Sports marketing is a discipline that leverages sports as a strategic tool to promote products, services, or brands. It is based on two main dimensions :
• Marketing of sports: Promoting sporting events, teams, athletes, or competitions.
• Marketing through sports: Using sports as a platform to promote a brand or products outside the sports industry.
Sports marketing is a powerful force that combines passion, performance, and business. With technological innovation and evolving consumer behavior, it continues to shift towards more interactive, responsible, and immersive models. Brands that successfully harness the emotions and values of sports while adapting to new audience expectations will remain the leaders of tomorrow.
Thanks to its global popularity, football dominates the sports marketing market in 2024, attracting 40% of total investments. Basketball follows with 20%, driven by the NBA’s worldwide influence and its superstar athletes. Tennis accounts for 15% of investments, largely due to Grand Slam tournaments such as Wimbledon, the US Open, Roland-Garros, and the Australian Open, as well as its iconic players. This sport is particularly favored by luxury watch brands, sports apparel companies, and automobile manufacturers. Motorsports (Formula 1, MotoGP, etc.) capture 10%, drawing high-end and tech-focused brands. Cycling receives 5% of investments, boosted by major events like the Tour de France. The remaining 10% is shared among other sports, including rugby, golf, and esports. This distribution reflects the dominance of the most media-exposed sports in the global sponsorship landscape.
Concepts
Investments by Sport
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In 2024, brands are investing heavily in sports to strengthen their visibility and reach a global audience. Nike, the industry leader, allocates over $1 billion, followed by Adidas and Emirates. LVMH leverages major events like the Olympic Games to stand out, while Red Bullalso ranks among the top investors. Emerging brands such as On, Hoka, and Salomon are experiencing significant growth and making substantial investments. Football, as the world’s most popular sport, attracts the majority of sponsorship spending, followed by basketball, tennis, and motorsports. These strategies, centered around athlete, team, and event sponsorships, enable brands to capitalize on fan enthusiasm to enhance their image and drive sales. Sports marketing remains a key tool for building strong consumer connections and maximizing brand impact.
The most sought-after athletes in marketing stand out due to their earnings and global influence. According to Forbes’ 2024 ranking, LeBron James takes the top spot with $80 million in sponsorship earnings, thanks to partnerships with Nike, Sprite, and Beats, along with a significant social media presence (212 million followers). Lionel Messi ranks second with $70 million, largely from collaborations with Adidas, Pepsi, and Lay’s, and an impressive 504 million social media followers. Cristiano Ronaldo follows in third place with $60 million in sponsorship revenue, partnering with brands like Nike and his own CR7 line, while boasting over a billion followers across social platforms. Lastly, Giannis Antetokounmpo secures $65 million, backed by endorsements from Nike and Breitling. These athletes combine talent and notoriety to maximize brand impact through highly effective marketing campaigns.
