Sponsorship spend in Europe hits €32.9bn as growth continues

Sponsorship spending across Europe climbed to €32.91bn in 2024, continuing a strong post-pandemic recovery that has seen consistent growth over the past three years.

The latest market data, compiled by Nielsen Sports, shows that total sponsorship investment rose by 6.6% from €30.86bn in 2023 — following previous annual increases of 6.2% and 4.3% in 2023 and 2022, respectively.