THE PREDICTIVE SURVEY: "THE FUTURE OF SPONSORSHIP IN THE NEXT YEAR" IN GLOBAL MARKET
INVESTMENT IN SPONSORSHIP WORLDWIDE GROWS MORE THAN INVESTMENT IN ADVERTISING: IT WILL REACH $117 BILLION IN 2025.
ITALY WILL REACH INVESTMENTS OF $1.5 BILLION.
In 2025, the global sponsorship market will reach a total value of $117,1 billion, with a growth rate of 10 %, according to the findings of the Predictive Survey – “The future of sponsorship in the next year”, conducted by ChainOn the international sponsorship marketplace (www.chainon.it) and StageUp, a research and consulting firm that also specializes in media analysis and sponsorship evaluations.
The global advertising market, on the other hand, came in at $ 1.040 Bn in 2024, driven by international events such as the Paris Olympics and the European Football Championships, and by 2025 is expected to reach $1.120 billion, with a nominal growth of 7,7%.
“The Predictive Survey “The future of sponsorship in the next year,” now in its 24th edition, with a strong commitment of the research team, has broadened its perspective from Italian to global thanks to an approach that blends linnovation and research methodologies established over the years” – highlights Giovanni Palazzi, CEO and Founder of ChainOn – ”We have chosen to go down this path because of the demand of our clients and the desire of both ChainOn and StageUp to accelerate on internationalization by positioning themselves as international companies in the sponsorship market.”
WHY IS SPONSORSHIP INVESTMENT GROWING? The increase can be attributed to several factors, including the effectiveness of the messages conveyed, opportunities offered by new technologies to promote brands, sponsorships with positive impact in support of environmental, cultural, and sports causes, and the increase in global events that encourage greater sponsorship investment internationally. According to estimates, sponsorship investment is expected to increase further in the coming years, reaching $189,5 billion in 2030 with a CAGR (compound annual growth rate) between 2023 and 2030 of +8,73%.
THE STRUCTURE OF THE MARKET: BREAKDOWN INTO SEGMENTS AND GEOGRAPHIC AREAS. Sports sponsorship investments in 2025 will be the most significant component globally, covering 67.4 % of the total ($78.9 bn). However, by 2030 sponsorships in culture, entertainment and social are expected to grow strongly, reaching 46.4% ($87.9 bn), narrowing the current gap. Geographically, the European market holds 30.5% of the total ($35.7 bn) with Italy seeing investments of $1.5 bn, making up 4.4% of the European market and 1.3% of the global market. Until 2030, however, strong growth is expected in Far East markets, driven by an expanding economy and new business opportunities.
