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What Does 2025 Hold for Sports Sponsorship and Marketing?

As the new year unfolds, leaders in sports sponsorship and marketing are sharing their insights and predictions for the trends that will shape 2025. From innovations in women’s sports to the evolving role of player influence, here’s what industry experts from organizations such as the NBA, WSL, Coca-Cola, and Visa envision for the year ahead.

Women’s Sports Rising to New Heights

Jenny Mitton, Managing Partner and Women’s Sport Lead, M&C Saatchi Sport & Entertainment:

The Women’s Rugby World Cup is poised to take center stage in 2025, with the potential to eclipse the men’s game. Cultural icons like Ellie Kildunne, Holly Aitchison, and Portia Woodman are redefining the narrative, while global phenomenon Ilona Maher, rugby’s most-followed player, showcases the sport’s mass appeal. Could 2025 mark a transformative moment for women’s rugby? Many believe it will.

Elysa Hubbard, Senior Marketing Manager, Six Nations Rugby:

This year promises unparalleled excitement in women’s rugby, with standout events such as the Guinness Women’s Six Nations and the Rugby World Cup. Ilona Maher’s influence is likely to inspire new fans while empowering other players to harness their platforms. Expect women’s rugby to captivate audiences like never before.

Strategic Brand Partnerships and Player Power

Max Hamilton, Executive Commercial Director, DP World Tour:

Brands are expected to adopt a “less is more” approach, prioritizing fewer but deeper partnerships. Larger events like The Ryder Cup and The Rolex Series are proving more attractive to sponsors due to their established ROI, leaving smaller properties to adapt with flexible, “test and learn” partnerships.

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

Player power will dominate in 2025, especially in women’s sports. High-profile tournaments and increased media coverage will elevate female athletes to household names. Their ability to engage fans directly through digital platforms offers brands new opportunities for collaboration and innovation.

Innovations in Sports Marketing

Julie Morris, Head of Commercial Development and Media, NBA:

Personalized fan experiences will take center stage in 2025. Tailored engagement opportunities, such as alternate game streams and customized content, will allow brands to blend mass appeal with individual connections. The NBA’s “Dunk the Halls” initiative exemplifies this trend, fostering deeper fan engagement.

Josh Walker, Co-Founder and Chief Executive, Sports Innovation Lab:

Connected TV will become a key battleground for sports advertisers. AI-driven, data-powered advertising strategies will enable brands to deliver personalized messaging during live sports, addressing rising media rights costs and fragmented audience preferences.

Emerging Sports and Global Growth

Robbie Henchman, President of Global Partnerships, IMG:

Padel is rapidly growing in global popularity, driven by its accessibility and social nature. The sport provides a unique opportunity for brands to connect with audiences through both global sponsorships and local community-building initiatives, blending a global vision with local action.

Ricardo Fort, Founder, Sport by Fort Consulting:

The inaugural Olympic Esports Games in Saudi Arabia marks a significant milestone for both the International Olympic Committee and the esports industry. This event not only highlights the growing relevance of esports but also positions Saudi Arabia as a potential host for future Olympic Games.

The Continued Evolution of Women’s Sports

Emily Heath, Global Brand Director, Rexona:

Representation matters, and women’s sports will remain a strategic focus for brands. By spotlighting female role models year-round, brands can inspire the next generation and demonstrate genuine commitment to the growth of women’s sports.

Lisa Parfitt, Co-Founder, The Space Between:

Women’s rugby, with its resilience and growing fanbase, is on track to replicate the success of women’s football. The home Rugby World Cup could propel England’s team into unprecedented prominence, creating a cultural moment akin to the Women’s Euros.

The Importance of Authenticity and Purpose

Sarah Swanson, Chief Brand Officer, WTA Ventures:

Authenticity will be a cornerstone of sports marketing in 2025. Fans crave unfiltered insights into athletes’ lives, and brands must balance entertainment with purpose-driven initiatives. Programs supporting athlete well-being and financial health will gain prominence, aligning with audience values.

Brad Ross, Vice President, Global Sports and Entertainment Marketing, Coca-Cola:

Athletes remain the heart of sports and fandom. Brands like Coca-Cola are prioritizing athlete well-being, extending sponsorships to support mental health initiatives. This commitment ensures the authenticity and sustainability of athlete-brand collaborations.

Balancing Tradition and Innovation

Adam Butters, Head of Strategy, Octagon UK & FRUKT:

As emerging formats like padel and Hyrox gain traction, traditional sports must find innovative ways to engage audiences. Striking a balance between cultural relevance and long-term investment will be crucial for sustained growth.

Henry Nash, Executive Strategy Director, House 337:

Winning future fans will depend on what sports brands represent off the pitch. Teams like Arsenal are evolving into cultural icons, leveraging their identity to resonate with new audiences. This shift underscores the importance of brand authenticity and values.

The future of sports sponsorship and marketing is rich with possibilities, driven by innovation, authenticity, and the rising influence of women’s sports. As brands navigate these opportunities, the emphasis will remain on meaningful connections—with athletes, fans, and the broader cultural landscape. 2025 promises to be a transformative year for the industry.

Source: SportsPro Media