Sponsorship: "Rights-holders will miss out on £14bn in unrealised revenue in 2019" (Two Circles)

"Brand spend on sports sponsorship will grow to £35bn (€41bn) globally in 2019," said the British marketing agency Two Circles on 02/05/2019. "Collectively, sports rights-holders' sponsorship assets are worth £49bn (€57bn) globally. However, due to unsold inventory, unreported engagement and outdated asset-packaging, this means rights-holders will miss out on £14bn (€16bn) in unrealised revenue in 2019."

"Rights-holders have under-exploited their sponsorship businesses by £12bn (€14bn) a year on average since 2014. This is despite sports sponsorship spend growing by 4% on average during the same period," said the agency, adding that "spend on sponsorship will increase by 6% on average year-on-year between 2020 and 2024 to hit £48bn (€56bn) overall by the end of the period despite concerns in Europe from marketing restrictions on gambling firms."

Sports sponsorship: annual progression of the global potential