Sports advertising and marketing worldwide

Professional sports score high in bringing people and nations – as well as advertisers' wallets – together. From the Olympics to the FIFA World Cup, major sporting events attract global audiences and considerable investment. The abundance of these cyclical events in 2026 (Winter Olympics, Super Bowl, FIFA World Cup) leads to an uptick in global advertising spending, which is forecast to surpass one trillion U.S. dollars. While TV remains the hub for broadcasts, brands are expanding to digital media and exploring the omnichannel approach for a more rounded reach.

105.47bn USD
Global sports sponsorship revenue

Most valuable sports team worldwide
NFL's Dallas Cowboys

Share of U.S. sports viewers who think ads during sports programming are relevant
**%

Editor’s Picks
Editor’s Picks
Current statistics on this topic

Professional Sports

Media value of sports sponsorships in the U.S. 2025

Video Gaming & eSports

eSports market revenue worldwide 2017-2030, by segment

Professional Sports

Total ad spend on elite women's sport in the U.S., by industry 2024

Overview

Spending on global sports media rights forecast 2025-2030, by region
Spending on global sports media rights forecast 2025-2030, by region
Forecast for spending on sports media rights worldwide from 2025 to 2030, by region (in billion U.S. dollars)
Most valuable sports teams worldwide 2025
Most valuable sports teams worldwide 2025
Most valuable sports teams worldwide in 2025 (in billion U.S. dollars)
Key data on global sports sponsorship revenue 2025
Key data on global sports sponsorship revenue 2025
Key figures on sports sponsorship revenue worldwide in 2025
World's highest paid athletes 2026
World's highest paid athletes 2026
Highest paid athletes worldwide as of May 2026, by earnings from salary and endorsements (in million U.S. dollars)
Most marketable athletes in the world 2024
Most marketable athletes in the world 2024
Most marketable athletes worldwide in 2024, by marketability score

American football

Preferred parts of Super Bowl in the U.S. 2026
Preferred parts of Super Bowl in the U.S. 2026
Favorite part of watching the Super Bowl broadcast in the United States as of February 2026
Average cost 30-second advertisement Super Bowl U.S. broadcast 2002-2026
Average cost 30-second advertisement Super Bowl U.S. broadcast 2002-2026
Average cost of a 30-second Super Bowl TV commercial in the United States from 2002 to 2026 (in million U.S. dollars)
Super Bowl advertising revenue 2003-2025
Super Bowl advertising revenue 2003-2025
Super Bowl advertising revenue from 2003 to 2025 (in million U.S. dollars)
All-time most expensive Super Bowl ads as of 2025
All-time most expensive Super Bowl ads as of 2025
All-time most expensive Super Bowl ads as of February 2025 (in million U.S. dollars)
NFL league/team sponsorship revenue 2010-2025
NFL league/team sponsorship revenue 2010-2025
NFL league and team sponsorship revenue worldwide from 2010 to 2025 (in million U.S. dollars)
Biggest NFL sponsorship categories 2024
Biggest NFL sponsorship categories 2024
NFL sponsorship revenue worldwide in 2024, by category (in million U.S. dollars)
Brands with the most NFL endorsement deals 2025
Brands with the most NFL endorsement deals 2025
Brands with the most number of unique sponsorship assets in the NFL as of January 2025
Most popular commercials run during Super Bowl LX in the U.S. 2026
Most popular commercials run during Super Bowl LX in the U.S. 2026
Most popular commercials run during Super Bowl LX in the United States as of February 2026, by ad meter score

Basketball & baseball

Media value of sports sponsorships in the U.S. 2025
Media value of sports sponsorships in the U.S. 2025
Most valuable sports sponsorships in the United States in 2025, by media value (in million U.S. dollars)
Sponsorship value of sports team social media posts in the U.S. 2024
Sponsorship value of sports team social media posts in the U.S. 2024
Sports teams with the highest average simulated sponsorship value of social media posts in the United States in 2024 (in U.S. dollars)
NBA team sponsorship revenue 2019-2025
NBA team sponsorship revenue 2019-2025
National Basketball Association team sponsorship revenue from 2019/20 to 2024/25 (in million U.S. dollars)
Sponsorship spending on teams in the NBA 2023/24
Sponsorship spending on teams in the NBA 2023/24
Team sponsorship spending in the National Basketball Association (NBA) in 2023/24, by category (in million U.S. dollars)
MLB league sponsorship revenue 2010-2025
MLB league sponsorship revenue 2010-2025
Major League Baseball sponsorship revenue from 2010 to 2025 (in million U.S. dollars)

