Sponsorship outlook 2026: The trends and market forces shaping the year ahead

Regulation, shifting fan behaviour, challenger formats and new market entrants. 2026 is shaping up to be a year of opportunity for brands and rights holders that understand how the marketplace is changing, where budgets are moving and how value is created.

The result is a more active but competitive environment. One defined not by fewer deals, but by savvier buyers, greater scrutiny and lower average yields across many traditional assets.