan Stanley, and Sharp Electronics Corporation. Jensen provided our distinguished panel with a number of questions related to their own varied experiences, in an effort to glean insights and perspectives on current trends in sponsorship ROI.

Jensen: On a scale of 1-10, how important do you believe it is for the collective sponsorship community to continue their work towards solving the sponsorship ROI puzzle?

Fischer: 8 – It is important for the partnership business community to continue placing importance on investment accountability and refining measurement/ROI approaches, but no more important than any other part of business and/or marketing. All business investments warrant accountability and diligence in delivering measurable results and the sponsorship industry has the opportunity to continue being a leader in developing forward-thinking practices in capturing the impact of integrated marketing and sales platforms.

Lubenetski: A nine. It will always be important, but the current solutions and approaches should be able to keep the industry healthy, while innovation in the measurement space continues to be pursued through new techniques, tools, and methodologies. As the fragmentation of content distribution increases and creates blurred lines between partnerships and exclusivity, brands and properties need to continue to co-create more value than just the traditional equity borrowing of intellectual property.

Johnson: I think it is imperative that the sponsorship community does continue to work towards a tangible way to value these investments. But, at the same time, I view the sponsorship market in large part similar to the real estate market, in that demand is driven by the market itself a lot of the times, and the value in terms of rights fees.

Goldstein: Very important. There is more emphasis than ever before on ensuring that our sponsorships spend is really driving the business. If you can’t measure what you are doing, you probably shouldn’t be doing it in the first place.

McCune: I think understanding how sponsorships create value is critical, so 10.

Burton: It’s an 8, in the sense that CEO’s and COO’s still need to know they are making good decisions, but my sense is that analysis (or analytics) are going well beyond ROI. I still like the concept of ROO (Return on Objectives), but doubt very many firms are this disciplined. ROI is probably still sacred, but the industry is shifting in its approach to segmentation, defensive blocking, and other factors that contribute to sponsorship measurement, and that might not be considered ROI.

Jensen: What do you perceive to be the main obstacles in the ROI challenge facing brand marketers, properties, and their agencies?

Goldstein: The biggest challenge is isolating the variable that is sponsorships. For example, if you are in a retailer and sell more products during the week or month of an event…how much of that is tied to the sponsorship? 100%? 50%? Did you have any other consumer-facing activity happening during that time period? Also, what about B2B leads that then have deals close after you host someone at an event? Is that because you were able to showcase your products and services or would that deal have closed even if you didn’t have the sponsorship at all?

Burton: That it is very difficult to isolate all factors and say that a sale is due solely to a sponsorship. I think sponsorships can be made cost-neutral (i.e. self-liquidating), but it is very hard to suggest a sponsorship drives 100% of a sale or absolutely generated an ROI of x. Residual advertising, promotions, PR, etc., all contribute and should be part of the algebraic computation.

Fischer: The biggest challenge in ROI measurement and tracking is the amount of simultaneous inputs and variables in the marketplace for a respective brand. Organizations investing in major partnerships are typically diversified with investments across the sales, marketing and communications mix, making it extremely challenging to isolate the impact of any individual variable, including sponsorship tactics. The willingness and ability of a brand to provide proprietary sales data and other internally controlled inputs is also critical.

Lubenetski: Patience is the main obstacle. Most partnerships are built to solve both short and long-term marketing needs and objectives. The lack of patience in society (and marketing executives) puts more pressure on short-term returns – which are sometimes harder to prove pure causality around. Therefore, if short-term wins are the main or only objective that will resonate internally, the partnerships should be built with that in mind from the onset. Partnerships are ultimately a relationship between a brand and a fan base and, just like all relationships, it takes time to develop trust and deepen commitment.

McCune: First, is ensuring brands have clear and measureable objectives and that they work with the properties to ensure they measure the outcomes, vs just outputs.

Johnson: An example of where sponsorship gets really challenging for us is that because we Visa as a payment network live behind the scenes so much more with the Ubers and Starbucks. The category protections within these sponsorships and our ability to, for example, do an Uber promotion around the Olympics has major value for us as an Olympic partner. The problem is for us to do that and to pull ourselves out in front of the Uber app, we would have to work in tandem with Uber and the International Olympic Committee (IOC) would have to be comfortable with that. Those are friction points that we’re seeing in the context of sponsorship.

Jensen: What are some of the newest trends you have seen in sponsorship metrics, measurement, and return on investment?

Lubenetski: One of the largest gaps in measurement continues to be identifying causal return on lower funnel metrics. Therefore, the biggest trend is the creation of opportunities to test sponsorship ROI against control variables. The ability for brands to cancel out “other marketing noise” to correlate partnership activity to a change in consumer perception or business lift is imperative, and something more brands are doing better in conjunction with their internal measurement partners and/or agency support. Most brands are attempting to input sponsorship metrics into their marketing mix models to test the correlation of marketplace activity to short-term sales. This can be a great way to understand short-term business impact, but shouldn’t be used in isolation as it often ignores the longer-term brand lift received from the fan base or direct business back from the partner.

Goldstein: The most common trend I see is a slew of boutique new agencies have sprouted up that claim to have a great ROI model. I think people realize there is a need and therefore a business opportunity. From the brand side, it’s important to dig a bit into the “new” models before using them.

