Category: In the News

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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This article was first published by Digiday sibling, Modern Retail.

As brands recalibrate their marketing budgets amid a tough economy, they’re trying to get the most bang for their buck this summer.

While summer might be a slower season, it’s an important time for brands and retailers to ensure they’ve still got customers’ attention ahead of bigger sales periods like the back-to-school season and Black Friday. And this summer, it’s an especially critical time for companies to fine-tune their strategies while grappling with declining consumer confidence.

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