What do sports sponsors pay for?

Sponsors get the opportunity to showcase their brand and products to a greater audience of varying demographics. The global nature of sport today means that athletes feature within competitions that attract millions, sometimes billions of viewers worldwide. By placing their brand within this sphere, organisations can catch the attention of people around the world. In modern times, the value of social media cannot be underestimated. Even traditional forms of sponsorship are likely to appear on social media, opening the brand up to an even wider audience - even appearing in new territories. Through placements on jerseys and advertising boards, sponsors get a high visual presence and become part of the action. If visibility is the core objective, then it's a surefire way to succeed, whether that’s inside the stadium, TV or online. It is the emotional engagement which sets sponsorships in sport apart from almost all other forms of advertising and sponsoring initiatives. Traditional advertising platforms such as TV can attain similar reach figures to sport, but can’t compete with sports fans’ engagement.

What is naming right sponsoring?

Naming rights sponsoring refers to a marketing strategy where a company or organisation pays for the privilege of having its brand name attached to a venue, event, competition or facility. In exchange for financial support, the sponsoring entity's name becomes an integral part of the associated asset. This commonly occurs with sports stadiums, arenas, concert halls, and even major events. The sponsor's name is prominently featured in the official title, gaining visibility and exposure to a large audience. Naming rights agreements are often long-term and involve substantial financial commitments, contributing to the funding of the facility or event. This form of sponsorship not only serves as a branding opportunity but also as a means of supporting the infrastructure or programming associated with the sponsored entity. It's a symbiotic relationship where the sponsor gains visibility, and the sponsored entity receives crucial financial backing.

What is the value of naming rights?

The value of naming rights for stadiums is influenced by various factors, and it can be challenging to pinpoint an exact figure. Several elements contribute to determining the value of naming rights: Venue Size and Popularity : Larger and more prominent stadiums or arenas in popular sports leagues often command higher naming rights values due to increased visibility and audience reach. Market and Location : The geographic location of the venue and the market it serves play a crucial role. Naming rights for venues in major cities or regions with higher population density and market demand tend to have higher values. Sports Team Success : The success and popularity of the sports teams that use the venue contribute to naming rights value. Successful teams attract more attention and a larger fan base. Economic Conditions : The economic climate at the time of negotiation can impact naming rights values. During economic downturns, companies may be more conservative in their sponsorship spending. Duration of Agreement : Longer-term agreements often result in more substantial overall values. Companies may negotiate favourable terms for extended commitments. Additional Benefits : The inclusion of additional benefits, such as marketing opportunities, hospitality access, or exclusivity clauses, can enhance the overall value of naming rights. To determine the value, organisations typically engage in negotiations based on these factors, and the final value is agreed upon through a mutually beneficial arrangement between the sponsoring company and the venue owner or management. Values can range from millions to tens of millions of dollars over the term of the naming rights agreement.

How long do naming rights last?

The duration of naming rights agreements for stadiums can vary widely and is subject to negotiations between the sponsoring company and the entity that owns or manages the venue. Naming rights deals typically last for a specified number of years, and the duration can range from a few years to several decades. Short-term agreements might last between 3 to 5 years, while longer-term agreements can extend to 10, 15, 20 years, or even more. The length of the deal often depends on factors such as the prominence and popularity of the venue, the financial terms of the agreement, and the strategic objectives of both the sponsor and the sports entity. In some cases, naming rights agreements include options for renewal or extension, providing flexibility for both parties to continue the partnership if it has been mutually beneficial. The terms and duration of naming rights deals are typically outlined in the formal contracts negotiated between the sponsor and the venue.

SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives. SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage. The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space. SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.

What does SPORTFIVE do?

SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities. One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams. Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.

Understanding Pro Cycling’s Unique Sponsorship Landscape

Published on April 9th, 2025
by Dominic Mills

Ahead of the 2025 cycling season, we analysed the 53 different title sponsors of the men’s and women’s WorldTour teams.

Below we explore the findings from our analysis and take a closer look at why cycling’s approach to sponsorship is one of the most unique in all of sport.

In this Insight:

Sport sponsorships offer brands a host of different benefits (which you can read about in more detail here), but perhaps the most notable advantage is the choice and adaptability they give businesses.

Brands don’t just have a plethora of different forms of sport sponsorship to choose from, including event title sponsorship, perimeter advertising, shirt sponsorship and stadium naming rights - they can also choose from a wide range of sports and teams, all with different nuances and fans.

This sponsorship smorgasbord provides brands with a unique platform that can be easily tailored to their objectives - an aspect that has understandably appealed to brands from almost every industry and sector.

