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Sports Sponsorship by Automotive Market Research Report Information By Sports Type (Motor Racing, American Football Soccer, Basketball and Ice Hockey), By Product (Athletes, Venues, Events, Series, Federations and Teams) And By Region (North America, Europe, Asia-Pacific, And Rest Of The World) –Market Forecast Till 2032


ID: MRFR/CR/14564-HCR | 128 Pages | Author: Snehal Singh| July 2024

Global Sports Sponsorship by Automotive Market Overview


Sports Sponsorship by Automotive Market Size was valued at USD XX Billion in 2022. The Sports Sponsorship by Automotive market industry is projected to grow from USD XX Billion in 2023 to USD XX Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 12.00% during the forecast period (2023 - 2032). Increased strategic alignment of brand image and values with the target audience through sports associations and the opportunity to leverage technological innovation and showcase cutting-edge advancements are the key market drivers enhancing the market growth.


Global Sports Sponsorship by Automotive Market Overview


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Sports Sponsorship by Automotive Market Trends



  • Growing strategic alignment of brand image and values with the target audience through sports associations is driving the market growth


Market CAGR for sports sponsorship by automotive is being driven by the rising strategic alignment of brand image and values with the target audience through sports associations. This marketing approach is distinguished by a deliberate effort to link a brand's identity and values with the characteristics and aspirations of the target audience by utilizing sports as a powerful medium for communication and engagement.


The identification of sports that resonate with the values and interests of the target demographic, is one fundamental aspect of this strategy. Automotive companies carefully choose sports events or teams aligning with their brand image, be it excitement and adrenaline of motorsports like Formula 1 or the endurance and teamwork in sports like soccer or basketball. This establishes a connection between the brand and the passions of the audience, generating a more meaningful and authentic engagement. By associating with sports that appeal to a specific target market, automotive brands enhance their visibility among the desired demographic. For example, a brand emphasizing speed, performance, and innovation might find synergy in sponsoring high-speed racing events, attracting enthusiasts who value these attributes in both sports and their automotive preferences. This alignment fosters a positive perception of the brand, reinforcing the connection between the automotive product and the lifestyle or values of the target audience.


The collaborative nature of sports sponsorships also allows automotive companies to engage in co-marketing initiatives with athletes or teams. This collaboration can extend beyond the sporting arena, with endorsements, commercials, and social media campaigns featuring sports personalities endorsing the automotive brand. This not only leverages the athlete's fan base but also reinforces the alignment between the brand and the values represented by these sports figures, enhancing the credibility and relatability of the brand in the eyes of the target audience. By associating with sports that appeal to a specific target market, automotive brands enhance their visibility among the desired demographic. For example, a brand focusing speed, performance, and innovation might find synergy in sponsoring high-speed racing events, attracting enthusiasts who value these attributes in both sports and their automotive preferences. This alignment fosters a positive perception of the brand, reinforcing the connection between the automotive product and the lifestyle or values of the target audience.


Furthermore, the reach of sports events provides automotive companies with an extensive platform to connect with diverse audiences. Major sporting events draw viewers from various demographics and geographic locations, allowing automotive brands to reach a broad spectrum of consumers. This international exposure is particularly beneficial for automotive companies with a presence, enabling them to strengthen their brand image on a worldwide scale. Thus, driving the Sports Sponsorship by Automotive market revenue.


Sports Sponsorship by Automotive Market Segment Insights


Sports Sponsorship by Automotive Sports Type Insights


The Sports Sponsorship by Automotive market segmentation, based on sports type includes Motor Racing, American Football Soccer, Basketball and Ice Hockey. The motor racing segment dominated the market, accounting for the largest market revenue due to its inherent positioning with the prime values of performance, speed, and innovation, creating a natural synergy between automotive brands and the sport. The popularity of premier motor racing events like Formula 1 draws a comprehensive and extensive audience, offering sponsors with a far-reaching platform to connect with enthusiasts worldwide and strengthen brand visibility. The dynamic nature of motor racing helps sponsors to prominently showcase their products in a high-adrenaline setting, aiming the cutting-edge technologies and engineering prowess associated with their vehicles. Further, the American football soccer sports is the second most dominant in the market.


