The watchword is growth: this concept defines the trend of the sports industry, especially in a future-oriented perspective. Among the main sources of revenue, the sponsorship segment emerges, with over 71 billion in revenue expected within the next three years. In this regard, the sports sponsorship market is exploding, with growth reaching 92 billion by 2027 (+41% compared to 2021). Companies are taking advantage of the general situation, investing in the sports universe with an eye toward the technological evolution of the asset: among these are Italian companies like Telematica Italia, a consulting firm and main sponsor of the latest temporary location of Z Padel Club.
Within a global scenario entirely influenced by the pandemic, there is one sector, or rather one market, that continues to grow: the sports industry, which, according to various international sources, will see significant development over the next few years. According to GlobeNewswire, the “sport industry” approached 441 billion dollars in 2021 and is expected to reach 600 billion in revenue by 2025, with a CAGR of 8%. Going into more detail, the study identifies sports sponsorships as the segment from which the main sources of revenue will arise: in this regard, it is hypothesized that the sponsorship asset itself will exceed 71 billion in revenue within the next three years. On the same wavelength, Research and Markets goes even further than the previous source, projecting to 2027: after exceeding 65 billion in revenue at the end of 2021, the sponsorship market will reach 92 billion in revenue over the next six years, with a compound annual growth rate of 6%. The most important market segment? According to Statista, it is North America, which represents 42% of the entire business unit. These figures take on even more importance considering the downturn that hit the same sector just a year ago: according to F1 Chronicle, sports sponsorships in Europe experienced a drop of about 7 billion due to the pandemic. This data does not seem to have discouraged businesses, which have even decided to increase their economic efforts in terms of sponsorship to support sports entities: this is highlighted by the information portal The Conversation, according to which companies are increasingly fascinated by new “sport related” trends based on innovation, technological development, and entertainment.
Among the companies that have ridden the wave of sports sponsorships are those from Italy, such as Telematica Italia, a company of subsidized finance professionals supporting businesses, which steps onto the field as the main sponsor for the latest temporary location in Milan created by Z Padel Club, an innovative “Made in Italy” startup with an eye on sustainability, located in Piazza Città di Lombardia. “The sports sponsorship market is evolving and expanding at an unprecedented speed,” says Marco Maillaro, one of the co-founders of Z Padel Club. “However, the growth is not only economic but also in terms of importance: due to the losses recorded over the previous year, the presence or absence of a sponsor supporting a specific sports entity is fundamental for planning the future. Furthermore, another point of evolution in the sector concerns the type of companies that have begun investing in sports sponsorships: in fact, the number of technology brands, especially fintech, and B2B, as well as companies in the consulting and subsidized finance fields, is growing. In this regard, we at Z, tasked with monitoring market trends, chose to have a company like Telematica Italia by our side as the main sponsor of our temporary club in the Region. From the very beginning, the subsidized finance professionals the company relies on have offered constant professional support and consulting assistance in every aspect of our project’s planning and management, and we are certain that the future growth of the Z brand will depend on extending the collaboration between our companies.”
Returning to a more general perspective, attention shifts to the major international sporting events scheduled for 2022: City AM, an economic and financial information portal, focuses its analysis on the importance of these events, which will be a significant visibility showcase for potential sponsors. According to experts, the only variable to consider in this particular historical period is the possible postponement of the events themselves due to the rising number of infections, which will entail contrasting consequences and effects in terms of investments by industry players. In conclusion, here is a further insight from The Drum, a marketing and digital news website, which discusses the future of sports sponsorships, increasingly enriched by investments from technology and B2B brands. It is no coincidence, then, that remaining in a predominantly innovative and futuristic perspective, numerous brands linked to the world of cryptocurrencies are investing in sports sponsorships: according to the trading site Finance Magnates, in 2021 alone, cryptocurrency investments in the field of sports sponsorships increased, reaching 366 million dollars.
