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Amid sports marketing’s gold rush, some brands are targeting niche fan communities
As the ceiling on sport sponsorship investment rises, room for non-standard approaches is also growing for a variety of brands.
Even without the Olympics or a major soccer tournament to tide sports fans over this summer, marketing investment in sports continues to rise.
In the U.S. alone, brand sponsorships of major teams in the NFL, NHL, NBA, MLB and MLS amounted to $7.6 billion in 2024, a 12% increase on the previous year, according to a report by market research firm Sponsor United.
“Brand marketers are realizing that if you can connect through people’s passions and things that they love, it’s going to have much more effect and impact,” said Steve Martin, founding partner at specialist agency MSQ Sport & Entertainment.
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