Top 10 Sports Sponsorship Companies in the World 2026

The global sports sponsorship market was valued at USD 82.97 Billion in 2025. It is projected to grow at a CAGR of 8.70% during the forecast period of 2026-2035, reaching USD 191.08 Billion by 2035. As per the analysis by Expert Market Research, the market is expected to be driven by the increasing popularity of online fundraising programmes, the rise of esports sponsorships, and the growing reach of women's sports tournaments worldwide.

Sports partnerships refer to the partnerships between brands and sports teams, where the brands support a team, athlete, or event for marketing benefits. Sports partnerships are carried out to develop a symbiotic relationship where the sponsor gains visibility, while the sponsored party gains the required resources to advance their sporting activities.

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Media collaborations are also carried out by sponsors to create engaging content, including exclusive interviews, live broadcasts, and behind-the-scenes footage. Such partnerships increase the visibility and exposure of both parties, while also supporting the sports sponsorship market growth. In 2020, ESPN+ reached over 12 million subscribers, a small share by UFC content.

Sports partnerships are a key component in a team's strategy, both during game day and on off day. For sponsors, partnerships in sports provide significant exposure to a wide fan base. Stadium signage, jersey logos, and digital advertising make the sponsor's brand visible and on centre stage during games. The higher the number of the viewers in a sports game, the higher the exposure for the brands. In 2021 National Football League (NFL) Super Bowl LV, brands paid USD 5.5 million for a 30-second commercial slot, reflecting the importance of brand exposure.

As per the sports sponsorships market analysis, the expansion of the social media and other viewing platforms has allowed brands to reach more people, further supporting market growth. YouTube is being used to access official sports and creator content for the analysis and commentary after the games. According to Ad Age, the 2024 Super Bowl teasers and advertisements received millions of shares on YouTube and over 1 billion views.

In June 2024, USA football and Under Armour announced the forming of multi-year partnership. The collaboration was aimed to support U.S. national teams and grow the game of football.

In August 2024, OLIVER Sports expanded into the United States through partnerships with two institutions: New York University (NYU) and GFI Academy.

Latest Updates on Top Sports Sponsorship Companies

In April 2026, NIKE, Inc. announced a multi-year partnership with the Premier Lacrosse League and the Women's Lacrosse League, becoming the official apparel partner for both leagues from the 2026 season. Under the deal, Nike will design and produce new uniforms and sideline apparel, replacing Champion as the sideline partner since 2021, and will give the eight men's and four women's teams access to its footwear and equipment.

In April 2026, NIKE, Inc. entered exclusive negotiations with UEFA to become the official match ball provider for the UEFA Champions League, Europa League, and Conference League across the 2027 to 2031 cycle. The four-year contract is reported to be worth around USD 45 million per year, ending Adidas's two-decade long association with the iconic UCL match ball.

In March 2026, Anheuser-Busch InBev extended its sponsorship partnership with Major League Baseball through 2032, building on a relationship that began in 1980. Under the renewed terms, Anheuser-Busch retains its designation as the Official American Beer Sponsor of MLB, locking out domestic competitors from the league's most prominent activation rights.

In March 2026, the National Basketball Association announced The Coca-Cola Company as its new official soft drinks partner, replacing PepsiCo's Starry brand. PepsiCo continues to maintain a presence in the league via Ruffles, the NBA's official chip, and Gatorade, the league's official sports drink and longest-running sponsor.

In February 2026, The Coca-Cola Company announced that BodyArmor, in place of Powerade, would serve as the official sports drink for the 2026 NCAA March Madness tournament. BodyArmor logos will appear on cups, coolers, water bottles, and towels used by players, supported by Name, Image, and Likeness deals with more than 20 college athletes.

In January 2026, Anheuser-Busch and Madison Square Garden Family of Companies announced an expanded multi-year sponsorship across MSG's portfolio of premier sports and entertainment assets, including the New York Knicks, Rangers, and college basketball games at Madison Square Garden, marking one of the industry's longest-standing brand relationships.

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Top 10 Sports Sponsorship Companies in the World

1. Nike Inc

Nike is a globally renowned company engaged in the design, development, marketing, and selling of equipment, athletic footwear, apparel, accessories, and services. The company's wholly-owned subsidiary Converse provides its products under the brands Converse, Star Chevron, Chuck Taylor, All-Star, One Star, and Jack Purcell trademarks. Nike carries out partnerships with organizations, colleges and universities across the globe and is widely recognised as the largest sports sponsor in the world by deal value.

