Sponsorship with the NFL

This season has seen a blitz in NFL sponsorship deals – with billions of dollars pouring into the game from brands happy to pay to be associated with the sport.

From a casino online to tech giants, brands have paid almost $2 billion paid for league-level sponsorship alone. Key sponsors include huge names like Apple, Pepsi and Microsoft.

Other sponsors like Apple, Molson Coors and FanDuel now also play huge roles financing the NFL.

Football teams making big money

In terms of team-level sponsorship, this season’s revenue is estimated to hit $2.35 billion. That’s a whopping 15% increase from last season.

Sponsor deals have arrived from commercial sectors like ticketing, healthcare and car-making.

At the same time, sports betting partnerships have grown rapidly. Brands like Caesars have been getting more and more involved.

It doesn’t seem to matter how successful a team is. The Jacksonville Jaguars, a team that barely made it to the playoffs, got more than 170 sponsorships.

Dallas Cowboys, Buffalo Bills and Indianapolis Colts got 140, 135, and 125 sponsorships, respectively.

Gambling sponsorships

Plenty of gambling operators are heavily involved in NFL sponsorships too. Major current investors include DraftKings, FanDuel and Caesars Entertainment.

In fact, 21 out of the 32 NFL teams have individual sponsorship deals with sports betting companies

This is a significant shift, as partnerships with gambling entities were limited in previous years. The NFL has embraced these sponsorships, capitalizing on the expanding legalization of sports betting in many states.

The biggest NFL sponsorship deals

EA Sports

The NFL’s deal with EA Sports is one of its largest and most long-standing agreements.

EA Sports holds exclusive video game rights for the ‘Madden NFL’ franchise. The current deal, valued at hundreds of millions, runs through to 2026.

Verizon

As a major telecommunications partner, Verizon’s sponsorship is considered critical for NFL technology and fan engagement during games.

Their multi-year deal includes providing 5G services in stadiums and enhancing fan experiences. It is believed to be worth $300 million over several years.

Anheuser-Busch InBev

This beverage giant has been one of the league’s most valuable sponsors. The brand holds the current NFL’s exclusive beer rights and has for decades.

Their ongoing partnership is estimated at $250 million annually.

Why do brands spend so much on NFL?

The big brands invest in NFL sponsorships because the NFL offers unparalleled exposure, brand visibility and opportunities to engage with a vast, diverse audience.

The NFL is one of the most-watched sports leagues in the world, with millions tuning in for regular-season games, playoffs and the Super Bowl. The Super Bowl alone can attract over 100 million viewers, making it a prime time for brand visibility.

Sponsoring the NFL allows companies to associate their brands with the league’s values of competition, athleticism and traditional American culture. This can enhance the brand’s overall reputation and appeal.

NFL sponsors often receive exclusive rights, like the ability to use NFL logos and branding in their marketing. This exclusivity can provide a significant competitive edge.

Brands that sponsor can engage with fans through unique promotions, in-game experiences and digital marketing strategies that foster customer loyalty. For example, Verizon’s investment in 5G technology within stadiums enhances fans’ in-game experience and ties their brand to innovation.

With the NFL growing internationally, companies gain access to global markets. Brands like Nike, Microsoft and Amazon benefit from exposure to markets in Europe, Mexico and beyond.

These benefits make NFL sponsorships a powerful tool for brand-building and customer engagement.

The future of NFL sponsorships

Industry experts expect NFL sponsorships to continue to grow in coming years.

As the league increases its international presence, more teams and the league as a whole are expected to attract global sponsors.

With the NFL hosting games in the UK, Mexico and Germany, companies with international ambitions are likely to invest.

And with the rapid expansion of legalized sports betting in the US, sponsorships from gambling companies are expected to rise. More states are legalizing sports betting so companies like DraftKings and FanDuel are expanding their presence.

As fan engagement shifts increasingly to digital platforms, technology companies like Amazon, Microsoft and Verizon will continue to play significant roles. The NFL’s integration of 5G technology, streaming services and AI-driven fan experiences are likely to attract more tech-centric sponsorships.

Big brands are placing more emphasis on aligning with socially responsible and sustainable causes.

Expect to see more partnerships that focus on community impact, environmental sustainability and diversity initiatives. Future brands will seek to align themselves with values considered important to modern consumers.

While beer brands like Anheuser-Busch have long dominated NFL sponsorships, there is potential for the inclusion of more non-traditional alcoholic beverages. Look out for sponsors linked to wine and spirits as the NFL relaxes restrictions on alcohol sponsorships.

Overall, football sponsorships are set to become even bigger, as top brands look to connect with the league’s vast fanbase.