The sponsorship market is growing — what does that mean for your club?
The global sponsorship market is set to grow to €96 billion by 2030. More and more brands are looking for authentic, local partnerships. Now is the moment to upgrade your sponsorship package.
Published on 13 January 2026
The global sports sponsorship market is growing steadily — from €70 billion in 2025 to a projected €96 billion in 2030. That is annual growth of 6.6%. And here is the interesting part: an ever larger share of that growth comes not from professional clubs, but from amateur and local sponsorship.
Why brands are choosing local clubs
Major brands are discovering what local entrepreneurs have long known: amateur clubs offer something professional competitions cannot — authentic, engaged communities. Recent research shows that 75% of Gen Z consumers are more likely to support brands that align with their values. Youth sponsorship generates 3x higher engagement among 18-34 year-olds compared with traditional advertising campaigns.
Community sponsorship now encompasses more than 1,600 brands with over 3,600 formally negotiated sponsorship agreements at the local level. Youth initiatives account for 28% of all community sponsorship activity, and 45% of participating brands activate specifically around youth-focused programmes.
What this means for your club
As a board member of a sports club or association, you are in a stronger position than you think. The story you can tell — local engagement, regular visitors, a loyal community — is exactly what advertisers are looking for in an era of ad fatigue and declining trust in online advertising.
In practical terms, you can capitalise on this by:
Professionalising your sponsorship packages — offer more than just a logo on a board. Think digital screen time, social media mentions and event activations.
Collecting data — how many visitors per match? What is the reach of your social media? Which demographic are you reaching? Sponsors want to see figures.
Highlighting local relevance — the baker around the corner reaches more relevant customers through your club than through a €500 Facebook ad.
The opportunity is now
The sponsorship market is professionalising. The fact that more budget is becoming available means there is room for clubs that present themselves professionally. Start with a clear sponsorship document, measure your reach, and dare to ask for what you are worth.