August 30, 2021

Tech companies go all in on NFL sponsorships

SBJ Atlas

After an SBJ Atlas analysis of the 32 NFL teams sponsor rosters by industry category, the Technology sector (104 deals) narrowly beats out Insurance (102) for most team sponsorships across the league. Nearly all the brands that lead the top categories are also league sponsors, such as Gatorade and Microsoft. But some categories are very specific and diverse – for example, of the 97 deals in the Food category, 85 are with brands that have deals withonly one team. And some categories see brands in close competition. For example, FanDuel joined DraftKings and Caesars as the NFL’s first sports betting sponsors this season, but BetMGM actually has more team deals this year than the official league partners.

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