• Loading stock data...
Wednesday, June 4, 2025

Major U.S. Sports Leagues Pull In Record $6.7B in Ad Revenue

  • Teams across MLB, NFL, NBA, NHL, and MLS saw a 17.5% increase in revenue year-over-year.
  • Executive says individual athletes are shifting the marketplace away from leagues and teams.
San Diego Padres shortstop Xander Bogaerts wears the ALS Lou Gehrig Day and Motorola patches during a game against the Chicago Cubs at Petco Park.
Ray Acevedo-USA TODAY Sports

Teams across MLB, NFL, NBA, NHL, and MLS inked a record-breaking $6.7 billion in ad revenue over the last year — a 17.5% increase year-over-year — according to new data from SponsorUnited.

MLB saw the most growth, with a 23% increase due to more fan engagement and new sponsorship opportunities through jersey patches; the NHL was next with 21% growth due to innovations like digitally enhanced dasherboards.

However, SponsorUnited CEO Bob Lynch tells Front Office Sports that the sports sponsorship marketplace is shifting to individual athletes rather than the leagues and teams they play for.

“Athletes and influencers are realizing that they can start to build brands themselves or partner with companies to build a brand where there’s an equity component to this,” he says. “They’re starting to be more of a business partner within this process versus just a face to a brand.

“I think it’s going to be quite challenging unless leagues and teams can start to think about introducing other new high-value opportunities that maybe we’re not even contemplating today.”

Lynch also notes that athletes’ cumulative audiences in the United States are beginning to surpass those of leagues and teams — a state of affairs that has been the norm in world soccer for quite some time.

For example, Louis Vuitton was the top-performing brand for branded social media posts with athletes, racking up almost 73 million engagements — largely thanks to just one Instagram post from Cristiano Ronaldo. 

Adidas’s partnership with Lionel Messi was the second-best performer by a large margin, with over 70 million engagements, heavily bolstered by Messi’s World Cup win and high-profile move to Inter Miami. Adidas was the most engaged brand across all its athletes, with over 228 million engagements. 

This is beginning to shine through among American athletes with NIL: 550 brands signed NIL partnerships for the first time this year.

SMU women’s volleyball player Alex Glover signed the most new deals this year with 19 — the only college athlete with more than 10. SponsorUnited also noted huge social following gains for Iowa’s Caitlin Clark (635%) and LSU’s Angel Reese (3,885%), who also saw a 145% increase in brand endorsements.

The power of individuals is also showing through, with influencer-led brands making a big splash in the sports sponsorship space. 

“If you’re a brand that’s historically been No. 1 in any particular category, getting that additional sign or logo on a jersey really has a diminishing set of returns based on the lift that you’re going to see in your business,” says Lynch. “Whereas if you are a growth brand, it’s transformative in some cases to do those early deals.”

Case in point, Prime Hydration — the sports drink company founded by creators Logan Paul and KSI — inked 40 sponsorship or digital media deals this past year, most notably with the UFC and FC Barcelona.

Feastables — the snack brand founded by YouTube star MrBeast — became the first creator-led brand to have a jersey sponsorship in the United States four major leagues when it became the jersey patch sponsor for the Charlotte Hornets. 

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

LeBron James

Adam Silver: All-Star Game Will Be USA vs. World in Daytime Event

The NBA tried a tournament last year that fell in ratings.
Jun 2, 2025; Oklahoma City, OK, USA; Texas Tech Red Raiders players celebrate after defeating the Oklahoma Sooners 3-2 and advance to the finals against Texas in the NCAA Softball Women's College World Series semifinal game at Devon Park.

How Texas Tech Put Together Its First-Ever Women’s College World Series Run

AD Kirby Hocutt speaks with FOS about the Red Raiders’ winning formula.

Stanley Cup Is Connor McDavid’s Chance to Cement All-Time Status

The Oilers superstar is mirroring the path of Sidney Crosby and Wayne Gretzky.
Jan 15, 2024; Orchard Park, New York, USA; Pittsburgh Steelers quarterback Mason Rudolph (2) talks with an official in the second half against the Buffalo Bills in a 2024 AFC wild card game at Highmark Stadium.

Steelers Email Fans After Mason Rudolph Appears at Friday Trump Rally

Rudolph was joined by a teammate and former Steeler Rocky Bleier.

Featured Today

May 27, 2015; Paris, France; Mirjana Lucic-Baroni (CRO) knocks the clay off her shoe during her match against Simona Halep (ROU) on day four of the French Open at Roland Garros

Roland-Garros’s Iconic Red-Clay Surface Is a Precise Alchemy

The exact science behind maintaining the French Open’s red clay.
Alex Jensen introductory press conference on Monday, March 17, 2025.
June 3, 2025

Alex Jensen Started Utah Utes HC Job While Still Coaching the Mavs

How Jensen began building an NCAA program while patrolling the Dallas sideline.
May 31, 2025

PSG and the City of Paris Can Join European Soccer’s Elite

What a maiden Champions League title would mean for the French club.
May 30, 2025

How the Champions League Anthem Took on a Life of Its Own

The composer didn’t know he wrote a timeless hit three decades ago.

Max Verstappen Linked to $300M Aston Martin Deal Ahead of Miami GP

Aston Martin is currently seventh in the constructors championship.
March 20, 2025

High School Sports Power Signs Eight-Figure Rights Deal in First

The deal pays roughly $1 million annually, FOS has learned.
March 27, 2025

Peyton Manning’s Omaha Productions Gets PE Boost

The Hall of Famer’s company gains another prominent backer.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

In Episode 7 of Portfolio Players, go inside the boardroom with Avenue Capital CEO and former Milwaukee Bucks co-owner Marc Lasry on Giannis’s future, women’s sports, and upstart leagues like TGL and Unrivaled. 
March 20, 2025

Maxx Crosby’s Agent: Edge Rushers Set to Dominate NFL’s Non-QB Market

Maxx Crosby just signed a three-year, $106.5 million extension.
March 4, 2025

Eagles Make Saquon Barkley NFL’s Highest-Paid Running Back Ever

Barkley is coming off a historic 2024 season with the Eagles.
February 18, 2025

Tiger Woods Signs First PGA Tour Player to Wear Sun Day Red

Karl Vilips will wear Sun Day Red at his season debut at the Mexico Open.
Teammates embrace during matchup in The Hundred cricket league
February 15, 2025

Google, Microsoft, Adobe CEOs Buy Stakes in Cricket League

The England and Wales Cricket Board raised £520m by selling team stakes.