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Sports Sponsorship & Marketing

Key tips and tools to align fan demographics with products, companies, industries, and markets.

Find Industry Information

The first thing you will want to do is to get the lay of the land of both the sports market and the specific product market or industry. 
A good understanding of both the sports scene as well as the overall industry will go a long way in securing a sponsorship deal.  
The resources below can help you get up to speed quickly with your industry and market. 

  • Use IbisWorld to search for “sports franchises” to get a general overview of the industry in the U.S.
  • IbisWorld is also a great resource to get a broad understanding of other large industries, such as the casual dining industry in the U.S.


  • First Research provides quick and easy to understand industry analyses
  •  Search for “professional sports” to find a very useful report.
  • Similarly, First Research will have reports that cover the broad industry of your potential sponsor.
  • Statista is a great place to look for a variety of sports statistics, covering revenues, attendance, participation, expenses, and more.
  • Statista may also have statistics on the industry of your sponsor, as well as statistics about the company and competitors.
  • Passport has some useful information in a report called “Sporting and Recreational Services" for several major international markets.   You can find this report by searching for the title in the Passport search box.
  • Also use Passport to understand consumer industries in countries around the world, including the USA.  Use this data to better understand your sponsor's industry. 

Trade Publications & Journals

  • Use Business Source Complete to find trade publications about the industry in which the potential sponsor operates.
  • Trade Publications can give you "insider" information into what's happening in an industry.