Figure 1: Sports Sponsorship by Automotive Market, by Sports Type, 2022 & 2032 (USD Billion)


Sports Sponsorship by Automotive Market, by Sports Type, 2022 & 2032


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Sports Sponsorship by Automotive Product Insights


The Sports Sponsorship by Automotive market segmentation, based on product, includes Athletes, Venues, Events, Series, Federations and Teams. The teams category dominates the market because of the powerful alliance between brand visibility and the passionate fan bases of sports teams. Team sponsorships offers a regular and dynamic platform for automotive brands, as they enjoy exposure during actual competitions and also through different media channels, merchandise, and fan engagement activities. Aligning with popular and successful teams helps automotive sponsors to leverage the emotional connection that fans have with their favorite teams, creating a deep and lasting impact on brand recall. Further, the athlete segment is the second most dominant in the market of sports sponsorship by automotive.


Sports Sponsorship by Automotive Regional Insights


By region, the study provides the market insights into North America, Europe, Asia-Pacific and Rest of the World. The North American Sports Sponsorship by Automotive market area dominate this market, due to the strong sporting culture, the popularity of major leagues like the National Football League (NFL) and NASCAR, and the significant fan engagement with these sports, offering automotive brands with several opportunities to connect with a vast and diverse audience.


Further, the major countries studied in the market report are the US, Canada, German, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.


Figure 2: SPORTS SPONSORSHIP BY AUTOMOTIVE MARKET SHARE BY REGION 2022 (USD Billion)


SPORTS SPONSORSHIP BY AUTOMOTIVE MARKET SHARE BY REGION 2022


Source: Secondary Research, Primary Research, MRFR Database and Analyst Review


Europe Sports Sponsorship by Automotive market accounts for the second-largest market share due to the rich motorsports’ heritage, the cultural significance of sports like football, and the strategic opportunity to connect with diverse audiences. Further, the German Sports Sponsorship by Automotive market held the largest market share, and the UK Sports Sponsorship by Automotive market was the fastest growing market in the European region


The Asia-Pacific Sports Sponsorship by Automotive Market is expected to grow at the fastest CAGR from 2023 to 2032. This is due to increasing middle class, consumer affinity for sports, and the desire of automotive brands to develop a strong emotional connection with diverse and growing audiences. Moreover, China’s Sports Sponsorship by Automotive market held the largest market share, and the Indian Sports Sponsorship by Automotive market was the fastest growing market in the Asia-Pacific region.


Sports Sponsorship by Automotive Key Market Players & Competitive Insights


Leading market players are investing heavily in research and development in order to expand their product lines, which will help the Sports Sponsorship by Automotive market, grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, Sports Sponsorship by Automotive industry must offer cost-effective items.


Manufacturing locally to minimize operational costs is one of the key business tactics used by manufacturers in the Sports Sponsorship by Automotive industry to benefit clients and increase the market sector. In recent years, the Sports Sponsorship by Automotive industry has offered some of the most significant advantages to automotive industry. Major players in the Sports Sponsorship by Automotive market, including Toyota, Bridgestone, Ford, Honda, BMW, Chevrolet, Goodyear, Kia, Hyundai Motor Company, and Porsche and others, are attempting to increase market demand by investing in research and development operations.


Hyundai Motor Company is a South Korean automotive giant, a leader in the automotive industry. Popular for its commitment to innovation, the company has regularly delivered a comprehensive range of vehicles that combine quality, performance, and advanced technology. The success of the company is underscored by its focus on customer-centric designs and a comprehensive portfolio that includes compact cars, sedans, SUVs, and eco-friendly vehicles. In October 2023, Hyundai oblong its long-standing partnership with FIFA as the official automotive sponsor for the coming four editions of the FIFA World Cup, inclusive of the highly anticipated 2026 tournament in North America. This move strengthens Hyundai's brand presence and association with the world's most-watched sporting event.


