Top 10 Sports Sponsorship Deals of 2024

1. Amazon & the UEFA Champions League (£1B for streaming and branding rights)

Amazon’s aggressive push into live sports saw them secure a record deal that integrates sponsorship with exclusive broadcasting rights. With streaming platforms vying for top-tier sports content, Amazon’s investment further blurs the line between sponsorship and media rights.

2. Apple x Premier League (£750M multi-year deal)

Apple has deepened its sports strategy by securing a sleeve sponsorship deal with multiple Premier League clubs while extending its streaming ambitions. This move signals tech companies' growing dominance in sports partnerships, as they look to integrate content, commerce, and brand exposure seamlessly.

3. Coca-Cola x FIFA (£500M World Cup sponsorship renewal)

Coca-Cola extended its historic partnership with FIFA, securing rights for the next cycle of World Cups. This deal reaffirms the beverage giant’s commitment to maintaining its position as one of the most recognisable brands in global sports sponsorship.

4. Rolex x Formula 1 (£500M extension)

The premium watch brand reaffirmed its dominance in motorsport by extending its role as the global timekeeper for another decade. Rolex’s long-standing association with Formula 1 highlights the synergy between high-performance sports and luxury branding.

5. Adidas x Paris 2024 Olympics (£400M for sustainability-driven activations)

Adidas expanded its Olympic partnership by integrating sustainable products and digital-first fan experiences. This deal underscores the growing trend of sponsorships being used as a platform for showcasing corporate sustainability commitments.

6. Nike x NBA (£350M for jersey sponsorship rights)

Nike continued its stronghold in basketball by renewing its deal with the NBA, reinforcing its branding on team jerseys. This sponsorship reflects the long-term value that established brands see in maintaining deep connections with key sports properties.

7. Ferrari x La Liga (£300M shirt sponsorship with Real Madrid)

Ferrari’s move into football sponsorship was one of the biggest surprises of the year, positioning the brand at the intersection of high performance and football’s global audience. This deal showcases the increasing cross-industry collaborations between automotive and football.

8. Revolut x Manchester United (£250M for front-of-shirt sponsorship)

With many leagues phasing out betting sponsorships, fintech companies are stepping in. Revolut’s deal with Manchester United represents a shift in sponsorship trends, as football clubs look towards tech and finance brands to replace traditional betting sponsors.

9. IKEA x Women’s World Cup (£200M for sustainable stadium initiatives)

With sustainability taking centre stage, IKEA’s sponsorship of the Women’s World Cup focuses on green stadiums and eco-friendly fan engagement activations. As more brands align themselves with sustainability initiatives, sports sponsorships are becoming a key vehicle for corporate responsibility messaging.

10. TikTok x Bundesliga (£180M branding & content partnership)

As sports content consumption shifts, TikTok has doubled down on integrating its platform with sports leagues. This deal not only enhances TikTok’s presence in football but also demonstrates the growing influence of social media platforms in shaping sports sponsorships.

Key Industry Takeaways

1. Tech & streaming dominance – The biggest players in tech are no longer just buying broadcast rights but fully embedding themselves into sports sponsorship.

2. Luxury brands investing in football – High-end brands are using football’s global reach to reposition their brand narratives.

3. Sustainability as a sponsorship driver – Green initiatives are no longer just an add-on but a core element of major sports partnerships.

4. The decline of betting sponsors – With regulations tightening, fintech and content platforms are stepping up as football's key sponsors.