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Sponsorship Sector Report - Consumer Goods EMEA 2025

Publisher GlobalData
Published Jan 15, 2026
Length 37 Pages
SKU # GBDT20939980

Description

Sponsorship Sector Report - Consumer Goods EMEA 2025

Summary

This report provides an overview of the consumer goods sector across the EMEA region. 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.

Market Size & Stability: EMEA consumer goods sponsorship remains high-volume and stable. Deal count rose from 1,175 (2020) to 1,433 (2024) then eased to 1,381 (2025). Annual spend stayed rangebound, peaking at $697.81 million (2021) and ending $630.39 million (2025).

Values-Driven Consumption Trends: Health, sustainability and quality-of-life preferences are reshaping brand strategies. Growth is strongest in premium and functional goods—better-for-you snacks, organic, plant-based and eco-friendly household products. Sponsorship is increasingly used to build lifestyle credibility and values-led narratives.

Leading Sports & Inventory Dynamics: Soccer dominates due to long seasons, frequent matchdays, and scalable structures from UEFA to local clubs. It supports all budgets and converts fandom via merchandising/licensing. Cycling is steady but softening (242 deals in 2025); tennis is accelerating to 174 deals.

High-Value Properties & Monetization Models: Motor racing concentrates large spend into fewer headline deals, declining from ~$206 million (2020-21) to $58.10 million (2025), led by renewals (e.g., McLaren, Ferrari). Golf monetizes through premium events and hospitality, peaking $34.67 million (2023) then falling to $21.47 million.

Rights-Holder Mix & Geography: Teams capture 43% of annual value as anchor platforms; federations represent 30% and suit equipment/licensing players. Europe dominates ($3.71 billion value; 7,519 deals) due to mature properties and measurable ROI. Middle East investment is rising via Saudi/Qatar event expansion.

Brand & Segment Winners: Sports equipment leads activity (638 deals in 2025) and value growth ($211.92 million in 2020 to $225.85 million in 2025). Tobacco shrank ($198 million to $36.64 million). Toys/games grew ($41.50 million to $77.58 million).

Scope
  • This report looks to offer a detailed insight into the consumer goods sector across the EMEA region. 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.
Reasons to Buy
  • For those wanting an in-depth analysis of how the consumer goods sector across the EMEA region performed in the sports sponsorship industry, in the sense of both business and popularity.

Table of Contents

37 Pages
1. Key Information and Background
Executive Summary
2. Market Insights
Sponsorship market trends
3. Sector Analysis
Sector Analysis Summary
Top 20 Sports by Value and Volume
Top 5 Sports by Deal volume Since 2020
Top 5 Sports by Deal Value Since 2020
Product Category Breakdown
Key Product Sponsorship Markets
Subindustry by Deal Volume
Subindustry by Deal Value
Top 10 Largest Deals
4. Case Study
Case Study: UEFA Champions League and Gillette
5. Brand Analysis
Brand Analysis Summary
Spend per Brand Location
Top 10 Most Active Brands and Biggest Spenders in 2025
Top 5 Sports by Deal Volume Since 2020
Top 5 Sports by Deal Value Since 2020
Featured Brands Analysis
6. Appendix
Sources

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