European sponsorship market reaches €34.45bn in 2025 as growth continues across all sectors

Sport (5.9%) is chief driver of growth while Spain and UK are Europe's most progressive sponsorship economies

• Total European sponsorship volume reached €34.45bn in 2025, a 4.7% increase year-on-year
• Sport sponsorship accounted for 72% of the market (€24.79bn) with non-sport sectors nearing €10bn in value
• Spain was the fastest-growing major market (+14%), while the UK grew 10.5% to €6.15bn

The European sponsorship market continued its growth trajectory in 2025, reaching €34.45 billion, according to the ESA Sponsorship Market Overview 2026, produced by Nielsen Sports for the European Sponsorship Association (ESA). The latest figures represent year-on-year growth of 4.7%, reflecting continued momentum across the sponsorship industry.

Sport continues to lead from the front, accounting for 72% of total investment (equivalent to €24.79bn) and recording 5.9% growth compared with 2024. Outside of sport, where brands continue to invest in thriving partnerships across arts and culture, entertainment, festivals and social/charitable initiatives, a volume of €9.66bn represented 28% of the total European market, a year-on-year rise of 1.8%. Naming rights were particularly conspicuous in these sectors with British Airways and Laya Healthcare among those signing long-term agreements.

The report highlights a period of continued evolution for the sponsorship industry, with factors such as AI-enabled partnerships, the rapid commercial growth of women's sport and increasing investment in purpose-driven partnerships helping shape the industry landscape.

Among Europe's largest sponsorship markets, Spain recorded the fastest growth, expanding 14% in 2025 to €2.18bn. Its expansion was supported by major events such as the inaugural NFL regular-season game in Madrid, alongside increased investment in women's sport and music festival partnerships.

The United Kingdom remained the second-largest sponsorship market in Europe, reaching €6.15bn and posting 10.5% growth, making it the second fastest-growing market among the top five. Germany remained, by a slight margin, the largest national market at €6.26bn, while Italy (€2.01bn, +5%) and France (€1.85bn, +10.3%) also recorded growth.

ESA Chair Sophie Morris commented: "The continued growth of the European sponsorship market demonstrates the resilience and adaptability of our industry. Sponsorship remains a powerful platform for brands to connect with audiences in meaningful ways, whether through sport, culture, entertainment or community initiatives. As the industry continues to evolve, we are seeing increasing innovation in how partnerships are structured and activated."

Samantha Lamberti, Managing Director - International at Nielsen Sports, added: "The European sponsorship market is entering a period of dynamic transformation. Alongside continued investment in sport, we are seeing new opportunities emerge through AI-enabled partnerships, the commercial growth of women's sport, and purpose-led collaborations across sectors. Brands that take a strategic, data-driven approach to sponsorship will be best positioned to unlock the full potential of these partnerships."

The analysis also highlights major sponsorship activity across sport and other sectors during the year. In football, global brands continued to invest heavily, including Manchester City's long-term extension with Puma, while major partnerships were signed across motorsport, mass-participation events and international competitions. Outside of sport, the market continued to expand through partnerships in music festivals, cultural events, charities and major entertainment venues.

Looking ahead, the report suggests that 2026 is set to be another significant year for sponsorship, with major international sporting events including the Winter Olympic Games in Italy, the EHF European Men's Handball Championship and the ICC Women's T20 Cricket World Cup expected to drive further commercial activity. Increasing use of AI technologies in sponsorship activation and audience engagement, alongside the growing importance of talent-led partnerships and digital storytelling, is also expected to shape the sponsorship landscape.

The ESA Sponsorship Market Overview, produced annually by Nielsen Sports in collaboration with ESA since 2008, provides one of the most comprehensive analyses of the European sponsorship industry, tracking market size, sector distribution and national market performance.

The 2026 ESA Sponsorship Market Overview is available to media .

-ENDS-

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.

Visit sponsorship.org for more information.

About Nielsen Sports

Nielsen Sports is the leading source of sports measurement and analytics around the world, with solutions spanning cross-platform media valuation, fan insights, and digital and social analysis. Only Nielsen provides a comprehensive, fair playing field for the business of media. Our unbiased metrics create the shared under- standing of the industry required for markets to function.

Nielsen Sports operates around the world in 50+ countries. Learn more at nielsensports.com or connect with us on social media.

Audience Is Everything®

Media contact

Jonathan Coates | ESA Marketing, Communications and Events Manager

[email protected] | +44 (0) 7788 352219