Sponsorship Sector Report - Clothing, Apparel & Accessories 2025

Sponsorship Sector Report - Clothing, Apparel & Accessories 2025

Summary

This report provides an overview of the apparel, clothing and accessories sector globally. It explores all the main active brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry.

In 2025, soccer accounted for approximately 37% of the total deal volume, with 1,075 agreements. The most significant soccer agreement in the apparel industry is the partnership between Real Madrid and adidas. In 2025, team agreements top the share of annual sponsorship revenue and the number of deals within the apparel sector. Federation partnerships are closely trailing teams in terms of annual sponsorship revenue and rank second in deal volume with 683 agreements.

The National Football League’s (NFL) partnership with Nike stands as the largest deal in the apparel sector. Nike also holds significant partnerships with other major sports leagues in the United States, namely the National Basketball Association (NBA) and Major League Baseball (MLB), giving it a presence in three of the top four major sports leagues in the country. In terms of annual value, Real Madrid's partnership with adidas ranks as the second largest in the apparel sector. Among the top ten deals in the apparel sector, five are kit supplier partnerships with some of the most successful and popular soccer teams in Europe, including Real Madrid, FC Barcelona, Manchester United FC, Paris Saint-Germain (PSG) FC, and Manchester City FC.

Nike is the highest spending apparel brand in 2025, with an estimated spend of $1.76 billion. Both Nike and adidas significantly outpace their competitors in annual spending, with each brand allocating over $1 billion to sports sponsorship. PUMA ranks as the third most active brand with 150 deals; like adidas and Nike, have several high-value kit supplier partnerships with some high-profile soccer teams, including Manchester City, Borussia Dortmund, and AC Milan. Fanatics' top four partnerships, in terms of annual value, are with the four major sports leagues in the US: the National Hockey League (NHL), NFL, MLB, and NBA.

Scope

• This report looks to offer a detailed insight into the apparel, clothing & accessories sector across the globe. It explores all the main brands in the sector as well as details the movement in the sector over the last few years across the globe in the sports sponsorship industry.

• For those wanting an in-depth analysis of how the apparel, clothing & accessories sector globally performed in the sports sponsorship industry, in the sense of both business and popularity.