Meanwhile, colleges from Power Five Conferences earned US0 million in sponsorship revenue, which was a seven per cent YoY rise. It earned US6 million in new deals struck in 2024, demonstrating the growing appeal for college sports among advertisers and brands. Confirmed: Major League Baseball (MLB) teams achieved the highest growth in revenue, with their […]
Meanwhile, colleges from Power Five Conferences earned US0 million in sponsorship revenue, which was a seven per cent YoY rise. It earned US6 million in new deals struck in 2024, demonstrating the growing appeal for college sports among advertisers and brands.
Confirmed:
- Major League Baseball (MLB) teams achieved the highest growth in revenue, with their income growing by 16 per cent year-over-year (YoY)
- National Football League (NFL) teams generated more sponsorship revenue than any other league, with a total of US$2.3 billion in 2024
- NFL teams’ average deal value estimated to be US$760,000 for the 2023/24 campaign, which is more than any other league
- 18 per cent of Major League Soccer’s (MLS) 2024 earnings came from new agreements, a higher proportion than any other league
- MLB’s Los Angeles Dodgers gained the highest revenue from new deals in 2024 of any franchise (US$70 million)
Context:
US major professional sports teams collectively earned US.66 billion in sponsorship revenue in 2024, a 12 per cent increase on the previous year, according to research from SponsorUnited.
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MLB will look to capitalise on growing commercial interest from Japanese brands at its Tokyo Series, which will be held in March and will see Ohtani’s Dodgers play against the Chicago Cubs.
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Behind MLB, all other major leagues obtained a double-digit YoY gain in team sponsorship revenue, except the National Basketball Association (NBA).
MLB led all leagues in new sponsorship revenue during 2024, with nearly US0 million brought in. The Dodgers led the way, having brought in at least ten Japanese brands as sponsors this year thanks to the popularity of Shohei Ohtani. SponsorUnited previously found that jersey patch deals for MLB franchises grew by 59 per cent in revenue, totalling US4 million in 2024.