2025 Sponsorship Tracking and Valuation: Expectations & Predictions
As we step into 2025, the world of sports sponsorship is poised for significant innovation and growth. From traditional assets like jersey patches and LED signage to emerging opportunities in streaming and digital overlays, brands are finding new ways to connect with fans and amplify their investments. At the same time, potential regulatory shifts—such as a possible TikTok ban in the U.S.—could reshape the social sponsorship landscape, forcing brands to rethink their digital engagement strategies. This year, data-driven strategies will be more important than ever, making tools like Trajektory essential for teams, leagues, and brands looking to track all sponsorship assets in one place and unlock their full potential.
The Big Assets to Watch in 2025
Sponsorship assets are expanding in scope, with some delivering exceptional value across multiple platforms. As brands look for new ways to reach fans and maximize ROI, certain assets are emerging as the most impactful in driving engagement, visibility, and measurable returns. Key assets to watch this year include:
Jersey Patches
Jersey patches continue to be one of the most valuable sponsorship assets, providing brands with high visibility during broadcasts, social media highlights, and photography used across team social channels, emails, websites, and more. With the NBA, MLB, and NHL already incorporating jersey patch sponsorships and the NFL rumored to be considering a similar model, this asset is expected to remain a top performer in 2025. These patches ensure a sponsor’s logo is front and center in some of the most shared and viewed content, including highlight reels, press conferences, and player interviews. The organic exposure generated through game footage and viral social moments makes this a must-have sponsorship for brands looking to establish strong visibility in sports. (See our Jersey Patch Playbook to learn about the 6 indicators that will optimize your sponsorship value return for Jersey patches.)
LEDs and Digital Overlays
Advancements in LED displays and digital overlays are reshaping sponsorship opportunities both in venues and on broadcasts. Teams and leagues are increasingly using dynamic LED signage that can rotate sponsor messaging throughout a game, ensuring brands receive multiple touchpoints with fans.
Digital overlays, which have been widely adopted in MLB and NHL broadcasts, allow sponsors to integrate their branding directly into the viewing experience—whether on the boards in hockey arenas or behind home plate in baseball. These assets are particularly valuable because they allow for geo-targeted advertising, meaning brands can deliver custom messages to different audiences based on their location, maximizing impact.
Streaming Platforms
With Netflix, Amazon Prime Video, and Apple TV entering the live sports space, streaming platforms are opening new doors for sponsorship innovation. Unlike traditional TV broadcasts, streaming services offer interactive sponsorship opportunities, such as branded replays, clickable overlays, and integrated shopping experiences that allow fans to engage directly with sponsor content.
The NFL’s move to air Christmas Day games on Netflix demonstrated the immense potential for streaming platforms to drive sponsorship value.
Additionally, streaming-exclusive leagues like the NWSL on Amazon Prime and Apple’s MLS deal are proving that brands can achieve significant engagement through digital-first sports properties.
In-Venue Sponsorships
In-venue sponsorships continue to evolve, offering brands highly immersive engagement opportunities. Entitlement areas, branded seating sections, and digital signage are now being designed to create fully branded experiences for fans. Whether it’s a branded VIP lounge, tunnel entrance, or interactive fan zone, these activations provide sponsors with a physical presence that enhances brand recall. Additionally, the rise of AR-powered in-stadium activations, where fans can scan QR codes to unlock exclusive content or promotions, makes in-venue sponsorships even more interactive. These sponsorships not only provide exposure to live audiences but also generate valuable content for social media, amplifying their reach.
Social Media
Social media remains a dominant driver of sponsorship value, with platforms like TikTok, Instagram, and X providing real-time engagement with sports audiences. Teams and brands that leverage influencer collaborations, sponsored challenges, and interactive campaigns can see exponential reach beyond traditional advertising. The potential TikTok ban could disrupt this space, forcing brands to pivot to Instagram Reels, YouTube Shorts, and emerging platforms to maintain visibility. Regardless of platform shifts, social sponsorships will continue to be an essential strategy for brands looking to connect with digitally-native sports fans.
TikTok: A TikTok ban would cut brands off from 150M U.S. users who drive engagement through viral trends. The shift to Instagram Reels and YouTube Shorts would require new strategies and higher paid investment. If TikTok stays, its influence will grow, with leagues like the NFL and NBA continuing to maximize its sponsorship potential. NFL teams have embraced locker room and practice interviews, often featuring sponsors on jerseys or facility signage. The Bengals’ “eye-distance prank” TikTok generated $200K+ in value for Fifth Third Bank (practice jersey patch partner) and $40K for Paycor (stadium naming partner)(Trajektory Analytics). These organic, sponsor-integrated videos drive major brand value while engaging fans.
Instagram: Instagram remains a key platform for sports sponsorships, offering brands a mix of high-impact visuals, short-form videos, and interactive engagement. With Instagram Reels competing directly with TikTok, teams and sponsors are using it for branded content, highlights, and behind-the-scenes footage. Features like Stories, Live streams, and interactive stickers provide real-time engagement, while sponsored posts, carousel ads, and shoppable content seamlessly integrate brand messaging. Major leagues like the NBA and NFL have leveraged Instagram Live for game-day coverage and player Q&As, incorporating sponsors organically. As TikTok’s future remains uncertain, Instagram is poised to grow as a primary digital sponsorship platform in 2025.
Shifting Brand Priorities: Focus Areas in 2025
The focus of sponsorship assets is evolving to align with both fan expectations and brand objectives:
Logo-Focused Placements:
Jersey patches, digital overlays, and LED signage will dominate as brands prioritize consistent visibility across all touchpoints.Community Relations:
Brands are increasingly investing in partnerships that emphasize social responsibility, including youth programs, sustainability initiatives, and local community engagement. Teams that lead in these areas will attract higher-value sponsorships.Smaller Sports on the Rise:
Leagues like the WNBA, UPA (United Pickleball Association), and DRL (Drone Racing League) are gaining traction, offering brands an opportunity to engage niche yet highly engaged audiences.
Trajektory enables teams and brands to track the impact of these varied assets, providing a centralized platform for measuring ROI and identifying the most effective strategies.
Teams and Leagues to Watch in 2025
Emerging teams and leagues offer exciting opportunities for sponsors looking to align with rising stars and untapped markets:
NHL: Seattle Kraken: Continuing to build their fanbase with creative sponsorship activations and a commitment to sustainability.
NBA: Oklahoma City Thunder: Their young, talented roster and strong social engagement make them a compelling choice for brands.
WNBA: With growing viewership and increased investment, the WNBA provides brands a chance to lead in women’s sports sponsorships.
MLS: St. Louis CITY SC: A fresh addition to the MLS, this team’s vibrant fan culture is perfect for brands seeking localized engagement.
DRL: The Drone Racing League’s tech-savvy audience presents unique opportunities for brands in the technology and innovation sectors.
The Future of Sponsorship Tracking
The sponsorship landscape is becoming increasingly complex, and tracking the performance of assets across multiple platforms is no small task. Platforms like Trajektory simplify this process by consolidating data for jersey patches, LEDs, digital overlays, and more into a single, user-friendly platform. This streamlined approach allows stakeholders to analyze performance, optimize strategies, and prove ROI with confidence.
As 2025 unfolds, the ability to adapt to new trends—like the rise of streaming, smaller sports leagues, and innovative digital formats—will be essential. With insights from this report and the right tools in hand, teams and brands can stay ahead of the curve and maximize their sponsorship potential.
Ready to make the most of your sponsorship strategy? Contact us today to learn how Trajektory can help you track, analyze, and optimize all your sponsorship assets in one place.
