- Spain named as fastest-growing market after 19% surge in 2024
- Middle East investment contributes to record Sport valuation of €23.4bn
- Non-Sport sector still playing catch-up as overall market volume increases by 6.6%
Sponsorship spending across Europe enjoyed another year of robust post-pandemic recovery in 2024, according to research from the European Sponsorship Association and Nielsen Sports.
The 2025 ESA Sponsorship Market Overview found that the total value of Europe’s sponsorship market increased by 6.6% over the past year from €30.86bn to €32.91bn. This follows a 6.2% increase in 2023 and a more modest 4.3% rise in 2022, following the dramatic fluctuations caused by the COVID-19 pandemic in 2020 and 2021.
The Sponsorship Market Overview covers Sport and Non-Sport, and both sectors enjoyed another increase in 2024.
Sport reached another record high volume of €23.41bn compared with €21.98bn in 2023, now towering over the pre-pandemic high of €20.26bn in 2019. The recovery of the Non-Sport sector remains steady with a 6.5% gain from €8.88bn to €9.49bn, albeit still short of the pre-pandemic high of €10.43bn.
The Sponsorship Market Overview also measures the top 10 markets in Europe, and it found that Spain (19%) was the year’s fastest grower with a surge from €1.62bn to €1.92bn. The report found that Germany (€6.21bn) remained the largest sponsorship market in the continent followed by the UK (€5.57bn), both having grown by a little under 10%.
One of the drivers of the strong industry performance was a notable increase in Sport investment from sponsors in the Middle East, while the Non-Sport sector benefited from some major naming rights and other landmark commercial partnership deals across music and the arts.
Samantha Lamberti, Managing Director International, Nielsen Sports, commented: “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.”
Sophie Morris, ESA Chair, added: “While the overall market is expanding, with an encouraging acceleration, we acknowledge the Non-Sport sector’s ongoing recovery from the pandemic.
“The fastest-growing market increased at a rate of 19% in 2024 compared to 2023. Whilst not all markets experience that growth, 2025 is expected to be a key year for women’s sports, new events and entertainment formats, and the use of technology to enhance audience experiences.
“With that boost, and the evolving sponsorship landscape, we see great potential for further expansion in the year ahead and are excited to see how our industry harnesses this potential.”
The 2025 ESA Sponsorship Market Overview, produced using Nielsen Sports Market Intelligence, is available exclusively to ESA members and guests who attended today’s launch event in London, in partnership with Pearlfinders. The ESA Sponsorship Market Overview has been conducted annually with Nielsen Sports since 2008.
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About ESA
The European Sponsorship Association (ESA) is the essential and inclusive community for all professionals working in sponsorship. We inspire more successful sponsorships, drive confidence in decision making and grow a diverse community through world-leading education, events and resources, industry connections and recognition of excellence.
A not-for-profit membership association, ESA’s reach encompasses all types of sponsorship activity from sport, broadcast, education, charity, arts and culture to environment and the community. Its members include sponsors, rights holders, agencies and consultants, professional advisors and suppliers.
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Jonathan Coates | ESA Marketing, Communications and Events Manager
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