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Sponsorship Sector Report - Technology EMEA 2025

Publisher GlobalData
Published Mar 26, 2026
Length 35 Pages
SKU # GBDT21151018

Description

Sponsorship Sector Report - Technology EMEA 2025

Summary

This report provides an overview of the technology 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 Overview: EMEA tech sponsorship spend more than doubled from $1.29 billion (2020) to $2.94 billion (2024), then held at $2.93 billion (2025). Deal volume rebounded to 1,932, but average value softened versus 2024.

Analysis by Sport: Soccer dominates, delivering 63.2% of 2025 value and scaling to $1.85 billion. Motor racing surges to $700.90 million led by F1. Esports stays premium: 52 deals, $77.80 million.

Product Category Breakdown: Series partnerships represent only 9% of deal value yet deliver the highest per-deal averages, driven by season-long exposure, consistent engagement, and scalable rights packages beyond single-event visibility.

Consumer Trends: Fans increasingly expect digital-first, personalized experiences: AI-driven content, real-time insights, and measurable engagement. VR/immersive, cloud gaming, and 5G expand interactive viewing, while ESG pressure boosts demand for credible sustainability tech stories.

Key Product Market: Europe is the engine, representing 40.6% of 2025 spend, powered by mature leagues and premium properties (UEFA, F1). Middle East & Africa have fewer deals, but marquee events attract outsized, strategic investment.

Leading Brands: EA Sports leads by spend and deal count via Premier League, LaLiga, and Real Madrid. Other major investors include Deutsche Telekom, Vodafone, Spotify, plus AWS, Microsoft, Oracle, SAP, Cisco, HP across soccer and F1.

Scope
  • This report looks to offer a detailed insight into the technology 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 technology sector across the EMEA region performed in the sports sponsorship industry, in the sense of both business and popularity.

Table of Contents

35 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
Sector Analysis - Soccer Breakdown
Sector Analysis - Motor Racing Breakdown
Product Category Breakdown
Key Product Sponsorship Markets
Top 10 Biggest Deals
Top 10 Largest Deals
4. Case Study
Case Study: Williams Racing and Atlassian
5. Brand Analysis
Brand Analysis Summary
Brand Spend per Location
Brand Analysis - US v China
Top 10 Most Active Brands and Biggest Spenders
Top 5 Sports by Deal Volume Since 2020
Top 5 Sports by Deal Value Since 2020
Featured Brands
6. Appendix
Sources

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