Combined sponsorship spending across Europe’s top five football leagues has already topped one point one billion dollars (around €1 billion) just three months into the 2025/26 season, according to new data from Ampere Analysis.
The research firm says that total sponsorship and renewal spend across the Premier League, LaLiga, Serie A, Bundesliga and Ligue 1 has reached record levels, with first-time sponsors accounting for over half of new agreements.
Ampere found that sectors including financial services, drinks, automotive and consumer goods all increased their share of sponsorship deals compared to last season, while construction, heavy industry and food brands cut back.
New entrants this year include Robinhood, BYD, Vodafone, Visit Maldives, Louis Vuitton, the Government of the Democratic Republic of Congo, and Stanley 1913.
Adidas remains the biggest single sponsor, increasing its outlay by more than one hundred million dollars and accounting for eleven percent of total sponsorship spend across the five leagues — up from nine percent a year earlier. Nike’s share fell to six percent.
Overall, international companies now contribute around seventy-six percent of sponsorship revenue, with the Premier League, Serie A and Ligue 1 all seeing year-on-year growth in overseas investment.
Ampere’s senior analyst Ed Keppie said the surge shows “many brands view European football sponsorship as a viable solution in the face of challenging macroeconomic conditions,” adding that the market “is not only holding up – it’s broadening.”
