Coca-Cola, Movistar, and Santander lead sports sponsorship in 2024.

In the recent 2024 Sports Sponsorship Barometer by SPSG Consulting, significant data has been revealed about the brands most associated with sponsorship in the sports field, highlighting the predominance of Coca-Cola, Telefónica (Movistar), and Banco Santander. These companies have established themselves as leaders in the sector, leveraging the emotional connection they create with fans and their constant presence at sporting events. The study, which EXPANSIÓN has accessed, also reveals that the ranking has experienced changes, with BBVA and Visa increasing their visibility in the sponsorship arena. Coca-Cola, Movistar, and Banco Santander firmly position themselves as the three brands most associated with sports sponsorship, reflecting their broad acceptance and recognition among consumers. This phenomenon is not coincidental; these brands have successfully established meaningful connections with various sports disciplines, which consequently allows them to maintain a constant presence in the public's mind. The research emphasizes that sponsorship has become an essential vehicle for strengthening brand image and customer loyalty. An interesting aspect of the report is BBVA's rise to the top five of the ranking. This bank, which previously held significant contracts in the sports world, such as title rights for LaLiga and partnerships with the NBA and Real Madrid, has managed to regain its status. The continuity of these alliances, although some have concluded, has created a reminder effect that has benefited BBVA, consolidating it as the "bank of sports." Furthermore, Visa has also climbed a position in the ranking, reinforcing its position in the sector thanks to its long-standing relationship with the Olympic and Paralympic Games, as well as its presence at prominent events like the FIFA World Cup and the NFL. This investment in global sporting events has allowed Visa to maintain its relevance and connection with consumers, who value its commitment to sports on an international level. The report also highlights the presence of brands such as Iberdrola, Heineken, Vodafone, and Endesa, which have experienced increases in their positions, reflecting the growing importance of sponsorship in the sports world. This underscores how these companies have managed to diversify their marketing strategies, leveraging different sports categories to connect with varied audiences. One of the most relevant points drawn from the Barometer is the increasing importance of football as the most followed and media-centric sport in Spain. This translates into many brands seeking to associate primarily with football to maximize their visibility and relevance. However, the report also indicates that in other disciplines, such as basketball or tennis, brands are looking to lead their respective sponsorship territories, highlighting the diversity of strategies in sports sponsorship. In an uncertain global financial context, brands are adopting a more conservative stance regarding their investment projections in sponsorship for 2025. Despite this, there is an observed increase in activations, suggesting that companies are seeking innovative ways to engage their audiences while maintaining control over their investment in sponsorship rights. A significant piece of information revealed by the report is that 46% of brands expect to allocate at least 75% of their sponsorship budget to sports territories in 2025. This trend reflects the continuing importance of sports as a platform for marketing and brand promotion in a highly competitive commercial landscape. The Barometer also emphasizes the need for brands to develop sustainable initiatives in their sponsorship strategies. This approach not only aims to create a positive impact on society and the environment but is also aligned with the Sustainable Development Goals (SDGs) of the 2030 Agenda. The integration of sustainability into sponsorship strategies is increasingly valued by consumers, translating into more meaningful engagement. Finally, the report concludes that, despite the stability of the institutional reasons driving sponsorship, the system of tax incentives in Spain is not optimally responding to the needs of businesses. This has led to the impact of these incentives on sponsorship investment remaining "substantially discreet," suggesting that a review is needed to encourage greater investment in this sector. This landscape highlights the complexity of sponsorship in the sports field and the need to adapt to a constantly evolving environment.