Relo Metrics’ 2024 U.S. Sports Scoreboard reveals $11B in sponsor media value across major U.S. leagues—marking a pivotal year in the evolution of sports sponsorship, where broadcast strength met a rising digital tide.
A Record Breaking Year for Sponsorship Value
In 2024, sports sponsorship in the U.S. underwent a dramatic evolution. Across the NFL, NBA, WNBA, MLB, MLS, and NHL, Relo Metrics tracked an unprecedented $11 billion in Sponsor Media Value (SMV). Broadcast still led the way, but digital channels significantly increased their share.
Despite linear TV’s continued strength—especially in leagues like the NFL and MLB—audiences are rapidly diversifying. More than 975 brands earned over $1 million in SMV, underscoring the scale of opportunity and competition across channels.
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Social Media Has Become a True Powerhouse
Social platforms fueled explosive growth in fan engagement and sponsor exposure, generating:
- 938 billion social impressions
- 24 billion engagements
- 54% of total SMV in MLS, 41% in the WNBA, and 32% in the NBA
This rise was driven by:
- Athlete-led storytelling
- Viral content and trending formats
- Younger audiences shifting to TikTok and Instagram for sports highlights
Brands Must Embrace Cross-Platform Intelligence
The sponsorship model has entered a new era where impressions alone aren’t enough. Today’s winning strategies are data-informed and outcome-driven. With the help of AI-powered tools, marketers are now able to track, evaluate, and optimize sponsorships in real time.
Rather than sticking to siloed metrics, brands are adopting cross-platform frameworks that prioritize:
- Multi-channel synergy
- Creative flexibility
- Measurable outcomes at every stage of the funnel
Additional Insights:
- Over 975 brands earned $1M+ in SMV, showing the scale of opportunity across leagues.
- The MLB led all leagues in total SMV, driven by its sheer game volume and high-value signage.
- AI-powered sponsorship analysis is becoming the industry norm for real-time optimization.
Click here to unlock the full copy of the 2024 US Sports Scoreboard Insight Report
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