The investment made by the software company Oracle to become the main sponsor of the Red Bull Racing Formula 1 teamestimated at between 80 and 90 million euros per year, will be the largest in sports sponsorship in Europe in 2022.
They follow him on this list, which can be seen in a report by Nielsen in collaboration with the European Sponsorship Association (ESA), three agreements related to football and between 70 and 80 million euros; the renewal of Standard Chartered bank in Liverpool, of sportswear firm Adidas as technical sponsor of Arsenal and of Emirates airline with Real Madrid.
In fifth and sixth place, in the range between 60 and 70 million euros, is the signing of Paris Saint-Germain with another airline such as Qatar Airways. and the OPPO hardware company with the Champions League.
The top-10 is completed by the renewal of the energetic Petronas with the Formula 1 team Mercedes-AMG, the “naming” of Alfa Romeo in the same discipline, the association of the digital music service Spotify with Barcelona and the renewal of Bayern Munich with the telecommunications company Deutsche Telekom. All of them cost between 50 and 60 million euros.
Regarding other points of study, the industries that invest the most money in sports sponsorship are also analyzed. Here sports clothing and equipment continues to dominate with 8%, down from 2020 (10%) but rebounding from one year to this part (7%). The second position is occupied by software (6%) and the third is betting (5%).
The entry in the list, which is not among the previous ones, of Blockchain, cryptocurrencies and NFTs (4%) is noteworthy; which has filled some gaps since the withdrawal of betting companies in many markets. However, it is considered a very volatile world and many companies do not fulfill their financial obligations to ‘rights holders’, voiding contracts before their natural expiration. Therefore, sports clubs and organizations are now more cautious about these sponsorships.
By sports, soccer absorbs 47% of the market, with an increase of 4% compared to a year ago. Behind them continues eSports, a strong and stable sector whose percentage decreases, from 11% to 9%, because it does not keep up with the increase in global numbers. Rugby, in a World Cup year, rose to 5%; and handball experience a decrease (3%) compared to 5% in 2020 and 2021.
When it comes to talking about countries, Spain, with 14%, is the market with the biggest growth, surpassing the United Kingdom’s 10%. Among the reasons that explain this, Nielsen highlights the stabilization of the market after the ban on betting on sponsorship in 2021, the commercial growth of the main clubs of La Liga and the important strengthening of sports and female athletes as ambassadors .
Germany continues to be the country where the most money is spent on sports sponsorship with 4,060 million euros, with the United Kingdom one step below due to its 3,340 million euros. Spain with 1,100, Italy with 1,090 and France with 1,020 complete the top-5.
Source: La Verdad
I’m Rose Herman and I work as an author for Today Times Live. My expertise lies in writing about sports, a passion of mine that has been with me since childhood. As part of my job, I provide comprehensive coverage on everything from football to tennis to golf.