Fischer: The best approach to sponsorships metrics, measurement and return on investment is typically grounded in a shared solution between the brand and respective agency and/or property resources. Agencies and other outside entities often bring fresh perspective, industry benchmarks/best practices, and objective perspective to the measurement process. Meanwhile a brand’s ability to integrate proprietary sales data and consistent brand tracking methodology is a critical and non-replicable part of a holistic solution.

Burton: The concept of ROO (mentioned earlier), plus some activity to make sponsorship administrators prove that the sponsorship is worth the investment. ROI implies there will be a positive return. My sense is that many sponsors just want to block competitors and break even, thus minimizing career damage by having green-lit a sponsorship that did not at least break even. Straight ROI may be too safe for what people need to show today, and that means other metrics will get introduced.

Johnson: Our future is changing at rapid speed, payments is one of the fastest-changing industries there is right now. I think the role of our sponsorships within that has changed. We’ve been doing our due diligence over the last year. We’ve been in the Olympics for 30 years, we’ve been in FIFA for 10 years, we’ve been in the NFL for 20 years. Are we in the right sponsorships? We’re spending a lot of money on these in terms of rights fees, are they doing for us what we need them to do? Is this the best use of our money? Also, if not this, then what? To get to that point we also have to be able to run the valuation on do we feel that we are getting out of these things that we need today? The conversations, especially as we broaden to the planning team and our data and analytics team, is the question around this ROI model with sponsorships, which as you and I both know, has never existed. If anyone can figure it out, they get the money.

Jensen: Given the current sponsorship landscape, are there some new categories that you would recommend sport organizations should be targeting as potential sponsors, given their enhanced ability to track ROI metrics?

Burton: Yes. E-gaming, VR (virtual reality) and AR (augmented reality) activities, fantasy leagues, and self-designed and promoted activities such as what we see Red Bull doing on a regular basis.

McCune: The tech sector.

Lubenetski: It is less about the ability to track ROI dictating new target categories and more about the macro business evolutions that are creating new businesses or industries that would benefit from a partnership approach to their marketing mix. The enhanced ability to track and prove ROI will make these new business leaders’ decisions to enter the sponsorship space easier to implement.

Fischer: The two macros areas to watch and pursue are B-to-B companies and endemic providers of needed goods and services. B-to-B companies are finding unique experiences highly differentiating in hosting key customers and creating engaging business environments. They typically have less external marketing variables to account for in measurement and can take a focused path in measuring ROI from customer programs/client hospitality. Meanwhile, endemic companies are able to see immediate ROI from partnerships if the property is buying goods and services back from the sponsor. This helps the ROI with direct revenue, while providing compelling use case studies and storytelling for the sponsor.

Jensen: Taking a global approach, are there differences in how this issue is approached where you sit in the US compared to Europe or other markets?

Johnson: In the US, so many of us are held to the shareholder bottom line. I really do think about that a lot and I ask our team to think about that a lot when it comes to the investment. Is this the way our shareholders would be most proud of us to spend our money? Is that where we think the best value is going to come back to them? That’s a scary different way of thinking about that conversation than even Visa before the IPO. You see that actually in terms of the sponsorships we used to have and how much we used to spend against sponsorship vs what we have now. We still are a major, major player in sponsorship, but the bottom line is we have to drive value to the shareholder. That just changes things. You’re not able to these “nice to do” properties as favors anymore.

Lubenetski: While the maturity of the sponsorship industry is different in certain global regions and each market has its inherent nuances that make it unique, we approach measurement the same. Our goal remains to create a measurement framework that can analyze the direct impact of sponsorship investments – no matter what geography in which the partnerships exist. Most of our clients operate globally, so having measurement consistency is critical to understanding (and comparing) business and brand impacts through sponsorship.

Fischer: I don’t believe there are major differences in approach, as every brand has business objectives they want to achieve and measure, regardless of geography. The US continues to be a leader in this space, but Europe and Asia have grown in the discipline commensurate with the continued growth of sponsorship in those regions.

Jensen: Rick, having worked with a premier global property such as the USOC, what role do or should properties have in assisting their sponsors in working towards solving the ROI puzzle? Are there any successes you can share from the property side?

Burton: Properties have a huge responsibility/role and it comes from the fact that they are asking for increased amounts of capital. Properties are now virtually required to prove that the price they asked for delivered a multiplier of value. One of my favorite examples is the NFL and Gatorade. Long-standing relationship, presence on the field, and a proven track record of results. I think you could get similar stats to support Visa, McDonald’s, and Coca-Cola with the IOC/USOC.

Jensen: Scott, you spent many years managing the sponsorship investments of two large-scale CPG (consumer packaged goods) brands, Budweiser and Coca-Cola. It seems more and more CPG brands are investing in sport sponsorship and leveraging them at retail, do you feel this trend might be attributable to the ability of these firms to better track their returns from these investments?

McCune: The reason for increased activation at retail, which has been very important throughout my 30-year career, is because that is where the product is sold. Yes, it is measureable, but also fundamental to CPG businesses.

Jensen: J.D. and Todd, being on the agency side serving as a liaison between brands and properties, what is your role in working with your clients on helping them better understand their return on investment? How has that role envolved over the years?

Fischer: My role with clients centers on being a business advisor and accountability partner. This typically entails responsibilities including defining/refining business objectives with the brand, ensuring the properties understand the brand’s business and what they specifically need to achieve to be successful, being thought partners in the creative solution – going beyond traditional sponsorship assets, ensuring delivery of agreed-upon solutions and partnering with the brand on consistently measuring and applying learnings to optimize future success. The focus on driving return on investment continues to increase and therefore is necessary to weave into every part of planning and execution. Having an in-house research, insights & measurement solution is a distinct advantage for GMR and our clients, given the ease of integrating measurement into every phase of a partnership program.

