Majority of brands boost sports ad spend

A study indicates that the sports sponsorship market is experiencing a new wave of increased investments, with more than half of senior brand executives planning to boost their spending in 2026/27, and about 30% of them intending to increase their budgets by more than 20%. This trend is driven by the rising demand to demonstrate return on investment, as measurability has become a top priority, with 70.6% of participants rating it 4 or 5 out of 5. Spending is increasingly focused on assets that provide clear data on audience and performance, with a move toward investing in women's sports, as 69.1% of officials are considering solidarity with it. Additionally, there is an increasing use of AI solutions to enhance audience engagement. This dynamic fosters greater competition among clubs and sports rights holders to demonstrate commercial value in exchange for larger budgets.

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