Report | Chainon

Predictive Survey 2026 on Sponsorship

francesco_barbato — Sun, 05 Apr 2026 20:52:17 +0000

THE 25TH EDITION OF THE PREDICTIVE SURVEY “THE FUTURE OF SPONSORSHIP IN THE NEXT YEAR”

In 2026, the global sponsorship market will reach $ 129,4 billion, marking a +15% increase compared to 2025: more than double the growth expected for the global advertising market.

In Italy, in 2025, the sponsorship market reached € 1.564 million, the highest level recorded in the last 15 years, also driven by the impact of the Milano Cortina Winter Olympics.

Produced by ChainOn and StageUp, the 25th edition of the Predictive Survey “The Future of Sponsorship in the Next Year” analyses the size, trends and future scenarios of the global and Italian sponsorship market, with a focus on growth drivers, the role of sport, and the evolution of partnerships across culture, entertainment and the social sector.

By filling in the form, you will be able to download a summary version of the research, featuring data, insights and key takeaways for brands, sponsors, clubs, properties, event organisers and industry professionals.

The full version of the Survey will be made available at a later stage.

The download is free upon completion of the form using a business email address.
Enter your details and you will receive the report directly by email.

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THE PREDICTIVE SURVEY: THE FUTURE OF SPONSORSHIP IN THE NEXT YEAR

Giacomo Bianchi — Thu, 06 Mar 2025 10:15:51 +0000

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.

[:it]L'articolo THE PREDICTIVE SURVEY: THE FUTURE OF SPONSORSHIP IN THE NEXT YEAR proviene da Chainon.[:]

StageUp report: those interested in Superleague Volleyball are 16.5 million

Giacomo Bianchi — Fri, 27 Sep 2024 08:42:03 +0000

StageUp report: those interested in Superleague Volleyball are 16.5 million

ITALIANS INTERESTED IN SUPERLEAGUE ARE 16.5 MILLION. AN INCREASINGLY UNISEX AUDIENCE WITH GOOD SPENDING AND INVESTMENT CAPACITY FOR MEN’S TOP VOLLEYBALL LEAGUE

Results from the 2023/24 Sponsor Value research surveys, conducted by StageUp in partnership with Ipsos, show that there are 16.5 million Italians interested in the Superleague, the top men’s volleyball league kicking off next weekend.

Interested parties have undergone strong growth over the past 4 years, registering a 41% increase since the May 2020 survey, when they reached 11.7 million. Such an important upward trend originates from several positive factors: a growing competitive level unparalleled in the World; increased contestability of the title of the Italian Champion; and investments in innovation, marketing and communication by the Volleyball League and its member clubs.

The typical Superleague stakeholder is increasingly unisex (rising to 45% female), residing in the North (43%), with a prevailing age between 35 and 44, and an above-average educational and income status for the Italian population.

Fans, i.e., those who follow the league on a regular basis, confirm the socio-demographic traits of those involved, but with an increasing component of youth and young adults (aged 14-34).

Sponsor Value, carried out by StageUp in partnership with Ipsos, considered the auditel of Italian sporting, cultural and entertainment events that has been monitoring, since 2000, the following, media attitude, image, sponsor return and fan bases of major Italian and international sporting events such as, for example, Serie A, B and C Football, the top Basketball and Volleyball leagues via F1 and MotoGP.

STATEMENT BY GIOVANNI PALAZZI (StageUp President)
“The Superleague is recognized as the most competitive and spectacular volleyball league in the World, the results obtained by the participating clubs in continental competitions in recent years are a concrete demonstration of this. A quality of the game and competition that are also the backbone of the strong growth of interest in the last four years and that, as the Sponsor Value research data show, are attracting more women and young people laying the foundations for a turnover of the public that, also favored by the acceleration of the efforts already underway by Lega Volleyball and Clubs on digital communication tools , will further increase the appeal of the Event to sponsors and broadcasters.”

STATEMENT BY MASSIMO RIGHI (Pres. Lega Pallavolo Serie A).
“Quality, entertainment and above all many solid principles: thanks to these fundamental pillars SuperLegaCredem Banca has now reached a significant and stable level of involvement, with 16.5 million interested persons. However, these numbers do not represent a finish line, but are many intermediate stages in growth. The investments of the Volleyball League Serie A, combined with the Clubs’ initiatives and above all their successes, continuously aim at enhancing the attractiveness of the league for sponsoring broadcasters. In addition to the unfailing support of loyal audiences, an important effort has been made to include the new generations even more, trying to increase the involvement of 14- to 34-year-olds: we are pleased that the data are proving us right.”