Lubenetski: The role of the agency is to support our clients along every aspect of the sponsorship journey. This typically includes portfolio strategy, partner identification, negotiation, activation or amplification and, most importantly, measurement and understanding of ROI. We encourage clients to move away from merchandising programmatic or campaign successes to more of a holistic partnership return storyline. It is important that brands focus on clarity, not vanity, and metrics that enable them to understand true partnership and portfolio performance. As an agency, we utilize innovative data capture tools and models that can help inform this critical story. Therefore, our job remains to help our clients be aware and implement measurement techniques leveraging the latest technologies and methodologies to analyze brand and business impact of a sponsorship. These techniques need to go well beyond simply collecting and reporting data, but connecting the data to inform future action. The evolution is in the increased need as a trusted agency partner to create unique opportunities that drive intentional value – being proactive vs reactive. Properties are more sophisticated, more willing to co-create, and therefore the opportunities to develop compelling programming in the marketplace has never been higher. Long gone are the days of evaluating or executing the typical, off-shelf programs, so more agency time is spent on developing a story you want to relay to the market and finding a partner to help you deliver that vision.

Jensen: Scott, I read that in 2010 when the FIFA World Cup visited the African continent for the first time it allowed Coca-Cola to penetrate some key African markets and increase market share in that territory. Are there other successes you can point to from your time with A-B or Coca-Cola where a sponsorship has delivered in terms of market penetration, market share, or sales?

McCune: The FIFA World Cup in Africa and specifically the FIFA Trophy Tour that Coca-Cola operated throughout Africa drove significant value creation. There are many other examples … Coca-Cola and the Beijing Olympics helped transform Coca-Cola’s business in China. Anheuser-Busch and the creation of the Bud Bowl helped create a new “holiday” for the beer business.

Jensen: Are there any success stories in this area you can share? When you and your teams have had success with a particular program, are there any communalities or lessons that can be learned?

Johnson: Ultimately, if a company is going to spend money on rights fees it has to be willing to spend money activating against those rights fees. Where we’ve seen negative ROI has always been where marketing dollars have been cut and where the placement of those marketing dollars didn’t ladder to the best use of the sponsorship, in terms of driving the desired outcome. When we’ve hit the sweet spot on using sponsorships where we know they work and where the company understands the level of investment that’s needed to drive the desired outcome, sponsorships are one of the best ways to drive your KPIs.

Lubenetski: The commonality of success is the ability of the brand and agency partners to commit and focus on a few, distinct objectives. If partnerships fail, it is often because brands lose focus or pivot-strategy out of staleness vs need. This lack of focus or commitment can often result in a high-priced partnership because the brand wants more assets/rights than they will be able to execute against with excellence. Brands should only buy assets they intend to use or activate against. When this doesn’t occur, the partnership is challenged from day one because you can’t “boil the ocean” with all partnerships – focus and commitment is key to long-term success.

Jensen: Stepping back to take a bit of a broader viewpoint, philosophically do you personally view sponsorship and athlete endorsement as a part of the marketing mix that sits alongside investments in media (broadcast, print, OOH), digital, social media, and others, or do you view it as a marketing tactic that spans the entire marketing mix and makes investments in these various strategies better?

Goldstein: I view it as the latter – sponsorships is far more than just media and really span the entire marketing mix, although media integration and support is vital to bring sponsorships to life.

Lubenetski: Definitely the latter. Partnerships, at their core, should be built to amplify all aspects of the marketing mix. When done correctly, the partnership should help boost the performance of all tactics (broadcast, print, OOH, social, digital, events, PR, internal merchandising, etc.) by creating greater breakthrough and deeper connections to consumers through contextually relevant messaging across all touchpoints.

Johnson: I always say sponsorships are just one tool in your toolbelt as a marketer to figure out how to achieve your objective. We’ve got to be really clear about where sponsorships work to drive that objective and where they don’t. Sponsorships are great in terms of awareness, but they’re not necessarily the best tool in terms of enrollments and repeat enrollments. So I think getting clear with our business on where do you want to use sponsorships as your tool and where’s the right place to use sponsorships as your tool and be clear about that, that’s how we’re able to channel the necessary dollars against sponsorships to get the most value out of them. A negative ROI doesn’t help the cause.

Burton: Sponsorship and endorsements are always tactics inside a group of marketing strategies. They complement at times and lead in others, but they are all part of a broader marketing mix.

Fischer: Sponsorship and athlete endorsements are not part of the marketing mix but rather a unique association to provide exponential attribution, influence, and contextual relevance to a traditional sales, marketing, and communication mix. A number of marketing mix tactics (broadcast, digital, print, social, etc.) can come to life under or within a respective sponsorship or endorsement.

McCune: Sponsorships are ends to a means. They need to align and support business/marketing objectives. I believe a common mistake is looking at “sponsorships” as a line item in marketing. Sponsorships, used properly, manifest themselves into value creators across the marketing mix.

Jensen: Despite an increased scrutiny on the allocation of marketing resources, in particular towards non-traditional marketing approaches (such as sponsorship), and a higher incidence of approaches such as zero-based budgeting, spending in sport sponsorship continues to rise, year after year. To what do you attribute this trend?

