The Top Sport Alliances and Sponsorships of 2016
Sports sponsorships in 2016 continue to be a billion-dollar industry. The newest trend in sports sponsorships is the move to digital activations.
Sponsorships and alliances are extending beyond simply including company names on the back of uniforms. Modern sports sponsorships encompass social media, mobile applications, interactive digital competitions, and online streaming.
College Sponsorships: Going Digital
On the college level, many sponsorship packages are beginning to include social media as part of their agreements. Athletes are not only expected to play sports. They need to create and keep up with a complete brand. Through social media and other online activities, athletes must use their star power to sell a sponsoring brand. This is important information to know if you’re pursuing your online sport management degree as the prevalence of new media will likely impact your role with any collegiate, professional or other sporting association.
Biggest Sponsorships of 2016
Not only are sponsors spending more money on online media activities, but the durations of sponsorships are also lengthening. The average sports sponsorship deal in the United States lasts for more than 10 years. The following are some of the largest deals set to launch within the next year:
- Toyota is spending one of the largest sums in sports history while partnering with the International Olympic Committee (IOC). The $1.63 billion contract will take place from 2017 through 2024. Toyota will work with the IOC to create mobility solutions for the 2020 Tokyo Games.
- Anheuser-Busch has decided to extend its sponsorship with the NFL for the next six years. The new alliance has been estimated to cost $1.4 billion.
- Although official numbers have not been released, rumors have surfaced that LeBron James has signed a lifetime, record-breaking $1 billion deal with Nike. Nike spent another reportedly $1 billion to sponsor the NBA’s seasons 2017-2018 through 2024-2025. The third largest deal Nike made recently was a sponsorship with the University of Texas. The $250 million contract will last for the next 15 years.
- Chevrolet has a seven-year deal with Manchester United lasting through 2021. Although the deal was negotiated in 2014, the $559 million deal is still the largest in the sport of soccer.
- Under Armour signed a significant deal with the University of Wisconsin: the contract covers the next 10 years and has been valued at $96 million.
Top United States Sponsors in 2016
Established brands in the automotive, banking and beverage industry continue to act as the biggest sponsors of athletes and teams. Companies that continue to dominate include:
- PepsiCo, Incorporated
- The Coca-Cola Company
- Anheuser-Busch Companies, Inc.
- Nike, Inc.
- Toyota Motor Sales USA
- General Motors Co.
- Verizon Communications
- Adidas North America
If you’re interested in learning more about the intricacies of sports sponsorships in both collegiate and professional sports, visit Adelphi University online.