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StageUp research: those interested in MotoGP in Italy are 22.9 million

Giacomo Bianchi — Fri, 20 Sep 2024 08:19:47 +0000

StageUp research: those interested in MotoGP in Italy are 22.9 million

According to Sponsor Value research, conducted by StageUp in partnership with Ipsos, there are 22.9 million Italians interested in MotoGp and 4.9 million fans, or those who follow on a regular basis. MotoGp is confirmed as the third most watched championship in Italy after Serie A soccer and the Formula 1 World Championship.

MOTOGP’S AUDIENCE IN ITALY. Those interested in MotoGP in Italy are predominantly male (58%), of mature age (47% of those interested are between 35 and 54 years old) and resident in northern Italy (45%).

GROWTH IN LIVE AND SOCIAL MEDIA AUDIENCES. Live attendance at the Italian GPs in Misano and Mugello continues to grow: in 2022 they had experienced live races 175 thousand spectators, in 2024 they were, to date, 319 thousand with an increase of +82%. Credit to the introduction in 2023 of the sprint race in all race weekends but also to the successes of Ducati and Francesco Bagnaia (World Champion in 2022 and 2023).

In 2023, total live attendance at the circuit reached 2.86 million, a 21 percent increase over 2022, returning to pre-pandemic levels.
While social media became increasingly driving: official @MotoGp channels grew from 40 mln followers in 2022 to over 50 million today. Among the riders, Marc Marquez has the largest fanbase (over 16 mln followers between Facebook, Instagram, TikTok and Youtube), and in second place in this ranking is Fabio Quartararo, decidedly detached at 3.9 mln. Francesco Bagnaia takes fifth place with 2.27 mln followers.

Sponsor Value, carried out by StageUp in partnership with Ipsos, is considered the auditel of Italian sporting, cultural and entertainment events and has been monitoring, since 2000, the following, media attitude, image, sponsor return and fan bases of major Italian and international sporting events such as, for example, the A, B and C Series of Football, the top leagues of Basketball and Volleyball passing through F1 and MotoGP.

STATEMENT BY GIOVANNI PALAZZI (StageUp President).

“The data confirm MotoGP as an event with an important following, on the podium of the most watched championships. The MotoGP audience manifests a higher average age than the other major championships and, consequently, the need for marketing policies aimed at connecting with Millennials and Generation Z. High passion in Italy, as evidenced by the strong increase in live attendance at the Misano and Mugello GPs, certainly driven by the successes of Ducati and Pecco Bagnaia. All in all, the Motomondiale is confirmed as a fascinating event, combining more than any other technology and human skill of the rider without compressing the importance of teamwork. An ideal place for sponsors who, through opportunities to match events, teams and riders, can make investments with significant returns and a size suitable for companies of all sizes.”

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Soccer’s Serie B follow-up, StageUp’s Sponsor Value research

Giacomo Bianchi — Wed, 21 Aug 2024 11:05:58 +0000

Soccer's Serie B follow-up, StageUp's Sponsor Value research

THOSE INTERESTED IN SERIE B IN ITALY ARE 19.9 MILLION, STABLE COMPARED TO 2023. FANS AT 2.34 MILLION DROP 3 PERCENT

There are 19,888,000 Italians interested in the Serie B Campionato at the end of the 2023/2024 season: the data are the result of Sponsor Value research by StageUp and Ipsos.

The figure is essentially stable compared to a year ago (-0.8%, it was 20,048,000), but up from the 2020/2021 and 2021/2022 seasons (+20% and +10%, respectively) affected by the pandemic. Serie B is occasionally followed by 60% of stakeholders (11.9 million), while fans, those who follow regularly, are 12% (2.34 million) down 3% from the 2022/23 Season.

The profile of those interested does not differ significantly from the Italian population except for the greater presence of men (60%), residing in the South (43%). The target group of fans is also characterized by a mature age (45 – 54 years, 29% of the total) and higher education and income (bachelor’s degree 26% – high income 14%).

The Campionato is mainly followed through news and dedicated broadcasts (25%), followed by live coverage on Sky (18%), off-line and on-line newspapers (also at 18%), Dazn live broadcasts (16%), radio and social (both at 15%), and finally, 7% attend the live event at the stadium.

STANTEMENT OF GIOVANNI PALAZZI (President StageUp)

“Serie B, in the special ranking of the size of the interest basins by StageUp and Ipsos, confirms its strength by ranking among the top 5 Italian sporting events as a following and, at the same time, highlights the need for strengthening analysis and marketing strategies aimed at increasing fans and thus media and non-media consumption related to the event. This would allow, in the medium term, greater sustainability based on the economic, social and environmental impact induced by the Campionat both in the territories of the participating clubs and at the national level.”