Fischer: Sport sponsorship investment continues to rise year-over-year in large part due to brands looking for ways to deliver relevant messaging, breakthrough connections, and effectively engage consumers in an ever-increasingly cluttered marketing environment. Traditional mediums are being filtered physically (DVR, etc.) and mentally by consumers, leaving brands searching for organic ways to connect with consumers within passion-filled experiences with valued enhancements. Increased investment is also a testament to measurable return on investment and objectives that brands are seeing from their respective partnership programming.

Johnson: Honestly, I think there are a lot of misguided brands that get in. Some of these brands don’t realize just buying rights fees alone doesn’t actually do anything. I need to spend three times that or two times that to actually make it come to life. I think a lot of what’s driving the increase in rights fees is a misunderstanding from new brands and new partners in that space that haven’t done enough to educate themselves on thinking about the bigger picture, both in terms of the investment you’re making in terms of rights fees but then also the investment you’ll have to make to drive value in activation.

Lubenetski: As long as the consumer remains harder and harder to reach, marketers will employ any and all tactics to surround them with messaging. The increased commoditization across categories will continue to require differentiation to impact consumers. Reaching and influencing this allusive consumer in unique, unexpected, and nimble ways will continue to rise in budget priority – and sponsorships are a great approach to deliver this desired outcome. Sponsorship also creates the ability to speak to audiences through the lens of the consumers’ passions. Adding passion layers to marketing approaches creates messages that breakthrough at a higher frequency and resonate more with the target audience.

Goldstein: The fact that consumers actually care about sports (and entertainment), in a way that they do about very little else. There is a reason that people say sports is the only thing that people won’t watch on DVR – people care too much and don’t want to know the results ahead of time. The passion that consumers have here is strong and makes this an arena where companies can really connect with consumers in an impactful way. As long as this continues, you will see brands continue to invest.

McCune: Basic supply and demand, there continues to be demand for sport sponsorship. I’d like to think this is driven by strategic business needs and decisions and for the most it is, but there are still “emotional” buys out there, where a senior decision maker wants to be “a sponsor” because they personally love the sport.

Burton: Sport continues to be efficient. As such, capitalism rewards efficient suppliers. Sport is ingrained in American culture and available for use 12 months of the year, if not 24/7/365. Many have suggested the market can’t sustain the types of increases we’ve seen or that the market will suddenly correct itself. Hasn’t happened yet. It may be coming if TV suddenly falters, but advertising has grown during the last 100 years. No reason to believe sponsorship won’t continue to follow the same trajectory.

Jensen: Do you foresee a day in which we will see a universal sponsorship ROI metric, such as targeted ratings points (TRPs) for advertising, or do you believe brands, properties, and their agencies will continue to take a customized approach to sponsorship measurement?

Goldstein: I think we may see things become a bit more standardized than they are now, but you will still see customization. How do Walmart vs Mastercard vs Nike all measure things in the exact same way? ROO – Return on Objectives plays into this as well and obviously different brands have different objectives when doing anything in the marketing space, including sponsorships.

Lubenetski: Not in the near future, as every business category and challenge is unique. The industry has achieved some consistency in the media equivalency space but mid to lower funnel objectives and measurement methodologies are too unique across brands and categories to have a one-size-fits-all approach.

McCune: No, because each sponsor has (and should have) different objectives.

Burton: I don’t believe so. Organizations are vastly different by segment, geography, mission, corporate DNA, and culture. Companies in Spain will be different from those in Australia. I think many will move toward the middle (meaning a familiar style), but agencies will retain nuance to suit the differences of business and to differentiate themselves. That being said, there may be only so many ways to prove that a sponsorship works, worked, or will work.

Fischer: No, I do not foresee a universal sponsorship ROI metric, nor agree with the idea of one. There is not a one-size-fits-all solution that can address the personalized needs and objectives of each respective brand and its customer.

Johnson: I think everyone is going to take a customized approach. Even in the US, these companies all have different objectives, for the most part. For Visa, one year it might be brand awareness, for another year it might be product awareness and usage. I don’t think there’s ever going to be a uniform ROI model.

Acknowledgements

The authors thank Rick Burton, Todd Fischer, Michael Goldstein, Katherine Johnson, J.D. Lubenetski, and Scott McCune for graciously agreeing to participate in this discussion.

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Sports Sponsorships and Their Importance in Sports Marketing

Sponsorships and sports have gone hand-in-hand for a long time now. It’s seen everywhere, from NASCAR and Formula One cars plastered with the names of sponsors to the excitement and massive financial injections that accompany the announcement of new kit sponsors for famous European soccer clubs. Given the important role that sponsorships play in the way they enhance both brands, here’s a look at their importance in sports marketing. 

The Connection Between Sport and Sports Betting

Marketing through sponsorships in the sports world isn’t just about the excitement of being involved with famous athletes and sports teams. They also help enhance the brand that’s been marketed through such associations. However, to make sense for both parties, there usually has to be some connection. Given the immense rise of tech-oriented industries like cryptocurrency, social media, and the online casino and sports betting industry, tech companies have been responsible for a massive spike in modern sports sponsorships. 

According to crypto writer Kane Pepi, the best new online casinos provide a way for gambling enthusiasts across the US to access and play their favorite gambling games, even if they reside in a state that doesn’t allow legalized online gambling. Featuring some terrific draws like faster payouts, larger bonuses, and a premium gambling experience, these platforms have become highly popular through offshore sites. 