In few sports is this widespread appeal across such a range of industries more on show than in cycling. Ahead of the 2025 cycling season, we analysed the 53 different title sponsors of the men’s and women’s WorldTour teams to better understand one of the most unique sponsorship landscapes in sport.

Team Title Sponsorship -
A Historic Approach

In today’s world, sponsorships are an integral part of all professional sports teams. Sponsorship types cover a multitude of different angles such as teamwear and stadium naming, but one of the least common forms is team title sponsorship.

Team title sponsorship, also known as naming sponsorship, allows a company’s name to feature in the team’s name, either completely replacing the previous name, e.g. when chemical manufacturer INEOS replaced Team Sky to become Team INEOS (later INEOS Grenadiers), or in addition to the existing team name, e.g. Hewlett-Packard’s sponsorship of Formula 1 Team Scuderia Ferrari HP.

Professional cycling is one of the few sports where team title sponsorship is the norm - and it has been since the very beginning. The first professional cycling teams and races were formed by newspapers and bicycle manufacturers wanting to show the benefits of cycling, and the sport hasn’t looked back since.

Our research, analysing the 52 different title sponsors of the 2025 men’s and women’s WorldTour teams, has found that this unique and historic relationship that professional cycling has with sponsors, has yielded a particularly diverse sponsorship landscape.

A Diverse Sponsorship Landscape

There are 33 teams competing in the 2025 men’s and women’s WorldTour, who between them have 53 title sponsors, averaging approximately 1.6 sponsors per team. Of the 53 title sponsors, there are 48 different companies or organisations sponsoring a team, with Deceuninck, Française des Jeux (FDJ), Soudal and the government of the United Arab Emirates (UAE) sponsoring two separate teams - one men’s and one women’s.

The 53 title sponsors originate from 19 different industries or sectors, ranging from B2C companies like German supermarket chain Lidl, to B2B brands such as environmental services company Suez. This diverse reach of sponsors is what sets cycling apart from other major sports. To better understand just how broad this reach is, we’ve devised an index which measures the number of industries that sponsor teams from an event or league (19 for the WorldTour) against the number of teams (33).

Graph 1 (left), shows how the WorldTour teams rank against some of the other leading sports leagues around the world. Cycling’s broad reach of industries places it ahead of some of the biggest sporting leagues in the world, with basketball’s NBA and football’s Premier League and Barclays’ Women’s Super League all having fewer industries as sponsors.

Formula 1 is the only league which challenges the WorldTour in terms of sponsorship diversity, with sponsors originating from six different industries for the 11 team sponsors, giving a score of 0.55.

A Closer Look At The Sponsors

Whilst the diverse reach of the WorldTour’s sponsors sets it apart from many of the major leagues, there is an expected look about some of the industries and sectors that sponsors cycling’s leading teams.

Companies from the financial and professional services industry, as well as the construction industry have long found sport sponsorships to be a lucrative marketing and brand building platform. This is reflected in the WorldTour’s sponsors with eight title sponsorships from the financial and professional services industry - the most of any industry, and five from the construction industry - joint third.

In second place, perhaps predictably, is the cycling industry. Modern bicycle manufacturers such as Trek and Canyon are following in the footsteps of cycling sponsorship pioneers by placing their brand in conjunction with a team, but it’s not just manufacturers who are seeing the value, modern day cycling solutions such as the German bicycle renting company, Lease A Bike, have partnered with Team Visma | Lease A Bike since 2024.

Whilst this clearly shows that cycling attracts interest from many of the usual sponsorship suspects, it’s the brands from the “2% club” - the businesses from industries with only one title sponsor - that hold the key to professional cycling’s diverse sponsorship landscape.

Ranging from education and consumer appliances to personal care and transport & logistics brands, the 2% club shows that cycling has managed to reach beyond traditional brands and industries and appeal to a broader audience of businesses.

Diversity - The Jewel In Cycling's Commercial Crown

There are many different metrics by which to measure the success of a sport, and whilst the commercial side of things isn’t necessarily what a sport is remembered for, it is ultimately what keeps it going and growing.

And whilst there are leagues and sports that generate more revenue than the WorldTour, cycling’s ability to attract such a wide assortment of brands and industries speaks volumes about the draw of its audience and the value it delivers for brands.

This diversity should be seen as the jewel in cycling’s commercial crown and as one of the reasons why cycling has the potential to go on to become one of the most popular sports in the world.

Find out more about brand opportunities in cycling here or get in touch.