Cricket

Cost of ads during the Cricket World Cup India 2019-2023
Cost of ads during the Cricket World Cup India 2019-2023
Television advertising cost in India during the Cricket World Cup in 2019 and 2023 (in million Indian rupees)
Value of sports celebrity endorsements in India 2022-2025, by sport
Value of sports celebrity endorsements in India 2022-2025, by sport
Value of sports celebrity endorsements in India from 2022 to 2025, by sport (in million U.S. dollars)
Value of sports celebrity endorsements in India 2022-2025
Value of sports celebrity endorsements in India 2022-2025
Value of sports celebrity endorsements in India from 2022 to 2025 (in million U.S. dollars)
Indian Premier League sponsors 2026, by type
Indian Premier League sponsors 2026, by type
Indian Premier League (IPL) sponsors in 2026, by type (in million U.S. dollars)
Value of IPL 2014-2025
Value of IPL 2014-2025
Value of the Indian Premier League from 2014 to 2025 (in billion U.S. dollars)

Esports

eSports market revenue worldwide 2017-2030, by segment
eSports market revenue worldwide 2017-2030, by segment
eSports market revenue worldwide from 2017 to 2030, by segment (in billion U.S. dollars)
eSports market revenue in the U.S. 2017-2030, by segment
eSports market revenue in the U.S. 2017-2030, by segment
eSports market revenue in the United States from 2017 to 2030, by segment (in million U.S. dollars)
eSports revenue in South America 2019-2030, by segment
eSports revenue in South America 2019-2030, by segment
Revenue of eSports in South America from 2019 to 2030, by segment (in million U.S. dollars)
eSports revenue in Asia 2024, by segment
eSports revenue in Asia 2024, by segment
eSports market revenue in Asia in 2024, by segment (in million U.S. dollars)
eSports revenue in Australia & Oceania 2025, by segment
eSports revenue in Australia & Oceania 2025, by segment
eSports market revenue in Australia & Oceania in 2025, by segment (in million U.S. dollars)
ESports ARPU in MENA 2017-2031, by country
ESports ARPU in MENA 2017-2031, by country
ESports ARPU in the MENA countries from 2017 to 2031, by selected country (in U.S. dollars)
South Africa eSports revenue by sector 2014-2023
South Africa eSports revenue by sector 2014-2023
Market value of the eSports in South Africa from 2014 to 2023, by category (in million South African rand)
eSports market revenue in Italy 2017-2030, by segment
eSports market revenue in Italy 2017-2030, by segment
eSports market revenue in Italy from 2017 to 2030, by segment (in million U.S. dollars)
eSports market revenue in France 2017-2030, by segment
eSports market revenue in France 2017-2030, by segment
eSports market revenue in France from 2017 to 2030, by segment (in million U.S. dollars)
eSports market revenue in the UK 2017-2030, by segement
eSports market revenue in the UK 2017-2030, by segement
eSports market revenue in the United Kingdom (UK) from 2017 to 2030, by segment (in million U.S. dollars)

Olympic Games

Financial impact of the 2026 Winter Olympics in Italy
Financial impact of the 2026 Winter Olympics in Italy
Estimated economic value of the 2026 Milan Cortina Winter Olympic Games in Italy in 2026 and 2027, by source (in billion euros)
Private vs. public funding of the 2026 Winter Olympics
Private vs. public funding of the 2026 Winter Olympics
Budget of the 2026 Milan Cortina Winter Olympic Games, by source (in billion euros)
Planned viewing intention of the Winter Olympics in the U.S. Q3 2025, by platform
Planned viewing intention of the Winter Olympics in the U.S. Q3 2025, by platform
Share of adults planning on watching the 2026 Milan Cortina Winter Olympic Games in the United States as of third quarter 2025, by platform
Most popular Winter Olympic sports in the U.S. 2026
Most popular Winter Olympic sports in the U.S. 2026
Most followed winter sports among individuals planning on watching the Milan Cortina Winter Olympics in the United States as of January 2026
Summer Olympic Games broadcast revenue 1960-2024
Summer Olympic Games broadcast revenue 1960-2024
Broadcast revenue from the Summer Olympic Games from 1960 to 2024 (in million U.S. dollars)
Summer Olympic Games NBC ad revenue 2020-2024
Summer Olympic Games NBC ad revenue 2020-2024
Advertising revenue of NBCUniversal's broadcast of the 2020 and 2024 Summer Olympic Games (in billion U.S. dollars)
Main motivations to watch the Olympics globally 2024
Main motivations to watch the Olympics globally 2024
Leading reasons for individuals to watch the Olympic Games worldwide as of March 2024
Sports most likely to be watched at the Paris 2024 Olympics in the U.S.
Sports most likely to be watched at the Paris 2024 Olympics in the U.S.
Selected sports most likely to be watched at the Paris 2024 Summer Olympic Games in the United States as of May 2024
Likelihood of watching the Summer Olympics in the U.S. 2024, by platform type
Likelihood of watching the Summer Olympics in the U.S. 2024, by platform type
Likelihood of watching the Summer Olympics in the United States as of March 2024, by platform type
Media used to watch the Olympic Games in France 2024, by age
Media used to watch the Olympic Games in France 2024, by age
Media used to follow the Summer Olympic Games in France as of May 2024, by age

