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The National Football League (NFL) maintained its place as the top earner of sponsorship income for any US sports leagues with steady but slowing year-over-year (YoY) growth, according to a study by sponsorship consultancy IEG.
Confirmed:
- The total rights fee revenue for the NFL and its teams grew by four per cent YoY to US$1.88 billion for the 2022/23 campaign, compared to last season’s revenue of US$1.81 billion and 12 per cent growth
- The technology sector was the highest spending sponsorship category, with the betting, lottery and gaming category in second place, ahead of the beer category. The top five was completed by telecommunications and insurance
- Investment services replaced sports apparel and equipment in tenth place of the top ten sponsorship categories
- Beverage categories of spiked seltzer, coffee/tea, and bottled water increased their sponsorship activity more than any other sector
Context:
The NFL added five new sponsorships this season, signing deals with Apple Music, E & J Gallo Winery, Bread Financial, Little Caesars and Nobull. It did see six agreements come to an end, with Barclays, Bose, Bridgestone, Ford Trucks, Pizza Hut and PointsBet all exiting.
Technology retained its position as the league’s highest spending sponsorship category thanks to 34 new deals being inked this season.
Comment:
“The NFL is the perfect example of doing more with less. Its sponsorship revenue tops all US sports leagues with fewer games, limited branding and minimal broadcast-visible signage,” said Peter Laatz, global managing director, IEG.
“Additionally, the league’s methodical, conservative approach to sponsorship has kept its image away from the cryptocurrency sponsorship debacle.”
Coming next:
Expect the NFL to increase its sponsorship revenue further as the league aims to stage more fixtures in Europe, opening up more partnership opportunities.