With many of them offering a variety of online sports betting options too, or sites that are dedicated to this, the iGaming industry has attached itself to some major American sports franchises. For example, college teams and the NFL see teams like the New York Giants and the Detroit Lions have deals in place with DraftKings and BetMGM respectively. Meanwhile, similar partnerships exist in the NBA and MLB too through the likes of the Philadelphia 76ers and the Chicago Cubs deals with DraftKings. 

Across the pond, it’s the same. With the UK boasting the largest iGaming market in the world, many famous Premier League teams have highly visible and lucrative sponsorship deals in places with online betting platforms, like West Ham United’s with Betway. Given the obvious connection between sports and online sports betting, this ever-growing connection between the two makes perfect sense.    

Other Notable Industry Sponsors in Major Sports Franchises 

Many other major industries beyond gambling and sports betting have also become synonymous with corporate sponsorships of sports franchises and the famous stars they produce. For example, the cryptocurrency industry has seen a massive push toward higher visibility of its major brands via sports-themed sponsorship partnerships. Major deals like Binance’s with the global superstar soccer player Cristiano Ronaldo and his CR7 brand have seen them collaborate on a colossal deal for them both via highly-prized Ronaldo-themed NFT collections and other offerings. 

Similarly, Formula One and the UFC’s deals with Crypto.com have resulted in major gains for the brand through their respective deals that now feature prominent marketing banners and advertising boards visible during broadcasts. The platform has since reported a huge uptick in new customers signing up as a direct result of its marketing efforts in those sports. 

Of course, one of the most glaring examples of sponsorship’s role in sports marketing is seen from specialized sporting brands themselves. Giants like Nike, Adidas, or even Spalding for that matter have become forever intertwined with the host of different sports and the individual sports stars they’ve been sponsoring for decades.  

The Important Role Sponsorship Plays in Sport

Major corporate brands often pump millions into sponsorship deals with the sports industry because they usually result in a win-win situation. For the sponsoring brand, the various marketing techniques used to bring visibility to the deal allow fans of the sporting franchise to associate it with the brand. Given the global influence major sports teams and athletes wield , this can open up the brand to a variety of new customer bases, sometimes even allowing them to expand into other markets internationally. 

While it may seem like it’s mostly the team or the athlete that benefits since they receive millions just for signing up to be a part of the deal, the money that’s spent, in most cases, actually benefits the marketing brand more. This is because the sponsorship is actually a long-term investment for the company behind the brand. By opening up new markets, these brands are able to expand their customer bases massively, increasing revenues, and providing new avenues for a variety of different product offerings in the process. 

A Symbiotic Relationship 

These deals also result in added revenue streams for both sides. This happens since deals often include clauses that see them split revenues derived from the sale of things like kit jerseys, team or athlete-branded clothing and shoes, or a wide array of other products and services that can now combine the power of both brands’ logos—essentially allowing both sides to trade off each others’ customer bases.  

This symbiotic relationship has led to some of the most lucrative and long-standing deals in the sports entertainment industry, making each party synonymous with the other—Nike and Michael Jordan’s partnership through Nike’s Air Jordan range being a prominent example. In the modern world, whether it’s the likes of crypto gambling sportsbooks or social media giants that lend their name to the sports world, sponsorship deals play a pivotal role in sports marketing.  

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Gender in Sports: Challenges, Impacts and Pathways to Equity

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Gender bias in sports is a longstanding issue that affects athletes and women in leadership positions across all levels of competition. Despite significant progress in gender equity initiatives, disparities persist in media coverage, funding, sponsorship, coaching opportunities, and leadership roles. The bias not only impacts the visibility and financial support for women but also influences their psychological well-being, career longevity, and overall experience in sports. This Research Topic aims to address the critical problem of gender bias in sports. It seeks to provide a platform for analyzing the effects of gender bias on athletes, leadership positions, and sports organizations. It aims to explore the role of media and cultural perceptions in perpetuating gender disparities, as well as evaluate and highlight effective policies and initiatives that have successfully promoted gender equity. By gathering diverse perspectives and evidence-based research, this collection strives to identify practical strategies for overcoming gender bias and promoting inclusivity within sports environments. The ultimate goal is to foster dialogue, inform policy-making, and inspire actionable solutions that will contribute to reducing gender disparities and advancing equity in sports at all levels. This Research Topic invites contributions that explore various aspects of gender bias in sports, including but not limited to: • Disparities in media representation and coverage • Inequities in funding, sponsorships, and resource allocation • Gender differences in coaching opportunities and leadership roles • Psychological impacts of gender bias on athletes • Economic analysis of gender disparities in professional sports, the Olympic Games, and the Paralympic Games • Intersectional perspectives on gender bias We welcome all types of manuscripts and papers focusing on underrepresented groups, innovative solutions, and practical applications are particularly encouraged.

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Travel and Tourism – Hotels – Sport Sector Sponsorship Landscape, Market Insights, Biggest Deals, Brand Analysis and Case Studies

All the vital news, analysis, and commentary curated by our industry experts.

Published: June 03, 2024 Report Code: GDUKSPC125396-ST

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Table of Contents

Travel and tourism – hotels – sport sponsorship landscape report overview.