Soccer

FIFA revenue 2015-2025
FIFA revenue 2015-2025
Revenue of FIFA from 2015 to 2025 (in million U.S. dollars)
FIFA revenue 2015-2025, by stream
FIFA revenue 2015-2025, by stream
Revenue of FIFA from 2015 to 2025, by stream (in million U.S. dollars)
FIFA: revenue from marketing rights 2003-2025
FIFA: revenue from marketing rights 2003-2025
FIFA revenue from marketing rights worldwide from 2003 to 2025 (in million U.S. dollars)
Platforms used to watch the FIFA World Cup in Africa 2022
Platforms used to watch the FIFA World Cup in Africa 2022
Platforms used to watch the FIFA World Cup in Africa in 2022
UEFA total revenue 2005-2025
UEFA total revenue 2005-2025
Total revenue of UEFA from 2005/06 to 2024/25 (in million euros)
UEFA revenue 2005-2025, by stream
UEFA revenue 2005-2025, by stream
Revenue of UEFA from 2005/06 to 2024/25, by stream (in million euros)
Cost of TV ads during Argentina matches Copa América 2024
Cost of TV ads during Argentina matches Copa América 2024
Maximum cost of one second and 30 seconds of TV commercials during Copa América matches played by Argentina as of July 2024 (in 1,000 Argentine pesos)
Ad perception of football fans MENA 2022
Ad perception of football fans MENA 2022
Advertising perception of football fans during events in the Middle East and North Africa (MENA) region in 2022

U.S. major leagues

Streaming apps to watch sports in the U.S. 2024
Streaming apps to watch sports in the U.S. 2024
Most popular streaming apps to watch sports on TV in the United States as of January 2024
Sports consumption in the U.S. 2023, by platform type
Sports consumption in the U.S. 2023, by platform type
Share of consumers watching sports in the United States as of August 2023, by platform type
Team sponsorship spending of major sports leagues in North America in 2023/24
Team sponsorship spending of major sports leagues in North America in 2023/24
Team sponsorship spending of major sports leagues in North America in 2023/24 (in billion U.S. dollars)
Team sponsorship revenue of major sports leagues in North America in 2024
Team sponsorship revenue of major sports leagues in North America in 2024
Team sponsorship revenue of major sports league in North America in 2024 (in billion U.S. dollars)
Team sponsorship revenue share of major sports leagues North America 2024
Team sponsorship revenue share of major sports leagues North America 2024
Team sponsorship revenue share of total revenue of major sports league in North America in 2024

105.47bn USD
Global sports sponsorship revenue

Most valuable sports team worldwide
NFL's Dallas Cowboys

Share of U.S. sports viewers who think ads during sports programming are relevant
**%

Key figures

The most important key figures provide you with a compact summary of the topic of "Sports advertising and marketing worldwide " and take you straight to the corresponding statistics.

- NBCUniversal 2024 Olympics ad revenue
- ***bn USD
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Detailed statistics
Summer Olympic Games NBC ad revenue 2020-2024
- Broadcast revenue from the Summer Olympic Games
- ***bn USD
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Detailed statistics
Summer Olympic Games broadcast revenue 1960-2024
- Sport most likely to be watched at 2024 Olympics
- Gymnastics
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Detailed statistics
Sports most likely to be watched at the Paris 2024 Olympics in the U.S.

- FIFA marketing rights revenue
- ******m USD
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Detailed statistics
FIFA revenue 2015-2025, by stream
- UEFA broadcasting rights revenue
- ****bn EUR
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Detailed statistics
UEFA revenue 2005-2025, by stream
- Most used platform to watch FIFA World Cup in Africa
- Paid TV
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Detailed statistics
Platforms used to watch the FIFA World Cup in Africa 2022

- U.S. major league team sponsorship spending
- ***bn USD
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Detailed statistics
Team sponsorship spending of major sports leagues in North America in 2023/24
- NFL team sponsorship spending
- ***bn USD
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Detailed statistics
Team sponsorship spending of major sports leagues in North America in 2023/24
- Brand with most NFL endorsement deals
- Nike
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Detailed statistics
Brands with the most NFL endorsement deals 2025