Porsche, an iconic luxury automobile manufacturer established itself as a symbol of performance, precision engineering, and timeless design. Founded in 1931, the company initially aimed on consulting and vehicle development before introducing its first production car, the Porsche 356, in 1948. Popular for its commitment to excellence and innovation, Porsche has consistently pushed the boundaries of automotive technology, manufacturing legendary sports cars like the Porsche 911, which has become synonymous with the brand. In September 2023, Porsche entered the all-electric Formula E championship, acquiring the majority stake in the TAG Heuer Porsche Formula E Team. This strategic partnership helped Porsche to showcase its electric vehicle technology and commitment to sustainability on a stage.


Key Companies in the Sports Sponsorship by Automotive market include



  • Toyota

  • Bridgestone

  • Ford

  • Honda

  • BMW

  • Chevrolet

  • Goodyear

  • Kia

  • Hyundai Motor Company

  • Porsche


Sports Sponsorship by Automotive Industry Developments


July 2023: Audi announced a multi-year collaboration with Marvel Entertainment, amalgamating its electric vehicles into upcoming Marvel films and series. This partnership emphasizes to reach a broader audience and position Audi as a leader in the electric mobility space.


January 2023: Liberty Media completed its acquisition of Live Nation, the world's leading live entertainment company. This move offers Liberty Media significant control over live sporting events and generates a new sponsorship opportunity for automotive brands.


December 2023: Motorsport Network acquired Motorsport.tv, a popular online streaming service. This acquisition strengthens Motorsport Network's reach and offers automotive brands with additional avenues for content creation and sponsorship.


Sports Sponsorship by Automotive Market Segmentation


Sports Sponsorship by Automotive Sports Type Outlook



  • Motor Racing

  • American Football Soccer

  • Basketball

  • Ice Hockey


Sports Sponsorship by Automotive Product Outlook



  • Athletes

  • Venues

  • Events

  • Series

  • Federations

  • Teams


Sports Sponsorship by Automotive Regional Outlook



  • North America

    • US

    • Canada



  • Europe

    • Germany

    • France

    • UK

    • Italy

    • Spain

    • Rest of Europe



  • Asia-Pacific

    • China

    • Japan

    • India

    • Australia

    • South Korea

    • Australia

    • Rest of Asia-Pacific



  • Rest of the World

    • Middle East

    • Africa

    • Latin America



Report Attribute/Metric Details
Market Size 2022 USD XX Billion
Market Size 2023 USD XX Billion
Market Size 2032 USD XX Billion
Compound Annual Growth Rate (CAGR) 12.00% (2023-2032)
Base Year 2022
Market Forecast Period 2023-2032
Historical Data 2018- 2022
Market Forecast Units Value (USD Billion)
Report Coverage Revenue Forecast, Market Competitive Landscape, Growth Factors, and Trends
Segments Covered Sports Type, Product, and Region
Geographies Covered North America, Europe, Asia Pacific, and the Rest of the World
Countries Covered The US, Canada, German, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil
Key Companies Profiled  Toyota, Bridgestone, Ford, Honda, BMW, Chevrolet, Goodyear, Kia, Hyundai Motor Company, and Porsche
Key Market Opportunities ·         The opportunity to leverage technological innovation and showcase cutting-edge advancements.
Key Market Dynamics ·         Increased strategic alignment of brand image and values with the target audience through sports associations.


Frequently Asked Questions (FAQ) :

The Sports Sponsorship by Automotive market size was valued at USD XX Billion in 2022.

The market is projected to grow at a CAGR of 12.00% during the forecast period, 2023-2032.

North America had the largest share in the market.

The key players in the market are Toyota, Bridgestone, Ford, Honda, BMW, Chevrolet, Goodyear, Kia, Hyundai Motor Company, and Porsche.

The motor racing category dominated the market in 2022.

The team had the largest share in the market.

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