High Price For Global Sports Partners

International sports federations receive more than $2 billion per year in sponsorship according to the Sponsorship Today, which analyzed more than 400 deals from 52 international sports federations. The results: the average deal value was about $4.6 million.

The Union of European Football Associations (UEFA), FIFA and the International Olympic Committee (IOC) account for half of all federation sponsorship income. Similarly, soccer federations such as UEFA, FIFA, AFC (Asia), Conmebol (South America) and CAF (Africa) also account for 50% of global federation sponsorship income, per the study. Other rights holders are in motorsport, tennis, athletics and cricket but that there also a lot of sports that don't have mass media coverage and thus struggle to attract major brands. The report also questions the long-term viability of the IOC Olympic Partners program.