Hotels are one of the many facets of the travel & tourism sector. Several high-end hotel brands have carved out a niche in the sports sponsorship landscape. Gambling and betting brands are an important aspect of the hotel industry and often feature in some of the most high-value sports sponsorship deals.

The ‘Travel and Tourism – Hotels – Sport Sector’ sponsorship landscape report provides an overview of the hotels sector, globally. It explores all the main active brands and details the movement in the sector over the last few years in the sports sponsorship industry.

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Hotels Sport Sponsorship Dynamics

Several hotels and resorts, including MGM Resorts, own a casino or betting company, for example, BetMGM. Hence, some of the deals are done with the gambling and betting company rather than the hotel itself. A few of these high-value deals reflect that the main driver of the partnership will be getting guests to stay at the hotels, which is why a lot of deals are focused on experiences, including gambling and betting.

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Hotels Sport Sponsorship Landscape by Sport Types

A few of the popular sports currently involved in deals with hotels are multi-sports games, American football, soccer, basketball, and ice hockey, among others. Multi-sport games dominate the annual deal value in the hotel sector. Meanwhile, soccer dominates the deal volume across the hotel sector.

Most of the sports spending comes from AccorHotels’ partnership with Paris 2024. The hotel operator serves as an official partner of the Paris 2024 Olympic and Paralympic Games. Despite the deal covering the 2021-2024 period, which is the Olympic cycle, the value of the deal only covers the duration of the competition.

Hotels Sports Sponsorship Landscape by Categories

The significant categories in the hotel sports sponsorship industry are athlete, series, venue, event, federation, and team. Hotels partnerships with teams dominated the sector spending and deal volume. The top three team deals in terms of annual value are Miami Dolphins’ partnership with Hard Rock, AccorHotels’ partnership with PSG, and BetMGM’s partnership with Madison Square Garden.

Hotels Sports Sponsorship Landscape – Brand Analysis

A few of the biggest spending brands in the hotel sporting landscape are:

• Marriott Hotels & Resorts
• MGM Resorts
• InterContinental Hotels Group
• Omni Hotels & Resorts

The most active brand in the hotel sector is Marriott Hotels & Resorts. The brand’s largest deal in terms of annual value is its sponsorship of the NFL, who were a confirmed partner of the league for the 2023 season.

Segments Covered in the Report

Travel and Tourism Hotels Sport Sponsorship Landscape Sports Type Outlook (2024)

• Multi-Sports Games
• American Football

Travel and Tourism Hotels Sport Sponsorship Landscape Category Outlook (2024)

This report looks to offer a detailed insight into the hotel sector across the globe. It explores all the main brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry.

Key Highlights

The report provides a detailed overview of the hotel sector, globally. It outlines the sectors’ influence in sports sponsorship and the main brands involved in attaining lucrative deals across multiple sports.

Reasons to Buy

For those wanting an in-depth analysis of how the hotel sector globally performed in the sports sponsorship industry, in the sense of both business and popularity.

• 1.1. Introduction
• 1.2. Executive Summary
• 2.1. Sector Sponsorship Deal Trends
• 3.1. Sector Summary
• 3.2. Top 10 Sports by Value and Volume
• 3.3. Product Category Breakdown
• 3.4. Key Product Sponsorship Markets
• 3.5. Biggest Deals
• 3.6. Expiring Deals
• 4.1. AccorHotels and Paris 2024
• 5.1. Brand Summary
• 5.2. Brand Location Analysis
• 5.3. Most Active Brands
• 5.4. Biggest Spenders
• 5.5. Key Brands Analysis
• 6.1. Sources

Slide 22-31 – Table showing the sponsorship deals of the key hotel brands.

Frequently asked questions

Multi-sport games generate the highest value amongst deals within the hotel sector in 2024.

Teams account for the highest share of revenues generated from sponsorship agreements in terms of value in 2024.

A few of the biggest spending brands in the hotel sporting landscape are Marriott Hotels & Resorts, Hilton, MGM Resorts, InterContinental Hotels Group, and Omni Hotels & Resorts, among others.

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B&T’s Sports Sponsorship Draft Becomes A State Of Origin Showdown & Proves Just How Much Aussies Love Footy As Winner Is Revealed

B&T’s Sports Sponsorship Draft turned into a State Of Origin showdown as Tooheys x NSW Blues and XXXX x Queensland Maroons went head to head in the final stage – with the top three proving just how much Aussies love their footy. But of our top ten, who took the top spot?

Welcome back to  B&T’s Sports Sponsorship Draft , where we take 100 of the most memorable sports sponsorship deals of all time and, with your help, narrow them down to determine the most iconic sports partnership of all time!

We started with 100 sponsorship deals, which were decided amongst the B&T team. You made your voices heard in the first five rounds, and thanks to your votes, we dwindled the top 100 down to just 10! We pulled in industry big guns for expert commentary, and you voted on your number one pick, and here it is!

But first, let’s take another look at the top ten .

• Toyota  x  AFL
• KFC  x  BBL
• Nutri Grain x Iron Man Series
• Marlboro x  Ferrari
• XXXX Gold  x  QLD Maroons
• Tooheys  x  NSW Blues
• Advance Hair x Shane Warne
• Kia  x  Australian Open
• Rolex  x  Wimbledon
• Nike  x  Michael Jordan

And now, without further ado… let’s hear it for your gold, silver and bronze winners in the countdown to the best sports sponsorships of all time!

Toyota x AFL

The AFL came in third place overall, raking in 16.1% of the total votes.

