United States: $7.65bn in sponsorship revenue (+12%) for franchises in the 5 major leagues in 2024

The franchises of the five major North American leagues (NBA, NFL, MLS, NHL and MLB) generated $7.655bn (€7.44bn) in sponsorship revenue during the 2024 financial year (2023-24 season), according to a study by the American agency SponsorUnited published on 09/01/2025. This total represents an increase of 12% compared with the 2023 season ($6.7bn/€6.2bn).

• The 32 franchises of the National Football League generated the most sponsorship revenue, with more than $2.3bn (€2.24bn), while Major League Baseball (30 franchises) recorded the biggest percentage growth (+16%).
• The NFL was also the competition with the most lucrative average contract ($772,589/€751,019), ahead of the 30 franchises of the National Basketball Association ($638,569/€620,741).
• MLB has the highest number of sponsors (2,263, +9% vs 2023), ahead of the 32 franchises of the National Hockey League (2,176, +10%) and the NFL (1,835, +8%).
• MLB has the highest sponsor retention rate (88% between 2023 and 2024), while Major League Soccer (30 franchises) has the lowest ratio (82%).

Of the 200 brands that signed contracts…