Sponsorship spending across Europe enjoyed another year of robust post-pandemic recovery in 2024, according to research from the European Sponsorship Association and Nielsen Sports.
The 2025 ESA Sponsorship Market Overview found that the total value of Europe’s sponsorship market increased by 6.6% over the past year from €30.86 billion to €32.91 billion.
This follows a 6.2% increase in 2023 and a more modest 4.3% rise in 2022, following the dramatic fluctuations caused by the COVID-19 pandemic in 2020 and 2021.
The Sponsorship Market Overview covers Sport and Non-Sport, and both sectors enjoyed another increase in 2024.
Sport reached another record high volume of €23.41 billion, compared with €21.98 billion in 2023 and the pre-pandemic high of €20.26 billion in 2019.
The recovery of the Non-Sport sector remains steady with a 6.5% gain from €8.88bn to €9.49bn, albeit still short of the pre-pandemic high of €10.43bn.
The Sponsorship Market Overview also measures the top 10 markets in Europe. Spain (19%) was the year’s fastest grower, with a surge from €1.62bn to €1.92bn. The report found that Germany (€6.21bn) remained the largest sponsorship market in the continent, followed by the UK (€5.57bn), both having grown by a little under 10%.
One of the drivers of the strong industry performance was a notable increase in sports investment from sponsors in the Middle East. At the same time, the Non-Sport sector benefited from some significant naming rights and other landmark commercial partnership deals across music and the arts.
“The sponsorship industry’s 2024 surge, surpassing pre-pandemic levels, marks a significant recovery,” said Samantha Lamberti, Managing Director International, Nielsen Sports.
“Market shifts, including the rise of women’s and niche sports, alongside technological advancements, are reshaping the landscape. Increased market volatility, driven by new properties, demands strategic agility with brands and rights holders needing to adapt.”
“This evolving environment necessitates a more strategic, data-driven approach to capitalise on emerging opportunities and ensure sustained success.”
“While the overall market is expanding, with an encouraging acceleration, we acknowledge the Non-Sport sector’s ongoing recovery from the pandemic,” added ESA Chaor Sophie Morris.
“The fastest-growing market increased at 19% in 2024 compared to 2023. Whilst not all markets experience that growth, 2025 is expected to be a key year for women’s sports, new events and entertainment formats, and the use of technology to enhance audience experiences.”
The 2025 ESA Sponsorship Market Overview, produced using Nielsen Sports Market Intelligence, is available exclusively to ESA members and guests who attended today’s launch event in London in partnership with Pearlfinders.
The ESA Sponsorship Market Overview has been conducted annually with Nielsen Sports since 2008.
Further Reading for Sport for Business Members: Ireland Playing at High Level in European Sponsorship
SPORT FOR BUSINESS PERSPECTIVE
At a time when Europe is facing uncertainty on several fronts, it is good that the commitment to sporting sponsorship continues as strong as ever.
WHAT’S UP NEXT?
We will have a full round-up from the European Sponsorship Awards on Friday morning.
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