The partnership between Toyota and the Australian Football League (AFL) began in 2004 when Toyota became the AFL’s official automotive partner. This collaboration has been one of the most successful and enduring sponsorships in Australian sports, and it is celebrated for its innovative marketing campaigns and strong community involvement.

One of the most iconic aspects of the Toyota-AFL partnership is the “Oh What a Feeling!” campaign. This slogan, paired with humorous and memorable advertisements featuring famous AFL players and coaches, became widely recognised and loved by fans. The commercials often played on the unique culture of Australian football, using humour and relatability to connect with audiences.

Toyota has also been a major supporter of grassroots football through initiatives like the Toyota Good for Footy program. This initiative provides grants and funding to local football clubs, helping to develop young talent and support community engagement with the sport. The program includes the popular Toyota Good for Footy Raffle, which has raised millions of dollars for local clubs across Australia.

Another significant contribution of the Toyota-AFL partnership is the annual Toyota AFL Grand Final Parade. This event, held the day before the Grand Final, sees players from the competing teams parade through Melbourne, drawing huge crowds and adding to the excitement and celebration of the season’s climax.

Through these efforts, Toyota has solidified its presence in the AFL community, not just as a sponsor but as a key player in promoting and developing Australian football. The partnership continues to be a shining example of how corporate sponsorship can positively impact sports and local communities.

XXXX x Queensland Maroons

For it’s impressive integration in the game, XXXX came in at second place with 28 per cent of the total votes.

The partnership between XXXX and the Queensland Maroons began in the early 1990s and has become one of the most recognisable and enduring sponsorships in Australian rugby league.

The iconic XXXX logo is prominently displayed on the Maroons’ jerseys, making it a familiar sight to rugby league fans. This partnership has coincided with one of the most successful periods in the Maroons’ history, including their dominance in the State of Origin series, where they have frequently triumphed over their NSW rivals.

XXXX’s “Postcodes of Origin” campaign was an absolute slam dunk, igniting Queenslanders’ passion for the brand during the State of Origin by sacrificing the XXXX logo on the players’ iconic maroon sleeves and replacing it with the postcodes of their junior rugby clubs.

XXXX has actively engaged with fans through various promotional activities and fan experiences. This includes events like the XXX Maroons Series Launch and fan zones at State of Origin matches, which enhance the overall fan experience and solidify the bond between the brand and the team’s supporters.

Tooheys x NSW Blues

In the very year that the Blues did the unthinkable, beating QLD at their home ground to win the first series since 2021, the boys in Blue have taken home another win! This iconic sponsorship, with its effortless integration, huge reach and touch of nostalgic value, raked in an impressive 32.6% of the total votes – making it the most iconic sports sponsorship of all time by a long shot!

The partnership between Tooheys and the NSW Blues rugby league team has been a longstanding and iconic collaboration within Australian sports culture. Tooheys, a prominent Australian beer brand, has been associated with supporting the NSW Blues since the early 1980s, marking over four decades of sponsorship and camaraderie.

This sponsorship has supported the team both on and off the field, providing financial backing for player development, training facilities, and community engagement programs.

Throughout the years, Tooheys has leveraged its sponsorship to engage fans through various marketing initiatives, including promotions, merchandise, and exclusive fan experiences during major rugby league events such as the State of Origin series. This has helped foster a strong emotional connection between Tooheys, the NSW Blues, and their passionate fan base.

The partnership between Tooheys and the NSW Blues has not been without controversy, particularly regarding the role of alcohol sponsorship in sports. However, Tooheys has navigated these challenges by promoting responsible drinking and supporting community initiatives aimed at alcohol education and harm minimisation.

Rachel Ellerm, marketing director at Lion Australia told B&T: “State of Origin is not just Australia’s most exciting tournament; it’s a celebration of teamwork, a core Tooheys value. The latest Tooheys ‘How do you feel? jingle has captured the attention of millions across the nation, so it’s amazing to have this recognition by the B&T Awards showing the success of our collaboration and the shared passion of Tooheys drinkers and footy fans alike”.

“We’re also thrilled to see XXXX earn second place for its iconic partnership with the Queensland Maroons, further demonstrating Lion’s commitment to celebrating the best of Australian sport. These awards have truly validated the hard work and dedication that has gone into both these partnerships over the years,” said Ellerm.

And that’s a wrap on B&T’s Sports Sponsorship Draft. 

Love this kind of content? Check out our search for the greatest ad of all time , and watch this space for more chances to vote on the iconic partnerships and advertisements.

Related posts:

• B&T Sports Sponsorship Draft: Which Iconic Partnership Will Reign Supreme?
• Wests Tigers Sponsor Slapped With Record Fine For Offering Free Bets
• Billie Jean King Cup Announces Global Partnership With e.l.f Beauty
• Spotlight On Sponsors: Gambling Deals On The Rise Despite Calls For Crack Downs

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What is FM and how did it get to be the sponsor for the LPGA event at TPC Boston?

They essentially had each other at “hello.”

When leaders from the commercial insurance company FM sat down with LPGA commissioner Mollie Marcoux Samaan last April in Boca Raton, Fla., the idea was to see if there was a fit for FM becoming an LPGA sponsor and event title host.

