SportQuake’s latest Marketplace report reveals that online trading brands have tripled their sports sponsorship investment since 2019, reaching $183 million in 2024/25 – a new sector high.
With 66 brands now active across 122 global deals, online trading has evolved from a niche vertical into one of the most aggressive, fastest-growing sectors in the sports sponsorship landscape. The surge reflects not just volume, but strategy – with brands targeting high-impact channels like the Premier League and Formula 1 to drive visibility, trust, and international expansion.
Premier League Power
Football remains the sector’s primary focus, accounting for 50% of all trading brand sponsorship spend, with the Premier League alone attracting 44% – up 10% year-on-year. Why? The league offers unrivalled global exposure:
- Estimated 3 billion global media audience
- 80% of fans based outside the UK
- 312,000 social media engagements per hour
- 350 million EA Sports FC players
- 11 million+ fantasy football players
These metrics explain why 15 years after FxPro pioneered football sponsorships with Aston Villa and Fulham, the Premier League still sits at the heart of trading brand strategy.
F1’s Rapid Rise
Outside of football, Formula 1 is becoming a serious player. Seven trading brands now sponsor F1 teams (up from just two in 2021), attracted by the sport’s:
- Global fanbase
- Calendar of 24 annual races
- Market-by-market activation opportunities
This reflects F1’s status as the ideal platform for brands looking to scale internationally and connect with affluent, engaged audiences.
The Rise of Ambassadors and Official Partners
The report highlights two clear format winners:
- Ambassador deals have tripled since 2020/21, with 30 active partnerships featuring names like Mike Tyson (NAGA), Zlatan Ibrahimovic (XTB) and Lewis Hamilton (CFI). These bring credibility and cultural cachet to brands looking to stand out in a crowded space.
- Official partnerships now represent 72% of football sponsorship deals by trading brands. Brands favour this model due to its lower cost of entry, access to high-visibility assets (like LED boards), and regional or global exclusivity options.
What’s Next? Trends to Watch
Looking ahead to the 2025/26 season, the report flags three major opportunities:
- Premier League front-of-shirt shake-up: With betting brands exiting from 2026/27, 60% of clubs are seeking new partners – a golden opportunity for non-betting categories to claim elite visibility.
- F1 partnerships going mainstream: Expect all F1 teams to appoint trading partners before 2026.
- Regional growth focus: Increased investment expected in sports across the UAE and India to support strategic market entries.
Unlock the Trading MarketPlace report: