SponsorUnited has released its 2022 Sports Sponsorship Year in Review report, and it offers a comprehensive view of sports sponsorship and endorsement trends.
Courtesy FOX9, KMSP, Eden Prairie, MN
SponsorUnited analyzed sports sponsorships across leagues, teams, and individual athletes from January 2022 through November 2022 and found a 102% increase in brands buying sponsorships or media deals across NIL (Name, Image, Likeness).
Football led the way with 598 deals, including 12 players with social media-focused deals worth more than $1 million. Men’s basketball followed with 328 deals, and women’s basketball took third with 234 deals. The report also revealed that endorsement/media deals grew 20% year-over-year for female professional and NIL athletes.
“2022 has been a year to remember for the sports sponsorship industry,” said Bob Lynch, Founder, and CEO of SponsorUnited. “From the bounce-back in sponsorship deals and entitlements led by disruptive categories and companies to the significant expansion in social endorsements–particularly on TikTok for female athletes–this year has brought a wave of new opportunities for brands across numerous industries.”
