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Majority of brands boost sports spending
The sports sponsorship market is expected to see a significant increase in spending during 2026/27, as 51.5% of senior brand officials plan to boost their investments, with 29.4% aiming for increases exceeding 20%. These increases are accompanied by a greater emphasis on measuring return on investment, which intensifies competition for sponsor funding and indicates that companies are now focusing on assets that demonstrate clearly measurable value. Additionally, the importance of data and performance analysis is on the rise, with measuring value and fan engagement being key factors in funding decisions. There is a growing trend toward investing in women's sports and utilizing artificial intelligence to enhance engagement and demonstrate returns.
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