2. Adidas AG

Adidas is a popular sports goods company based in Germany with a workforce of 59,030 employees. Adidas has a production rate of 755 million units on a global scale as of 2023. Of this, 311 million are footwear, 328 million pieces of apparel, and 116 million pieces of hardware. The company holds iconic kit deals with leading clubs such as Manchester United and Real Madrid, and continues to be the official ball supplier for the FIFA World Cup.

3. The Coca-Cola Company

The Coca-Cola Company is a global beverage leader, present in over 200 countries and territories. The company provides its products under categories such as Trademark Coca-Cola, hydration, sports, coffee and tea, sparkling flavours; nutrition, juice, dairy and plant-based beverages, and emerging beverages. The brands of the company include Coca-Cola, Diet Coke, Sprite, Fairlife, Costa Coffee, Smart water, and Powerade, among others. The company has been a FIFA partner since 1978 and continues to expand activations across grassroots and professional sports.

4. Socios.com

Socios is a fan voting and rewards app with more than 70 partners. The company has its operations in 25 countries across 4 continents. The sports teams managed by the company include football, gaming, fighting, motorsport, tennis and rugby. The company provides access to the teams, engage with them, earn points with fan rewards, and is widely seen as a pioneer of fan tokens and Web3-driven engagement in the global sports ecosystem.

5. Puma SE

Puma is a global company, engaged in providing sports goods across more than 120 countries. The PUMA Group owns the brand PUMA, Cobra Golf and stichd. The company has a workforce of over 20,000 employees. PUMA SE offers shoes, clothing, and accessories under its portfolio to meet the market requirements. The product provided by the company includes polos, jackets, pants, shorts, tracksuits, team jerseys, home wear, innerwear, motorsport, and tights and leggings, amongst others, for men, women, and kids. The brand has secured the largest kit deal in football history with Manchester City and serves as the official Premier League ball supplier.

6. PepsiCo, Inc.

PepsiCo is a global leader in convenient foods and beverages. The company provides its products in over 200 countries and territories around the world. The company's portfolio includes Mountain Dew, Lay's, Gatorade, Doritos, Cheetos, Pepsi-Cola, Quaker and SodaStream. PepsiCo markets its product through DSD, customer warehouse and distributor networks and are also sold directly to consumers through e-commerce platforms and retailers. The company recently expanded its sports footprint with a worldwide Formula 1 partnership in 2025.

7. Anheuser-Busch InBev SA

AB InBev is a global brewing leader having the presence of more than 200 breweries across the world. The company conducts its operations in about 50 countries and boasts 21-billion-dollar brands under its name. With about 1,67,000 employees, the company has more than 2 billion consumers on a global scale. The company has the presence of more than 500 global and local beer brands under its name, with Budweiser serving as the official beer partner of the FIFA World Cup and FIFA Club World Cup.

8. Macron S.p.A

Macron is a renowned sportswear company engaged in the production and sale of sportswear, dressing more than 90 professional and national clubs with 80 percent of its turnover abroad and a sales network of more than 170 Macron Sports Hub in over 30 countries. The business operations of the company include Teamwear, Activewear, for leisure time, merchandising, and individual. The brand has built a strong European presence through long-term club partnerships across football and rugby.

9. Electronic Arts Inc

EA is a renowned digital entertainment company, engaged in developing marketing publishing and delivering games, content and services that can be experienced on mobile phones, game consoles, PCs, and tablets. The company's portfolio has brands wholly owned such as Battlefield, Apex Legends, and The Sims or licenses from others including Madden NFL, Star Wars, etc. EA is a public company, developing games and services across a wide range of genres, including sports, racing, first-person shooter, action, role-playing and simulation. EA SPORTS FC remains the flagship football game globally, with multi-year partnerships across leagues, clubs, and athletes.

10. Betway

Betway Group is a part of Super Group, which is listed on the New York Stock Exchange under the ticker: SGHC. Betway is a leading entertainment provider across sports betting, casino, and esports betting. The company offers tools to make cutting-edge interactive gaming experiences and has secured high-profile partnerships with multiple Premier League clubs and major North American sports leagues.