Report: Coronavirus to take $17 billion-sized bite out of global sports sponsorship market in 2020

18 May 2020

Juventus
Photo: PA Images Sponsorship fees across all sports will fall a collective 37 per cent from $46.1 billion to $28.9 billion during the year.

Sponsorships from financial services will see the biggest year-on-year decrease, according to a report by sports marketing agency Two Circles.

Innovation during lockdown could strengthen sports sponsorship as a marketing platform after the pandemic.

Emil Gjerding Nielson nielson@offthepitch.com

The global sports sponsorship market will lose $17.2 billion in value in 2020 due to the coronavirus pandemic, according to a report by sports marketing agency Two Circles.

Sponsorship fees across all sports will fall a collective 37 per cent from $46.1 billion to $28.9 billion during the year. Football annually earns around $15.8 billion from sponsorships.

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