In a media landscape increasingly defined by streaming platforms and fragmented audiences, sports sponsorships remain a top priority for marketers seeking to engage consumers. Yet, despite this enthusiasm, a recent report by Forrester reveals that 76% of marketers struggle to measure the return on investment (ROI) from these campaigns.
According to Forrester’s “Maximize the Value of Your Sports Sponsorships” report, nearly 40% of CMOs plan to increase their spending on sports sponsorships in 2025, while 28% are planning to enter the field for the first time. This growing interest is largely driven by the live nature of sports, which offers brands a rare opportunity to reach highly engaged audiences in real time.
“Sports are intended to be viewed live… and that makes them uniquely valuable for brands,” explains Mike Proulx, vice president and research director at Forrester.
The shift from traditional TV to streaming has also redefined how sports content is consumed, especially among younger generations. Forty-six percent of Gen Z consumers prefer to watch sports via streaming, compared to just 15% of baby boomers. Conversely, 58% of boomers favor cable or broadcast, while only 24% of Gen Z do.
This generational divide is encouraging streaming platforms to invest heavily in sports content, offering new avenues for brands to connect with niche audiences through live events, emerging leagues, and alternative sports.
Streaming is proving especially effective for emerging sports like pickleball and cricket, which are growing in popularity among Gen Z. For instance, 34% of Gen Z enjoy watching pickleball, while only 7% of boomers say the same. Similarly, 31% of Gen Z follow cricket, compared to just 4% of boomers. Young viewers also show greater enthusiasm for women’s sports, with nearly half of Gen Z and 40% of millennials watching, versus 21% of boomers.
Gen Z’s engagement goes beyond viewing habits — they are more responsive to brands that sponsor their favorite athletes and teams. According to the study, 42% of Gen Z consumers trust a brand more if it’s used by an athlete they admire, and 41% have made a purchase based on athlete endorsement, far outpacing boomers at 14% and 16%, respectively.
Team affiliations also matter. Nearly half of Gen Z consumers say they are more likely to choose a product from a brand aligned with their favorite team, compared to 24% of boomers.
Not all sponsorship strategies are equally effective. While naming rights to stadiums may offer visibility, only 35% of consumers recall the brand when hearing the venue’s name, and just 38% take notice of logos displayed on the field.
For brands aiming to get the most out of sports sponsorships, simple logo placement isn’t enough. Experts like Proulx argue that co-creation is key — partnerships should be collaborative, innovative, and tailored to resonate with specific audiences.
“It’s easy to fill vessels with advertising,” Proulx notes. “But co-creating with athletes and teams expands the creative potential and deepens engagement.”
As marketers navigate the evolving world of sports sponsorships, the challenge will be less about spending — and more about creating meaningful connections that deliver measurable impact.
