[ 2025 Markets Report ]

13 Key Markets
Shaping Sponsorship Strategy Across Every Major League

Each year, SponsorUnited analyzes sponsorship activity across North America to reveal where investment is concentrating and competition is intensifying—helping brands prioritize the markets, leagues, and categories that matter most. See where brands are winning attention — and make market decisions with confidence.

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Meet the markets driving $4.5B in sponsorship spend.

The 2025 Markets Report examines 13 World Cup event cities—not just because they’ll host matches in 2026, but because they already drive nearly half of North America’s sports sponsorship spend, with deep investment across every major league.

Inside the Report

Sponsorship spend and deal size trends by market
Category-level concentration and white space
How brands are allocating investment across leagues
Markets where audience growth is outpacing sponsorship spend

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A Preview of the Data Inside

$725M

New sponsorship investments across 13 markets

21%

Growth of MLS team sponsorship revenue

331%

Surge in branded social engagement

Guide Your Sponsorship Strategy, and Gain a Competitive Edge.

The smartest sponsorship portfolios aren’t built on broad coverage — they’re built on the right markets, the right categories, and the right timing.

See where brands are striking big deals and building the most visible, high-impact partnerships—across the NFL, NBA, MLB, NHL, MLS, WNBA, NWSL, and Power 4 college sports.

With the World Cup gaining global attention in 2026, pricing, competition, and visibility in these markets will only intensify.

Use this report to benchmark where competition is increasing, identify white space you can own, and pressure-test where your brand can activate with impact as demand accelerates this year.‍

Get the full report to learn where brands are investing now — and where opportunity still exists.