足球行业聚焦：解锁美丽比赛中的机会

Feb 2025 TABLE OF CONTENTS 4GLOBAL FOOTBALL LANDSCAPE13MOMENTUM26WHY DO FOOTBALL SPONSORSHIP MATTER?36WHAT IS THE WAY IN FOR BRANDS?42MEASUREMENT45COST EFFECTIVENESS SCALE46COUNTRY SPECIFIC CALLOUTS48LUMENCY EXPERTISE INTRODUCTION Sponsorship plays a critical rolein football’s ecosystem, offeringbrands high visibility and emotionalconnections with fans. Football’sinternational nature allows sponsorsto engage diverse global audiencesthrough jersey placements,stadium advertising, and digitalplatforms. However, the increasingcommercialization of football, drivenby foreign investments from regionslike the Middle East and the UnitedStates, has sparked debated aboutmaintaining the sport’s traditionswhile embracing financial growth.These investments have elevatedclubs and leagues, making themmore competitive, but also raisingquestions about governance andregulatory oversight. Streaming services and social mediahave created new engagementopportunities, allowing fans to accesscontent on demand and participatein global conversations about theirfavourite teams and players. Thisshift toward digital fan engagementhas also created new avenues forsponsorship, with brands now ableto reach targeted audiences throughpersonalized campaigns and digitalactivations. The global football landscapecontinues to thrive, with top domesticleagues, international tournaments,and club competitions generatingbillions in revenue and engagingmassive global fan bases. This reportexplores the key elements drivingfootball’s success, including leaguestructures, sponsorship models, andthe rapid rise of new markets anddigital platforms. Football’s most lucrative domesticleagues include the English PremierLeague, which leads with $7.5 billionin revenue and over 182 million socialmedia followers, followed by Spain’sLa Liga, Germany's Bundesliga, Italy’sSerie A, and France’s Ligue 1. Theseleagues boast some of the world’smost valuable clubs, such as RealMadrid, Manchester United, and FCBarcelona. Club-based tournamentslike the UEFA Champions League,which generates $3.5 billion annually,further fuel Football’s globalprominence, with high viewershipand robust fan engagement acrossmultiple platforms. The future of Football sponsorshiplies in adapting to this evolvinglandscape. Brands must balancethe desire for visibility with strategicfocus on cultural sensitivity,emotional engagement, andalignment with fan values. Football’sglobal reach and passionate fanbase offer unparalleled opportunitiesfor sponsors to build lastingconnections, but these investmentsmust be carefully managed tomaximize impact an increasinglycompetitive market. Emerging football markets,particularly in the United States,Canada, and the Middle East, aregaining prominence. Major LeagueSoccer (MLS) has transformed intoa competitive league with growingviewership and high-profile signings,while the Saudi Pro League hasattracted global attention with itsinvestments in star players. Thegrowth of women’s football isanother important trend, highlightedby record-breaking viewershipand sponsorship at the 2023 FIFAWomen’s World Cup, signalinga bright future for the sport’scommercial viability. International tournaments like theFIFA World Cup remain the pinnacleof football, generating $6.31billion inrevenue with over 100 million globalfollowers. Other major competitions,such as the UEFA EuropeanChampionship and Copa America,also contribute to the sport’s reachand influence, attracting sponsorseager to capitalize on the broadaudience these events command. Digital platforms and footballsubcultures, including eSports andfantasy leagues, are reshapinghow fans interact with the sport. GLOBALFOOTBALLLANDSCAPE TOP DOMESTIC LEAGUES AND CLUB-BASED TOURNAMENTS Germany’s Bundesliga is famous forits vibrant atmosphere in stadiumsand focus on developing young talent.The Bundesliga enjoys the highestaverage attendances in world football,low ticket prices, and a great fanculture. The league’s unique 50+1 clubownership rule protects fan interestsby requiring members of a club to hold50 percent, plus one more vote, ofvoting rights – i.e. a majority. In short, itmeans that clubs – and, by extension,the fans – have the ultimate say in howthey are run, as opposed to an outsideinfluence or investor. The EPL is the highest level of theEnglish football league system and iswidely regarded as the most popularand competitive football league in theworld. Known for its fast-paced styleof play and passionate global fanbase, clubs like Manchester UnitedFC, Liverpool FC, and ManchesterCity FC consistently dominateboth domestically and in Europeancompetitions. Spain’s La Liga is the top men’sprofessional football division of theSpanish football league system. It isrenowned for its technical quality andtactical sophistication. La Liga is hometo Real Madrid CF and FC Barcelona’siconic El Clasico fixture and enjoyedpeak global popularity in the 2010'sprimarily due to the sub-plot of LionelMessi and Cristiano Ronald