Global sports sponsorship spend to reach UK£35bn in 2019

Two Circles report claims sport is missing out on UK£14bn in sponsorship revenue.

Global brand spend on sports sponsorship will grow four per cent this year to UK£35 billion (US$46 billion), according to a report by data-driven sports agency Two Circles.

Despite the increase, Two Circles said that rights holders’ sponsorship assets are worth UK£49 billion (US$64 billion) globally, meaning sports properties are missing out on an extra UK£14 billion (US$18 billion) in sponsorship revenues due to unsold inventory, unreported engagement and outdated rights packaging.

“Most rights holders continue to package and sell sponsorship just as they did 20 years ago – offering brand exposure through linear broadcast coverage as the main benefit for brands,” said Two Circles chief executive Gareth Balch.

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