The “big five” European shot leagues (called “soccer” successful the U.S. and obscurity else) person secured much marque sponsorships than ever before. Combined, the leagues are adjacent to 5,000 sponsorship deals for the upcoming season, a 13% summation year-over-year, according to a caller study from sports quality level SponsorUnited.

Why we care. Last year’s men’s World Cup proved the scope the planetary athletics has with U.S. audiences. Streaming services bring the large European leagues to stateside fans, providing CTV advertisement opportunities, arsenic good arsenic societal engagement. The adtech satellite is besides getting amended at measuring the vulnerability of sponsored logos crossed the integer ecosphere. For each these reasons, it’s nary astonishment that sponsorships are growing.

Here are immoderate of the apical trends crossed the large 5 European leagues.

More brands, much deals. The fig of marque sponsorship deals roseate astatine a somewhat higher complaint than the full fig of brands (3,560 brands successful the report) — 13% versus 10%. This means that brands similar what they spot and person expanded to much leagues successful the past year.

Top brands. Coca-Cola tops each brands with 47 sponsorship deals crossed the large 5 leagues: The Premier League (England), Bundesliga (Germany), La Liga (Spain), Serie A (Italy) and Ligue 1 (France).

Six of the 10 astir progressive brands person deals successful each of the large 5 leagues.

Image: SponsorUnited.

Top categories. The apical categories aren’t what Americans mightiness subordinate with a travel to the ballgame. Construction and Industrial is the apical category, followed by Technology and Business Services, to circular retired the apical three. Food and beverages (non-alcoholic) travel successful a distant eighth and ninth.

There is simply a chiseled B2B spirit for the apical sponsorship categories. This suggests that among the shot crowd’s wide assemblage of 3.5 billion, determination are besides galore concern decision-makers.

Image: SponsorUnited.

Construction and Industrial was the lone class to adhd 100 deals past year. Other categories conscionable extracurricular the apical 10 see Hotel, Restaurant, Government and Healthcare, according to SponsorUnited.

Premier League successful the lead. England’s Premier League averaged astir 60 sponsorship deals per squad past season, up implicit 30% year-over-year. The apical teams with 100 oregon much partnerships include: Newcastle United, Leeds United, FC Union Berlin, FC Koln and Atalanta B.C.

Top athletes. Former Paris Saint-Germain teammates Neymar Jr. and Lionel Messi were the apical 2 athletes with the astir idiosyncratic sponsorship deals. Here’s a look astatine the different apical footballers.

Image: SponsorUnited.

The biggest quality this summertime is that Messi joined up with Major League Soccer’s Inter Miami club. U.S. marketers instrumentality note. The marque buzz that starts successful the European large 5 leagues could beryllium coming to a stadium adjacent you.

Dig deeper: Will Women’s World Cup bring the prize assemblage marketers want?