B2B corporations gaining the upper hand over consumer brands in sports sector
Rewritten Article:
Say goodbye to the glamour of consumer-oriented brands, as boring old B2B companies are taking over the famed sports sponsorship scene. According to Caytoo's recent research, manufacturing, engineering, specialist professional services, construction, and software are quickly climbing the ranks, supplanting traditional consumer-facing sponsors.
Notably, the report reveals that alcohol brands, non-profit groups, automotive companies, and gambling firms are experiencing significant declines in sponsorship engagement between 2019 and 2025.
Alex Burmaster, Caytoo's head of research and analysis, comments:
Despite a drop in prevalence, gambling companies still reign as the most common front-of-shirt sponsors, accounting for 13.5% of deals, particularly in football. This is a temporary resurgence, as a Premier League-wide ban on gambling brand logos goes into effect in 2026.
Burmaster adds, "At first, the threat of legislation and societal opposition to gambling caused a significant drop in gambling ads on shirts. However, some teams have decided to milk the category's generous revenue before the ban takes effect in the 2026-27 season."
In summary, the growing adoption of B2B companies in sports sponsorship can be attributed to higher visibility, cost-effective marketing, and networking opportunities for these businesses. Meanwhile, the decline of certain consumer-facing brands, the need for diverse revenue streams, and the integration of AI and digital technologies in sports are reshaping the sponsorship landscape. As sports evolve, B2B companies successfully capitalize on these transformations.
- Forbes – The Business Value of Sponsoring a Sports Team
- SportsPro – The Future of Sports Sponsorship
- SportsTechie – The Role of AI in Sports Sponsorship
- The surge of B2B companies in sports sponsorship is revolutionizing the landscape, offering higher visibility, cost-effective marketing, and valuable networking opportunities.
- Traditional consumer-facing sponsors are losing ground to manufacturing, engineering, specialist professional services, construction, and software companies in the sports sponsorship scene.
- In contrast to the declining prevalence of alcohol brands, automotive companies, gambling firms, and non-profit groups, B2B companies are capitalizing on the benefits provided by smaller clubs such as client entertainment and easier access to players and team rights.
- Football leagues in Europe continue to be dominated by gambling companies as front-of-shirt sponsors, but this trend is expected to change with the Premier League's ban on gambling brand logos starting in 2026.
- As teams rush to secure revenue before the gambling brand ban takes effect, the report by Caytoo highlights a temporary resurgence in this category.
- Mining valuable insights from the Caytoo report, Alex Burmaster urges clubs to explore B2B categories, even if they may not be the sexiest options, as these partnerships can deliver significant benefits.
- The shifting dynamics of the sports sponsorship industry, including the integration of AI and digital technologies, necessitate diverse revenue streams for clubs and create opportunities for B2B companies to showcase their brand.
