After resisting the pandemic cycle, brands maintain their investment in sports sponsorship despite the global uncertainty about the economy and the geopolitical context. He sport keeps his attractive as a key pillar in the marketing strategy of companies, which in 2023 they will have invested 1,757 million euros in sports sponsorship in Spain, 10.6% more than the previous yearaccording to him Sports Sponsorship Atlas 2023report prepared by 2Playbook Intelligence.
He study it’s divided in three blocks: analysis sponsorship in Spain; rankings by number of agreements and volume of investment in each sport, sector and brand; and one survey in which the pulse of brands, agencies and sports properties that represent more than 30% of all the investment made in the country has been taken. The survey has been carried out between October 15 and November 8, 2023. The data sample includes more than 19,000 indexed contracts, distributed among 7,913 brands and 880 organizations from 60 sports that are updated in real time.
He first block sample analysis the big sponsorship figures. This year’s growth comes from big events as the Solheim Cup o to America Cupbut also by the organic growth of the clubs, diseases y tournaments that are disputed every year in Spain. In fact, beyond specific international competitions, 70% of the experts consulted in the survey point out that sponsorship spending will continue to increase next year.
One of the news this year is the inclusion of a ranking with the 20 sports properties that invoice the most for sponsorship in Spain. In fact, only this twenty exceeds the barrier of 10 million euros annuallyand eleven of these organizations are in the world of soccer. Others sneak into the list such as ACB, Movistar Team o Mutua Madrid Openamong others, while the Spanish Baloncest Federation (FEB) Aspires to achieve it next year after falling very close to the figure. Likewise, more than 230 contracts in Spain that exceed one million euros. Solo Barça, Real Madrid, LaLiga y Dorna Sports have more than one contract that exceeds 10 million of euros.
Brands and sports that rule in sponsorship
The 2023 Sponsorship Atlas once again supports Coca Cola As the domineering of the Spanish scene with 157 agreements distributed among 14 sports. It follows CaixaBank (106 agreements between 15 sports modalities) and closes the podium again Field (82 contracts with a record of 24 disciplines). Adidas, Mahou-San Miguel Group, Damm Group, Halcón Viajes-BCD Sports e Iberdrola they remain in the top-10where this year they burst Rural Bank y Quirónsalud instead of Hyundai and LaLiga+. The agreements are not single contracts, but the agreements are counted by sections (Kutxabank is on the front of the men’s Athletic Club shirt, but not the women’s or the subsidiary’s, while Digi is on the back of both, so which adds two agreements within a single contract).
The report also shows the number of total contracts of each sector and the total inversion, as well as the average price per contract. The digital platformsdespite being out of the top-20 of sectors with the most agreements, are those that have a highest average value per contractmainly due to the contract of Spotify with the FC Barcelona.
Regarding investment in sports, basketball overtakes football in number of contracts, with more than 2,500. Yes indeed, the basket movestwelve times less sponsorship income than the beautiful sport, which already reaches 1,159 million euros. LaLiga and its clubs account for 98% of football sponsorship income, although the F League and its equipment they already invoice more than 14 million on the whole.
Sponsorship grows, but focus changes
The 2023 Sports Sponsorship Atlas Survey is a block designed to provide context to the data presented in the first chapter of market intelligence. The objective is to provide the view of industry professionals on the current state of brand investment in Spanish sporttheir perspectives future and his opinion on capital issues, such as the measurement of return, preferred activation rights or the priority audiences they aspire to impact with their association with clubs, competitions and athletes.
62% of those surveyed point out that sponsorship investment or income will continue to increase in 2024. It demonstrates greater optimism than in the survey carried out the previous year, when only 55% of the industry anticipated growth in this regard. There are also changes in the sectors that will be the most relevant in sponsorship in the short and medium term. Although last year it targeted crypto, in the current edition it disappears from the map and they once again target technology, energy, tourism and banking companies.
As for the women’s sport78% of those surveyed assure that investment will continue to increase in 2024. On the other hand, 25% of the sponsors already have a history of more than two years sponsoring a women’s organization, and three other data are confirmed for the second year: the first, that 66.7% of the brands prefer to associate with the athletes, only surpassed by the leagues (71.4%). The second is that, if sponsoring a club, 57% prefer it to have both a male and female structure. The third is that their way of pressuring to achieve more equity is that, among those who share a structure of both genders, they increase the funds allocated to the women’s section and among those who dedicate the same resources to activating sponsorship.
2023-11-28 11:44:21
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