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Serie A 2024/25: all you have to know

Giacomo Bianchi — Mon, 19 Aug 2024 09:59:54 +0000

The guide to know everything about Serie A and the teams’ fans is now downloadable ONLY on ChainOn!

CLICK HERE TO DOWNLOAD IT FOR FREE: https://www.chainon.it/report-serie-a-2024-25/

How many Italians are interested in Serie A? And how many fans are there of individual teams? Which team has the most followers on social media?

The report was produced by StageUp and the data emerged from the periodic multiclient Sponsor Value research by StageUp and Ipsos that began in the 2000/01 football season.

[:it]L'articolo Serie A 2024/25: all you have to know proviene da Chainon.[:]

Women’s National Volleyball Team wins gold and the hearts of Italians

Giacomo Bianchi — Wed, 14 Aug 2024 08:42:59 +0000

Women's National Volleyball Team wins gold and the hearts of Italians

Sponsor Value research by StageUp and Ipsos reveals record interest in team after Olympic win

Bologna, Aug. 14, 2024 – The Italian National Women’s Volleyball Team is riding an unprecedented wave of success, not only on the court, but also in the hearts of Italians. According to the latest Sponsor Value research conducted by StageUp and Ipsos, interest in the team has reached unprecedented levels, with an estimated 21.4 million fans following the Olympic triumph in Paris.

The national team now ranks No. 1 among the most-watched women’s national teams in Italy, surpassing the women’s soccer and men’s rugby teams and ranking behind the men’s soccer team, which remains the most popular. This result once again testifies to the talent of Italian female athletes and the growing appeal of women’s volleyball, which is capable of attracting a wide and varied audience.

Who are the fans of the National Women’s Volleyball team? Research by StageUp and Ipsos outlines a profile of unisex fans with, for the most part, an age range of 25 to 44 years old who from a socio-economic point of view, compared to the Italian population, show a high level of education and income that are reflected in good purchasing power.

How do Italians follow the national team? Most follow the National Team occasionally (60 percent), but there is also a solid fan base that follows it regularly (12 percent) or fairly regularly (28 percent). The data indicate that although the National Team is not yet followed as passionately as the men’s soccer team, it still enjoys a loyal, passionate and growing following.

The large following was also evidenced by the auditel data of the Olympic semifinal and final: the challenge against the USA that gave the gold had 5.5 million viewers (40.3% share) with a peak of 7 mln (50% share), while the semifinal against Turkey was watched by 3.7 mln viewers (23.9% share).

Statement by Giovanni Palazzi (President of StageUp)

“The growing popularity of the National Women’s Volleyball Team represents a great opportunity for the sport in Italy. On the one hand, it testifies once again to the quality and talent of Italian female athletes, and on the other, it shows that women’s volleyball is able to attract a wide and diverse audience, overcoming gender stereotypes and winning the hearts of Italians. This success will have a positive impact in the medium and long term, incentivizing the practice of volleyball among the younger generation and attracting more investment. At the same time, it generates the conditions for this representative team to become a reference for Italian girls and women and beyond, proof that with commitment and determination great goals can be achieved, both in sports and in life.”

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Serie A soccer fans: research by StageUp and Ipsos

Giacomo Bianchi — Tue, 13 Aug 2024 10:37:33 +0000

SOCCER SERIE A FANS IN ITALY ARE 25.4 MILLION. JUVENTUS IS THE TEAM WITH THE MOST FANS. IMPORTANT GROWTH OF BOLOGNA, ATALANTA AND FIORENTINA.

There are 25,451,000 fans of Serie A soccer championship teams at the end of the 2023/2024 season, up 3.9 percent from the 2022/2023 season (there were 24,480,000).

The data are the result of the annual Sponsor Value research by a StageUp and Ipsos, which in the report for the start of the 2024/25 Serie A also focused on the fan trend between 2010 and 2024: fans as a whole – after a period of contraction and polarization – have started to increase again in the last 5 years thanks to the strong growth of fans of the 15 non-major clubs (Juventus, Milan, Inter, Roma, Naples). In 2018/19, the fan phenomenon concerned 77% of those interested in the Championship with a share of the 5 largest clubs of 88%. At the end of the 2023/24 Season, cheering concerns 86% of those interested in Serie A, while fans of the 5 largest clubs 80% of the total.

The June 2024 Sponsor Value wave fan insights show that Juventus remains the team that Italians are most passionate about, touching 8 million fans, followed by Inter (4.1 million), AC Milan (3.8 million), Napoli (2.9 million) and Roma (nearly 1.8 million). Among the teams with the greatest growth in the last season, Bologna (+47%) emerges, partly due to its results, followed at a distance by Empoli (+19%), Atalanta (+18%), Verona (+16%) and Fiorentina (+14%). (Below are the size of the pools of all teams participating in the 2023/2024 Serie A Championship).

