Sponsorship Market Recap: November 2021

December is here, which means the end of the year, the end of many seasons, and, of course, the November Sponsorship Brand rankings. The global sponsorship value generated across sports was $677M, down -6.1% from October and down over -40% from a high in May 2021. Global football accounted for 49% of the total sponsorship value generated across all sports, followed by motorsports (15%) and basketball (10%). Teams increased their share of value generated to 42%, followed by leagues and sport organizations at 28%. Athletes accounted for 18% of the total value generated for brands across sport.

Nike and Adidas remain untouched at the top, but Heineken jumped past Red Bull to become the #3 brand in sports in November, propelled by their partnerships with UEFA and Formula 1. The biggest surprise and biggest mover in the top 20 is PayTM, moving up 184 spots to #7 in November thanks to their partnership with the Indian Cricket Team. Last month saw Vivo, another Indian Cricket partner in the top 10, but while Vivo fell out of the top 150, the power of the Indian Cricket Team to propel these individual brands into the top 10 across ALL brands in sport must be noted. 

TOP 10 BRANDS IN SPORT – NOVEMBER 2021

By Category

Though down slightly from October, Sporting Goods & Apparel remained the #1 category by value received, thanks mainly to the major brands at the top: Nike, Adidas, and Puma all in the top 10. The top 5 categories remain unchanged in order from October: Financial, Beverage, Automotive & Powersports, and Travel.

Brands On The Rise

Nine brands rose over 1k spots to break into the top 500, led by Haig Club Scotch (promoted by retired football legend David Beckham) and Ambuja Cements (another Indian Cricket partner), each up 4k spots. Other notable brands making big moves inside the top 500 were Ooredoo Group (up 191 spots to #24), Alpine Cars (up 130 spots to #35), and Socios.com (up 115 spots to #55).

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