The European sponsorship market grew to a record €34.45 billion in 2025, with sport continuing to drive the sector’s expansion across the continent.
New figures from the ESA Sponsorship Market Overview 2026, produced by Nielsen Sports for the European Sponsorship Association (ESA), show the market increased by 4.7 per cent year-on-year, reflecting sustained investment from brands across sport, culture, entertainment and social initiatives.
The research was presented in London this afternoon ahead of the ESA Awards in an event sponsored and introduced by Sport for Business member Feenix Group and CEO Trev Keane.
Sport remained the dominant force within the industry, accounting for 72 per cent of total spending. Investment in sport sponsorship reached €24.79 billion in 2025, representing annual growth of 5.9 per cent.
Outside of sport, sponsorship across arts, culture, entertainment, festivals and charitable initiatives accounted for €9.66 billion, equivalent to 28 per cent of the market. Although growth in these sectors was slower, rising by 1.8 per cent year-on-year, naming rights partnerships remained a key driver, with companies such as British Airways and Laya Healthcare among those securing long-term agreements.
The report points to a changing sponsorship landscape, shaped by technological developments and evolving audience engagement strategies. AI-enabled partnerships, the accelerating commercial appeal of women’s sport and increased investment in purpose-driven collaborations were highlighted as key factors influencing the market.
Spain recorded the fastest growth among Europe’s major sponsorship economies in 2025. The Spanish market expanded by 14 per cent to €2.18 billion, supported by high-profile events including the inaugural NFL regular-season game in Madrid and increased brand investment in women’s sport and music festival partnerships.
The United Kingdom remained Europe’s second-largest sponsorship market, growing by 10.5 per cent to reach €6.15 billion. Germany retained the position as the continent’s largest national market, with sponsorship investment totalling €6.26 billion.
Elsewhere, Italy recorded growth of five per cent to €2.01 billion, while France rose by 10.3 per cent to €1.85 billion, underlining continued expansion across the major European economies.
“The continued growth of the European sponsorship market demonstrates the resilience and adaptability of our industry,” said Sophie Morris, Chair of the European Sponsorship Association. “Sponsorship remains a powerful platform for brands to connect with audiences in meaningful ways, whether through sport, culture, entertainment or community initiatives.”
“As the industry continues to evolve, we are seeing increasing innovation in how partnerships are structured and activated,” she added.
Samantha Lamberti, Managing Director – International at Nielsen Sports, said the sector is entering a new phase shaped by technology and shifting commercial opportunities.
“The European sponsorship market is entering a period of dynamic transformation,” she said. “Alongside continued investment in sport, we are seeing new opportunities emerge through AI-enabled partnerships, the commercial growth of women’s sport, and purpose-led collaborations across sectors.”
“Brands that take a strategic, data-driven approach to sponsorship will be best positioned to unlock the full potential of these partnerships,” she added.
Football continued to attract some of the most prominent sponsorship activity during the year, with global brands maintaining heavy investment across leading clubs and competitions. Among the deals highlighted was Manchester City’s long-term extension with Puma, while additional partnerships were secured across motorsport, mass-participation events and international tournaments.
Beyond sport, sponsorship continued to grow through collaborations with music festivals, cultural events, charities and major entertainment venues, reflecting the broader appeal of partnership-led marketing strategies.
Looking ahead, the report suggests 2026 will bring further commercial activity driven by major global sporting events. The Winter Olympic Games in Italy, the EHF European Men’s Handball Championship and the ICC Women’s T20 Cricket World Cup are all expected to generate additional sponsorship opportunities.
The study also anticipates continued growth in the use of artificial intelligence for sponsorship activation and audience engagement, alongside increasing emphasis on talent-led partnerships and digital storytelling.
Produced annually since 2008 by Nielsen Sports in collaboration with the European Sponsorship Association, the ESA Sponsorship Market Overview tracks the size, structure and performance of the sponsorship market across Europe, offering one of the most comprehensive analyses of the industry each year.
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