Sponsor Value carried out by StageUp in partnership with Ipsos is considered the auditel of Italian sports and entertainment events and monitors, since 2000, the following, media attitude, image, sponsor return, and fan catchment areas of major Italian and international sporting events such as, for example, Serie A Football, Basketball and Volleyball through F1 and MotoGP.

STATEMENT BY GIOVANNI PALAZZI (StageUp President).

“The 2024 edition of the Sponsor Value Research by StageUp and Ipsos confirms the great passion of Italians for soccer and cheering as a complex social phenomenon that represents, in a world of weak values, a powerful tool for collective identification, sociality, belonging to a territory. It is also an important resource for the local economy because of the induced income generated, but also because of the indirect involvement of companies for which the club becomes the standard-bearer of a territory. This, despite the fact that the fan base has to deal with increased mobility of the football faith, strong media and internationalization that brings fans closer to foreign teams as well. The significant growth in the following of Bologna, Atalanta and Fiorentina prove that investments that allow for greater competitiveness make the spectacle more compelling, foster emotional attachment to a club while accelerating the ability to generate revenue, create jobs and foster local development.”

THE FANS OF THE 2023/2024 SERIE A TEAMS

Team	Season 23/24	Season 22/23	Delta %
JUVENTUS	7.975.000	7.897.000	+1,0%
INTER	4.109.000	4.017.500	+2,0%
MILAN	3.807.000	3.943.000	-3,0%
NAPOLI	2.904.000	3.010.000	-4,0%
ROMA	1.799.000	1.804.000	=
FIORENTINA	727.000	639.000	+14,0%
LAZIO	707.000	684.000	+3,0%
CAGLIARI	567.000
TORINO	462.000	452.000	+2,0%
BOLOGNA	389.000	264.000	+47,0%
ATALANTA	386.000	327.000	+18,0%
GENOA	347.000
LECCE	310.000	288.000	+8,0%
VERONA	227.000	195.000	+16,0%
UDINESE	204.000	202.000	+1,0%
SALERNITANA	182.000	186.000	-2,0%
MONZA	125.000	145.000	-14,0%
FROSINONE	82.000
SASSUOLO	73.000	68.000	+7,0%
EMPOLI	69.000	58.000	+19,0%

NEOPROMOSSE FANS (estimates).

Team	Season 23/24
VENEZIA	175.000
COMO	154.000
PARMA	138.000

Fonte: StageUp /Ipsos

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REPORT: communicating and sponsoring the Olympics

Giacomo Bianchi — Thu, 25 Jul 2024 09:43:36 +0000

REPORT: communicating and sponsoring the Olympics

The Summer Olympics is the global event that guarantees, in relation to its duration, the highest coverage and net contacts on TV media in the world.

The Paris 2024 edition will be joined by an unprecedented live presence at the Event, with 8.6 million tickets sold.

In Italy, 36.24 million people followed the Rio Olympics (the most comparable in terms of usability and media system with reference to the Paris edition), with a cross-gender and age focus.

All the information is made available by ChainOn, and to download it, simply register or access the marketplace.

To download the report for free, simply register with ChainOn.it by clicking here.

Users who are already registered, can access the marketplace by clicking here.

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Sponsor Value Manager: the most known and appreciate sport manager (2023 Edition)

Giacomo Bianchi — Tue, 16 Jan 2024 13:38:16 +0000

DE LAURENTIIS, GALLIANI AND LOTITO ARE CONFIRMED AS THE MOST POPULAR MANAGERS, BUT THE PODIUM OF APPROVAL IS ALL NON-FOOTBALL WITH GANDINI (LBA), RIGHI (VOLLEYBALL LEAGUE) AND BINAGHI (FEDERTENNIS)

The data emerges from the 2023 survey on the notoriety and approval of sports managers of the Sponsor Value research carried out by StageUp and Ipsos, the auditel of Italian sports and entertainment events

All the information is made available by ChainOn, and to download it you just need to register or access the marketplace: in the new DOCUMENTS section, there will be the possibility to download the report, while in the INSIGHTS there is the complete article with the research data.

To download the report for free, simply register on ChainOn.co.uk clicking here.

Already registered users can access the marketplace clicking here.

The in-depth study is based on the data-base of the continuous research Sponsor Value by StageUp and Ipsos, considered the auditel of Italian sports and entertainment events, which has been monitoring, since 2001, the following, the media attitude, the image, the sponsors’ return and the fan bases of the main Italian and international sports events such as, for example, the Football, Basketball and Volleyball A Series, F1, MotoGP as well as the Football, Rugby, Basketball, Volleyball Men’s and Women’s National A Series.

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