Revolutionizing Sponsorship: The Trends of 2023
- December 13, 2023
- SponsorPulse Staff
From groundbreaking strides in women's sports to the advent of unconventional sports like cricket and pickleball, and beyond, here’s a deep dive into the sponsorship trends that defined the 2023.
Empowering Women's Sports
This year served as a watershed moment for women's sports, fueling an unprecedented surge in support and investment. Sponsors recognized the immense potential and captivating appeal of women's sports leagues, pouring resources into partnerships with teams and individual athletes. The National Women's Soccer League (NWSL) emerged as a focal point, drawing attention not just from traditional sports enthusiasts but also sponsors seeking to align with the powerful narratives and talent within the league.
This surge in support isn't limited to soccer alone. Across various sports, from basketball to tennis, sponsors have realized the profound impact of backing women athletes, driving inclusivity and fostering a new generation of role models.
Athletes like Serena Williams, Megan Rapinoe and Naomi Osaka garnered increased support not just for their exceptional skills but also for their mental health advocacy and overall representation (we see you Victory Redefined). Osaka herself is becoming a household name, with 56% of US residents aware of her—the majority of whom (57%) like her. Her partnerships with brands like Nike, Mastercard, and even Louis Vuitton not only elevated her profile but also contributed significantly to the broader narrative of empowerment within women's sports.
The Cricket and Pickleball Upheaval
Yeah, we called it. The sporting landscape in 2023 saw a delightful twist with the arrival of cricket and pickleball charging toward the main stage. Once considered niche, these sports have captured a global audience, captivating sponsors who recognized the untapped potential in these markets. As they gained speed—the Cricket Women’s World Cup and Association of Pickleball Professionals secured momentum rates of 11% and 9% respectively—sponsorship deals followed suit, leveraging the excitement surrounding their rise.
From aligning with established cricket leagues to nurturing grassroots pickleball tournaments, sponsors dived headfirst into uncharted territories, seeking to capitalize on the fresh opportunities and engage diverse fanbases.
Soccer's Meteoric Rise
The heartbeat of the global sports community, soccer, reverberated louder than ever in 2023. The arrival of iconic figures like Messi to new leagues sent shockwaves through the sponsorship arena, triggering a flurry of collaborations and endorsements. Stars like Messi make for loyal fans—and 56% of those aware of the forward like him. As for the sport as a whole? This year saw anticipation build for the FIFA World Cup 2026, with sponsors strategically positioning themselves and harnessing the fervor surrounding soccer's greatest spectacle. The data reflects the fanfare, with 41% of Americans engaged with the FIFA World Cup, 37% of whom are excited about it!
Athlete Endorsements and Partnerships
The convergence of sports and pop culture reached new heights in 2023, epitomized by groundbreaking partnerships between athletes and celebrities. Kim Kardashian’s collaboration with the NBA for SKIMS and New Balance's partnership with Shohei Ohtani signaled a paradigm shift, blurring the lines between sports, fashion, and entertainment. Ohtani fares well among Americans, with 73% of those who are aware of him reporting to like him. Alliances with amiable figures, like Ohtani and Kardashian, unlocked fresh avenues for sponsors to connect with diverse audiences, transcending traditional boundaries and fostering innovative marketing approaches.
Immersive Technologies and Sustainability
The sponsorship landscape witnessed a profound evolution with the integration of immersive technologies like virtual and augmented reality. Sponsors leveraged these tools to deliver immersive fan experiences (see: AR X The NBA), revolutionizing engagement strategies and creating memorable interactions beyond physical boundaries.
Simultaneously, a conscious shift toward eco-friendly and socially responsible sponsorships took center stage. Brands aligned with initiatives promoting sustainability, championing environmental causes, and engaging in socially impactful endeavors. Causes like animal welfare, food banks and recycling earned excitement rates of 41%, 41%, and 36% respectively. This ethical dimension to sponsorships not only resonated with audiences but also reflected positively on brands, fostering deeper connections and loyalty.
The Dominance of Social Media
In the ever-evolving digital sphere, social media continued to reign supreme as a pivotal platform for sponsorships. Remember Charli d’Amelio’s mega successful Dunkin Donuts collab? Piggybacking off d’Amelio’s popularity (101M+ people are aware of her, and 49% of them like her), proved beneficial for Dunkin. The partnership epitomized just how far brands can go when they leverage the power of creators to amplify their presence—connecting with audiences on a more personal level, forging connections and driving engagement in the process.
The Future of Sponsorship Awaits
2023’s seismic shift in the sponsorship landscape only foretells its dynamic and inclusive future to come. Start the new year off running by creating your free SponsorPulse account today!
