Index hide2 The study “Back on track? – The outlook for the global sports market to 2013” identified which industries invest more in sports sponsorships.
Market Statsville has measured the value of sports sponsorships around the world.
The study “Back on track? – The outlook for the global sports market to 2013” identified which industries invest more in sports sponsorships.
Paul Pogba, Jonathan David and Cristiano Ronaldo are players who have punished sponsoring brands.
As well as Nike has been recognized for gaining fame from the hand of Colin Kapernick; Joanthan Davidplayer of the Canadian National Team, gave the sports sponsor the worst punishment, when he covered the famous dove of the brand, scoring a goal in the friendly with qatar.
The sports sponsorship market is a very controversial one and has always been something to talk about, due to the reactions of athletes to certain acts, which go against the logic of sponsorship.
If we review the figures that move in this market, there are interesting studies that tell us about the value of brands in retail and the aspects that have served to consolidate themselves in a tremendously valuable segment such as exhibition at events and with personalities that have settled in the taste of sports fans.
Let’s start from the 64 billion dollars that the sports sponsorship market is worth in the world, according to one of the latest projections of Market Statsvillewhere he warns that for 2030 this figure will detonate up to $112 billion.
In addition to this huge number of the value of the sponsorship market, there are very relevant figures on how the market is consolidating by industry, with respect to the sponsorships that are expected in it.
If we see the study “Back on track? – The outlook for the global sports market to 2013”, in said document It is noted that financial services are the ones that invest the most in sports sponsorships, adding in 2020 six thousand 920 million dollars; followed by the technology sector, which has invested $4.58 billion; the automotive, two thousand 670 million dollars and the telecommunications industry has invested two thousand 550 million dollars.
The beverage market and the alcoholic beverage market have invested up to thousand 420 Y $620 millionrespectively, with cases where personalities such as the Manchester United player, Paul Pogbawithdrew a bottle of non-alcoholic beer from the brand Heineken in 2021; while Cristiano Ronaldoin the middle of the European Championship, withdrew a bottle of a well-known brand of soft drinks, both cases being the biggest headaches that sports sponsors have had and now, in 2022these punishments of athletes to the brands that sponsor them return, with the case of jonathan davidwho by scoring a goal against Qatar in a friendly match, the Afro-descendant covered the dove of Nike.
When Jonathan David scored a goal in a friendly against Qatar, he ‘celebrated’ by putting his hand on the Nike logo. The reason? Of the 32 teams that will play the World Cup, Canada is the only one that will not have a new shirt👕⚽️ pic.twitter.com/2Kpl3BGxvg
— 𝐂𝐮𝐫𝐢𝐚𝐥 (@curialfcb) September 25, 2022
David’s action has a precedent and that is that his team did not receive the uniform that Nike he had to design and make up, as he did with the teams that are going to participate in the World Cup.
Said action of Nike became a terrible precedent for the brand and reminds us of how important the sponsorship market becomes and how simple actions can have a harmful or totally successful effect on its images, as we remember cases such as the occasion in which it turned the cessation of the NFL a Colin Kapernickin a powerful advertising campaign where a simple creative copy in front of the player’s face sparked a conversation and mention of the brand worldwide and of great intensity.