From the Just do it motto of Nike, turning a simple phrase into a symbol of global resilience, to the association between Red Bull and extreme sports, the brands that excel in sponsorship are the ones that evoke genuine excitement. The return of LaLiga triggers a collective emotion among fans, and this sentiment translates directly into loyalty, brand memory, and tangible returns. For companies, investing in a sporting event, team, or athlete provides unparalleled visibility, both nationally and internationally, presenting a unique opportunity to monetize visibility, enhance reputation, and forge meaningful emotional connections in key markets.
According to the European Sponsorship Association and Nielsen Sports, sports sponsorship contracts generated a whopping 23.41 billion euros in revenue last year, reflecting a year-on-year increase of 6.5%. This growth indicates that brands are no longer content with merely “putting up a logo and waiting” for results, a strategy that was once commonplace. Nowadays, companies aim to “connect, inspire, and build relationships with increasingly discerning audiences,” explains Alba López, Brand Business Manager at the Unisport Business School.
In this evolving landscape, sponsorship enables companies to integrate seamlessly into activities that foster deep connections—something few platforms can accomplish. Moreover, brands are actively seeking to convey a sense of coherence between their narratives and the experiences they provide. “Brands pursue connections that embody values such as sustainability, healthy living, and diversity, consciously avoiding agreements that appear forced or inconsistent,” states María del Henar Alonso, Director of the Master in Marketing and Sports Sponsorship at CEU YF.
A noteworthy example is Moeve, formerly known as Cepsa. This company made history as the first sponsor of all professional soccer competitions in Spain and has committed to creating the Moeve LaLiga Environmental Sustainability Technical Office. Their ambitious plan includes investing 18 million euros over three seasons, running until 2027/2028.
What does Moeve gain in return? Their investment provides visibility in the world’s largest professional football competition, across digital platforms, stadiums, sports broadcasts, and LaLiga’s social media channels. According to GFK consultancy, their digital platforms alone attract over two million monthly users.
However, this visibility doesn’t stop at mere numbers. Moeve is undergoing a significant transformation, aiming to break away from its traditional oil-centric image and position itself as a key player in the energy transition. Their sponsorship strategy aligns seamlessly with new values, reflecting their commitment to sustainability. “Beyond visibility, we take pride in supporting diversity and sustainability. It serves as the best platform to share our values and communicate our messages,” emphasizes Elena Cabrero, Brand Director and Chief Marketing Officer at Moeve. This vision aims to convey an impactful message to society, create solid relationships with audiences, and buttress initiatives around diversity and sustainability.
Emerging Markets in Sports Sponsorship
In recent years, the sports sponsorship market has emerged as a rapidly growing niche. According to PWC, the sector is projected to reach $115 billion by 2025, showcasing an impressive growth rate of 8.7%. It is important to note that 80% of sponsorship value currently derives from the four major professional leagues; however, there remains significant potential for growth in areas such as digital platforms, exclusive content, and new disciplines like eSports.
Santander has ranked as the second-most prominent company in terms of sports sponsorship in Spain, as per the 2024 Sports Sponsorship Barometer of SPSG Consulting. Their involvement in the Formula 1 is driven by the “common values” they share with the sport, in addition to the extensive visibility it offers. Furthermore, their sponsorship in eSports—a burgeoning field—allows them to “attract new audiences and connect with a younger demographic,” who represent the customers of tomorrow, according to Enrique Geijo, Director of Sponsorships at Santander. By tapping into these key markets, brands can measure not only the traditional metrics but also the emotional impact and enhanced perception of their brand.
Additionally, the returns from sponsorship are not solely assessed in monetary terms but also by their qualitative impact. “Brands are now focused on more than just being present; they strive to generate lasting memories,” says López. The emotional component of sports—a catalyst for shared experiences—enables brands to forge deep connections with devoted audiences. This emotional profitability translates into increased affinity, recommendations, and long-term loyalty. For example, Telefónica‘s partnership with sports enhances how their services are perceived and leads to increased brand recommendations, key elements in customer acquisition and retention strategies.
As a result, the measurement of return on investment has evolved, expanding from simplified economic indicators to a blend of both qualitative and quantitative metrics. “In addition to measuring visibility, we also monitor engagement on social media platforms, media value equivalencies, and brand perception,” informs Alonso. Advanced technologies such as artificial intelligence and big data are being utilized to evaluate impacts in real-time, allowing for campaign adjustments that maximize outcomes. This sophistication reflects a growing need for brands to justify every euro spent in a landscape increasingly defined by consumer demand for relevance, authenticity, and value.
Ultimately, sponsorship serves as a strategic tool for building a brand identity, positioning it as a cultural reference, and embedding itself within the collective imagination. In a world where consumers are bombarded with countless messages, only genuine connections yield tangible returns, suggests López. Consequently, effectively executed sponsorship transforms into a highly valuable asset that solidifies audiences, enhances brand recall, and converts affinity into commercial loyalty. Moreover, sports sponsorship provides undeniable advantages for brands to produce audiovisual content that strengthens their connection beyond the immediate event.