Continental shift: who's up and who's down in the European sponsorship market?

This week, Ben Cronin and the SportBusiness Sponsorship editorial team host a live recording of the podcast at L’Escargot restaurant in London to mark the launch of the European Sponsorship Report.

They discuss:

THE SIZE OF THE MARKET: How much was the European sponsorship market worth in 2025 and which two sports accounted for 67% of the overall value?
SPONSORSHIP SURVEY: The team reads the mood of the sponsorship industry and unpacks the findings from this year’s reader survey. Which sponsorship categories are expected to grow over the next 12 months and how is AI changing the way people work?
TOP PROPERTIES: Which teams and leagues came out on top in our ranking of the biggest sponsorship properties in Europe?

You can purchase your copy of the European Sponsorship Report 2026 here.

You can subscribe to The SportBusiness Podcast on Apple Podcasts, Spotify, Amazon Music and YouTube.

Enter SBPODCAST30 at checkout for monthly and annual SportBusiness.com subscriptions for a 30-per-cent discount here.

Host: Ben Cronin

Contributors: Matthew Williams, Faaez Samadi, Matthew Glendinning

Editor: Gwen Gourvellec

Hosted on Acast. See acast.com/privacy for more information.

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