Sportcal lists the top ten most active brands in sports sponsorship in 2022, based on GlobalData’s sports sponsorship deals database as of Q2 2022.
1. Nike – 166 active deals
NIKE is the most active sponsor brand in sports so far in 2022. The company has a total of 166 active sponsorship deals across 13 sports globally.
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The sponsorship agreement, worth an estimated $1.44bn, with the National Football League (NFL) is Nike’s biggest active deal.
Nike is a leading multinational athletic footwear and apparel corporation based in the USA. Its sponsorship portfolio includes high-profile athlete endorsements and kit supplier partnerships with teams, leagues and competitions.
2. Adidas – 156 active deals
adidas has the second highest volume of active sports sponsorship agreements globally with 156 deals across 18 sports during the review period.
Adidas’s agreement, worth an estimated $1.284bn, with Manchester United FC is its biggest active deal in sports.
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By GlobalDataAdidas AG is a German multinational company that specializes in the design, manufacturing and sale of sports clothing, shoes, equipment and accessories.
3. Coca-Cola – 129 active deals
Coca-Cola is the third most active sponsor brand in sports in 2022 with a total of 129 active sponsorship agreements across 15 sports globally as of Q2 2022.
The most valuable active deal of Coca-Cola in sports is with International Olympic Committee. The agreement is worth an estimated $1.5bn.
Coca-Cola is a global beverage producer with a number of brands falling under the Coca-Cola umbrella, including Coca-Cola, Sprite and Powerade. Coca-Cola is a major sponsor of several global sporting events including the Olympic Games and FIFA World Cup.
4. Socios.com – 117 active deals
With a total of 117 active sponsorship agreements across seven sports globally, Socios.com is positioned fourth in the list of most active sponsor brands in sports in 2022.
Worth an estimated $60m, the agreement with UEFA is Socios.com’s biggest active sponsorship deal in sports.
Socios.com is an international fan engagement platform, offering supporters the opportunity to buy digital fan tokens and interact with their favourite team. Tokens are purchased using $CHZ, a Socios-owned cryptocurrency. Socios.com partners with teams in soccer, basketball and American football.
5. Puma – 97 active deals
Puma occupies the fifth position in the list of ten most active sports sponsor brands with 97 active deals across 12 sports globally, as of end of first quarter 2022.
Puma’s biggest active deal in sports sponsorship, worth an estimated $864m, is with Manchester City FC.
Puma SE is a multinational sportswear and sports accessories manufacturer based in Germany. The company’s sponsorship portfolio is focused mainly on soccer clubs. Puma also partners with athletes and teams in basketball, motor racing, golf and athletics.
6. PepsiCo – 83 active deals
PepsiCo, with 83 global agreements across 34 sports, stands next in the list of ten most active sponsor brands in sports in 2022.
PepsiCo’s biggest active deal, which is worth an estimated $1bn, is its sponsorship of the National Football League (NFL).
PepsiCo is an American multinational food and drink manufacturer. Its food and drinks brands include Pepsi, Quaker Oats, Tropicana, Lays/Walkers, Lipton, 7Up, Doritos and Gatorade. The company has one of the most valuable sports sponsorship portfolios in the world, which includes deals with the NFL, NBA, NHL, MLB and the UEFA Champions League.
7. Anheuser-Busch InBev – 69 active deals
Anheuser-Busch InBev is at the seventh position with a total of 69 active sponsorship agreements across 9 sports globally.
Valued at an estimated $1bn, the deal with the National Football League (NFL) is Anheuser-Busch InBev’s biggest active sponsorship agreement in sports.
Anheuser-Busch InBev is a multinational beverage and brewing company. It is the largest brewer of beers in the world. Brands under the Anheuser-Busch InBev umbrella include Budweiser, Corona, Busch and Stella Artois. These brands sponsor a variety of sports including the NFL and NASCAR.
8. Macron – 63 active deals
The eighth most active sponsor brand in sports in 2022 is Macron, which has a total of 163 active worldwide sponsorship agreements across 7 sports.
Macron made its biggest active sponsorship agreement, worth an estimated $39m, with the Welsh Rugby Union.
Macron is an Italian sports apparel company that specialises in the design, manufacturing and distribution of official team clothing and other leisurewear. It is a major sponsor of soccer and also has partnerships in rugby, basketball and volleyball.
9. EA Sports – 59 active deals
With a total of 59 active sponsorship agreements across 8 sports globally, EA Sports stands at ninth position in the list of most active brands in sports sponsorship in 2022.
The agreement, worth an estimated $1.6bn, with the National Football League (NFL) is EA Sports’s major active deal in sports.
EA Sports is a sports video game producer that is part of the Electronic Arts. EA Sports is known for producing games such as the FIFA Football, Madden NFL, the NHL series of games. EA Sports is a regular sponsor of European soccer in particular.
10. Betway – 43 active deals
Betway figures at the tenth position with a total of 43 active sponsorship agreements across 8 sports globally.
The most valuable active deal of Betway in sports is with West Ham United FC. This agreement is worth an estimated $76m.
Betway was founded in 2006 and offers customers a range of betting options from sports, esports, bingo, casino and poker. The company states its overall goal has remained the same ‘to provide customers with an unrivalled online gambling experience’.
Methodology:
This analysis considers only announced and confirmed deals from the GlobalData sports sponsorship deals database. GlobalData tracks real-time data concerning sponsorship activity for thousands of sporting events, teams, athletes, venues and organisations worldwide every year, using only official sources. Industry is defined according to the dominant industry of the sponsoring brand.
Estimated contract values and analysis on all reported deals are available for subscribers to GlobalData’s Sport Intelligence Centre.
