Sports Sponsorship 2026: Trends & Predictions
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at the end of last year, I asked experts across the sports sponsorship and marketing industry to share their boldest predictions for 2026 – and they didn’t disappoint.
As has become tradition,my first piece of the year brings together the finely tuned thinking of executives specialising in areas like creative activation,partnership sales,strategy,social and digital content,and sponsorship measurement. And, as always, the responses are reassuringly varied, covering everything from emerging categories and Premier League front-of-shirt sponsorship to AI’s impact on branded content and the sector’s Trojan horses.
So what does 2026 have in store? here’s what the experts said…
Michael johnson – Managing Partner, Ten Toes
As more and more brands turn to AI for time and cost-effective creative solutions for their marketing needs, audiences will, in turn, become increasingly skeptical about sponsorship content, imagery and everything else in between.
While AI tools are incredibly useful ‘accelerators’ for strategic and creative thinking, they are not effective substitutes.
To succeed,brands will need to place added importance on audience insight and cultural nuance,rejecting overly polished,generic campaigns (which AI has mastered!) and,instead,delivering content that is a bit more ‘rough around the edges’ but rooted in reality.
Minal Modha – Research Director,ampere analysis
Action both on and off the pitch at the 2026 Fifa Men’s World Cup is likely to dominate headlines this year,which will have ripple effects for the brands involved. Ampere estimates that the 2026 edition will generate at least US$2.2 billion in marketing and commercial rights revenue,up 23 per cent from Qatar.
And also additional games, Fifa announced two three-minute hydration breaks per match, which creates 312 minutes of additional broadcast inventory. Given how hard it is indeed to grow commercial revenue in the current economic climate, this will be seen as innovative by some rights holders and, for fans in the US, this won’t feel unfamiliar.
However, there is a notable risk of alienating non-US fans for whom this is likely to cause frustration, wiht commercialisation encroaching on the game they love.
Hydration breaks will create additional broadcast advertising inventory – but how will non-US viewers react? (Getty Images)
Dan Thomas – Client Partner, Trunk
Will more B2B brands take on top-tier sponsorship assets in 2026? Absolutely. not to chase visibility, but because sport offers what traditional channels struggle to deliver at pace: cultural relevance, emotional context and permission to be visible.
Expect to see the game’s stars not only filling stadiums but also dominating social media feeds,as the sport cements its status as a powerful commercial force on the world stage.
Jenny Mitton – Managing Partner and Women’s Sport Lead, M&C Saatchi Sport & Entertainment
Women’s sport is entering its year of rivals.
As leagues mature and investment deepens, competition is intensifying and the same teams no longer dominate. Purpose and being part of a bigger movement still matter to fans, but in 2026 its the drama that will fuel the next wave of growth.
The Fifa Women’s Champions Cup Finals in London will set the tone later this month, bringing the best club teams in the world (Arsenal included) together to compete for the inaugural trophy on the global stage. Gotham FC have their eyes on the prize.
In domestic football, Manchester City are out to dethrone Chelsea and end their long-standing reign over the Barclays Women’s Super League. Sorry Alexis.
Off the pitch, Women’s Fantasy Football leagues are quietly gaining followers in their thousands as fans try to replicate the success of their teams.
Culture and community remain vital, but in 2026 it’s the drama, rivalry and high stakes that will pull new audiences and sponsors into the game.
Sam Galet – EVP, Brand Partnerships, IMG
In 2026, the prediction markets category will move from the fringes to the mainstream of sports sponsorship.
as regulation evolves, these platforms won’t just sit adjacent to sport – they’ll integrate into broadcasts, digital experiences and fan conversations. Their appeal lies in real-time participation, data-rich audiences and constant engagement, offering rights holders a new revenue stream while giving fans a more interactive, opinion-driven way to engage with live sport.
Polymarket and Kalshi have emerged as early leaders in the US, securing partnerships with the likes of UFC and the NHL, with more deals expected this year.
Premier League Sponsorship Landscape in 2025/26
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The 2025/26 Premier League season sees a continued shift in sponsorship categories, with betting companies facing increasing restrictions and a growing emphasis on fan experience and technology brands, according to data from Octagon Europe. This represents a significant change from previous years,driven by evolving regulations and consumer preferences.
Dominance of Betting Sponsors is Declining
Betting companies historically held a substantial share of Premier League shirt sponsorships, but this is rapidly changing. As of the 2025/26 season, betting sponsors account for 28% of main shirt sponsorships, a decrease from previous seasons. This decline is directly linked to new advertising regulations implemented by the UK government, aimed at reducing gambling-related harm.
For example, eight Premier League clubs currently have betting sponsors, down from eleven in the 2024/25 season.This trend is expected to continue as more clubs seek alternative sponsorship deals.
Rise of Fan Experience and technology brands
Brands focused on fan experience and technology are increasingly becoming prominent sponsors. These categories now represent 39% of main shirt sponsorships, demonstrating a growing investment in enhancing the overall matchday and digital experience for fans. This shift reflects a broader trend in sports marketing towards building deeper engagement with supporters.
Laura Fairweather,New Business and Marketing director at Octagon Europe, notes that in 2026, brands are prioritizing the fan experience. This is evidenced by partnerships like that between Manchester United and Lyca Mobile, which focuses on providing enhanced connectivity and digital experiences for fans.
Financial implications of Sponsorship Changes
The changing sponsorship landscape has financial implications for Premier League clubs. While betting companies often offered lucrative deals, the influx of technology and fan experience brands is helping to maintain overall sponsorship revenue. The average value of a main shirt sponsorship deal in the 2025/26 season is estimated to be £12.5 million, according to Octagon Europe.
However, clubs previously reliant on betting sponsorships may need to adjust their financial strategies to secure comparable revenue from alternative sources. The Premier league’s financial fair play regulations also play a role in how clubs manage their sponsorship income.
Sponsorship Breakdown by Category (2025/26)
- Betting: 28%
- Fan Experience & Technology: 39%
- Finance: 17%
- Automotive: 9%
- Other: 7%
This data,visualized in a pie chart,illustrates the current distribution of main shirt sponsorships across different categories.