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Biggest Sponsors in NFL And Outlook for 2024

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While many fans are excited and anticipate the new line-ups and player trades, we await the sort of sponsorships for the 2023/2024 N.F.L. season. Sports sponsorships are second to none when it comes to lucrative cash sponsorship. By closely examining these sponsorship trends,  we understand the current business landscape of NFL competitions.

Sponsorship Stats Driving the NFL 

Recent stats paint an optimistic picture for the NFL 2023/2024 season. NFL sponsorship will witness a four percent increase in 2022. While the number looks minute, it seems much more significant when noting that the sponsorship fund of the year before was $1.8 billion. In the industry, that’s a big bag of cash. 

 

Additionally, it is 15% ahead of the NBA’s rate of sponsorship growth. The NFL surpasses most of the leagues in terms of sponsorship and has shown incredible potential to continue to do so. At this rate, the NFL would continue to widen the distance between itself and others. 

NFL Team Scholarships Reach Record Numbers 

The NFL is a relentless force regarding sponsorships, but there are also several opportunities outside the league. For instance, many major brands now reach out to individual teams. This feature has started to reach high numbers. 

 

A January 2023 report by T.V. Technology noted that NFL team sponsorships hit the mark of $2.05 billion, which is 14% more than the 2021/2022 season. More so, the team sponsorships are not linked to the team performance either. For instance, the Jacksonville Jaguars, a team that barely made it to the playoffs, got more than 170 sponsorships. Several other instances, like the Dallas Cowboys, Buffalo Bills, and Indianapolis Colts, got 140, 135, and 125 sponsorships, respectively. 

 

While companies or establishments peruse the team’s reputation and performance before affiliating with them, the decision always happens long before the season starts. Hence, while some teams get many sponsorships, it doesn’t mean they will perform exceptionally. 

 

Massive Growth in Sports Betting Sponsorships in 2022/2023 NFL Season 

The 2022/2023 NFL season saw a lot of money from the sports betting and gambling sections according to the site Casinojungle. The NFL currently pairs with DraftKings, FanDuel, and Caesars Entertainment for sports betting. Of all the 32 NFL teams, 21 of them are involved with sports betting sponsorships. This is a massive shift as the partnerships the NFL teams could engage in before were limited to the league. 

 

Now, teams can go beyond the NFL’s gaming and gaming sponsors if they want to. They can utilize the partnerships with international sponsors individually. This setup benefits teams like the San Francisco 49ers, Atlanta Falcons, and Minnesota Vikings. Since the teams are bound to states that place a ban on sports betting, they can’t take part in the NFL’s sports betting and gambling sponsorships. 

 

NFL teams can work with their global markets program roster, which is:

 

  • United Kingdom: San Francisco 49ers, Pittsburgh Steelers, New York Jets, Minnesota Vikings, Miami Dolphins, Jacksonville Jaguars, and Chicago Bears

 

  • Switzerland: Tampa Bay Buccaneers, New England Patriots, and Kansas City Chiefs

 

  • Spain: Miami Dolphins, Chicago Bears

 

  • Republic of Ireland: Pittsburgh Steelers and Jacksonville Jaguars

 

  • New Zealand: Philadelphia Eagles and Los Angeles Rams

 

  • Mexico: San Francisco 49ers, Pittsburgh Steelers, Los Angeles Rams, Las Vegas Raiders, Kansas City Chiefs, Houston Texans, Denver Broncos, Dallas Cowboys, and Arizona Cardinals

 

  • Ghana: Philadelphia Eagles

 

  • Germany: Tampa Bay Buccaneers, New England Patriots, Kansas City Chiefs, Carolina Panthers, and Atlanta Falcons

 

  • France: New Orleans Saints

 

  • China: Los Angeles Rams

 

  • Canada: Seattle Seahawks and Minnesota Vikings

 

  • Brazil: Miami Dolphins

 

  • Austria: Tampa Bay Buccaneers, New England Patriots, and Kansas City Chiefs

 

  • Australia: Philadelphia Eagles and Los Angeles Rams

Which NFL Sponsor Spent the Most Money in 2022? 

While soft drinks didn’t top the list of highest-paying sponsors, the top sponsor was PepsiCo. However, the stat is not surprising because the partnership between NFL and PepsiCo dates back more than 40 years. In April 2022, sponsorship granted NFL rights for popular PepsiCo brands like Frito Lay and Tostitos. 

 

Interestingly, PepsiCo agreed to give up the rights to the Super Bowl halftime show, one of the most-watched moments on television every year. While the 2023-2024 season has not started, we got to experience something similar earlier in 2023 during the Super Bowl. Apple Music sponsored the halftime event, which featured Rihanna. 

 

The deal was a success. According to Sports Pro Media, Apple Music got $21.5 million in brand exposure. While Apple is a top contender for the NFL sponsor to spend the most this coming season, the last ten years of partnership between the NFL and the snack and soda juggernaut was worth at least $2 billion. So, maybe the pattern will persist? That said, here are the major NFL sponsors: 

 

  • Anheuser-Busch InBev
  • Verizon
  • Microsoft
  • Amazon
  • Nike
  • Cisco
  • Caesars
  • Apple
  • Molson Coors

How Does the Future Look for NFL Sponsorship?

Now that we have a glimpse of how the past has been with NFL sponsorships, what does the future look like for NFL sponsorship: 

 

  • More International Sponsors: More N.F.L. teams will seek international sponsors, as some states prohibit sports betting and gambling. 

 

  • Expect more non-digital sponsorship: The NFL is morphing into a more digital scene, and this platform introduces more sponsorship opportunities. The deals can emerge for non-digital assets and opportunities. 

 

  • Increased opportunities for Alcoholic beverage sponsors: The NFL dropped the alcoholic ban in 2017. Yet, the beer brands are still prominent sponsors. Maybe we will see more of other alcoholic beverages like wine, tequila, rum, and others. 

Key Takeaway 

The NFL is a sports and sponsorship juggernaut that has attracted several billions in sponsorship deals. More so, the trends show that the league continues to surpass expectations. As a significant player in the sponsorship market, it is worth keeping an eye out for what will happen this coming 2023/2024 season. 




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