“We started talking — our CFO Kevin Ingram, [chairman and CEO] Malcolm Roberts, and I — and spent probably the first 10 minutes pitching to the LPGA what we were trying to accomplish and why we thought a partnership with the LPGA would be good, and I remember it was Molly’s turn to talk and she said, ‘Normally, I’m the one that spends the first 10 minutes on a pitch, but I don’t think I have to do that,’ ” recalled David Johnson, FM’s chief client experience officer.

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“Our CFO, Kevin, immediately said, ‘Well, what do we have to do to make this happen?’ ”

Within months, the chemistry led to the formalization of a five-year sponsorship commitment that kicks off this weekend with the inaugural FM Championship at TPC Boston in Norton. The tournament’s $3.8 million purse this year will grow to $5 million by 2028.

As it is, that purse is the largest for any LPGA event outside of majors and the Tour Championship.

“We’ve never done anything like this, so since then, we’ve just kind of been arm-in-arm,” said Johnson. “The organizations work really well together.”

The impetus to enter the sponsorship realm was not necessarily geared toward sports.

FM, a global company founded in 1835 and headquartered in Johnston, R.I., considered putting its resources into the arts. The Cannes Film Festival was one candidate, but the company turned its attention to golf, open to either the men’s or women’s game.

The company experimented with hosting a hospitality chalet when the US Open came to The Country Club in Brookline in 2022, and it went well.

“Like everything at FM, nothing ever happens by accident,” said Johnson.

The company’s research led it to partner with an entity that was not just good for business, but also shared its values and was similarly global in nature. FM has approximately 5,800 employees working in 73 offices in 26 countries.

“We’ve seen that with golf and insurance,” said Johnson. “I don’t know, it’s like chocolate and peanut butter. They just go together.”

Johnson said the company’s emphasis on diversity and equity helped it lean toward the women’s game. The company, said Johnson, wants “more women working for FM.”

FM’s sponsorship includes support for STEM programs (science, technology, engineering, and mathematics), helping women and future students enter that realm.

Another phase of the sponsorship is backing Megan Khang, the Rockland golfer ranked 21st in the world. Khang, who sports the FM logo on her clothing, found it easy to say yes to the New England company.

“I’m very proud to be the first FM ambassador,” said Khang. “Not just to have a company that has the same beliefs, but also wants to build a future for not only just golf but women’s golf.”

That FM is increasing the tournament’s purse each year “speaks volumes to what they believe in and how much they believe in the LPGA Tour,” she said.

With the help of Fenway Sports Management — which facilitated the initial meeting — and Samaan, Johnson and others in the company went on a listening and learning tour of LPGA events to help them prepare for the best possible player and fan experience.

Part of that effort will rest on the shoulders of more than 250 FM employees who volunteered for tournament duties.

In addition, FM implemented an ambassador program, with each of the 21 branch offices sending two people who won a competition to attend the tournament.

It’s safe to say the tournament has sparked a great deal of in-house interest.

“There’s definitely enthusiasm,” said Johnson, who said the company will air its first-ever TV commercial during the tournament. “I basically spend almost every management meeting, or every meeting, giving people an update on what’s happening with the sponsorship and the LPGA.”

Soon the updates will end and the golfers will golf.

“It’s a massive effort, but we’re learning how to do it,” said Johnson. “We went into the first year thinking, ‘OK, let’s just figure this thing out, figure out what we need to do and when we’re done, we’ll regroup.’

“It’s shaping up, I think, to being a great event the first year.”

Michael Silverman can be reached at [email protected] .

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Election results: OKC hotel tax increase approved by voters, will go into effect Oct. 1

Oklahoma City voters approved raising the local hotel occupancy tax Tuesday in an attempt to generate more funding for tourism promotion.

Effective Oct. 1, the tax will go from its current rate of 5.50% to 9.25%. The tax increase is charged to people staying overnight at a hotel in Oklahoma City or renting home-sharing properties, such as Airbnbs.

The last time Oklahoma City residents considered a hotel tax hike was in December 2004, with an overwhelming 89.4% approval from voters . Results Tuesday night were not quite as lopsided, but support for the new ordinance was still strong, with 66% approval.

Advocates of the increased hotel tax said it would go towards funding expanded marketing efforts for the city, supporting large events and drawing more visitors.

“Oklahoma City’s hotel room tax helps our City thrive by attracting national conventions and sporting events and providing support for our venues and visitor services,” Oklahoma City Manager Craig Freeman said in a news release prior to the vote. “It’s been 20 years since the tax was adjusted and 52 years since we’ve increased funding for tourism promotion. This update allows us to better keep pace with OKC’s growth and our competitive peer set of destinations.”

Oklahoma election results 2024: Tulsa mayor race headed to runoff, Legislative races

The hotel tax increase is in addition to the state’s 4.5% sales tax, the current 5.5% hotel charge, and the city’s 4.125% sales tax, resulting in a total room tax of 17.875%.

The Tuesday election also changes how the hotel tax collections will be spent. 75% of the hotel tax will go toward tourism promotion, while 13.3% would be allocated to event sponsorships. About 6.7% also would be used to fund capital improvements  at the OKC Fairgrounds , and 5% would be designated toward improvements at  the MAPS 3-branded Oklahoma City Convention Center .

Currently, 55% of the hotel tax goes toward the fairgrounds, with 36% directly funding tourism promotion and 9% going to event sponsorships.

Vote totals so far are preliminary, election board officials said. Final results are expected to be certified in the coming days.

This article originally appeared on Oklahoman: Oklahoma election results: OKC hotel tax increase approved

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