Experts Predict Major Shifts in Sports Sponsorship and Marketing for 2025

Insights from Industry Leaders on Sports Sponsorship Trends in 2025

At the start of every year, thought leaders across various industries share their predictions. This year, I reached out to the sports marketing community to gather insights on what 2025 holds for sports sponsorship and marketing.

Jenny Mitton – Managing Partner, M&C Saatchi Sport & Entertainment

Women’s Rugby on the Rise: There’s a strong possibility that women's rugby will outshine the men's game this summer, especially with the Women’s Rugby World Cup taking center stage. Stars like Ellie Kildunne and Ilona Maher are not just athletes but cultural icons, poised to draw in diverse fans.

Max Hamilton – Executive Commercial Director, DP World Tour

Risk Aversion in Sponsorships: Brands are likely to adopt a "less is more" approach, focusing on fewer but deeper partnerships due to economic uncertainties. This trend favors established, high-profile events that demonstrate reliable ROI.

Nikki Doucet – Chief Executive, Women’s Professional Leagues Limited

Rise of Player Power: 2025 will see female athletes in the UK becoming influential figures, with sustained media coverage expected to enhance their visibility and impact.

Robbie Henchman – President of Global Partnerships, IMG

Padel's Explosive Growth: The sport of padel is gaining traction, attracting major brands looking to invest in both amateur and professional levels, creating a community-focused platform.

Julie Morris – Head of Commercial Development, NBA

Personalized Audience Experiences: Brands will leverage customization to create 'must-see' moments, enhancing fan engagement through tailored content and personalized experiences.

Guy Martin – Head of Sponsorships Europe, Visa

Women’s Football Momentum: With the Women’s Champions League and the upcoming 2026 Winter Olympics, brands will increasingly engage with women’s sports to connect with younger audiences.

Emily Heath – Global Brand Director, Rexona

Visibility of Female Role Models: Expect brands to focus on elevating female athletes to drive engagement and inspire young women to participate in sports.

Ricardo Fort – Founder, Sport by Fort Consulting

Olympic Esports Games: The inaugural Olympic Esports Games in 2025 will mark a significant moment for both the IOC and Saudi Arabia, merging traditional sports with the burgeoning esports industry.

Summary of Trends

• Women’s Sports: Major growth anticipated, particularly in rugby and football.
• Sponsorship Strategies: Brands are shifting towards fewer, deeper partnerships.
• Personalization and Engagement: Brands are focusing on creating customized experiences for fans.
• Emerging Sports: Padel and esports are gaining significant traction.
• Player Influence: Athletes are increasingly using their platforms for greater visibility and impact.