• Loading stock data...
Wednesday, October 22, 2025

NFL’s Sponsorship Stability

  • The NFL continues to lead the charge in professional sports as the top collector of sponsors.
  • Sponsors spent a total of $1.62 billion to work with the NFL and its teams this season.
Kirby Lee-USA TODAY Sports

The NFL continues to lead the charge when it comes to sponsors in professional sports. 

Fueled by the opening of the Las Vegas Raiders’ Allegiant Stadium and Los Angeles Chargers and Rams’ SoFi Stadium, sponsors spent a total of $1.62 billion to work with the NFL and its teams this season, according to The Wall Street Journal.

The number is a 10% uptick from the 2019-20 season, which saw over $1.47 billion in sponsorship revenue, according to sponsorship consulting firm IEG. The 10% increase is approximately double the NFL’s typical year-over-year sponsorship revenue growth.

But other leagues aren’t far behind. 

  • The NBA brought in $1.4 billion in sponsorship revenue in 2020, up from $1.2 billion during the 2018-19 season.
  • MLB sponsorship revenue reached $1 billion for the first time last season. 
  • The NHL’s totaled $650 million, up from $597 million the season prior.

Outside of the stadiums, the NFL remained No. 1 in sponsorship revenue due to an influx of new partnerships.

The league and teams inked 23 gaming and lottery deals — a near 25% boost to spending in the category. It also signed Subway as its official quick-service restaurant after a vacant year in the category, Truist as its first official retail bank in a decade, and Invisalign as its first official clear aligner. 

Though average NFL viewership this season dropped 7% to 15.6 million viewers, all 256 games were played, a probable comfort to brands in a turbulent year for sports.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Marc Stein
exclusive

Marc Stein Joins Amazon NBA Coverage

The role resembles one Chris Mortensen did for Amazon’s NFL broadcasts.
Joey Bosa

Joey Bosa’s L.A. Home for Sale for $3.7 Million

The Bills defensive end purchased the home last July.

NFL’s Goodell Stands by Bad Bunny: ‘It’s Going to Be a Great..

The commissioner is undeterred by political criticism of the halftime show choice.
Candace Parker

Candace Parker Wants NFL-Style Coverage From NBA Media

Amazon will stream its first NBA doubleheader Friday.

Featured Today

Christie's

Lou Gehrig’s $4M Jersey and the Exploding Sports Memorabilia Market

An ultra-rare sports collection is about to hit the auction block.
@chef__tezz/Instagram
October 19, 2025

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.
October 18, 2025

How Vanderbilt Went From SEC Doormat to Dark Horse CFP Candidate

After beating LSU, Clark Lea said: “Internally, we expect to win.”
May 27, 2025; Indianapolis, Indiana, USA; Indiana Pacers guard T.J. McConnell (9) shoots a three point basket over New York Knicks guard Josh Hart (3) during the third quarter of game four of the eastern conference finals for the 2025 NBA Playoffs at Gainbridge Fieldhouse
October 18, 2025

NBA Stars Swap Wine With League Friends and Foes

A wine-exchange tradition emerged from the bubble season’s close quarters.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Michelle Wie West: Women’s Sports Doesn’t Need Charity

The LPGA legend on redefining women’s sports and the future of golf.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.