In the ever-evolving landscape of international sports sponsorships, Nick Kelly, the head of sponsorship at Verizon, bluntly states there simply isn’t enough funding to go around. With a major portfolio spanning the NFL, NHL, and the IndyCar series, he represents a sentiment echoed within the industry—demand for sponsorship dollars outpaces supply. As high-profile global events like the 2028 L.A. Olympics and the 2026 FIFA World Cup dominate the market, lesser-known competitions face an uphill battle for funds.
Events such as the 2024 Cricket World Cup and the Rugby World Cups slated for 2031 and 2033 are set to make their mark in the U.S., yet these secondary venues must compete for the remaining sponsorship dollars. With women’s professional sports gaining momentum and numerous championships on the horizon, the race for funding intensifies. Kelly emphasises that existing domestic commitments are unlikely to diminish, leaving scant room for new entrants.
David Paro from MoneyGram International highlights that while global properties strive to penetrate the U.S. market, they see exposure as critical for enhancing their international legitimacy. Yet, with events like the Olympics and FIFA World Cup monopolising attention, even popular tournaments like rugby and cricket may struggle to attract domestic sponsors.
The landscape of sports sponsorship is becoming increasingly cluttered, with major events in Europe overlapping with those entering the U.S. According to Anheuser-Busch’s Matt Davis, it’s essential for these properties to bring their sponsors and dedicated fans to avoid fragmentation and create solidarity. Meanwhile, industry leaders like Dan Griffis from Oak View Group have declined partnerships, stating that only organisations demonstrating success in the U.S. market will secure funding.
As American sports properties expand their international goals, a fundamental shift seems unavoidable. John Tatum from Genesco Sports suggests any viable sponsorship will largely stem from loyal supporters who follow their respective brands across borders. The track record of Formula One serves as a beacon of hope for overseas properties, instilling confidence that a powerful U.S. presence could shift the momentum.
Winning sponsorship in the U.S. isn’t just about prestige; it’s about making a strategic connection. Tonia Constable from Marriott underscores the importance of international reach, citing substantial marketing potential for brands focused on travel. But as Michael Neuman indicates, with abundant unsold domestic sponsorship inventory, many brands prefer to partner deeply with fewer properties than spread themselves too thin.
However, cricket and rugby bear a unique allure. Sam Yardley from Two Circles speculates that these sports capitalise on a significant moment in the U.S. market, particularly with a growing interest in major league cricket, backed by considerable investments from tech giants like Microsoft. This interest extends to workforce engagement, as seen in Verizon’s willingness to explore cricket for recruitment strategies, transcending traditional marketing.
For niche sports, presence in the U.S. is vital for future growth, as Gary Pluchino notes, viewing it as a necessary rite of passage. Former Publicis executive Jeff Garrant points out that emerging brands may find lucrative opportunities in supporting lesser-known events, making a strategic investment that elevates their visibility. Ultimately, securing sponsorships will hinge on personal connections and affinity within this dynamic sporting landscape.
The U.S. faces a shortage of sponsorship dollars against the backdrop of many international sporting events, including the 2028 Olympics and 2026 FIFA World Cup. Secondary events like cricket and rugby must fight for funding as the demand remains high, while existing domestic commitments persist. Companies are strategising whether to partner deeply with fewer properties or aim for broader exposure. The growing market represents both potential and challenges for smaller sports seeking recognition in a crowded landscape.
In summary, the influx of international sporting events in the U.S. presents a paradox of opportunity and scarcity. Major tournaments will likely consume most sponsorship resources, leaving smaller events vying for limited funding. With the growing popularity of women’s sports and international sports, companies must decide whether to invest deeply in fewer properties or cast a wider net. As global properties look to legitimise their presence in the U.S., building relationships and fostering loyalty may prove essential for success in this competitive arena.
Original Source: www.sportsbusinessjournal.com
