Sports and Advertising: What industries benefit the most from sponsorships?

The sports industry is one of the largest and most respected entertainment markets in the world. Its success can be traced to several things. One reason is that sports have always played a key role in human culture and entertainment. Another is that athleticism has always been seen as a virtue.

Naturally, the success of the sports industry has attracted a lot of sponsors. But, what are the biggest sponsors in the world of sports? That is an interesting question to discuss, and a fun topic to examine. So, in this article, we are going to do just that.

Gambling and Betting

One of the aspects of sports that gets talked about a lot the online gambling market. For as long as people have competed in sports, there have been those that have wagered on the outcome. Today, that tradition remains very much alive. However, in 2024, when we’ve all gone digital, sportsbooks have had to keep up, which is why we have online sports betting.

Online sports betting is exactly what it sounds like; a whole new industry dedicated to placing bets on sports on the internet. Not only do online bookies make everything a lot simpler, they also have introduced betting bonuses, like free bet sign up offers, match deposits, and more. For that reason, a lot of new punters begin their betting careers online.

For that reason, online bookies have to work hard in order to appeal to new fans. With a pretty steep competition, these websites put a lot of effort into their outreach. Sponsorship is a big part of that. Noteworthy gambling and betting websites spend millions annually on sponsorship deals. They’ve partnered with clubs from the English Premier League (below), NBA teams, and more in order to reach a broad audience.

There is nothing better than a cold taste of your favorite beverage on a hot summer day. At least, most people would say so. That is why, companies like Coca-Cola, Pepsi, and even Budweiser do their best to appeal to a broad audience, so that they can make sure that their drink becomes the favorite of more and more people.

In order to reach out to as broad an audience as possible, these companies enter sponsorship deals. And of course, sports are a big part of that. For example, Coca-Cola is involved with some of the biggest and most note-worthy sporting events in the world. Of course, the biggest one is the FIFA World Cup, an event that takes place every four years, and attracts billions of fans from all over the world.

Coke is also involved in sponsoring the UEFA events, that are a bit more frequent than the World Cup. Though they may not be as popular, these events still attract millions. For this reason, Coca-Cola has managed to remain a staple of most people’s meals, whether they are into healthy eating, and have the occasional Coke Zero, or whether they enjoy fast food.

But, Coca-Cola are not the only ones looking to cut off a slice of the pie. Their long-standing rivals at Pepsi have also thrown their lot in with some sporting events. For example, Pepsi has sponsorship deals with both the National Football League, as well as the National Basketball Association. So, their prominence should not go underappreciated in the world of sports.

Automobile Companies

It shouldn’t surprise anyone to learn that automobile companies play a huge role in sports sponsorships. After all, there is a huge sub-category of sports dedicated entirely to automobiles. Of course, we are referring to auto sports (specifically Formula 1 and NASCAR). Some of the most popular sports in Formula 1 are sponsored by big-name auto brands.

The most noteworthy is Mercedes-Benz, whose Formula 1 team has performed incredibly well, particularly in the past few years. Ferrari is another noteworthy automobile company, whose sponsorship deals with F1 have been rewarded greatly, not just with exposure, but with actual triumph on the course.

However, it is easy to point out that car companies have sponsorship deals with auto racing events. In fact, it is to be expected. So much so, that many people don’t even consider them as sponsorship deals. So, that leaves us with the question, what other sports do car companies have sponsorship deals in, and what are the events that they sponsor. Below, you will find a list that explains exactly that.

• Hyundai: Hyundai has been a sponsor of the FIFA World Cup for years.
• Kia: the car company, Kia, has had a sponsorship deal with the NBA.
• Mercedes-Benz: apart from their incredible success in F1, Mercedes also sponsors the US Open.
• BMW: one of the most popular car companies, BMW has an entire golf tournament named after them.
• Ford: finally, the classic car company, Ford, has had sponsorship deals with the National Football League.

Apparel & Clothing Companies

Finally, we have to bring up the fact that clothing companies have, for a long time, collaborated with sports teams in sponsorship deals. Not only have many clothing companies provided the gear for well-known teams, but a lot of the best players have done modeling jobs for some of these companies in return.

A lot of people are already well-aware of the symbiotic relationship between clothing companies and sports. What might be interesting to learn is which companies have ties to which teams and which sports, however. That is what we are going to answer in the list below. So, if you are interested, check it out.

• Nike: Best-known for their shoes, the Nike company has collaborated with the Spanish football club Barcelona, as well as the American basketball team, the Los Angeles Lakers.
• Adidas: The sneakers and sportswear company, Adidas, has had collaborations with the Spanish club Real Madrid and the English football club, Manchester United. Not bad, as these are two of the most popular clubs in football today.
• Puma: The famous Puma logo has adorned the dress of players from Manchester City (England’s current EPL champions), and Borussia Dortmund of the Bundesliga.