Sponsorship spend in Europe hits €32.9bn as growth continues
- Spain emerges as fastest-growing market with 19% surge in 2024
- Middle East investment drives record €23.4bn Sport sector valuation
- Non-Sport sector grows but still lags behind pre-pandemic levels
Sponsorship spending across Europe climbed to €32.91bn in 2024, continuing a strong post-pandemic recovery that has seen consistent growth over the past three years.
The latest market data, compiled by Nielsen Sports, shows that total sponsorship investment rose by 6.6% from €30.86bn in 2023 — following previous annual increases of 6.2% and 4.3% in 2023 and 2022, respectively.
Sport sponsorship leads the way
Sport remains the powerhouse of the sponsorship market, hitting a record high of €23.41bn, up from €21.98bn the year before, and well ahead of its pre-pandemic peak of €20.26bn. Although still below 2019 levels, Non-Sport sectors such as arts, culture, and entertainment also saw growth, rising 6.5% from €8.88bn to €9.49bn.
Among Europe's top 10 sponsorship markets, Spain posted the most significant growth, jumping 19% from €1.62bn to €1.92bn. Germany retained its position as the largest market, valued at €6.21bn, followed by the UK at €5.57bn — both increasing by nearly 10% over the year.
A key factor in the overall growth was a rise in Sport sponsorships backed by Middle East-based investors, contributing to the sector’s record-breaking performance. Meanwhile, high-profile naming rights and commercial partnerships in music and the arts helped propel Non-Sport gains.
Commenting on the findings, Samantha Lamberti, Managing Director International at Nielsen Sports, said:
“The sponsorship industry’s 2024 surge, surpassing pre-pandemic levels, marks a significant recovery. At Nielsen Sports, we recognize this as a transitional phase.
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.”
The research, published in the 2025 ESA Sponsorship Market Overview in collaboration with Nielsen Sports, highlights both the resilience and evolving nature of the European sponsorship market.
Looking ahead, the report suggests growth is set to continue in 2025, driven by new entertainment formats, rising investment in women’s sport, and advances in technology to enhance fan engagement and experiences.
